Voices: Market View
Market View, written by John Stanton, Ph.D, takes on the marketing side of the food and beverage business. John is a professor of food marketing at Saint Joseph's University in Philadelphia and the editor of two food journals. He wrote the popular Market View column for Food Processing for many years until December 2005, when he asked to take a few years off. All rested up now, he's back with a monthly column on the marketing side of the business.
Market View: Grocery Loyalty Cards Don’t Buy Loyalty
Processors, too, take note: Besides discounts, what do you do for your frequent buyers?
I think there is no word more misused in food marketing than loyalty. It seems retailers and suppliers alike are looking for loyalty. I am reminded of the song a few years back with the lyrics, “looking for love in all the wrong places.” There is no question food marketers are looking for loyalty “in all the wrong places” too.
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Market View: Spend Your Marketing Budget Only Where it Works
Nov 28, 2016With every expenditure, ask yourself: Did this strengthen our brand?Market View: These Are the Good Old Days
Oct 26, 2015Yesteryear's food was not safer, more convenient nor tastier than what we're 'processing' today.Market View: Long Overdue 'Lay-Up' at McDonald's
Sep 22, 2015Waiting this long to make breakfast available all day carries a lesson for food and beverage processors.Market View: The Era of Fat and Happy Is Over
Jun 23, 2015The era of renewed innovation must begin in earnest.Market View: A Glimpse Into the Future Employees of America
Jan 28, 2015What I've learned about this next generation of food and beverage marketers.Market View: What's in a Name?
Oct 29, 2014With consumers poring over labels and ingredient statements, choose your words carefully.Market View: Be a Myth Buster
Sep 29, 2014Myths harm the food industry, so work to stop them.Market View: Work for Main Street not Wall Street
Sep 2, 2014Profit is the reward a company gets for satisfying customers, not the main objective.Market View: The Right Kind of Planning
Aug 11, 2014A word to food marketers: Don’t get bogged down at either extreme of planning.Market View: Labeling May Be The Most Cost-Effective Way To Communicate With Consumers
Jun 18, 2014Labels are often an underutilized method of communicating with consumers. Market expert John Stanton asks: Why not make your labels more powerful.Market View: The End of Brands?
May 27, 2014You can still forge a relationship with the consumer; just consider using a modern medium.Market View: Let the Feds Do Your Market Research
Apr 21, 2014The NHANES database has a wealth of free information, including consumption, not sales data.Market View: New Product Success Rate Higher Than Most Believe
Mar 27, 2014Rather than the 70-90 percent failure rate, our marketing expert's research indicates 66 percent are successful.Market View: If GMOs Are Harmless, Why Remove Them?
Mar 4, 2014In pursuing one niche of consumers, be careful you don’t alienate others.MarketView: The Female Point of View
Feb 4, 2014As long as most shoppers remain female, it's essential to get more women in marketing and leadership positions.There Is No Such Thing as Unhealthy Foods
Jan 2, 2014Make great-tasting food without trying to impress the 'healthy' people.Private Label Is Talking to Customers
Dec 2, 2013Store brands no longer are just about price; label claims are closing the deal at the point of purchase.