Question

Critical Thinking

The market for young people's food products has increased considerably in recent years. As a result, children have become high-potential customers and are now the focus of intense and specialized marketing and advertising efforts.

Children and adolescents have become attractive consumers and influencers: they have an increasing influence on their family's purchases.Childrenrepresent an important target audience for marketers because they have their own purchasing power, influence their parents' purchasing decisions, and are the consumers of tomorrow. Advertisers have an interest in seducing them from an early age.Thus, to be sure to attract young people, companies opt for a combination of different approaches and channels such as television advertising, contests and games, toys, the use of popular characters, the use of various attractive colors, school marketing, Internet and branded products etc.

Food and beverages products that target children have increased and these productsare dominated by foods that are high in calories, sugars, salt, fat, low in nutrients and therefore not compatible with national dietary recommendations.

Mr. Fahmy has already a business in the food sector and wants to open a new subsidiary specializing in natural and organic products for children. The goal is to provide healthy, nutritious food and use healthier ingredients.

Questions

1. Help Mr. Fahmy define his overall goals, objectives and strategies for his new business in the context of his mission and purpose.

2. Briefly describe the choices that Mr. Fahmy can make for each of the 4 Ps of the marketing mix.

3. Identify the target market and describe how Mr. Fahmy's activities will respond better than the competition to the needs of the consumer. (List consumer expectations for the product)

4. Describe the type of promotional methods that you recommend to Mr. Fahmy for the promotion of his product line. (Identify techniques such as word of mouth, personal sales, direct marketing, sales promotion, etc., on television, radio, social media, and newspapers).

 

Answer 1

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Ans 1: The final goal of Mr. Fahmy is to provide healthy and nutritious food to its customers and to use healthy and nutritious ingredients in its food. Mr. Fahmy is very keen to provide nutrients in such food which is considered as unhygienic and is children's favorites. By providing this Mr. Fahmy wants to increase its influence in the market.

Ans 2: Mr. Fahmy should use the following strategy of the marketing mix for the advertisement and promotion purpose.

1. Price

Healthy food is the first priority of everyone either children or adults. Thus, Mr. Fahmy should provide healthy food at an affordable price. He should keep an affordable price so that every sect of society can afford it.   

2. Promotion

Online advertisements, advertisements through social media, the use of radio, television and many more are some of the important medium Mr. Fahmy can use to promote their products.

3. Place

Mr. Fahmy should open their products in such a place where children can reach easily because his targeted audience is children.

4. Product

Mr. Fahmy wants to serve healthy, nutritious and tasty food to its audience, to serve this purpose, Mr. Fahmy should make and serve healthy and nutritious food.

Ans 3: The targeted audience of Mr. Fahmy is the children. Mr. Fahmy should serve some creative dishes at a low price to attract children. Creativity and innovation in his dishes will remain to keep Mr. Fahmy in the competitions against his rivals. To attract the younger ones, the company should opt for toys, games, and cartoon characters.

Ans 4: Mr. Fahmy can use a different method of the promotion of his products. An individual will suggest the following methods of promotions.

1. Word-of-mouth

Word-of-mouth is when the individual (s) keep their views about the company’s products in their daily dialogue. This is one of the best techniques for advertising products at free of cost.

2. Personal sales

Employees from the sales department of an organization sell the organization’s products by going door-to-door. This way they can promote and sell the company’s product.

3. Direct marketing

Direct marketing is when organizations directly contact through telephone, email, and other electronic media without the intervention of any third party. Companies also conduct feedback surveys from direct marketing.

4. Sales promotions.

Newspaper, television, radio, and social media is another important medium for promoting the company's products.