SALES & MARKETING - FOOD MARKETER 14 13 SALES & MARKETING Food Marketer Have you ever purchased a food product because you saw it on TikTok or Youtube? Was the marketing so good it compelled you to purchase it immediately? Well, that’s thanks to a food marketer! In today’s fast-moving environment, having a great tasting product is simply not enough. For products to become successful, they must be properly marketed. Your favourite cookie is marketed in a way that creates a bond of trust and loyalty between producers/sellers and consumer. How a food is marketed comes in many forms including branding, social media posts, sponsorships and product placements. Marketingalsoextends to theproduct itself and how it looks. One of the most powerful indicators of whether a product will be purchased or not is the package design. It creates an identity and helps consumers associate the product with its brand. For many companies multiple individuals are employed as food marketers who specialize in different marketing avenues. 1. Food Marketers Develop Marketing Plans for Food Products Food marketers are responsible for the marketing of food products and ensuring that the products succeed. They develop, manage and implement marketing activities and strategies for food products. Marketers develop activities by analyzing data on consumers and their purchasing habits. Additionally, they develop promotional activities which could include instore demos, online ad campaigns and sampling. Finding out how well a product sells during promotional activities helps to determine if a marketing strategy is working. Food marketers also play a role in the design of a product. Using market research they will suggest to Research and Development (R&D) new products to create and packaging designs which would be effective in enticing consumers. Finally, marketers perform analysis on the marketplaces identifying market competitors and areas of opportunity. This allows them to identify potential marketing opportunities. 2. Food Marketers Play a Role in R&D R&D technicians aren’t the only ones responsible for developing a food product. Marketers play a large role in product development due to their insights on market trends. Many times, it’s the marketing team who comes up with a product concept and asks the R&D team to develop it. For example, through research, a marketer might notice that mango is a trending flavour. To follow this trend and data, they request R&D to develop a new mango flavoured cookie. Food Marketers Marketing products to increase brand loyalty What is a market segment? A market segment (also known as a market) is the process of dividing a broad consumer or business marketing into subgroups (known as segments) based on some type of shared characteristics. Examples of characteristics include age, shared activities and shopping habits. Want to know what it’s like being a marketing coordinator right after graduation and how they got the role? Than check out episode 12 of the FoodGrads podcast. Click the photo to tune in! Photo by milindri/iStock/GettyImagesPlus
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