Final exam grade: 8.3 - using only this summary!
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Lecture 1 Digital Food
Marketing
What is food marketing?
Everything that is related to the food queue is a marketing message.
Marketing is a broad concept that includes
(1) speech-based communications = marketers communicate through an
array of speech-based practices that include both traditional advertising
(billboards, tv) and broader promotional strategies (public relations
communications and YT, X, FB content)
(2) non-speech related activities = marketing practices that don’t involve
speech; such as establishing the price of products and determining where
to locate them within a store.
“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.”
- Value = red bull example (the value is that; it gives you ‘wings’)
Marketing mix (4 P’s)
1. Product the goods and/or services that the company will offer to
the consumer. By creating a new food product, or by modifying or
improving an existing food product.
2. Price 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.
3. Promotion the actions used to communicate a food product’s
features and benefits; therefore, persuading the consumer to
purchase the product.
o Multiple ways of promoting food product: out-of-store, in-store
and on the packaging.
4. Place the distribution and warehousing efforts necessary to move
a food from the manufacturer to a location where a consumer can
buy it / where the product is located in a retail outlet (e.g., the end of
an aisle; the top, bottom shelve)
Three (or four?) phases distinguished
1. Fragmentation phase (end of 19th century): food sales were local
because transporting food was expensive. Markets sold products directly
with little reach beyond local areas.
2. Unification phase (end of 19th century – mid 20th century):
railroads, telegraphs, and telephones made national distribution and
coordination possible. Brands like Coca-Cola became consistent and
recognizable. Advertising used print and in-person demos.
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