Gluten has become a popular trend. Gluten free diet, gluten free cereal, and gluten free baby food have all become products. Businesses were forced to adapt marketing strategies and communication efforts in order to meet the qualifications of the products trend on the new market. With this in mind my project will identify the business trend proposed by the development of gluten free products, evaluate the strategies businesses implemented to effectively implore the trend, and estimate the longevity of this business trend. When determining the trend at hand we must look at how gluten came about. Successful gluten marketing entails providing a long term strategy that will persuade consumer beliefs towards buying these products. However, to fully understand the gluten trend one must place it along with its relation to various aspects such as celiac disease, allergies, and sensitivities. Although, the human race has engulfed wheats, grains, and bread since their inception many are skeptical that gluten is healthy. This propelled the gluten free trend and gave way to over 20 million people incorporating gluten free diets to lose weight and for other medical necessities. For example, anyone with digestive health problems can confirm that internet searches conclude most of the complications arrive from gluten. This only contributed to the beginning of the gluten free diet era which currently still exists. In the article Key Trends in Functional Foods & Beverages for 2016 it supports this claim stating that “Anyone with digestive health problems who Googles their symptoms will find at least one link to gluten as a cause on the first page of their search results—and that is a big reason why 25% of people choose to reduce gluten in their d... ... middle of paper ... ... only validates my logical standpoint that business strategies were spot on in effectively communicating with consumers. Businesses are forced to adapt marketing strategies and communication efforts in order to meet the qualifications of the products trend on the new market far too often. Taking an in-depth look at the thought process of many retail marketers we are able to further understand the response most businesses have to these trends. Market demands, social media, and consumer demands all contribute to the inception of popular trends in which this instance it was gluten free products. With this in mind I hope that my project helped identify the business trend proposed by the development of gluten free products, evaluate the strategies businesses implemented to effectively implore the trend, and gave a general idea about the longevity of this business trend.
Today’s society is full of products that have numerous varieties. But, little do customers know about the time before when there was one type of each product. In Malcolm Gladwell’s “Ketchup Conundrum” article, he offers many different situations providing an explanation on how some products came to be, and how some name brands made their way into the business world. Consumers are lucky today that there is almost any variety of product to fit their wants or needs.
A successful marketing strategy is parameterized by its success in ensuring the availability of a known and useful product at the right time and place and at a price that is acceptable to the consumer, the latter being subjective depending on the perceived value of the product. Although this blueprint of marketing is true for many products and industries, priority on these parameters vary with industry. In a study published by Traynor and Traynor (2004) it was demonstrated that high-tech firms place less emphasis on advertising and invest more in research and development. Biotechnology industry is among the six generally accepted high tech industries (Viardot, 2004). Developments in biotechnology industry have been among the main drivers of
Many foods we eat contain a common ingredient called gluten. Gluten is a protein that binds ingredients together and gives food its texture. About 1% of the United State’s population has an autoimmune disease called celiac disease. This percentage does not include those who are undiagnosed, wheat sensitive, or misdiagnosed. Celiac disease causes severe symptoms to the person when gluten is ingested. Therefore, the only way to treat it is to maintain a strictly ‘gluten-free’ regime. Maintaining this lifestyle is extremely difficult. Celiac disease is unknown to most of society. Many people do not understand what people who have it go through. Due to the lack of awareness, many people who have celiac disease often struggle with social situations
Cateora, P., Gilly, M., & Graham, J. (2013). International Marketing 16th edition: New York, N.Y: Mc Graw-Hill Irwin companies, Inc.
Analyze the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful?
The popularity of a gluten-free diet has risen in recent years due to several factors and misconceptions. A decade ago, gluten allergies were thought to be rare outside of Europe. Now, however, the number of Americans living with an entirely gluten-free lifestyle continues its exponential growth. The statistics of those adopting the diet show a vast combination of people, ranging from those with severe Celiac Disease to those with a desire to lose weight (Sapone). The factors and misconceptions include: the growing number of people with gluten allergies, the idea that gluten is harmful and has no nutritional value, and the idea that a gluten-free diet generates weight loss.
Green, Peter H.R. and Rory Jones. Celiac Disease A Hidden Epidemic. New York: HarperCollins Publisher, 2010.
In an amazing turn of events the world’s foremost experts in health, nutrition, and fitness have decided to come together to rise above the food fight in an Initiative called “Real Food, Real Health, Real Results.” These experts have decided that they are not enemies and that although they may have their differences in beliefs about whether or not someone should eat grains or legumes, or meat and dairy, one thing that they can agree on is that people should be eating real, whole food. They have chosen to throw out the myth of “the perfect diet” and realize that the public needs a united front against those in the industry who are trying to keep them unhealthy by eating processed, refined, and sugary foods in order to continue making profits off of them. These practitioners recognize that people make different health choices for many different reasons and they want to offer the best of what they know to work toward a healthier population.
REFLECTIVE JOURNALING FOR GLUTEN-FREE & SPECIAL DIETARY SMALL DESSERTS & PASTRIES. Nowadays, Celiac disease is very common, and more and more people are beginning to a vegetarian diet. It is very necessary for bakers to understand more about the gluten-free and special dietary baking. I chose gluten-free baking as my signature product.
There is medical condition where gluten destroys our bodies. One of these medical conditions is called Celica Disease it is estimated to affect 1 out of 100 people worldwide. The population that suffers Celica Disease cannot digest gluten leading to damage in there small intestines. How it damages the small intestines is when those who suffer from Celica Disease eat gluten products, then body’s natural immune response is to amount an attack on the villi leading to improper
Marketing is not just about selling and advertising products and services. In general, marketing is associated with identifying the particular wants and needs of a target market of customers, and then working to satisfy those customers better than the competition. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution or place (Bethel, 2007). Understanding ways to identify the target market is crucial in developing market strategy. This paper is intended to define target marketing and examine a market analysis of Stacy's Pita Chip Company.
Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004).
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
This report outlines and analyses the consumer decision process encountered when purchasing biscuits in relation to primary market research completed targeting one particular demographic of the possible market. The purpose of market research is to ensure that a businesses focus is on producing a product that meets the needs and wants of consumers, therefore it is essential to identify a potential target market and create a product that is able to be successful at all stages of the consumer decision cycle (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146). The report will explore the effects within the biscuit industry of various external factors influencing their products. Political and legal regulations, socio-cultural trends, economic shifts and the natural environment all impact a consumer’s decision making process and in turn the necessary actions of the businesses. Additionally, there are various demographic, geographic, behavioural and psychographic traits and trends of the target market that are inextricably linked to the circumstances within a marketplace and are analysed (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146).