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Samenvatting - Digital Food Marketing (880099-M-6)
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Digital food marketingWeek 1
Lecture
Introduction and history of food marketing
What is food marketing?
Pomeranz & Adler, 2015 “marketing is a broad concept that includes (1) speech based
communications, and (2) non-speech related activities. In the first category, marketers
communicate through an array of speech-based practices that include both traditional
“advertising” (e.g. billboards and television, radio and print ads) and broader promotional
strategies (e.g. public relations communications and youtube, facebook and twitter content).
Food marketers and retailers also engage in marketing practices that do not involve speech,
such as establishing the price of products and determining where to locate themes within a
store.”
Schaffner, Schroder & Earle, 1998 “food marketing is the act of communicating to the consumer
through a range of marketing techniques in order to add value to a food product and persuade
the consumer to purchase. This includes all activities that occur in between the completion of a
product through the purchasing process of consumers”.
Marketing mix (4P’s)
Product: the product of the marketing mix refers to the goods and or services that the company
will offer to the consumer. A company can achieve this by either creating a new food product, or
by modifying or improving an existing food product.
Price: pricing is an important aspect in order to influence the buying activity when people are in
the stores or to persuade people to go to the stores and buy also other products that are not
related to the advertised foods -> might be the most influential one
Place: place refers to the distribution and warehousing efforts necessary to move a food from
the manufacturer to a location where a consumer can buy it. It can also refer to where the
product is located in a retail outlet (e.g. the end of an aisle; the top. Bottom or middle shelf; in a
special display case etc).
Promotion: promotion of the marketing mix is defined as the actions used to communicate a
food product's features and benefits; therefore, persuading the consumer to purchase the
product. There are multiple avenues used to promote a food product to consumers. Some
examples are out of store, in store and on the packaging. Food advertisements on television are
used to attract the consumer to persuade them to go to the store and purchase that food
product. Additionally, promotions in magazines and newspapers may offer coupons for food
products. -> most important one for this course
Three (or four) phases distinguished
, - Fragmentation phase … - end of 19th century -> talking about your food products
In this phase, countries were divided into numerous geographic fragments for food sales
because transporting food was expensive, leaving most production, distribution and selling
locally based.
- Unification phase - end of the 19th century / mid 20st century
In this phase, distribution was made possible by railroads, coordination, coordination of sales
forces was made possible by the telegraph and telephone, and product consistency was made
possible by advances in manufacturing. This new distribution system was led by large food
processors and by companies such as Heinz, quaker oats, campbell soup, and coca cola which
sold their brands (inter)nationally. Advertising in print media and direct marketing through
demonstrations at stores and public venues were among the prime marketing tools.
- Segmentation phase - 1950 / to current
In this phase radio, television and internet advertising made it possible for a wider range of
competing products to focus on different benefits and images and thus appeal to different
demographics and psychological markets. More efficient distribution (e.g. flights, boats, trains,
trucks) led to the possibility to “sell” your brand and products worldwide.
- personalized/tailored phase - 2010 / current
In this phase, personalized/ tailored marketing possibilities have increased immensely due to
big data collections, artificial intelligence, machine learning, neuromarketing and eye tracking.
-> because of the development of communication
,Objective food marketing
The overly abundant food supply, combined with a society so affluent that most people can
afford to buy more food than they need, sets the stage for competition. The food industry must
compete fiercely for every dollar spent on food, and food companies expend extraordinary
resources to develop market products that will sell regardless of their effect on nutritional status
or waistlines.
To satisfy stakeholders, food companies must convince people to eat more of their products or
to eat their products instead of those competitors. They do so through advertising and public
relations, of course, but also by working tirelessly to convince government officials, nutrition
professionals, and the media that their products promote health - or at least to not harm them.
Much of this work is a virtually invisible part of contemporary culture that attracts occasional
notice.
Ten largest food companies: nestle, pepsico, coco-cola, unilever, danone, general mills,
kelloggs, mars, associated british foods, mondelez.
, Date marketing and food waste
Week 2
Literatuur
Powell, L. M., Harris, J. L., & Fox, T. (2013). Food marketing expenditures aimed at youth:
putting the numbers in context. American Journal of Preventive Medicine, 45(4), 453-461.
- Nutritional quality of foods and beverages marketed to youth remains poor
- Total youth exposure to TV food advertising remains high
- Time spending on new media increases (internet, social media)
- Youth targeted marketing covered by CFBAI (children's food and beverages advertising
initiative) is limited
conclusie: Voedsel- en drank marketing beïnvloedt de voorkeuren, aankoop verzoeken en
consumptiepatronen van kinderen, wat bijdraagt aan overgewicht, en er is weinig vooruitgang
geboekt in zelfregulering door de industrie. Er zijn sterkere voedingsnormen en aanvullende
beschermingen nodig, evenals voortdurende monitoring en mogelijk beleidsmaatregelen door
overheden.
Boyland, E., McGale, L., Maden, M., Hounsome, J., Boland, A., Angus, K., & Jones, A.
(2022). Association of food and nonalcoholic beverage marketing with children and
adolescents’ eating behaviors and health: a systematic review and meta-analysis. JAMA
pediatrics, 176(7), e221037-e221037.
Food marketing is associated with significant increase in food intake, choice, preference and
purchase request for children and adolescents. There was no clear evidence of associations
with purchasing and little evidence on dental health or body weight.
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