Marketing - where to start...

Hi All.

I am about to start my next course assignment and it covers food industry marketing. The question seems simple enough on the first read, but now I am wondering how the heck to draw relevant(!) information into 2500 words.

I am trying to research marketing ploys used by food manufacturers and how effective they are in promoting goods.

Have we got any marketing minded people on board???!?

Many thanks in advance

Pops

Here's what Paul Ruocco said on our LinkedIn group.

I have worked in marketing to the food industry for many years and there really isn't any real mystique about it. Many of the tactics used in conventional marketing work in the food sector - price promotions; BOGOFs; incentive vouchers etc. The big advantage is that food prmotions can center around tastings and in-store trials and giveaways which can be very effective but also very expensive to run. Brand positioning is key to this and many companies have been successful by stretching their brand proposition to other sectors or sub-sectors of their original segments, which often means that they are able to extend their product life cycle considerably. For example, Lucozade have successfully moved their brand values in to sports nutrition, ceraeal bars and sports drinks, let alone all of the flavour range extensions. The brand has been positioned as a lifestyle choice for fitness-concious people and has been very successful at it. For interest, I am a marketing consultant to the food industry so I hope that this helps. Good luck. Paul Ruocco

Thanks Simon - I really appreciate that. In 2500 words time, I hope to be a bit more clued up than I am now...

Pops I remember I used to have a great marketing text book written by Philip Kotler, my degree had a marketing element and I remember the book being very easy to read and understand. I think he's a guru in the marketing world, well he used to be in those days when marketing was in the real world; nowadays the internet has opened a whole new world.