Food is everywhere, all day, all of the time. Learn about the unique aspects of each distribution channel, supermarkets, mass merchandise, club, dollar, convenience stores. We highlight new formats such Whole Foods and Trader Joe's… market leaders like Wegman's. You will leave with valuable information from industry sources such as Mintel, Information Resources and Nielsen.
The Foodservice Industry
We introduce you to the foodservice marketing and the foodservice marketing channel. Students will develop an understanding of the commercial and noncommercial on-site segments and the underlying generating factors and decision-making factors and processes that shape strategy and tactics for foodservice marketing. You will learn the structure and functions of this industry and how they compare to the supermarket industry.
Indentifying your Opportunities with Target Marketing
Learn how to segment your market and understand the complexities of the food consumer. We will emphasize Niche Marketing and use tools such as Benefits Ladder, Tactical Matrix and the Problem Solving Funnels. You will learn strategies and techniques to create your food marketing mix.
Developing your Marketing Plan and New Product Presentation
You need a systematic way to build your Marketing Strategy. We walk you through the steps and provide you with easy to use plan formats and tools that will increase your success at getting your product “on the shelf”. The New Product Presentation is the key to communicating your products features, benefits and category impact… it is a requirement in today’s food business. We will show you the elements of a product presentation as well as provide you with a Power Point template that you can use for your own food brand.Click here to see the Sneak Preview
Get to know the Food Consumer
Learn the factors that that influence Food purchasing and consumption within the Food Retail Environment. Different Consumer Segments have their buying behavior and you need to know this to position your product for that initial trial and the all important repeat purchase.
Food Marketing Research
A successful food product has some research as a core underpinning. Learn where to go and how to ask the right questions. An in class exercise will walk you through the process of how you can more throroughly research your budding food idea or to improve an already existing product.
Trade Promotional Planning
In today’s retail environment, Trade Promotions can be up to 18% of total revenue; your single largest expense! Learn how to design and successful implement winning food promotions in the retail channel for increased sales and profitability. We will explain common sales promotion techniques such as temporary price reductions, bill backs, advertising allowances, demonstrations, Market Development Funds, etc. Walk away with a promotional planning template that will insure successful, profitable promotions.
Legal Issues in Food Marketing
We focus will be on the areas impacting the food industry such as food safety, food labeling, nutritional claims and USDA and FDA issues.
Packaging is the number tool in communicating your message and getting initial trial. We will give you a broad understanding of how packaging works, such as materials and technologies. Additionally we will have an industry leader in food packaging design show us the necessary steps from Concept to finished product.
You will get a brod overview of issues that todays food manufacturers must deal with. Issues covered range from food safety, diet to health, processing technologies, etc.
Putting it All Together
This is the Capstone of the program and your Virtual Graduation. We review your final Recipe for Success setting you on your way to successfull Food Entrepreneurship