The Role of Marketing Communication in the Introduction of Functional Foods to the Consumer

Abstract

A marketing orientation approach is concerned with the satisfaction of a consumer need. In product terms this need correlates with the benefit to be derived from that product, which, in marketing terms, can be considered to exist at different levels of association. The core product identifies the fundamental benefit to be derived, and when the product under consideration is food or drink the benefit is the satisfaction of a basic physiological need, that of hunger or thirst. This functional aspect is translated by manufacturers into the tangible physical product which, with other associated factors such as quality, design, image, packaging, and presentation, when presented to the consumer, offers a collection of stimuli aimed at eliciting a favorable response. The marketing objective must be that purchasers are attracted to that particular manufacturer’s product in preference to others that are available. The marketing strategy is built around developing the appropriate marketing mix to achieve the desired consumer response.