The Hard Sell. Marketing Food
Description
Following up on the program Good Enough to Eat: Developing Food Products, this episode explores the marketing of the snack-sized chocolate cake bar in the months before and after its release. During these months, we sit in on boardroom discussions as the marketing team plans and implements its campaign. We learn about the challenges facing food marketers, all vying for a slice of consumers' attention and spending. The reliance on sound market research, the identification of competitor products, and the need to establish points of difference, are all highlighted. A graphic designer and a food stylist demonstrate the importance of artistic food presentation to promote food products, and some legal constraints affecting food-product labeling and promotion are identified and explained. Targeted marketing of particular food products to niche consumer groups is extensively discussed, including a segment in which we explore the marketing of a gourmet food range overseas.
Runtime
15 min
Series
Subjects
- Branding (Marketing) (220)
- Advertising (278)
- Consumer behavior (119)
- Food industry and trade (258)
- Food (360)
- Food service (145)
- Artificial foods industry (89)
- Production management (42)
- Operations research (43)
Genre
Date of Publication
[2013], c2002
Database
Films on Demand
Direct Link
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