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An overview of marketing concepts, focusing on the 5Ps (Positioning, Product, Price, Place, and Promotion) and their role in differentiating a product from competitors. market research, product development, target market identification, and various positioning strategies. It emphasizes the importance of being market-oriented and understanding consumer needs.
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o Market research & planning o Product development
o Target market identification
o Label & packaging design
o Pricing o Advertising, demos, public relations, promotional events o Distribution o Evaluation
= have product, find market
organic family farm
prewashed cooks in 10 minutes no odor
gift portable breakfast
kids men--coyote nuts environmentalists
Food quality conscious consumers price-conscious consumers upscale restaurants schools
o Features washed & ready to cook cooks in 5 minutes fiery hot o Product name o Brand name Peter Rabbit Farms, ShortCuts Trademarking--Patent office http://www.uspto.gov o Labeling & packaging--your ultimate tool o Product mix
o Lakeport, Kelseyville, Ukiah, Napa Chefs’ St. Helena Farmers Market o CSAs o Whole Foods o Oakville Market o Veritable Vegetable o B&Bs o Bakeries o __________
o Advertising o Sales promotion o Personal selling demos, special events o Point-of-sale materials shelf talkers, brochures, recipes o Website o Public relations o YOUR LABEL & PACKAGING!!!
Trade shows--PMA, Fancy Food Show, Natural Products Expo Trade Publications--The Packer, Gourmet News, Natural Products Merchandiser
o Moscone Center, San Francisco
o January 18- o 1,100 exhibitors 50,000 specialty food products from around the world 25 international and state pavilions
o Preregistration deadline—January 16, $ o www.specialtyfood.com
