Marketing Food & Drinks to Adults: Volume One 20 to 35 year olds
Executive Summary
Social influencers
Key trends for 20 to 35 year olds
Effective brands and best practice promotional strategies in food & drinks
Best practice case studies
Chapter 1 Introduction
Chapter 2 Social Influencers
Summary
Introduction
World population trends
Focusing on European trends
Population changes in the UK
Minority ethnic population in the UK
Employment changes in Europe
Opportunities
The UK employment market
Women in the UK labour market
Ethnicity and the UK labour market
Working patterns
Pay and conditions
Income levels
European income distribution
The structure of UK households
Households in Europe
Living conditions
How American have households changed
Expenditure in U.S. households
Expenditure by UK households
Students expenditure by type 2002 to 2003
Conclusions
Chapter 3 Key Trends For 20 To 35 Year Olds
Summary
Young adults: major trends in food and drink
Areas of appeal for 20 to 35 year-olds
Busy, busy, busy leads to ready meal consumption
Restaurant glamour
Snacking solutions
Brand appeal
Healthy eating and healthy looking: self-conscious dieting
Low-carb diets
The fight against obesity and global power brands
Chapter 4 Effective Brands and Best Practice Promotional Strategies in Food & Drinks
Summary
Nestlé Fitnesse: understanding the primary audience
Using the company website to get to know your consumers better
Awareness of competitors and intelligent differentiation
Exploring potential developments
Sponsorship and joint ventures require carefully consideration to avoid blurring the image of the product
Conclusions
Thorntons: new strategy required to defend position in highly competitive market
New product range
Strategy analysis
Ben & Jerry’s: keeping the grassroots background despite market domination
In the beginning…
Regional expansion
Staying true to your roots
Creating a positive, identifiable image for your target audience
Maintaining a fun-loving image through all aspects of the product
Conclusions
Chapter 5 Best Practice Case Studies: Targeting Young Adults
Summary
Introduction
Bailey’s and the rise of celebrity magazines to reach young women Conclusions
Guinness uses experiential marketing and sports sponsorship to stay relevant to its young drinkers
Tourist appeal
Sports marketing strategy
Unexpectedly successful markets
New flagship advertising techniques
Key strategy points
Innocent drinks brand success – ruthlessly strategic and cute on execution
The story so far…
Ruthless brand innovation
Produced category leading drinks
Environmentally genuine
A brand built by innovation in distribution relationships
Sophisticated supply chain systems
Creative marketing
Press clipping analysis 2003: Innocent Drinks versus PJ
Smoothies manufacturers brand awareness
Consistent investment in its own team and the environment
Development and training
The positive promotions…
Strategy analysis
Michelob Ultra takes advantage of fuelled interest in low carb products – from the United States to the United Kingdom
Lessons learned across the Atlantic
Targeting the body conscious
Conclusions
Smirnoff reaches back out to the elusive 18-25 year old male market through sampling in fashion retail environment
Reaching the new target audience on their level
Conclusions
Benjy’s: developing a strong and recognisable identity
Benjy’s customer profile
Majority of consumers are male – strategies targeted at retaining the men and attracting the women
Young adults are most attracted to Benjy’s products
Not so adventurous…
Targeted marketing following consumer profiling
Market opportunity
Conclusions
Chapter 6 Report Conclusions
Chapter 7 Appendix
Index
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