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Food technology
Marketplace
The Internet and marketing
Contemporary food issues - Marketplace is one of the option strands of the HSC food technology course. You need to be familiar with food product marketing practices. One aspect of marketing is promotion. The world wide web is revolutionising marketing. Not only can food manufacturers advertise their food products on television, radio and in newspapers and magazines, they can now use the power of the internet.
Outcomes
This material addresses aspects of the following syllabus outcome:
H3.2 The student independently investigates contemporary food issues.
Source: Board of Studies NSW, Stage 6 Food Technology Syllabus, Preliminary and HSC Courses (1999)
Electronic media
Many food manufacturers use electronic media to market their company and their produce. Although some web sites provide excellent information and encourage you to return for updates, others seem to miss the mark. This tutorial gives you opportunity to compare the web sites of some food companies and to abalyse how they target their marketing strategies.
Activity
Imagine you are a site reviewer for a marketing journal. Your job is to surf the net checking out sites and writing reviews. Choose two of the sites below and write a review of each:
You should consider the following issues:
| a) | Who is the site aimed at? Or, which sections of the site are aimed at which target market? |
| b) | Does the first page motivate you to look further into the site? |
| c) | Is the site worth returning to at a later date? |
| d) | Do the navigational tools on the site make it easy to move about? |
| e) | What is promoted in the site? How is it promoted? |
Nestle and the Internet
Nestle is one of Australia's largest exporters of processed food products. Nestle is the umbrella company for brands such as:
Nescafe; Nestle; Papa Giuseppi's; Allens; Findus; Maggi; Buitoni; Peters ice creams.
Marketing in a large company like this is very diverse. It is not just a matter of advertising. Take a look at the Nestle website. 
| 1. | a) | Identify three aspects of the site that are pitched at different target markets. |
| b) | Which target market is each directed at? |
The impact of internet marketing on the consumer
Jot down some thoughts about the advantages and disadvantages of internet marketing for the consumer.
What ethical issues might arise from the use of the internet as a marketing tool? For example:
| a) | Does it allow access to certain information that is not available for the non net user? |
| b) | Is this a disadvantage to some people? |
| c) | Consider if special offers were made to internet users but not to others - is that fair? |
| d) | How could this be made more equitable? |
| e) | What other marketing strategies could be used? |
Do any of these issues raised above apply to other marketing mediums such as television or magazines?
Market research and the internet
How might the internet be used for market research? Would it provide a good sample?
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