Healthy food industry | Marketing Principles
27 Pages6434 Words50 Views
Bilkent University
Added on 2022-02-05
About This Document
Healthy food industry is a developing sector in recent years. People start to consume more healthier food when they want to eat. Therefore, we want to launch a product in order to satisfy the need of healthier products. We think of offering our product in six types; Lemon Poppy, Apple Pie, Strawberry, Mocha, Funfetti, Chocolate Chip which contain protein, different types of vitamins in a recyclable packaging.
Healthy food industry | Marketing Principles
Bilkent University
Added on 2022-02-05
ShareRelated Documents
1
Marketing Principles
Fall 2016
co-Snacks
Project Report
Sibel Berfun Aslan
Karya Atış
Gaye Ege Buzol
Elçin Kocaman
Eda Tarhan
Marketing Principles
Fall 2016
co-Snacks
Project Report
Sibel Berfun Aslan
Karya Atış
Gaye Ege Buzol
Elçin Kocaman
Eda Tarhan
2
1. Executive Summary
Healthy food industry is a developing sector in recent years. People start to consume more healthier
food when they want to eat. Therefore, we want to launch a product in order to satisfy the need of
healthier products. We think of offering our product in six types; Lemon Poppy, Apple Pie,
Strawberry, Mocha, Funfetti, Chocolate Chip which contain protein, different types of vitamins in a
recyclable packaging. Therefore, we conducted a survey to get consumer’s ideas about our product,
and 77% of the participants responded that they will prefer our product. Our vision is to produce
healthy and delicious snacks that will increase life quality of our customers and save environment with
environmentally friendly packages.
Survey results show that our target is people who live in Ankara and have healthy lifestyle over a
specific income, high education level and compulsive, careful, disciplined, determined,
environmentally-conscious personality. Our product differs from competitive products with its natural,
healthy ingredients, recyclable package, easy access from supermarkets (Macro Center and Real),
cinemas and theaters, variety of vitamins and attractive packaging for kids. Our positioning item is
that our product contains proteins, vitamins and natural ingredients. Our value proposition is more for
same thus, co-Snacks will be sold at the same price with its competitors and will provide more benefit
than its competitors can offer. We offer core benefit, actual and augmented benefits with co-Snacks to
our target. Our brand emphasize honesty and wholesomeness so we define our brand personality as
sincerity. We define our logo by considering our product’s natural and healthy features.
To be able to sell our product, at first we should communicate with the customers. Therefore we
“defined a communication objective which is creating awareness and knowledge.Also, we developed
an AIDA model that reflects our brand personality. To communicate with our customers we use
advertisements and participate in organizations. We are going to use advertising, sales promotions and
public relations as promotion tools. Our advertisement is designed by regarding our brand image.
Advertisement scenario is explained in detail. We will distribute free samples in World Health Day.
We give importance to public relations because we believe that public relations reaches many
prospects missed with sales promotions and advertising. We are going to organize “Health Days” at
schools (TED, ARI, Bilkent) by cooperating Sütaş, Meyed and Melita Tarım. In addition to this, we
will participate TÜRÇEV’s and METU’s organizations and introduce our product. Furthermore, we
ask consumers’ satisfaction by conducting surveys and to reach many people, we built a website
“http://sibelaslan8.wixsite.com/sitem”, instagram and facebook accounts, and prepared a brochure.
We define our prices assuming that our product’s pricing strategy is value based because we offer high
quality product which respects to health and environment. Our pricing strategy is influenced by both
our marketing strategy and market structure. We use market skimming because we earn high revenues
by selling less products. We plan to sell our product through two types of retailers. First type includes
1. Executive Summary
Healthy food industry is a developing sector in recent years. People start to consume more healthier
food when they want to eat. Therefore, we want to launch a product in order to satisfy the need of
healthier products. We think of offering our product in six types; Lemon Poppy, Apple Pie,
Strawberry, Mocha, Funfetti, Chocolate Chip which contain protein, different types of vitamins in a
recyclable packaging. Therefore, we conducted a survey to get consumer’s ideas about our product,
and 77% of the participants responded that they will prefer our product. Our vision is to produce
healthy and delicious snacks that will increase life quality of our customers and save environment with
environmentally friendly packages.
Survey results show that our target is people who live in Ankara and have healthy lifestyle over a
specific income, high education level and compulsive, careful, disciplined, determined,
environmentally-conscious personality. Our product differs from competitive products with its natural,
healthy ingredients, recyclable package, easy access from supermarkets (Macro Center and Real),
cinemas and theaters, variety of vitamins and attractive packaging for kids. Our positioning item is
that our product contains proteins, vitamins and natural ingredients. Our value proposition is more for
same thus, co-Snacks will be sold at the same price with its competitors and will provide more benefit
than its competitors can offer. We offer core benefit, actual and augmented benefits with co-Snacks to
our target. Our brand emphasize honesty and wholesomeness so we define our brand personality as
sincerity. We define our logo by considering our product’s natural and healthy features.
To be able to sell our product, at first we should communicate with the customers. Therefore we
“defined a communication objective which is creating awareness and knowledge.Also, we developed
an AIDA model that reflects our brand personality. To communicate with our customers we use
advertisements and participate in organizations. We are going to use advertising, sales promotions and
public relations as promotion tools. Our advertisement is designed by regarding our brand image.
Advertisement scenario is explained in detail. We will distribute free samples in World Health Day.
We give importance to public relations because we believe that public relations reaches many
prospects missed with sales promotions and advertising. We are going to organize “Health Days” at
schools (TED, ARI, Bilkent) by cooperating Sütaş, Meyed and Melita Tarım. In addition to this, we
will participate TÜRÇEV’s and METU’s organizations and introduce our product. Furthermore, we
ask consumers’ satisfaction by conducting surveys and to reach many people, we built a website
“http://sibelaslan8.wixsite.com/sitem”, instagram and facebook accounts, and prepared a brochure.
We define our prices assuming that our product’s pricing strategy is value based because we offer high
quality product which respects to health and environment. Our pricing strategy is influenced by both
our marketing strategy and market structure. We use market skimming because we earn high revenues
by selling less products. We plan to sell our product through two types of retailers. First type includes
3
schools, supermarkets, Real and our price to first retailer is 3.5 TL. Second type includes theaters,
cinemas and our price to second retailer is 4 TL. The cost of our producing one bar of co-Snacks is 2,5
TL so our markup for first retailer is 1 TL and 1,5 TL for second retailer. We increased our price as
0.5 TL for second retailer according to first retailer because they are able to sell our product with more
margin. After selling 32432 in total to both retailers, we will start to make profits.
We decided to sell our product in supermarkets, cinemas and theaters located in Ankara. We prefer
conventional marketing channels and plan to keep our distribution channel short to reduce our cost.
2. Introduction
Co-Snacks offers healthy and environmentally friendly snacks for everyone. Different from current
similar products in the market, co-Snacks has 6 bars differentiated according to vitamins and
ingredients they include which are accessible from schools, cinemas, theaters and supermarkets. It also
offers a better taste than existing products in an environmentally friendly packaging as it has a
recyclable package. The reason why we are offering healthy and environmentally friendly snacks to
the market is that there is a growing demand of consuming healthier snacks and there exist few brands
offering such type of products. Besides, existing products in the market cannot offer a wide variety
and accessibility.
We conducted a survey to see whether there is a demand for a product such as co-Snacks in the
market. After we see that people are in high demand of consuming healthier products according to our
survey results, we decided to offer co-Snacks to the market. To determine additional features that
consumers are expecting from such type of product, some questions regarding the product, price, and
place were asked. Based on the survey results, we decided to offer co-Snacks including different types
of vitamins in an environmentally friendly packaging. Also, we decided to sell co-Snacks through
schools, cinemas, theaters and supermarkets. Since respondents claimed that they can pay as much as
similar product category such as Herbalife, we decided to offer co-Snacks to the market offering more
benefits than its competitors at the same price.
3. Method
Firstly, we generate lots of ideas that can have chance to get into the market. Then some ideas are
eliminated according to market research because we try to offer a product that is different from the
market so that we can satisfy newly appeared needs of customers. We decided on co-Snacks which is a
healthy snack with a recyclable packaging. We made market researches to obtain information about
customer needs, microenvironmental and macroenvironmental factors and define our possible
competitors. Then we saw that health snack industry is a newly developed area and we have not got
schools, supermarkets, Real and our price to first retailer is 3.5 TL. Second type includes theaters,
cinemas and our price to second retailer is 4 TL. The cost of our producing one bar of co-Snacks is 2,5
TL so our markup for first retailer is 1 TL and 1,5 TL for second retailer. We increased our price as
0.5 TL for second retailer according to first retailer because they are able to sell our product with more
margin. After selling 32432 in total to both retailers, we will start to make profits.
We decided to sell our product in supermarkets, cinemas and theaters located in Ankara. We prefer
conventional marketing channels and plan to keep our distribution channel short to reduce our cost.
2. Introduction
Co-Snacks offers healthy and environmentally friendly snacks for everyone. Different from current
similar products in the market, co-Snacks has 6 bars differentiated according to vitamins and
ingredients they include which are accessible from schools, cinemas, theaters and supermarkets. It also
offers a better taste than existing products in an environmentally friendly packaging as it has a
recyclable package. The reason why we are offering healthy and environmentally friendly snacks to
the market is that there is a growing demand of consuming healthier snacks and there exist few brands
offering such type of products. Besides, existing products in the market cannot offer a wide variety
and accessibility.
We conducted a survey to see whether there is a demand for a product such as co-Snacks in the
market. After we see that people are in high demand of consuming healthier products according to our
survey results, we decided to offer co-Snacks to the market. To determine additional features that
consumers are expecting from such type of product, some questions regarding the product, price, and
place were asked. Based on the survey results, we decided to offer co-Snacks including different types
of vitamins in an environmentally friendly packaging. Also, we decided to sell co-Snacks through
schools, cinemas, theaters and supermarkets. Since respondents claimed that they can pay as much as
similar product category such as Herbalife, we decided to offer co-Snacks to the market offering more
benefits than its competitors at the same price.
3. Method
Firstly, we generate lots of ideas that can have chance to get into the market. Then some ideas are
eliminated according to market research because we try to offer a product that is different from the
market so that we can satisfy newly appeared needs of customers. We decided on co-Snacks which is a
healthy snack with a recyclable packaging. We made market researches to obtain information about
customer needs, microenvironmental and macroenvironmental factors and define our possible
competitors. Then we saw that health snack industry is a newly developed area and we have not got
4
lots of competitors. To understand customer needs we conducted a survey that measures the attitude of
the consumers towards our product. The survey questions aim to determine our target market by
asking questions regarding age, education level, dietary habits, income level of potential customers.
The survey questions are provided in the Appendix.
We try to differentiate our product by using environmentally conscious packaging and making our
product more attractive for kids with specialized packaging. Then we decide our promotion tools
which are advertising, PR activities, sales promotions. We decided our product to be sold in 2 types of
retailers which are supermarkets, schools as retailer type 1 and cinemas, theaters as retailer type 2.
Also we determined the price of co-Snacks by considering its natural ingredients, recyclable
packaging and fixed costs(rents, energy, salaries, etc.). The price differentiates according to retailer
types.
4. Summary of Secondary Research
Healthy snacks are already prevalent in foreign countries and “there is a growing preference amongst
people for products that provide more healthful options than typical snacks. Protein, bite-sized snacks
and innovative flavors are in high demand. Moreover, there has been an increase in the percentage of
adults who believe they snack healthier, which has climbed to 30 percent in the last decade”. However,
healthy snacks market is quite new for Turkey. There exist few brands which released healthy snacks
to the market like Herbalife, Unique, Eti Form etc. but the problem is that there is limited product
range and accessibility.
For our product, both personal and social factors may have an effect on consumer behavior. Health
conscientiousness is a significant factor for our product because a person who does not care about
his/her health is less likely to buy our products. Besides, the lifestyles of people are different from
each other; for example, some of them follow a healthy diet, do sports etc. while others are quite the
opposite. Therefore, people who do not have a healthy lifestyle may still prefer unhealthy products
since they believe that they do not have a need for buying healthy products. The education level may
also affect consumer behavior since people who are aware of the importance of a healthy diet are more
likely to prefer healthy products like our product. These are lifestyle and education aspects of the
personal factor that may affect consumer behavior. In addition to personal factors, family aspect of
social factor also may affect consumer behavior. Family members can have a strong influence on
consumer behavior since parents lead their children to have a healthy diet and life.
lots of competitors. To understand customer needs we conducted a survey that measures the attitude of
the consumers towards our product. The survey questions aim to determine our target market by
asking questions regarding age, education level, dietary habits, income level of potential customers.
The survey questions are provided in the Appendix.
We try to differentiate our product by using environmentally conscious packaging and making our
product more attractive for kids with specialized packaging. Then we decide our promotion tools
which are advertising, PR activities, sales promotions. We decided our product to be sold in 2 types of
retailers which are supermarkets, schools as retailer type 1 and cinemas, theaters as retailer type 2.
Also we determined the price of co-Snacks by considering its natural ingredients, recyclable
packaging and fixed costs(rents, energy, salaries, etc.). The price differentiates according to retailer
types.
4. Summary of Secondary Research
Healthy snacks are already prevalent in foreign countries and “there is a growing preference amongst
people for products that provide more healthful options than typical snacks. Protein, bite-sized snacks
and innovative flavors are in high demand. Moreover, there has been an increase in the percentage of
adults who believe they snack healthier, which has climbed to 30 percent in the last decade”. However,
healthy snacks market is quite new for Turkey. There exist few brands which released healthy snacks
to the market like Herbalife, Unique, Eti Form etc. but the problem is that there is limited product
range and accessibility.
For our product, both personal and social factors may have an effect on consumer behavior. Health
conscientiousness is a significant factor for our product because a person who does not care about
his/her health is less likely to buy our products. Besides, the lifestyles of people are different from
each other; for example, some of them follow a healthy diet, do sports etc. while others are quite the
opposite. Therefore, people who do not have a healthy lifestyle may still prefer unhealthy products
since they believe that they do not have a need for buying healthy products. The education level may
also affect consumer behavior since people who are aware of the importance of a healthy diet are more
likely to prefer healthy products like our product. These are lifestyle and education aspects of the
personal factor that may affect consumer behavior. In addition to personal factors, family aspect of
social factor also may affect consumer behavior. Family members can have a strong influence on
consumer behavior since parents lead their children to have a healthy diet and life.
5
Microenvironmental Factors
Company
Top management sets the company’s mission, objectives, broad strategies, and policies. Marketing
managers make decisions within the strategies and plans. All of this functions “think consumer”, our
company will care about consumer and think about them. Decisions about investments, giving
information about current economic situation of company or reporting about financial availability for
production are duties of financial analysts. Accountants can also deal with these type of operations, at
the same time they report current economic effects like inflation. Research and development team
should continuously develop new products and also improve current products. Purchasing department
will buy raw materials for our products. One of the most important segments of a company is its
operations team, company needs operations employees. Operations is basically the support unit of
companies.
Suppliers
Suppliers form an important link in the company’s overall customer delivery network. Supplier’s
ability controls our products availability and production, so our company should have strong
connections with the suppliers. Our company works with only local suppliers.
Marketing Intermediaries
Our resellers are decided as schools, theaters, cinemas and supermarkets. Our company will work with
physical distribution firms to transports goods from factory to resellers. Our company will work with
financial intermediaries to carry out financial affairs.
Competitors
Every company should compete according to their standards. Our company compete with competitors
based on quality. We are offering more specialized good than competitors with the same price.
Publics
We are a startup company and we need financial backup so we need to have good relations with our
financial supporters. Media is extremely important for us, media affects our company’s reputation.
Management must take governmental issues into account. We should always keep an eye on the
current state of the laws and regulations that affect the marketing and production of our products.
Citizens have an important effect on our company, because our decisions can be questioned easily by
citizens, consumer organization or environmental groups. Citizens can support us, if we have good
relations with them. We need to stay in touch with general public since the perception of products in
the public directly affect consumers buying habits. Local publics help us to develop our product with
their feedbacks, that is why it is important. Finally, when our employees feel good, managers are
happy with our success, and all other workers feel satisfied with their work and this positive attitude
spills over to external public which helps us to communicate with external environment.
Microenvironmental Factors
Company
Top management sets the company’s mission, objectives, broad strategies, and policies. Marketing
managers make decisions within the strategies and plans. All of this functions “think consumer”, our
company will care about consumer and think about them. Decisions about investments, giving
information about current economic situation of company or reporting about financial availability for
production are duties of financial analysts. Accountants can also deal with these type of operations, at
the same time they report current economic effects like inflation. Research and development team
should continuously develop new products and also improve current products. Purchasing department
will buy raw materials for our products. One of the most important segments of a company is its
operations team, company needs operations employees. Operations is basically the support unit of
companies.
Suppliers
Suppliers form an important link in the company’s overall customer delivery network. Supplier’s
ability controls our products availability and production, so our company should have strong
connections with the suppliers. Our company works with only local suppliers.
Marketing Intermediaries
Our resellers are decided as schools, theaters, cinemas and supermarkets. Our company will work with
physical distribution firms to transports goods from factory to resellers. Our company will work with
financial intermediaries to carry out financial affairs.
Competitors
Every company should compete according to their standards. Our company compete with competitors
based on quality. We are offering more specialized good than competitors with the same price.
Publics
We are a startup company and we need financial backup so we need to have good relations with our
financial supporters. Media is extremely important for us, media affects our company’s reputation.
Management must take governmental issues into account. We should always keep an eye on the
current state of the laws and regulations that affect the marketing and production of our products.
Citizens have an important effect on our company, because our decisions can be questioned easily by
citizens, consumer organization or environmental groups. Citizens can support us, if we have good
relations with them. We need to stay in touch with general public since the perception of products in
the public directly affect consumers buying habits. Local publics help us to develop our product with
their feedbacks, that is why it is important. Finally, when our employees feel good, managers are
happy with our success, and all other workers feel satisfied with their work and this positive attitude
spills over to external public which helps us to communicate with external environment.
6
Customers
Our customers will be reseller markets.We will sell our products to resellers like school canteens,
cinemas, theaters, supermarkets.
Macroenvironmental Factors
Demographics
We have several different demographic factors that affect co-Snacks’ target customers. Age, family
structure and occupation compose demographical environment of co-Snacks.
Economic Factors
Economic factors will affect our company in both negative and positive manner. Our products’ prices
will be affected if inflation rate increases in Turkey. In addition, we have some competitors and if they
increase their products’ prices, we must increase our prices, and this situation may affect us
negatively.
Natural Environment
Co-Snacks has environmentally sustainable strategy: Packages of the co-Snacks will be recycled to
keep the environment clean.
Technological Environment
Technology affects the development of food industry in a positive way and food industry in general
has adapted to more advance technologies in an attempt to deliver healthier, fresher foods with more
variety. The new methods for packaging can affect co-Snacks production effectively. Moreover, our
supply chain and operations systems are directly influenced with the development of technology.
Political Environment
Co-Snacks are environmentally friendly products so it will not be affected by government regulations
and also there are no major changes occurring in the laws about food. In addition, co-Snacks will
launch in local markets so depreciation of currency will have no major effects on co-Snacks. Sudden
changes in political conditions does not have much effect on co-Snacks.
Cultural Environment
In Turkey, snack consumption have increased between meals. Especially, teens and children consume
snacks more. Adults try to eat healthier foods so they avoid eating snacks.
Customers
Our customers will be reseller markets.We will sell our products to resellers like school canteens,
cinemas, theaters, supermarkets.
Macroenvironmental Factors
Demographics
We have several different demographic factors that affect co-Snacks’ target customers. Age, family
structure and occupation compose demographical environment of co-Snacks.
Economic Factors
Economic factors will affect our company in both negative and positive manner. Our products’ prices
will be affected if inflation rate increases in Turkey. In addition, we have some competitors and if they
increase their products’ prices, we must increase our prices, and this situation may affect us
negatively.
Natural Environment
Co-Snacks has environmentally sustainable strategy: Packages of the co-Snacks will be recycled to
keep the environment clean.
Technological Environment
Technology affects the development of food industry in a positive way and food industry in general
has adapted to more advance technologies in an attempt to deliver healthier, fresher foods with more
variety. The new methods for packaging can affect co-Snacks production effectively. Moreover, our
supply chain and operations systems are directly influenced with the development of technology.
Political Environment
Co-Snacks are environmentally friendly products so it will not be affected by government regulations
and also there are no major changes occurring in the laws about food. In addition, co-Snacks will
launch in local markets so depreciation of currency will have no major effects on co-Snacks. Sudden
changes in political conditions does not have much effect on co-Snacks.
Cultural Environment
In Turkey, snack consumption have increased between meals. Especially, teens and children consume
snacks more. Adults try to eat healthier foods so they avoid eating snacks.
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Yummy Day’s Retail Store Planlg...
|10
|668
|37
Marketing Strategy Part 2lg...
|11
|3148
|139
Paper on Negative Impact of Chocolate Ice-cream on Healthlg...
|7
|1547
|252
K&N's Beef: Brand Planlg...
|16
|1710
|62
HI6008 - Business Research - Impact of Nutritional Labelinglg...
|16
|3767
|34
Factors and Strategies for Treating Adult Obesity in Englandlg...
|41
|14630
|291