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. 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).

2. 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. As the products are natural and organic they would need introduction with the children as they tend to prefer much colorful ones which have added sugars and colours. Mr. Fahmy can conduct meetings with parents and teachers of children and ask to to explain the need for healthy and hygienic lifestyle. He can use advertising with characters that attract children and children tend to follow those characters. They can use social media to bring awareness in parents and direct sales to schools and near play areas with interesting colours and characters that helps in attracting children, Even with natural and organic colours, products can be made attractive and this will help Mr. Fahmy get his business.

2. A single media could not help in gaining the attention of all sections of consumers as people have different mindsets and use different kinds of media. A media planner need to have idea of what are the most useful forms of media for the particular product and must plan accordingly. Having two or more media forms will help in reaching all the consumers and give effective results. Hence a media planner must consider different types of media to work together rather than a single one in the media plan.