Brand Food - THE FOOD MARKETING BOOM

 BY JAGDEEP KAPOOR

One of the fastest growing industries in the world is the Food Processing Industry. In any continent or country, this sector has shown growth by leaps and bounds. However, while this industry offers tremendous potential, it has also witnessed the largest number of failures.

We at Samsika treat the food processing industry with great respect and having dealt with a number of brands successfully in the food processing industry have some home truths which could be shared for prospective entrance in the food processing industry. There is a special Samsika food marketing module called the Samsika “ATA” Module.

Samsika recommends the usage of the Samsika “ATA” module for success in food processing. “ATA” stands for focus on Availability, Taste and Affordability.

In the food processing industry, it becomes extremely important to first make a need assessment and understand the habits and palate of the Indian consumer. We have a diverse culture and different food eating habits. Sometimes the content of food may be same but the process of eating may be same, but the process of preparing could be different. There are certain trends to be studied very carefully whether in the area of beverages or juices or in the area of vegetarian or non vegetarian products or in the area of snack foods or even in the area of exotic products which may be alien to Indian taste.

Then of course, there needs to be sensitivity in understanding consumer behaviour, whether in the area of cheese or milk or in the area of fruits or mineral water or soups.

It is important to first decide whether, the product is going to consist of :
(A) Movement from a commodity to a brand, as could be in the case of rice, sugar, edible oil, water or salt.. In this case the buying pattern, pricing and the consumption habits of the consumers need to be understood while preparing the marketing strategy for moving products from a commodity status to a brand status.

(B) It is also important to understand whether there is going to be genuine transition from commodity to brand, or is it only going to be the commodity packed and labeled without a brand personality.

(C) The highest form of marketing would be the creation of a brand personality wherein the consumer does not only consume the tangibles but also consumes the intangibles like image and trust.

Finally, it is extremely important that the marketing strategy be full of seven strategic ingredients which are well researched.

These strategic seven ingredients which are incorporated in the Samsika Marketing food marketing module are
(i) usage and attitude of Indian consumers towards foods,
(ii) location and occasion of usage,
(iii) distribution channels,
(iv) corporate and brand name association,
(v) taste,
(vi) intangibles
(vii) acceptance.

If a serious strategic marketing direction is taken marketers can get the sweet taste of success in the food processing industry.

My brand mantra for success in branding of food is “In Food brands look at the date and not the rate”. Afterall Indians like everything fresh whether it be food or ideas. Eat and drink and be merry. Build food brands.

Copyright © 2005, All rights reserved with Jagdeep Kapoor – Managing Director, Samsika Marketing Consultants Pvt. Ltd.
No part of this document may be modified, reproduced, stored, deleted or introduced in any retrieval system or transmitted in any form or by any means (Electronic, Mechanical, Photocopying, Recording or Otherwise), without the prior written permission of the copyright owner of the document.
The author is Jagdeep Kapoor, Brand Guru and Managing Director of the successful Samsika Marketing Consultancy.
Tel: (022) 28477700/7701 (022) 28470214/15 Fax:022 28477699
E-mail : jkapoor@samsika.com