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Analysts felt that it was important for the
manufacturers in this sector to understand the changing needs of
the consumers and what these consumers valued in these difficult
times.
For instance, a person may be interested in price, but would
s/he be ready to compromise on quality - especially at a time
when research had revealed that consumers were considering a
broader range of factors in their choice of food items that went
beyond nutrition and calories, to include disease management,
prevention |
benefits, and the product's environmental impact?3
Insights into consumer behavior would help the manufacturers in
designing better marketing programs and effectively differentiating
their offerings in this over-crowded market, they felt.
Additional Readings & References
1. Brad Dorfman, "Kraft Eyeing Consumer Choices as Prices Rise," www.reuters.com, March 18, 2008.
2. "Kraft Foods Inc. Examines Consumer Behavior in Challenged Economy," www.amonline.com, March 21, 2008.
3. Shira Ovide and Anjali Cordeiro, "Staples Keep Ad Market Afloat,"
http://online.wsj.com, April 8, 2008.
4. "IRI Expert Presents the "State of the Snack Industry"," www.businesswire.com, April 9, 2008.
5. www.en.wikipedia.org
Cases on related Topic
1.
Unilever's "Real Beauty" Campaign for Dove
2.
Sunsilk Gang of Girls': Hindustan Lever Limited's Online Social
Networking Initiative in India
3.
Pabst Brewing Company: The Classic Revival of the 'Pabst Blue Ribbon'
Brand
4.
Lifebuoy ";Swasthya Chetna": Unilever's Social Marketing Campaign
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3] Writankar Mukherjee, "Samsung Inks Retail Pacts
to Double Mobile Market Share," www.economictimes.indiatimes.com, March 6, 2008. |
