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SPECIAL
ISSUE : FOOD MARKETING
Food
Advertising: The Role of Sense and Commonsense
- - Rajeev Sharma
In
a nation that takes its food very seriously, creating
compelling advertising has the power to make a
significant difference to the fortunes of food
brands. In this article, Rajeev Sharma takes a
look at the human and sensorial side of food advertising
to bring out five commonsense tips that food advertisers
can draw on to produce world-class advertising.
©
2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Decoding
Culture in International Food Advertising
- - Pradeep Krishnatray, Vinay Varma
It is often the case that advertising is explained
in cultural termsthat is, how culture and its
various facets influence production and consumption
of ads. But can we turn things around and examine
a country's or region's culture by reading ads?
This article attempts to do so. We undertake a
cross-cultural reading of a single adthe McDonald's
adproduced for markets in India, France and the
US to explain why ads are constructed the way
they are and how they encode the culture of their
place of origin.
© 2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Consumption
vs. Processed Foods
- - J S Panwar
The
article is based on a large scale household survey
conducted in Gujarat but the findings of the study
are relevant for other parts of the country as
well. The study provides an insight into the market
penetration of various types of food products
and brands, market shares of different brands,
consumer loyalty and reasons for buying or not
buying certain food products. The study also explores
many other aspects of buyer behavior such as reasons
for brand switching, perceptions about quality,
taste and price, sources of brand information
and satisfaction/dissatisfaction from various
brands of packaged foods. The article attempts
to explore if the consumption of packaged foods
is influenced by the income of the household,
city size and exposure to media. Also, whether
top of mind brand recall translates into actual
buying by the consumer.
© 2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Indian
Consumer vs. Instant food: What factors influence
purchase decisions of instant food
- - Sukanya Ashokkumar and T Kalaiselvi
It
appears that consumers are reaching for refrigerated
and shelf-stable products like prepared salads,
boxed dinners, value-added meat, poultry and produce,
lunch and snack kits. Instant food offers convenience,
taste, variety and appeal to the target consumers.
Concerns over the use of preservatives, artificial
colors and soda in instant food, other health
concerns and the price tag dominate while making
purchase decisions.
© 2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Emerging
Trends in the Nigerian Fast Food Industry
- - Uche Nworah
This
paper focuses on the rising fast food sector in
Nigeria, and identifies the emerging trends, major
players and their competitive strategies as well
as the challenges they face.
© 2005 Uche Nworah. All Rights Reserved.
SPECIAL
ISSUE : FOOD MARKETING
The
Drying Up of Wet Markets in Hong Kong
- - Thomas Tan Tsu Wee
This
study has been carried out to understand consumers'
perceptions of the key differences between wet
markets and supermarkets in Hong kong; it helps
to identify the strengths and weaknesses of these
retail grocery shopping outlets in order to determine
the future trends. It would appear that for wet
markets to survive and find a viable niche, branding
would be an important consideration. The opportunities
available to wet markets are many and these include
improving environment, hygiene factors and payment
methods and providing professional training for
stall holders.
©
2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Branding
of Food Commodities by Differentiation
- - Bhishma C Kukreti
To
revolutionize the agro-industry in India, there
is a high need to brand food commodities. Branding
of food commodities requires specific differentiating
attributes. Much is written on how to differentiate
a brand, but little has been said on the basic
elements of differentiation. This article focuses
on the aspects of the 24 basic elements of differentiation
in food commodities.
©
2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Food
for Health: What to expect for Nutraceuticals
and Functional Foods
- - Nancy M Childs
The
future of foods for health looks promising with
abundant opportunities arising from a focus on
ingredient functionality for health or on health
states. A triangle of science, health claim marketing,
and consumer demand is discussed. Each component
shows solid growth and staying power for the market's
future.
©
2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Food
Marketing to Children: The Prevalent Paranoia
and Policy Rectifications
- - Tapan K Panda
Children
today, have a lot of options and variety available
to them unlike the children of the previous generations.
But, how healthy are these options for them? There
is a growing obesity epidemic in all parts of
the world. Industrialization and globalization
of food business has led to such a situation that
a majority of the food from popular global majors
is reconstituted food. Marketers are adding sugar,
fat, salt and additives to increase the taste
of the food. Marketing and advertising tactics
have promoted pester power, which children use
to influence parents in their food decision-making.
Various unethical marketing tactics and advertising
programs like use of cartoons, television and
film characters to endorse products, endorsements
from popular cine and sports stars, endorsements
through school marking programs, have made many
brands the preferred choice of children. Ignorance
about nutritional programs equipped with increased
affluence is making parents listen and succumb
to their children's demands. In the absence of
a food commission and proper mechanism to regulate
the market, the author proposes methods and strategies
that can be used to curb this menace and build
a generation of healthy and intelligent future
citizens of the country.
©
2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Concern
about Marketing Food and Drink to Children
- - Barbie Clarke
Marketing to children is a relatively new
business, with working parents prepared to compensate
for the time they spend away from their families
by spending money on them. This has led not only
to the growth of a profitable marketing sector,
but also to widespread criticism about the exploitation
of children. The industry is responding in a variety
of ways, with different degrees of success, but
the food and drink industry will never be the
same again. Responsible marketing to children
is an essential component to any campaign targeted
at children.
©
2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
Marketing
the Indulgent: An Alternative Perspective
- - Ekant Veer
With
the increasing risk of childhood obesity across
the globe there seems to be little change in the
behavior of advertisers that encourage or discourage
eating behavior that can lead to weight gain.
This article presents the practical perspectives
and tactics for the social marketers wishing to
discourage excessive unhealthy food consumption.
The article also offers `food for thought' for
the current advertisers of traditionally unhealthy
food, such as confectionary, as to how their actions
may impact the society in which they operate
©
2005 IUP. All Rights Reserved
SPECIAL
ISSUE : FOOD MARKETING
The
Trouble with Food: Ethics and Integrity in Food
Marketing
- - Lynn B Upshaw
Food
marketers are selling emotionally charged products
and brands that are increasingly coming under
scrutiny from consumers and governments. In the
future, marketing food in an ethical manner will
require that integrity be used not only as an
idealistic code of conduct, but as a working discipline
that yields universally principled approaches
to the selling of food. This article discusses
such approaches, including establishing `points
of integrity' and the delivering of `tri-mutual
benefits' that will help marketers create a framework
for future planning. however, ultimately, the
onus for ethical marketing will fall where it
always hason individual marketers themselves.
©
2005 Lynn B Upshaw. All Rights Reserved.
SPECIAL
ISSUE : FOOD MARKETING
How should food brands be protected against bad
publicity?
- - Steve
Burgess
Bad
publicity can threaten even the largest food brands.
This article discusses some recent case studies
in which firms responded effectively to bad publicity,
and, outlines a step-by-step approach that firms
can follow.
©
2005 Steve Michel Burgess. All Rights Reserved.
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