Food Marketing

& Consumer Research

Instructor: To Phan Chieu Dan- M.Sc Food Technology

Email: [email protected]

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 Course Overview about Food Marketing

Introduction Overview about Consumer Behaviour

What is quantitative research?

What is qualitative research?

Understanding the definition of marketing in food

and the methodology used in consumer research.

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 1. Overview of Food Marketing

 Introduce about Food Marketing

 The role of marketing in the Food Industry

 Build up the marketing strategy

 Application of marketing mix in Food Industry

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 2. Overview of Consumer Research
 Introduce about Consumer Research

 The role of Consumer Research in the Food Industry

 Consumer Segmentation

 Consumer Research Methodology

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 3. What is qualitative research?
 Introduction and role of qualitative research

 Application of qualitative research

 Process of qualitative research

 Interview methodology ( Focus group, IDI, Ethnography)

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 4. What is quantitative research?
 Introduction and role of quantitative research

 Distinguish qualitative and quantitative research

 Process of qualitative research

 Principles of building questionnaires

 Collecting data methodology

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 INTRODUCTION COURSE
Attendance 10%

Group Assignment 40%

$730
Final Exam 50%

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 INTRODUCTION COURSE

Assignment Time period % Format

$730
Deck-research about some topics After finished chapter 2 10% Word

Conducting consumer research to build a product concept After finish chapter 4 30% Presentation

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 INTRODUCTION COURSE
Reference Book

[1] Don Sexton (Biên dịch: Hà Minh Hoàng). Marketing căn bản. NXB John Wiley &

$730
Son, 2010
[2] Nguyễn Đình Thọ, Nguyễn Thị Mai Trang. Giáo trình nghiên cứu thị trường. NXB
Kinh Tế Tp. HCM, 2011
[3] Esomar (Biên dịch: Tường Vy, Song Thương). Cẩm Nang Nghiên Cứu Thị Trường
(Market research handbook- Esomar). NXB Tổng hợp Tp. Hồ Chí Minh, 2011
[4] Vũ Huy Thông. Giáo trình hành vi người tiêu dùng. NXB Đại học kinh tế quốc dân,
2014
[5] Philip Kotler (Biên dịch: Phan Thăng, Vũ Thị Phượng, Giang Văn Chiến).
Marketing căn bản (Marketing Essentials - Philip Kotler). NXB Lao động - Xã hội,
2007
[6] Marc Cenedella. Ladders Interviews Guide: 74 Questions That Will Land You The
Job. Kindle Edition, 2019
[7] Paul Hague, Julia Cupman, Matthew Harrison, Oliver Truman. Market research in
practice. KoganPage, third edition, 2016

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PART ONE

OVERVIEW
ABOUT
MARKETING

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 ABOUT MARKETING

Chartered Institute of Marketing says…

Marketing is “the management process responsible for identifying, anticipating and
satisfying customer requirements profitably.”

Wikipedia says, “Marketing is the process of exploring, creating, and delivering value to
meet the needs of a target market in terms of goods and services

WHAT IS MARKETING?
Dr. Philip Kotler defines marketing as “the science and art of exploring,
creating, and delivering value to satisfy the needs of a target market at a
profit.
The American Marketing Association (AMA) Board of Directors,
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.

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 ABOUT MARKETING

Traditional concept Modern concept

Marketing Concept Definition: Definition:

Concept is a philosophy, attitude, a line of
According to this concept, marketing consists of According to this concept, marketing is
thinking, an idea or notion to relating any
those activities which are concerned with the concerned with the creation of consumers.
aspects of divine and human creations. The
transfer of ownership of goods from producers According to the modern thinker Peter Drucker,
philosophy of an organization in the dynamic
to consumers. Marketing is so basic that it cannot be
creation of marketing is referred to as a
Here, the role of physical distribution and considered as a separate function. It is the
marketing concept. Thus, marketing concept is
marketing channels is over emphasized. It whole business seen from the customers’ point
a way of life in which the resources of an
refers to marketing as the process by which of view…business success is not determined by
organization are mobilized to create, stimulate
goods are made available to ultimate the producer but the customer.
and satisfy the consumer at a profit.
consumers from their place of origin. The
emphasis of marketing is on sale of goods and
services. Consumer satisfaction is overlooked.

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 ABOUT MARKETING

Traditional concept Modern concept

 From production and ends with sale  Includes planning, product, price, promotion, place, people, after sale
service, etc

 Concentrate on favorable product  Concentrate on customer needs, wants and satisfaction

 Only those products are sold which the producer produces. No focus is  Indulge in production only after analyzing consumer demands
laid on consumer preference.

 Oriented on product and production  Oriented on consumer

 The target of traditional marketers was to earn maximum profit by  The main motive of modern marketers is to earn profits through
maximizing sales satisfaction of consumer needs.

 The principle of traditional market was “caveat emptor” i.e., “let the  The principle followed by modern market is “caveat venditor” i.e., “let
buyer beware”. the vendor beware”

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 ABOUT MARKETING

Marketing Selling

 It begins before sale and continues after sale.  It begins after production and ends with the sale.

 It focuses on consumer needs.  It focuses on seller’s needs.

 It has long term perspective aiming for growth and stability  It has short-term perspective

 It is a philosophy of business  It is a routine day to day physical process

 Here, customer comes first, then product.  Here, product comes first, then customers.

 It has wider scope  Its scope is narrower as compared to marketing

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 ABOUT MARKETING

1. Research and Development Function

WHAT IS THE FUNCTION OF MARKETING? 2. Branding

Marketing functions are those specialized activities that a marketer must 3. Standardization & grading
perform in order to identify and source potentially successful products for
4. Packaging and Labeling
the market place and then promote them by differentiating them from similar
products. 5. Pricing
The important functions of marketing are discussed briefly below:
6. Promotion Function

7. Physical Distribution

8. Risk- taking function

9. Customer Support Services

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 ABOUT MARKETING STRATEGY

“ Marketing strategy is the blueprint for how you will allocate your resources to achieve
your business objectives. With out a marketing strategy, there is no clear focus on which
customers you will pursue. With out a marketing strategy, there is no clear definition of
what is special about your organization’s product or services and why the target
customers should buy them. “ Donald Trump.

WHAT IS MARKETING STRATEGY?

“Create, communicate, and deliver value to a target market at a profit”
Philip Kotler

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 ABOUT MARKETING STRATEGY
Case study:
A coffee producer wants to launch new type of coffee for Gen Z in Vietnam.
The product development team want to make a product well- adapt Gen Z demands.

Secondary research Primary research

Process 02 Process 03 Process 04

Find the magic and Find the magic ad
fun in presenting. fun in presenting.
Primary research

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 ABOUT MARKETING STRATEGY
What A Strategy Should Do For You?
A good strategy delivers the three Cs- the main reasons for preparing a strategy:
1. Coordinate
2. Concentrate
3. Communicate

A marketing strategy includes:

Research: Analysis of target markets, competition, pricing

triggers, buying behaviors, and more.

Positioning: Differentiation in value promises, packaging look and

feel, conversion messaging, and more.

Promotion: Actual marketing of products and services through

content, relationships, and experiences with the goal of
influencing profitable customer action.

Measurement: Proving value, learning from success and failure,

and iterating future work to fulfill marketing goals.

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 ABOUT MARKETING STRATEGY
1. Product: It involves planning, developing and producing the right type of products
and services to be offered by the firm to the customers. It deals with the product
range, design, durability, branding, packaging, color and other features.
2. Price: A product is only worth what a customer is willing to pay for it. The marketing
manager must determine the price in such a way that it covers the cost of
production and distribution of the product and a reasonable margin of profit. Other
variables influencing price are the price fixed by competitors, government regulation
etc. It is the only element of marketing mix that generates revenue- everything else
represents a cost.
3. Promotion: It deals with informing the customers about the firm’s product and
persuading them to purchase the same through personal selling, advertising,
publicity and sales promotion.
4. Place or Physical distribution: It is concerned with making the product/service
available to the customers at the right place, at the right time and in the right
quantity. The place where the customers buy a product and the means of
distributing the product to that place must be appropriate and convenient to the
customers.

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 ABOUT MARKETING STRATEGY
5. People: It generally refers to the employees of the business organization who
deal with the customers
6. Process: the process and organizational management system in the business
that have an impact on the marketing process of the whole company.
7. Physical evidence: the display elements of the store such as: store space, store
advertising signs, employees' working clothes, etc.

04.
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 ABOUT MARKETING STRATEGY
Steps Of Marketing Strategy: How To Create A Marketing Strategy

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 ABOUT MARKETING STRATEGY

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 ABOUT MARKETING STRATEGY

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 THANK YOU

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