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).

5. Why is it important for a media planner to consider how different types of media could work together on a media plan?

Answer 1

1. Mr. Fahmy must dedine the positioning and brand imagery of the product and target urban amd semi urvan markets with year on year 20% growth as minimal goal. Objective here is to be stand out and stay first mover.
2. Mr Fahmy must market Product as Healthy nutrition drink and ketogenic food, Pricing must be skimmed ajd discounted so maximum young individual can try, place of marketing must he retail and online stores and mom pop stores, Promotions must be through direct selling and word of mouth marketing to keep costs low and so do prices.
3. Target market here is consumerd within 12 - 30 years with high and median income in urban areas. They can be catered using innovative nee products at low cost for limited offer to remain ahead of competitors where they fail to imitate.
4. Marketing initiatives here must include non traditional marketing like Buzz marketing by displaying product benefits using content videos and on street performance and demo. Also social media marketing is biggest asset as youth is social media centric and is most active.
5. It is important for media planner to aggregate all media outlets to remain competitive ajd maintain ubiquitous ajd unanimous offerings and simultaneously maintain low cost. It helps in keeping seamless and integrated marketing approach and measure live metrics in real time.