Marketing and labelling in the food and drink industry

Marketing within the food and drink industry has a key role to play in encouraging consumers to buy a company's products.

It is also used to build consumer trust in a company brand e.g. Baxters, reflect the values of a particular product e.g. Deli Soups and encourage consumer loyalty (repeat purchase).

The marketing process in food and drink starts very early in the product development lifecycle (6 – 9 months ahead of product launch) and involves development of a marketing proposition for the new product outlining the product, its characteristics, the target consumer and the marketing opportunities available to promote the product.

During the product development process the marketing department will be involved in working with consumers to understand their like and dislikes related to the product and the planned marketing and advertising campaign. At the same time the marketing department will also be developing all the associated marketing materials and artwork that will be used to promote the product.

Development of the label is a crucial part of the marketing process as this must reflect the values of the brand and the product. Labels must also adhere to legislative requirements.

When the product is due to launch the marketing department will have developed a plan to communicate the message that they want to promote to their target audience. This will include what form of media they feel is appropriate to their market (TV, press, radio) or will it include consumer facing promotions (in store trials).

Marketing and labelling - understanding the process

The following questions could be raised in relation to food and drink marketing and labelling:

• Why do companies market their products?
• What are the different processes involved in marketing a new product?
• What legislation must be adhered to?
• Are health and wellbeing claims governed by legislation?
• What ethical considerations should manufacturers take into consideration?
• Can manufacturers make claims on their labelling and advertising that could potentially mislead consumers?
• How do you test products with consumers?

Exploring the process of marketing and labelling should support pupils understanding of:

• What is marketing and what are the different types of marketing used?
• Links between marketing and advertising.
• What is involved in a marketing campaign from start to finish?
• What job roles exist in marketing in the food and drink industry?
• The role of advertising and how it is used across a variety of media.
• The use of gender, age, social, cultural and ethnic groups.
• Generate debate over issues e.g. health and wellbeing, front of pack labelling – GDAs, traffic lights etc., investigating advertising aimed at children.
• How do special offers or promotions affect the campaign?

Skills focus

Literacy, citizenship, numeracy, ICT, working with others, communication research and investigative skills.

Curriculum links

Maths, English, ICT, art and design, business studies, PSE.