Samenvatting
Summary Digital Food Marketing
- Instelling
- Tilburg University (UVT)
This summary consists of the lectures and additional articles.
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Digital Food MarketingLecture 1
Food marketing = the act of communicating to the consumer through a range of marketing
techniques to add value to a food product and persuade the consumer to purchase. This
includes all activities that occur between the completion of a product and the consumers'
purchasing process.
Traditional forms = newspaper, billboards
Target advertising = knowing who is the target and focusing on that
Speech-related activities:
Non-speech-related activities: Max Verstappen drives for the brand Red Bull, which has
nothing to do with racing.
4 P’s marketing mix:
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 to influence 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.
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 consumers,
persuading them to go to the store and purchase that food product. Additionally,
promotions in magazines and newspapers may offer coupons for food products.
Place: Place refers to the distribution and warehousing efforts necessary to move
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.
When promoting a product, you also do branding.
Why we allow fake promotions we buy it and once we like it we will continue buying it
Three (or four?) phases:
Fragmentation phase (end of 19th century) Transporting was expensive, leaving
most production, distribution and selling locally based
Unification phase (end of 19th century – mid 20th century) Distribution was made
possible by railroads, coordination, telegraph and telephone and product consistency
were made possible by advances in manufacturing. The new distribution system was
led by large food processors: Heinz, Quaker Oats, Campbell Soup and Coca-Cola.
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) Radio, television and internet advertising
made it possible for a wider range of competing products. More efficient
distributions (flights, boats, trains, trucks) led to the possibility to sell your brand and
product worldwide.
Personalized/tailored phase (2010 – current) Personalized/tailored marketing
possibilities because of neuromarketing, online buying, short concentration, artificial
intelligence, machine learning and eye-tracking.
Objective food marketing increase sales
More efficient marketing, sell your product better than your concurrent.
Lower quality
The overly abundant food supply, combined with a society so affluent that most
people can afford to buy more food than they need.
To satisfy stakeholders, food companies must convince people to eat more of their
products or to eat their products instead of competitors.
10 largest food companies:
Nestle
PepsiCo
Coca Cola
Unilever
Danone
General Mills
Kellogg’s
Mars
Associated British Foods
Mondelez
Blue zones life lessons:
Move naturally
Eat wisely
Right outlook
Right tribe
Most obese nations mostly islands where there lands once a week an aeroplane to give
them preserved unhealthy long-lasting food
8 layers of EU laws about what needs to be on the package:
Where is it produced
Product name
Name and address of the manufacturer or responsible entrepreneur
Ingredients
Quantity
Nutritional value
Storage instruction
Best before or use-by date
, Lecture 2
Struggle with food marketing is the freedom of speech because you can say whatever you
want: RedBull gives you wings or a hamburger is healthy for you
It is harder for people to name 3 different fruit or vegetable brands than fast food brands,
because of the huge amount of marketing fast food brands apply.
Haribo heeft met 98% de hoogste bekendheidsgraad van reclameslogan.
People can decide for themselves or is that not true? Because of all the fake advertisements
There is a child protection law if companies support a child to eating unhealthily they can
get a claim
RedBull is integrated with F1 because of the marketing --> Speed, and beautiful people and
now RedBull is attached to the F1 and all the people who see it. Nutrition doesn’t care only
marketing cares
The link between the two trends
Increasing expenditure on food advertisements energy-dense snacks
Increased obesity
Sugar addiction: the perpetual cycle
1. You eat sugar
2. Blood sugar levels spike
3. Blood sugar levels fall rapidly
4. Hunger & cravings
Food advertisements have a direct effect on:
Brand/product attitudes
Cognitions
Emotions
Eating/consumption behaviour
Is there a causal relationship between food advertisements and food intake?
It is hard to say because you don’t know what someone eats of what they buy. There is an
association between television viewing and obesity that remains significant even when
potential confounding variables such as socioeconomic status, a familial tendency to be
overweight, and, critically, levels of physical activity are considered.
Food Marketing
Old media/advertisements
o Television
o Newspaper
o Radio
o Magazines
o Billboards
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