Marketing Strategies for Promoting Unhealthy Food and Beverages to Children

The provided assignment content discusses various marketing-related articles, books, and online resources that explore different aspects of marketing, including product promotion, pricing policies, and audience engagement. The articles cover topics such as the promotion of unhealthy food and beverages to children and adolescents, buyer behavior in quality-dominated multi-sourcing recyclable-material procurement, and the motivation of online buyer behavior. Additionally, the content includes discussions on marketing strategy, services marketing, the service-dominant logic of marketing, environmental factors influencing accounting objectives and practices, and the importance of marketing orientation.

MARKETING
PRINCIPLES
1

INTRODUCTION ..........................................................................................................................3
1.1 Various elements of marketing process.................................................................................3
1.2 Evaluating the benefits and cost of marketing orientation in Halo Foods ............................4
TASK 2............................................................................................................................................5
2.1 Various macro and micro factors that impact the marketing decisions of Halo Foods.........5
2.2 Proposing the segmentation criteria for Halo Foods for new product ..................................6
2.3 Targeting strategy for new healthy range of products by Halo foods ..................................7
2.4 Impact of buyer behavior on the marketing activities of Halo Foods ..................................8
2.5 Positioning strategy used by Halo foods ...............................................................................8
TASK 3............................................................................................................................................9
3.1 Developing products to sustain competitive advantages.......................................................9
3.2 Distribution system used by Halo Foods ..............................................................................9
3.3 Determining the prices for new products of company.........................................................10
3.4 Promotional policy for company.........................................................................................11
3.5 Additional elements of extended marketing mix of Halo Foods ........................................11
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13
2

INTRODUCTION
Marketing is termed as the procedure of planning and implementing concepts, pricing,
merchandising and distribution of commodities, services and ideas to develop the dealings that
meet individual’s and business objectives. It is also taken as a managerial approach through
which customers acquire what they need and desire by developing and exchanging offerings and
value with others (Sheth and Sisodia, 2015). In this report, different aspects of marketing
principles will be studied in context of Halo Foods.
Halo food is a renowned company that is known for offering cereal bars that fulfill the
need of customers to consume high quality food. The firm also offers spanning energy bars,
specialized diet bars, Low-Carb bars, chocolate enrobed snack bars and low glycaemic index
products. In this report, benefits and costs of marketing orientation will be studied. Different
macro and micro factors that impact the marketing decisions of Halo Foods will be described.
1.1 Various elements of marketing process
With the help of marketing process, Halo Foods tries to identify the emerging needs of
customers and therefore, develops bars and other products accordingly. This further helps
company in retaining the loyal customers and in attracting the new ones. The marketing manager
of company also focuses on various elements of marketing procedure which are as follows:
 Recognizing the marketing opportunities: It is an important process that helps the
organization in identifying marketing possibilities that meet the requirements of
customers in accordance with the changing tastes, preferences, market trends and needs
of consumers (Marketing Elements. 2015). It can be explained like; with the increasing
health consciousness among millennial, Halo Foods launched special diet bars.
 Selecting the potential market: The marketing procedure of company is concerned with
the selection of prospective market with having superior marketing possibilities to offer a
wide range of offerings. With this aspect, firm decides to whom they want to sell its
products. For instance, chocolate snack bars are for kids, low glycaemic bars for elderly,
etc.
 Strategy: It refers to a well defined plan of action that helps the organization in
achieving long term goals (Jobber and Ellis-Chadwick, 2012). It plays an important role
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in guiding the marketing efforts of Halo Foods that further ensures the success of
business in future. It is significant for the marketing manager to consider long term
vision, mission, core competencies, etc. while devising the strategy .
 Planning: It means proper sequential steps that assist Halo Foods in attaining the framed
objectives of business by applying planned strategy. Further, it involves allocation of
resources, setting time frame to goals, preparing budget, etc.
 Tactics: They are short termed plans that help Halo Foods in achieving short term goals
of business. Main aim of tactics is to enhance the sales of establishment by stimulating
customers to buy the product (Sheth and Sisodia, 2015). It involves an effectual use of
promotions, offers, discount, loyalty program, etc.
1.2 Evaluating the benefits and cost of marketing orientation in Halo Foods
Marketing orientation is an important approach that assists company in designing
products as per the desires, requirements and preference of consumers. It further ensures proper
functionality of product along with the skillfulness in production (Sheu, 2014). With this aspect,
organization is able to build a distinct image of its brand in market and to create maximum
customer loyalty. The marketing orientation of Halo Foods involves various costs and benefits
which are as follows:
Benefits:
 Superior level of branding: With the help of marketing orientation program,
organization is able to make constant modifications in its offerings that further help in
building curiosity among customers with regard to products of Halo Foods. Further,
company is able to build a unique image in the market (Marketing orientation. 2015). Marketing benefits: Being a marketing orientated entity, Halo Foods is able to interpret
the market requirements and the way in which they can market the same. Further,
marketing manager can communicate the customers about the way in which their product
matches with the customer’s needs (Svatosová, 2013). Therefore, firm can develop
emotionally affecting request in their television commercials and ads to encourage more
business.
Costs:
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 Research Cost: In order to identify the emerging needs of customers, large number of
funds is invested by company in conducting the market research and survey. Halo Foods
hire sales executives that help in identifying new market trends, needs of users, etc.
Further, to react accurately with the growing demand, company makes investment in
market intelligence (Jobber and Ellis-Chadwick, 2012).
 Continuous Investment: Because of marketing orientation, Halo Foods is forced to
make constant up gradation in the mode of production, technology and processes.
Further, expenses are made on providing training to employees to use new techniques,
marketing equipment, etc.
TASK 2
2.1 Various macro and micro factors that impact the marketing decisions of Halo Foods
Different intrinsic and extrinsic constituents present in the environment have their direct
impact on the performance of organization (Gronseth, Gulbrandsen and Haugland, 2015). They
are as follows:
Micro factors:
 Customers: They are the heart of organization’s success as they consume the products of
company and generate profits in return. The changing needs of customers stimulate firm
to make changes in its offerings. To assure satisfaction among consumers, it is important
for the firm to offer ethical products, value for the money paid, etc. Government: There are large number of rules and regulations framed by the UK
government that are mandatory to be followed by company (Radebaugh, 2014). Further,
company is required to pay tax and other duties on time to avoid legal actions against
business.
Macro factors:
 Economic: The change in economic variables like interest rate, household disposable
income, GDP, GNP, etc. have a direct impact on the performance of company. Therefore,
they should be considered while taking any business decisions. For example, increase in
disposable income of individuals is likely to enhance the sales and demand of product of
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Halo Foods. Therefore, it should plan its production accordingly (Kuo, Ahn and Aydin,
2013).
 Technological: To sustain tough competition in the present dynamic market, it is
important for Halo Foods to upgrade its technology and processes. If company fails to
adopt new technology, it can cause dissatisfaction among customers, would reduce the
sales and therefore, may affect the brand image.
2.2 Proposing the segmentation criteria for Halo Foods for new product
Segmentation criteria help the organization in dividing the total market in small customer
segments with having identical needs and desires. Segmentation criteria that can be considered
by the marketing manager of Halo Foods are as follows:
Measurable With this aspect, marketing manager ensures that selected
segment is of large size with customers having enough
purchasing power.
Accessible The selected segment should beeasily approachable using
proper marketing tools and techniques (Wang and Li,
2012).
Substantial The target segment must have profit generating capacity.
Differential The segments must react differently to various marketing
mix elements.
Actionable The marketing program can be created to attract and serve
maximum (Jackson, 2014).
Table 1: Segmentation criteria
As per the above segmentation criteria, marketing manager of Halo foods can chose
various market segments for selling new range of bars introduced by ut.
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 Geographic: The marketing manager of company can divide the market as per the
geographical locations. On the basis of this, company can offer its services in developed
as well as developing nations (Gronseth, Gulbrandsen and Haugland, 2015). Therefore,
Halo foods can enter the foreign market for offering its new range of products and
services. The egg less bars can be introduced for Asian region where vegetarian
population is more.
1. Demographic: The market can be divided on the basis of factors like age, income,
gender, education etc. With this aspect, company can offer its energy bars for millennial
who are born in year 1980-2000. further, diet bars can be offered to women and young
girls of age 16-36. likewise, low -Carb bars and low GI bars can be offered to elderly
customer who are above age 40 (Sheth and Sisodia, 2015).
2.3 Targeting strategy for new healthy range of products by Halo foods
The targeting strategy help organization in determining the potential customers to whom
they wish to sell its new range of bars. Therefore, marketing manager can select following
strategy that will also help in meeting the marketing objectives of business in better way.
Strategies Description
Differentiated This strategy help company in using different marketing
technique for various segment identified by company.
Undifferentiated It is unique way that help company in reaching the total market
using same technique and promotional mediums.
Concentrated This technique enable company to focus on niche segment
having ample number of profit making opportunities but
limited customers (Lusch and Vargo, 2014).
Table 2: Targeting strategies
On the basis of the aforementioned targeting strategies, Halo foods can opt for
differentiated marketing strategy. It will help company in reaching the different customers with
contrasting marketing needs. Hence, to reach millennial group, company can have standard
marketing campaign involving modes like, celebrity endorsement, search engine optimization,
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billboard placement, mobile marketing etc. Further, elderly customers can be targeted through
television commercial, newspaper and radio ads etc (Kuo, Ahn and Aydin, 2013). Further, for
particular geographic location, ads in local cinema halls, newspapers, hoardings etc can be used.
2.4 Impact of buyer behavior on the marketing activities of Halo Foods
Buyer behavior refers to well defined process that is used by consumer during making the
purchase decision. It refers to those components that stimulate the buyers to purchase the
offerings of Halo foods over other competitors. Considering the buyer behavior, innovative
marketing strategies can be developed so that maximum customers can be reached and satisfied.
Further, marketing manager can also make viable changes in present strategy. Therefore, buyer
behavior will help manager in reaching the customers within demographic and geographic
segment (Smutkupt, Krairit and Esichaikul, 2010). Therefore, for reaching the consumers of
demographic segment age of individual, its income etc can be taken as criteria. Therefore, for
customers within age group 18-30 company can use digital marketing like, social media ads,
engine optimization, mobile applications etc. However, company can charge little high amount
for offering technically advanced products offered to this segment. On the other hand, for
elderly customers who are more health and price conscious, Halo foods can use effective
marketing campaign. Therefore, low cost marketing technique like, ads in newspapers,
television, posters etc can be used. In addition to this, to stimulate price concerned customers,
company can use discount, sales, promotional offers etc. Further, marketing at local level can be
used for targeting customer in particular location (Gronseth, Gulbrandsen and Haugland, 2015).
Therefore, hoardings, ad on local television channels, newspapers etc can be used. Local taste
and flavors can be added to give feel of particular region to customers. This will help in targeting
customers emotionally.
2.5 Positioning strategy used by Halo foods
Positioning strategy will help of Halo foods in developing distinctive image of brand in
market as compared to its major competitors. Therefore, marketing manager can consider
following marketing strategy:
 Price positioning: In order to encourage the sales of its wide rang of products, company
can use price as a effective tool. Therefore, premium quality product can be offered by
company at affordable prices to boost the sales (Varadarajan, R., 2010). For price
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concerned buyers, company can use coupons, special offers, discount etc. However, for
status conscious buyers who relate price with quality and status symbol, company can
charge high prices. Therefore, diet and energy bars can be offered at little high price.
 Benefit positioning: To enhance the sales, Halo foods can highlight the unique attributes
offered only by Halo foods. For instance, company can use organic food ingredients in
its bars. In addition to this, new range of bars having fruit and vegetable extracts etc can
be introduced.
TASK 3
3.1 Developing products to sustain competitive advantages
Competitive benefits refers to those perquisites available to Halo foods that assist it in
performing finer in market in contrast to its competitors. With the help of these privileges
company can develop a distinct image of brand in market. The major competitive advantage
available to brand is in terms of ethical foods and feel that is offered by brand. Further, to sustain
the competitive benefits, it is important for organization to modify its products as per the
emerging needs of potential customers. For example, sugar free bars can be introduced for
diabetic patients (Radebaugh, 2014). For elderly consumers, gluten products should not be
offered etc. Likewise, for kids new flavours like, strawberry, blueberry, vanilla etc can be
introduced. In this respect, organization can use standardized technique and equipments to
prepare the special bars. The techniques and processes used for production should be upgraded
for building competitive benefits. With the help of competitive advantage, company can develop
brand loyalty among its customers and plan to attract new one. With the assistance of research
and development, firm can identify new and prospective core competencies that can be availed
by company. In this respect, marketing manager can focus on rising needs of consumers such as,
online buying, home delivery, custom made bars etc. Therefore, company can use e-commerce
as effective platform for offering its products (Gronseth, Gulbrandsen and Haugland, 2015).
3.2 Distribution system used by Halo Foods
Distribution system refers to organized procedure, systems and operations that is
developed to help company in managing the movement of products and services from the
originating point to the final consumer. The distribution system play an important role as irt help
in reaching the target customers effectively. Therefore, company can use both online and offline
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distribution system for offering its products. Halo foods can develop online store for selling its
wide range of bars and candies (Armstrong, Adam, Denize and Kotler, 2014). Organisation can
also develop own dedicated stores in the convenient locations to target maximum customers. For
instance, for reaching customers of age 16-26 company can develop stores near schools, colleges
etc. Further, for targeting elderly customer who find problem in visiting stores, company can use
online distribution and home delivery. In addition to this, to encourage women to consume bars
of Halo foods, stores can be developed in residential areas, shopping centres etc. To attract,
millennial company can use mobile applications for educating them about the ethical products
offered by the brand.
3.3 Determining the prices for new products of company
The success of products depend upon the large extent on the prices charged by the
company for its offerings. For instance, too high prices can result into low sales by price
conscious customers while low prices can discourage high end customers to consume the
offerings of the brand (Svatosová, 2013). Therefore, it is significant for the brand to set
appropriate price for particular product. In this respect, organization can select following pricing
strategy for its various products and services.
Pricing strategy Description
Skimming With this strategy, Halo foods can charge more prices at the
launch of product and lower it with passing of some time.
Competition As per this strategy, business can set prices of its offerings
after viewing the prices charged by its rivals for the identical
services (Pricing strategy, 2012).
Psychological The organization use this pricing for having psychological
impact on customers such as charging price less than a round
figure. Such as, cereal bars for $1.99 rather than $2.00
Premium This strategy is used by business to develop a superior image
of its product in market. It help in targeting the high end
customers.
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Table 3: Types of pricing strategy
Hence, company can use premium and price skimming for the new range of dietary, low
GI and Carb products. With this aspect, Halo Foods will be able to enhance its revenue. For other
products, company can continue with competitive pricing policy.
3.4 Promotional policy for company
The promotional policy will help company in transmitting the value of brand to the target
customers. Since, its inception that millennial buy products only after knowing the company
information, users reviews etc. Therefore, company can use promotion to communicate the
ethical products offered by the brand. With the help of promotional policy, company can
encourage maximum customers to buy the products. Therefore, organization can use integrated
promotional policy which enable use of modern and traditional marketing tools (Marketing and
Promotion. 2012). In this respect, company can use online promotion, social media, engine
optimization, mobile applications and review sites for attracting millennial. Further, for aged
customers, traditional and cost effective marketing techniques can be used such as, ads in
television, magazine, posters, radio commercial etc. To attract the attention of women and young
girls, celebrity endorsement can be used. Also, they can be encouraged through various
discounts, sales etc. Thereafter, to encourage purchase from kids company can use cartoon
characters in advertisement, provide free toys etc (Wang and Li, 2012).
3.5 Additional elements of extended marketing mix of Halo Foods
Following are the additional elements of the extended marketing mix that can be focused
by the marketing manager while preparing the marketing strategy.
 Physical evidence: It refers to the elements, that are incorporated in a service to assure
its tangibility. It further help in highlighting the quality of services offered by the Halo
Foods. In this respect, marketing manager of company assure the physical appearance of
brand stores it attracting so as to stimulate consumers to enter the outlet and make
purchase (Marketing Elements. 2015). Therefore, the counter must be well organized,
products should be displayed properly, staff should be neatly and uniformly dressed etc.
 Process: It means the organized way that assist Halo Foods in offering wide range of
products and services to its consumers. Therefore, company can ensure its e-commerce
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stores are IT supported. Further, sales personnel appointed for physical stores should be
customer focused.
 People: It refers to the quality of human resources that are employed by the organization
for attracting and retaining the customers. The employees further represent company in
market. Hence, Halo Foods ensure it have well trained and skilled manpower who are
capable of meeting the needs of customers in best possible manner (Svatosová, 2013).
CONCLUSION
Summing up the entire report, it can be stated that marketing is a effective approach that
help Halo Foods in outperforming than its competitors. The marketing orientation ensure the cost
involved in it is less than benefits that are likely to be attained in future. It has been identified
that various macro and micro factors like, customers, employees, government, economic, socio-
cultural factors can impact the performance of company. Therefore, they must be considered
while functioning.
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REFERENCES
Books and Journals
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Gronseth, B.O., Gulbrandsen, B. and Haugland, S.A., 2015. Governance Forms Impact on
Distribution Channel Performance. In Global Perspectives in Marketing for the 21st
Century (pp. 109-110). Springer International Publishing.
Jackson, M.A., 2014. Product, promotion, or audience? Exploring concerns associated with the
promotion of unhealthy food and beverages to children and adolescents. In AM2014
Conference Abstracts: Academy of Marketing Conference 2014. pp. 49-49. Academy
of Marketing.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kuo, C.W., Ahn, H.S. and Aydin, G., 2013. Pricing policy in a supply chain: Negotiation or
posted pricing. Production and Operations Management. 22(3). pp.626-641.
Lovelock, C., Patterson, P.G. and Wirtz, J., 2014. Services marketing. Pearson Australia.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Radebaugh, L.H., 2014. Environmental factors influencing the development of accounting
objectives, standards and practices in Peru. The international Journal of Accounting
Education and Research. Urbana. 11(1), pp.39-56.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
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future. Routledge.
Sheu, J.B., 2014. Buyer Behavior in Quality‐Dominated Multi‐Sourcing Recyclable‐Material
Procurement of Green Supply Chains. Production and Operations Management.
Smutkupt, P., Krairit, D. and Esichaikul, V., 2010. Mobile marketing: Implications for
marketing strategies. International Journal of Mobile Marketing. 5(2). pp.126-139.
Svatosová, V., 2013. Motivation of online buyer behavior. Journal of Competitiveness, 5(3).
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Varadarajan, R., 2010. Strategic marketing and marketing strategy: domain, definition,
fundamental issues and foundational premises. Journal of the Academy of Marketing
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Wang, X. and Li, D., 2012. A dynamic product quality evaluation based pricing model for
perishable food supply chains. Omega. 40(6). pp.906-917.
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