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Lecture 2.COMMUNICATION IN THE MARKETING MIX

Different communication dynamics Policy <-> Consumers <->Business (food labeling)

Improving consumption and purchases of healthier foods in retail environments a systematic review” Allison Karpyn ,Kathleen Mccallops ,Henry Wolgast and Karen Glanz.

Quotes:

“Marketing… a mixer of ingredients…who is constantly engaged in fashioning creatively a mix of marketing procedures and policies in his efforts to produce a profitable enterprise” Borden

“dialogue between business unit and its present and potential customers that takes place during pre- selling, selling and post-selling stages” McCarthy

DEVELOP OUR MARKETING STRATEGY. Marketing Mix - Product, Prices, Placement, Promotion

Price Placement Product Promo People Physical Evidence Process

Communication work (?) is - to plan marketing mix, - and to reevaluate them, - reflect them, - adjust them

LETS BREAK THE BIG 4 UP

Product → customer expectations allignment − We want to craft something that meets the needs and desires of your target audience→ understanding their preferences, and aspirations. We need to align our product with customer expectations − Evaluate product = Is it suitable, useful, and in demand for the current audience? What problem will it solve for our customers? − Compare our product/service(s) with our customers’ wants and needs.

Price − The right pricing strategy is critical for a product's success. Some strategies include: • Price Skimming: Begin with a high price, gradually lowering it over time. e.g. delux chocolate higher/lower than competitors. • Competition-Based Pricing: Set prices above or below competitors' rates • Premium Pricing: Attach a high price, emphasizing product quality. • Value-Based Pricing: Determine price based on perceived customer value. • Cost-Plus Pricing: Set price based on production cost plus markup

Placement − Find most appropriate places to sell our products. Understanding which is our targeted audience. − Choose right distribution channels → impacts our product's accessibility and visibility. − Doesn't just mean physical locations (websites, catalogues, social media, trade shows, and brick-and-mortar stores are also included) – best places for instinctive need to buy - beggining of the supermarket, end of the aisle, higher level at the checkout(?)

//Research on placement of products next rto Cashiers, what kind of type of people purchase candy on checkouts, can we propose them healthie alternative//

coca-cola before they grow up, had a placement strategy in selling at an american football matches in a stands, sports event linkage

Promotion − Tell a compelling brand story that resonates with consumers, guiding them to consider our offerings. − Keep the target audience in mind→ Choose the most suitable for them, and alternate them= Key questions: • Where is your audience able to find you? Online or in a physical store? • Does seasonal impact influence your business? • What is your brand style and how does it shape your messaging and design? • How do competitors promote themselves? • What are your goals? elevating brand recognition to guide sales and revenue?

→ advertising, free samples, influencers, fai (?)

Businesses communicate through 4Ps their new product/services

THE EXTRA 3

People → face of the company − Your customers/clients or your team of employees. − Anyone directly or indirectly involved in the business. Involved in:

− selling a product or service, − designing it, − marketing, − managing teams, − representing customers, − recruiting and training.

Physical Evidence → appearance − Buildings/ personnel’s uniforms − Shows customers that your business is viable, reliable and so on. − convey a message to your customers that your company is in a certain or other way

Process → delivery of product/service − Set of steps that are needed for delivering your products to customers. − The efficiency and consistency of your processes can significantly impact your overall effectiveness. − well-defined − streamlined processes − more intentional − personalised

//Marketing mix is kinda type of information that we can communicate to improve marketing transparency (but do we, can we distort transparency for our own good?)//

THE ART OF EFFECTIVE COMMUNICATION: UNLEASHING THE POTENTIAL OF THE MARKETING MIX IN THE FOOD SECTOR

How communication connected to Marketing Mix? IMPORTANCE OF EFFECTIVE COMMUNICATION IN MARKETING → We want to unlock the marketing mix to reach hearts and minds of consumers 1. Reaching the hearts and minds of consumers. 2. From crafting compelling brand messages to leveraging strategic advertising 3. Carefully developing product offerings, setting competitive prices, selecting appropriate distribution channels, and implementing targeted promotional strategies. 4. Connect with their target audience and achieve success in the competitive market.

EXPLORING THE ROLE OF COMMUNICATION IN EACH COMPONENT − By utilizing clear and persuasive messaging, companies can effectively communicate their − product's value, − create strong brand awareness, loyalty, and − Influence consumer purchasing decisions.

LET´S LOOK AT THE 4P AGAIN. WHAT DO THEY COMMUNICATE?

1) Product → Customer´s needs and desires → value

− Understanding their preferences, pain points, and aspirations. We need to align our product with customer expectations − Evaluate product = Is it suitable, useful, and in demand for the current audience? What problem will it solve for your customers − Compare your product/service(s) with your customers’ wants and needs.

2) Price → Increasing supply (? is it meaning that demand is increasing and we need to make higher prices or why increase in supply price can communicate?), Quality (why?), exclusivity • Price Skimming: Begin with a high price, gradually lowering it over time. • Competition-Based Pricing: Set prices above or below competitors' rates • Premium Pricing: Attach a high price, emphasizing product quality. • Value-Based Pricing: Determine price based on perceived customer value. • Cost-Plus Pricing: Set price based on production cost plus markup. 3) Placement → Exclusiveness → exclusivity (only in this techpark you can have that product) − Find most appropriate places to sell your products. Understanding your target audience is − Choose right distribution channels → impacts your product's accessibility and visibility. − Doesn't just mean physical locations (websites, catalogues, social media, trade shows, and brick-and-mortar stores are also included)

4) Promotion → Trendiness

− Keep the target audience in mind→ Choose the most suitable for them, and alternate them. − Social media

CONCLUSION

Effective communication in the Marketing mix plays a vital role in maximizing its potential in the food sector. − Overcoming language barriers, cultural differences, and customer preferences. − Create clear and visually appealing content. − Conduct market research to meet specific consumer needs. − Establish strong connections with the target audience, leading to successful marketing campaigns and increased business growth.

The Marketing mix is the list of ingredients needed to develop an effective and successful marketing strategy.

LETS THINK ABOUT SOME EXAMPLES

Apply the 4P´s to develop your marketing strategy for a product − Supermarket environment − Industrial production for farming production

I think we don't have time any more. But I wanted to share my idea :) I offer you Mammoth soup, with mammoth meat that developed from cultivating cells of real mammoths, that was preserved from permafrost preserved cells. Mimicking the traditional meat soups from my region. Price strategy - very high end, exclusive. Placement in traditional restaurants in Yakutia, to attract also tourists all over the world. Promotion - a lot of viral PR articles, cause it's a cool scientific experiment, and also it's a substitute for real living animals produdcts

WE DON’T SEE THINGS AS THEY ARE; WE SEE THEM AS WE ARE (ANAIS NIM)

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