Download - Dingwall local foods 150306 web version.ppt
![Page 1: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/1.jpg)
Direct Marketing
Dingwall - Wednesday 15th March 2006
David LambFood Marketing Team Leader & Senior Consultant
Consultancy Services Division - SAC
![Page 2: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/2.jpg)
The Rural Food Opportunity
• Regionally produced food
• Local sourcing initiatives
• Food tourism
• Direct marketing
• Regionality
- An opportunity?
![Page 3: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/3.jpg)
Farmers’ Market Growth
• Direct connections
• Around 67 active farmers’ markets
• Popular markets becoming more frequent
• New linkages being sought
• New opportunities– Christmas– Regional– Specialist
![Page 4: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/4.jpg)
Co-operative ownership
• FARMA & Soil Association in England
• SAFM in Scotland
• Groups working together– Tayside Organic Network– Angus Farm Shops network– Ayrshire initiatives
• Local foods depend on networks
• Can derive strength from numbers
![Page 5: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/5.jpg)
SAFM Initiatives
• Working with VisitScotland
• Collaborative Marketing
• Encouraging organisers and producers to work together
• Encouraging membership for shared benefits– Marketing– Pricing– Resources
![Page 6: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/6.jpg)
Collaborative & Direct Marketing• Aim of direct marketing is to meet consumers’ needs
precisely, then develop long-term relationships with them
• The fastest growing marketing discipline world-wide
• Integrated process of communication
• Targeted marketing
![Page 7: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/7.jpg)
Today’s Business Environment
• Retail multiple dominance
• Increased competition
• Greater variety of outlets available
to the consumer
• Increased use of and familiarity with
technology
• Growth of foodservice
![Page 8: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/8.jpg)
Route to the Consumer• Consumers are more sophisticated
• Using a direct marketing approach means ‘personalisation’ of the offering to persuade consumers to become brand loyal
• Over half the UK population has an e-mail address
• 70% of the population has a mobile phone
• People read every text they get
• Website advertising has a high‘conversion rate’
![Page 9: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/9.jpg)
Types of Direct Marketing
• On-line• Exhibitions• Farmers’ markets • Text messaging• E-mail• Direct mail• Catalogues/contract magazines• Outdoor/transport• Interactive digital television• Telemarketing/
Database marketing
• Household distribution and marketing
• Direct response press/TV/radio/cinema
![Page 10: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/10.jpg)
Direct Marketing: The Implications for Companies
• Market knowledge & customer awareness:– Consumer requirements– Systems– Distribution capability & compatibility
• Credible & innovative product proposition:– Quality product & packaging– Knowledge of product market– Well-researched product
![Page 11: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/11.jpg)
Working as a Group
• Competitive advantage - Trade Shows, Exhibitions
• Negotiation power
• Communication skills essential
• Regional advantage
• Requires full scale co-operation
• Requires trust
![Page 12: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/12.jpg)
Marketing Opportunities
• Joint Marketing
• Food awards
• Exhibition & event marketing
• Local products into regional outlets
• Locality marketing - linking with tourism
….. many other opportunities
![Page 13: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/13.jpg)
Today’s Consumer
Dingwall - Wednesday 15th March 2006
David Lamb
Food Marketing Team Leader & Senior Consultant
Consultancy Services Division - SAC
![Page 14: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/14.jpg)
Today’s Business Environment
• Retail multiple dominance
• Increased competition
• Greater variety of outlets available
to the consumer
• Increased use of and familiarity with
technology
• Growth of foodservice
![Page 15: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/15.jpg)
The Twenty-First Century Consumer• Have less time – ‘cash rich, time poor’
• Want greater choice
• Seek niche products
• Entertainment/leisure time more important
• Concerned for the environment
• Embrace modern technology
• More sophisticated
• Demand convenience
• Seek information
• Want value for money
• Want quality
![Page 16: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/16.jpg)
The Twenty-First Century Consumer
• Increasing polarisation– Top end market demands - variety, interesting food, new
foods, new tastes, authenticity, freshness, individuality …etc.
– Bottom end market demands - ultra-value, own label, less interested in: country of origin / production methods / ingredients, packaging …etc.
• Food needs to fit a broader range of lifestyles• Need to understand lifestyle changes• The lazy, fussy, irrational, contradictory
and intolerant consumer
![Page 17: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/17.jpg)
• Healthy eating, functional foods, GMOs• Organics - mainstream, increasing opportunities• Indulgence• Pester power - the children’s sector, character merchandising• Snacking, grazing, eating on-the-go• ‘Microwaveability’• Online grocery shopping - set to increase as it offers convenience &
saves time• Convenience - working women, single person households• Eating ‘out in’ or ‘retail take-away’• Value for money expectation• Influence of travel• Food is a fashion!
Key Consumer Issues
![Page 18: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/18.jpg)
What will we eat in the future?Five crucial
market shapers
PrescriptiveEating
health &healthyeating,
increased medical
knowledge,healthgivingfood
properties
Global Fusion
shrinkingglobe,
increasingmigration,diversity
of restaurant
offers
100% RiskFree
growingconcerns
over food
safety,loss of
faith with bigbrands & Cos,desire to buy
local
SpecialPlus
Wideningincome gapPolarisationof weekday
&weekendmeals,
Affluentwill seekout moreauthentic
foods
Fast &EasyGreatertimepressures,smallerhouseholdswill drive:1 HMR2 Snacking3 <30minmeal
![Page 19: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/19.jpg)
Components of a Marketing Strategy
• Strategy Objectives:– Growth?– Extension?– NPD?– Diversification?
• Objectives:– Precise– Measurable– Time-related– Stretch your business
![Page 20: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/20.jpg)
Ansoff matrix
Market Penetration
Increase Market ShareIncrease Product Usage
Product DevelopmentImprove Product
Extend product lineNew Products
Market DevelopmentLook for new markets
Geographically New Uses
Diversification
Related Unrelated Activities
Present
Present NewProduct
Mark
et
New
![Page 21: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/21.jpg)
Successful BrandsTo create a successful Brand a company must:
• Make quality a priority• Offer superior service• Get there first• Differentiate its brands• Develop a unique positioning concept• Support the brand• Deliver consistency
![Page 22: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/22.jpg)
Benefits From Branding
• Added value to product
• Identity transfer from company to consumer
• Brand loyalty from consumer
• Brand preference from consumer
• Getting ahead of competition
• Strength in numbers
• A valuable negotiating platform with retail and foodservice buyers
![Page 23: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/23.jpg)
Sales Management
• Small scale sales management
• The role of a Sales Manager
• Qualities required
• Challenges faced
• Interpersonal skills
• Approach of other operators
![Page 24: Dingwall local foods 150306 web version.ppt](https://reader031.vdocuments.mx/reader031/viewer/2022022402/5444e0f8b1af9fdd748b45c3/html5/thumbnails/24.jpg)
The role of a Sales Manager
1. Represent the Company1. Represent the Company
6. Grow Sales & Profit6. Grow Sales & Profit
5. Negotiate with Customers
5. Negotiate with Customers
4. Deliver Service to the Customer
4. Deliver Service to the Customer
3. Know the Market3. Know the Market
2. Represent the Customer2. Represent the Customer