An increasingly vital and perhaps second rule of business planning is to establish a strong ethical philosophy at the outset of your planning. This provides a vital reference for decision-making and strategy from the startThe American Marketing Association defines marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." Marketers use an assortment of strategies to guide how, when, and where product information is presented to consumers. Their goal is to persuade consumers to buy a particular brand or product.
Successful marketing strategies create a desire for a product. A marketer, therefore, needs to understand consumer likes and dislikes. In addition, marketers must know what information will convince consumers to buy their product, and whom consumers perceive as a credible source of information. Some marketing strategies use fictional characters, celebrities, or experts (such as doctors) to sell products, while other strategies use specific statements or "health claims" that state the benefits of using a particular product or eating a particular food.
Impact and Influence
Marketing strategies directly impact food purchasing and eating habits. For example, in the late 1970s scientists announced a possible link between eating a high-fiber diet and a reduced risk of cancer . However, consumers did not immediately increase their consumption of high-fiber cereals. But in 1984 advertisements claiming a relationship between high-fiber diets and protection against cancer appeared, and by 1987 approximately 2 million households had begun eating high-fiber cereal. Since then, other health claims, supported by scientific studies, have influenced consumers to decrease consumption of foods high in saturated fat and to increase consumption of fruits, vegetables, skim milk, poultry, and fish.
Of course, not all marketing campaigns are based on scientific studies, and not all health claims are truthful. In July 2000 a panel of experts from the U.S. Department of Agriculture supported complaints made by the Physicians Committee for Responsible Medicine that the "Got Milk" advertisements contained untruthful health claims that suggested that milk consumption improved sports performance, since these claims lacked scientific
Companies often use characters to appeal to young consumers. Ronald McDonald first appeared on T.V. in 1963, portrayed by Willard Scott. The clown is known worldwide, and according to McDonald's, is the most recognizable figure next to Santa Claus. [Photograph by Tim Clary. AP/Wide World Photos. Reproduced by permission.]
Companies often use characters to appeal to young consumers. Ronald McDonald first appeared on T.V. in 1963, portrayed by Willard Scott. The clown is known worldwide, and according to McDonald's, is the most recognizable figure next to Santa Claus.
[Photograph by Tim Clary. AP/Wide World Photos. Reproduced by permission.]
support. In addition, the panel agreed with the physicians' claim that whole milk consumption may actually increase the risk of heart disease and prostate cancer, and recommended that this information be included in advertisements.
The tremendous spending power and influence of children on parental purchases has attracted marketers, and, as a result, marketing strategies aimed at children and adolescents have increased. Currently, about one-fourth of all television commercials are related to food, and approximately one-half of these are selling snacks and other foods low in nutritional value. Many of the commercials aimed at children and adolescents use catchy music, jingles, humor, and well-known characters to promote products. The impact of these strategies is illustrated by studies showing that when a majority of television commercials that children view are for high-sugar foods, they are more likely to choose unhealthful foods over nutritious alternatives, and vice versa.
Inappropriate Advertisements
Attempts to sell large quantities of products sometimes cause advertisers to make claims that are not entirely factual. For instance, an advertisement for a particular brand of bread claimed the bread had fewer calories per slice than its competitors. What the advertisement did not say was that the bread was sliced much thinner than other brands.
Deceptive advertising has also been employed to persuade women to change their infant feeding practices. Advertisers commonly urge mothers to use infant formula to supplement breast milk. Marketing strategies include
One strategy used by advertisers is to feature a celebrity in their advertisements or on their packaging. The implicit message is that the celebrity endorses the product, uses the product, and may even depend on the product for success. [AP/Wide World Photos. Reproduced by permission.]
One strategy used by advertisers is to feature a celebrity in their advertisements or on their packaging. The implicit message is that the celebrity endorses the product, uses the product, and may even depend on the product for success.
[AP/Wide World Photos. Reproduced by permission.]
giving women trial packs or coupons for several months of free formula. Often, women are not aware that supplementing breast milk with formula will reduce or stop their milk supply. When the samples and coupons are no longer available, women may try to "stretch" the formula by mixing it with water, unaware that diluting the formula places their infant at risk for malnutrition . Many groups have objected to the use of marketing strategies that include free formula and coupons, and infant-formula manufacturing companies have been forced to modify their marketing practices.
Other marketing strategies involve labeling foods as "light," meaning that one serving contains about 50 percent less fat than the original version (or one-third fewer calories). For example, a serving of light ice cream contains 50 percent less fat than a serving of regular ice cream. As a result, consumers mistakenly believe that eating light food means eating healthful food. However, they fail to realize that a serving of the light version of a food such as ice cream can still contain more fat and sugar than is desirable.
Food labels with conflicting information often confront consumers. For example, labels claiming "no fat" do not necessarily mean zero grams of fat. Food labeling standards define low-fat foods as those containing less than 0.5 gram of fat per serving. Therefore, consuming several servings may mean consuming one or two grams of fat, and people are often unaware of what amount of a food constitutes a "serving." In addition, foods low in fat may be high in sugar, adding additional calories to one's daily caloric intake. Too often, consumers mistakenly translate a claim of "no fat" into one of "no calories."
Other examples of conflicting claims include labels advertising foods as "high in fiber," without specifically indicating the presence of high levels of salt, sugar, or other nutrients . Also, labels advertising dairy products as high in calcium , and thus offering protection from osteoporosis , are often missing information relating to the high fat content and its possible contribution to the risk of heart disease.
Consumers are also misled by food comparisons. For example, one fruit drink may be advertised as containing more vitamin C than another, when in reality neither of the drinks are a good source of the vitamin. In addition, labels on some fruit drinks claim that the product "contains real fruit juice" when, in reality, the fine print reveals that one serving contains "less than 10% fruit juice."
Recommendations for Responsible Food Marketing
Consumers rely on product advertisements and food labels for nutritional education. The American Association of Advertising Agencies states that responsible food marketing strategies should: (1) avoid vague, false, misleading, or exaggerated statements; (2) avoid incomplete or distorted interpretations of claims made by professional or scientific authorities; and (3) avoid unfair product comparisons. Advertisers must also consider the long-term consequences or potential for harm stemming from their claims. While these recommendations are important in developed countries, they become even more critical in international marketing campaigns.
It is also important for consumers to recognize their role in evaluating health claims and product comparisons. While advertisers are aware of the need for truth in advertising, sometimes their desire to sell products over-shadows an accurate disclosure of product attributes. Advertisers should bear in mind that inaccurate or vague health claims have the potential to cause economic hardship, illness, and even death. Lastly, marketing strategies used in developing nations should be subjected to the highest standards of truth in advertising.
Read more: Marketing Strategies - calcium, food, nutrition, needs, body, diet, health, fat, nutrients, eating, vitamin, water, habits, Impact and Influence, Inappropriate Advertisements Introduction
Developing a marketing strategy is vital for any business. Without one, your efforts to attract customers are likely to be haphazard and inefficient.
The focus of your strategy should be to make sure that your products and services meet your customers' needs and that you develop long-term and profitable relationships with those customers. To stay competitive, you'll need to keep your offerings constantly fresh and new. You will need to keep up with the current trends in your market, any emerging technologies and changes or improvements to your existing products.
You will also need to create a flexible strategy that can respond to changes in customer perceptions and demand. It may also help you identify whole new markets that you can successfully target.
The purpose of your marketing strategy should be to identify and then communicate the benefits of what your business offers to your target market.
Once you have created and implemented your strategy, you should monitor its effectiveness and make any adjustments required to maintain its success.
This guide explains how to focus on reaching potential customers and your key objectives in doing so. It explains what to include in your marketing and promotional strategies and how they can be used as the basis for effective action.
How a Good Internal Management can Bring you New Clients
Did you ever wonder whether a good internal management can bring new clients, and keep the old ones, for a long time?
Weren’t you ever disgusted by the way some boss treated his waiter and made you feel not come back to that restaurant again?
You might be saying to yourself that he is making a strong authority on his employees, that he is keen on providing a high quality to the costumers, to which he always smiles, like if he were a very nice person... you know he is hypocrite, that’s clear like the shinning sun, and stupid like a pig to ignore that the human resources are the precious wealth of his business, who will make it bloom in the near future, as to the long term.
As I worked once in a restaurant, as manager assistant, we had the same problem every day: the waiters were usually absent without notice, the best ones used to come always late, even when we gave them warnings, so imagine the mess at a high class restaurant by then. Normally, no one could solve the problem in a timely manner, or even suggest a decent solution: to solve a problem, we need to understand it, so here is the explanation: the seasonal big boss at that time, was a real tough guy who was able to show you the stars in the sky on a bright day, just by humiliating you in front of all the costumers. As a result, I get many complaints because of that behaviour, which means that the costumers are no happy, as they are in that place to enjoy happiness ... Part of the plan failed! Will they come back next time?
Imagine if the situation was totally opposite, smiles on the face of the boss to his subordinates, like to his clients, happy employees, this is already an insurance that what you are consuming is quality. Will they come back next time?
This same scenario can be demonstrated anywhere, even in back offices. If you ignore it, the costumers sense it when things aren’t good enough, only by paying close attention to the results, which are what they get.
What is Marketing Strategy?
Marketing strategy is essentially a pattern or plan that integrates your organization's major goals, policies, and action sequences in a cohesive whole to achieve customer success 360.
Marketing strategies are generally concerned with four Ps: product strategies, pricing strategies, promotional strategies, and placement strategies.
The focus of marketing strategies must the objectives to be achieved – not the process of planning itself.
Market Leadership Strategies
The market leader is dominant in its industry and has substantial market share. If you want to lead the market, you must be the industry leader in developing new business models and new customer value. You must be on the cutting edge of new technologies and innovative business processes. Your customer value proposition must offer a superior solution to a customers' problem, and your product must be well differentiated... More
SWOT Analysis: Questions To Answer
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What do you offer that makes you stand out from the rest?
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Do you have any specific marketing expertise?... More
Modern Customer-based Relationship Approach
In today's customer-driven economy, corporations must move from product-based campaign marketing to a customer-based relationship approach. Customer relationship management is the management of customer communication over a relationship continuum. It includes relationship strategy and multi-channel relationship programs that produce both business value and customer experiences on a scale not seen in traditional marketing.7... More
Competitive Strategies
To be successful today, your company must become competitor-oriented. You must pursue the right competitive strategy – avoid strengths of your competitors and look for weak points in their positions and then launch marketing attacks against those weak points.3... More
Differentiation Strategy
The key to successful marketing is differentiation. "If consumers don't perceive your brand(s) as being different from those offered by the competition, you won't win the marketing war. The battle for consumer minds is a battle of perceptions not products."2 Thus, "differentiation is one of the most important strategic and tactical activities in which companies must constantly engage. It is not discretionary.