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How Can We Segment ?

Buying behaviour Moment of purchase Benefits of purchase Consumption patterns Product Image Customer values. How Can We Segment ?. Product Related Behaviour. Customer Characteristics. Demographics Socio-economic Geographic Personal Lifestyles. Some Food Marketing Issues. Branding

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How Can We Segment ?

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  1. Buying behaviour Moment of purchase Benefits of purchase Consumption patterns Product Image Customer values How Can We Segment ? Product Related Behaviour Customer Characteristics • Demographics • Socio-economic • Geographic • Personal Lifestyles

  2. Some Food Marketing Issues • Branding • Innovation • Brand extensions and improvements to existing product categories • New product categories • Consumer brand loyalty: The ability to resist promotional efforts of competitors—not consistent choice of brand • Multi-brand loyalty

  3. Marketing Mix

  4. Product Differentiation from competitors “Me too” products tend to be unsuccessful Pricing Price positioning of the brand Low Value High (prestige) Consistency of pricing Distribution Options available Intensive vs. selective distribution Promotion Advertising for brand building Some other options: Samples Price promotion Coupons Trade promotion The Four Ps of Marketing

  5. Product Strategies • Incorporate all relevant aspects of the product bundle of attributes • Branding • Convenience • Packaging • Nutrition

  6. Product Strategies • Incorporate all relevant aspects of the product bundle of attributes

  7. branding • Identifies the seller and differentiates the product from those competitors’ offering

  8. Product Strategies • Incorporate all relevant aspects of the product bundle of attributes • Convenience

  9. Product Strategies • Incorporate all relevant aspects of the product bundle of attributes • Packaging

  10. Product Strategies • Incorporate all relevant aspects of the product bundle of attributes • Nutrition

  11. convenience • Built-in-maid service • Ready-to-serve

  12. convenience • Built-in-maid service • Boil-in-bag food

  13. convenience • Built-in-maid service • Instant coffee

  14. convenience • Built-in-maid service • Minute desserts • Brown-and-serve rolls

  15. convenience • Built-in-maid service • Brown-and-serve rolls

  16. packaging • Dehydrating

  17. packaging • Irradiating

  18. packaging • Freeze-drying The shelf life of both food and non food items can be increased considerably by freeze drying, where the product is chilled rapidly and water drawn up as vapor at relatively high Vacuum. 

  19. packaging • Aseptic processing • The system allows for a wide range of commercial products to be produced without any preservatives and to have naturally extended shelf life, facilitating a very effective means to export nationally and internationally valued-added products.

  20. Innovation Discovery and application of new idea • Market research • Food scientists • Advertising agents

  21. Innovation • New market methods • New products or service • New business organization

  22. Product Cycle

  23. New Product Development • Integrate R&D, marketing and Production • Ensure: • Product development driven by customer needs • New products can be manufactured efficiently/effectively • Time to market is minimized • Plan clearly: goals, milestones, budgets

  24. New Product Development • New product development • High risk / high return • Technological innovation • Location of R&D • Disperse R&D to trend/technology leading markets • High investment on basic and applied research • Strong underlying demand; affluent consumers • Intense competition

  25. Marketing Mix: Promotion • Push vs pull strategies • Push strategy: personal selling emphasis • Industrial products; complex new products • Short distribution channels • Few print or electronic media • Pull strategy: mass media advertising emphasis • Consumer goods • Long distribution channels • Marketing message may be carried via print / electronic media

  26. Marketing Mix: Price • Price discrimination: demand elasticity • Strategic pricing • Predatory (quick share-of-market focus): • lower prices to drive competitors out, then raise prices • Multipoint pricing: • pricing in one market may have an impact in another market; subsidize low pricing in one market from profits in another • Experience curve: • use aggressive pricing to build volume and move firm down experience curve (lower marginal costs) • Regulatory issues: • antidumping, monopoly restriction

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