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Published byLynn Park Modified over 9 years ago
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Marketing Foodservice
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Marketing Food Service Overview □Since the products in food service industry hold different characteristics from the ones in manufacturing industry marketing of food service needs a different approach. Goal □The goal of this lesson is to discuss the characteristics of service products and argue the marketing mix to promote the service products.
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Objectives At the end of this lesson, learners will be able to; □Differentiate service products from manufacturing products □Explain the characteristics of service products □Comprehend the concept of marketing mix □Explain the SWOT analysis
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Marketing Products vs. Services □A Product □A stated or implied value. □Since it is tangible it is easy to evaluate its performance. □A Service □Adds value; often, but not always to a tangible product □When eating in a restaurant “service” enhances the quality of the food, however a vending machine dispensing a hot coffee, probably does not enhance the enjoyment of the coffee, yet it add value by letting the customer enjoy coffee on their terms
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Marketing Foodservice Products □Service □ customer is part of the product □Intangible goods □ difficult to evaluate □Perishable □ immediacy of the sale □Competition □ difficult to distinguish due to duplication
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Marketing Mix □Place □ the location that the product is delivered □Product □ Is it food? Or Service? Or Convenience? □Price □ What is the price in relation to the competition? □Promotion □ signage, mass media, corporate sponsorship, décor, menu design □ frequent diner, partnering with complementary products
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Environmental Analysis □ S trengths □ What do they do well? □ How do they differentiate from competition? □ W eaknesses □ Where are the limitations? – location, hours, history, limit exposure □ O pportunities □ What can they do to be successful? □ T hreats □ Generally these are external; the economy/competition
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Branding in Food Service □Popular Brands □ on menus - marketing support □National Brands □ franchising □ fees or agreement to buy product □Manufacturers’ Brands □ product support □ technical assistance □ marketing materials
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