NUT 468 Chapter 4, Spring 2017

1 MARKETING Cosette Fakih El Khoury NUT 468 Spring 2017 2 Why are we studying marketing in this course? Why is it important for managers ? Why is it important for dietitians & food service managers? 3 Overview & Definition Marketing is an essential tool for managers just like decision making and communication In this chapter we will focus on understanding why a dietitian must understand the power and value of marketing as a tool and use marketing concepts to inform and educate the public as part of effective food and nutrition services 4 Overview & Definition Until recently, dietitians neglected marketing themselves, their profession, and their products Food practitioners were not familiar with marketing concepts Well… times have changed and 42% of RDs in the US claim that they promote food and nutrition programs, products, and services through interactions with others 5 Overview & Definition Dietitian, as a member of the health care team, must understand the power of marketing as a tool and use it to inform and educate the public as part of effective nutrition services Marketing also needed to be used by dietetic practitioners to send counter messages to the public concerning health (Ex: Obesity crisis) 6 Overview & Definition So how do we define marketing, keeping in mind the need to promote good health? 7 Overview & Definition Marketing is a management tool that focuses on identifying the needs, wants, and demands of customers and developing products to meet those needs Source: Hudson, N; Management Practice in Dietetics 8 Overview & Definition •Continuum of efforts & activities ranging from simple marketing to media advocacy •Each form involves a relationship and two way interaction between the marketer and those to whom the marketing is being directed 9 Overview & Definition • Simple marketing involves targeted communication of information based on audience research • Social marketing aims to create attitudinal and/or behavioral change in a target audience by emphasizing relevant benefits to that audience • “Branding” strives to define and establish a positive image or impression for a product via linked association with a visual or auditory cue that will, when re-experienced, stimulate a quick, almost hard-wired short-cut reminder of the positive value of the product • Media advocacy is a strategy designed to bring about a political action and/or policy change through the reframing of issues in mass media 10 11 The Marketplace The way an organization describes, understands, and sees its market has a major impact on how the organization is perceived by staff and outsiders There are 5 ways an organization sees its marketplace 1. Production perspective 2. Product perspective 3. Selling perspective 4. Marketing perspective 5. Social marketing perspective 12 Productio n Perspecti ve Product Perspecti ve Selling Perspecti ve Marketin g Perspecti ve Social Marketin g Perspecti ve 13 1-Production Perspective Original view of the market Developed prior to the industrial revolution Demand exceeded production (goods were manufactured by hand) 14 2-Product Perspective Make large quantities of a product through mass production & assembly line techniques Goods are made in an effective and efficient way, time and effort can be put into the development and refinement of the product This allows organizations to look at their products in terms of value, features, and performance 15 3-Selling Perspective (1/2) A good product with excess production capacity Company can adopt a selling perspective accompanied by active promotion to draw attention of consumers toward it This promotion urges consumers to buy something they do not really want or need This promotion happens with very well adept, trained, and qualified sales people 16 3-Selling Perspective (2/2) The focus is more on selling then on marketing Profits are based on the quantity of goods sold Focus is to increase sales volume 17 4-Marketing Perspective (1/2) This looks at production, product, and sales Also takes into consideration distribution, price, and how the product is introduced and promoted to the consumer The focus is not on any one of the factors in particular but how each one of these factors contribute to the marketing mix 18 4-Marketing Perspective (2/2) The marketing perspective also differentiates between customer needs, wants, and demands NEEDS WANTS DEMANDS Things required for well being Socially acceptable ways to meet needs Wants that are supported by resources, like money that allow them to be fulfilled 19 5-Social Marketing Perspective (1/2) Also known as societal marketing Exceeds meeting consumer expectations but in turn it also focuses on the good of society Takes into consideration consumer welfare as well as consumer wants The goal of social marketing is to improve the common good by balancing the needs of the organization and its customers with the needs of society 20 5-Social Marketing Perspective (2/2) Example: Quick service restaurants include messages related to balanced nutrition in their promotions 21 Target Markets Mass Marketing Target Marketing • Product made and available to population at large • Can be used to promote a single product or several products with different features • Designed to appeal to wide segments of the population • In recent years it has been found that marketing is more effective if products are developed for and promoted to unique subgroups within the population • Ex: vitamins (liquid vitamins, chewable, vitamins with iron, ..) • Target marketing has 3 parts: market segmentation, market targeting, and market positioning 22 Target Marketing Target Marketi ng Market Segmentati on Market Targeting Market Positioning 23 1-Market Segmentation (1/3) Markets are segmented in several ways ◦Demographics: Age, race, gender, income, education, etc.. ◦Geographic: Country, state, climate, .. ◦Psychographic: Attitude, value, belief, .. ◦Behavioral: Usage, benefits, … Grouping of potential consumers is called market segmentation 24 1-Market Segmentation (2/3) The trick is to determine which characteristics are useful to create a useful subgroup that could benefit from a particular product Example: Manufacturer of cookie created a new product for brunettes Vitamin supplements targeted to senior citizens with silver hair 25 1-Market Segmentation (3/3) Characteristics that form the basis for segmenting the market are specific to product In nutrition, dietetic practitioners have segmented their clients based on medical diagnosis (CVD, renal, …) 26 2-Market Targeting (1/2) Once market segments are identified, they need to be evaluated to see if it is feasible to develop a product for that market Factors to evaluate include: ◦Size of the segment ◦Anticipated growth of segment ◦Attractiveness of segment (vs. competition) ◦Brand loyalty ◦Resources required to get a product to market (product development, promotion, ..) ◦Return on investment (revenue generation) 27 2-Market Targeting (2/2) The goal in target marketing is selection of the market that will need, want, and demand the product 28 3-Market Positioning After target market is identified, product must be positioned Position is how product is perceived by customers relative to other similar products Products are positioned on the basis of: ◦Attribute (physical, sensory, price) ◦Use 29 Market Research Necessary to find out about potential markets Market research begins with defining the goal or problem and gathering data to understand all aspects Market research provides information on: ◦Knowledge ◦Belief ◦Attitude 30 Market Research Market research is conducted to identify a target market or to determine actual needs, wants, and demands of a specific group Market research: 1. Needs identification 2. Information gathering a. Primary Data b. Secondary Data 3. Data Analysis 31 Market Research Choice whether to use primary or secondary data or a combination of them depends on: ◦Information already available ◦Money available for market research 32 Marketing Mix Marketing mix has four components, four P’s of marketing: 1. Product 2. Place 3. Price 4. Promotion 33 Marketing Mix Targe t Mark et Produ ct Pric e Plac e Promotio n 34 Product Anything offered to consumers to satisfy their needs, wants, and demands Products can be: 1. Goods a. Durable goods: Ovens, computers, furniture, … b. Non-durable goods: Dishes, uniforms, .. c. Perishable goods: Meat, fresh food products, .. 2. Services: intangible products, … 3. Places 4. Activities 5. Ideas/advice 35 Place Location where tangible goods are offered and also includes the product’s distribution system (storage, delivery system, transport, ..) For intangible products place denotes the location where a service is offered (daycare center, shopping mall, …) 36 Price Most critical component of the marketing mix Price is the component most evident to the consumer Price is often regarded as a competitive tool They should take into account: ◦Competition ◦Profit margins ◦Discounts 37 Promotion The means to introduce the product to the targeted audience It is communicating a message through a variety of mediums to create awareness and promote action Advertising for instance is an important part of a promotional campaign 38 Summary Table of Marketing Mix Decisions Product Functionality Appearance Quality Packaging Brand Price List Price Discounts Allowances Financing Place Channel Members Logistics Coverage Promotio n Advertising Personal selling Public relations Media Budget