Marketing Food and Drinks to Adults Volume 1: 20 – 35 Year olds

This report reveals how young adult consumers have different stages in their lifecycles and how their wants and needs reflect this, the report examines young adult groups including people in full time education, at the beginning of their working lives, people who have been promoted to managerial positions, parents with children, single people and people cohabiting. It will allow you to maximise existing product sales, highlight new product development strategies and find the most profitable target group for your food and drink product.<BR>

<BR>Marketing Food & Drinks to Adults: Volume One<BR>20 to 35 year olds<BR>Executive Summary 9<BR>Social influencers 9<BR>Key trends for 20 to 35 year olds 9<BR>Effective brands and best practice promotional strategies in food &<BR>drinks 11<BR>Best practice case studies 12<BR><BR>Chapter 1 Introduction 17<BR><BR>Chapter 2 Social Influencers 19<BR>Summary 19<BR>Introduction 19<BR>World population trends 20<BR>Focusing on European trends 21<BR>Population changes in the UK 22<BR>Minority ethnic population in the UK 23<BR>Employment changes in Europe 23<BR>Opportunities 24<BR>The UK employment market 24<BR>Women in the UK labour market 25<BR>Ethnicity and the UK labour market 25<BR>Working patterns 26<BR>Pay and conditions 26<BR>Income levels 26<BR>European income distribution 27<BR>The structure of UK households 27<BR>Households in Europe 28<BR>Living conditions 28<BR>How American have households changed 29<BR>Expenditure in U.S. households 29<BR>Expenditure by UK households 30<BR>Students expenditure by type 2002 to 2003 31<BR>Conclusions 32<BR><BR>Chapter 3 Key Trends For 20 To 35 Year<BR>Olds 36<BR>Summary 36<BR>Young adults: major trends in food and drink 37<BR>Areas of appeal for 20 to 35 year-olds 37<BR>Busy, busy, busy leads to ready meal consumption 37<BR>Restaurant glamour 40<BR>Snacking solutions 41<BR>Brand appeal 42<BR>Healthy eating and healthy looking: self-conscious dieting 43<BR>Low-carb diets 44<BR>The fight against obesity and global power brands 45<BR><BR>Chapter 4 Effective Brands and Best<BR>Practice Promotional Strategies<BR>in Food & Drinks 50<BR>Summary 50<BR>Nestlé Fitnesse: understanding the primary audience 51<BR>Using the company website to get to know your consumers better 52<BR>Awareness of competitors and intelligent differentiation 53<BR>Exploring potential developments 54<BR>Sponsorship and joint ventures require carefully consideration to<BR>avoid blurring the image of the product 55<BR>Conclusions 56<BR>Thorntons: new strategy required to defend position in highly<BR>competitive market 57<BR>New product range 57<BR>Strategy analysis 58<BR>Ben & Jerry’s: keeping the grassroots background despite market<BR>domination 59<BR>In the beginning… 59<BR>Regional expansion 59<BR>Staying true to your roots 60<BR>Creating a positive, identifiable image for your target audience 60<BR>Maintaining a fun-loving image through all aspects of the product 61<BR>Conclusions 61<BR><BR>Chapter 5 Best Practice Case Studies:<BR>Targeting Young Adults 64<BR>Summary 64<BR>Introduction 65<BR>Bailey’s and the rise of celebrity magazines to reach young women 65<BR>Conclusions 66<BR>Guinness uses experiential marketing and sports sponsorship to stay<BR>relevant to its young drinkers 67<BR>Tourist appeal 67<BR>Sports marketing strategy 69<BR>Unexpectedly successful markets 70<BR>New flagship advertising techniques 70<BR>Key strategy points 71<BR>Innocent drinks brand success – ruthlessly strategic and cute on<BR>execution 72<BR>The story so far… 72<BR>Ruthless brand innovation 72<BR>Produced category leading drinks 73<BR>Environmentally genuine 73<BR>A brand built by innovation in distribution relationships 74<BR>Sophisticated supply chain systems 74<BR>Creative marketing 75<BR>Press clipping analysis 2003: Innocent Drinks versus PJ 75<BR>Smoothies manufacturers brand awareness 77<BR>Consistent investment in its own team and the environment 77<BR>Development and training 77<BR>The positive promotions… 78<BR>Strategy analysis 78<BR>Michelob Ultra takes advantage of fuelled interest in low carb products –<BR>from the United States to the United Kingdom 79<BR>Lessons learned across the Atlantic 79<BR>Targeting the body conscious 80<BR>Conclusions 81<BR>Smirnoff reaches back out to the elusive 18-25 year old male market<BR>through sampling in fashion retail environment 81<BR>Reaching the new target audience on their level 82<BR>Conclusions 83<BR>Benjy’s: developing a strong and recognisable identity 84<BR>Benjy’s customer profile 85<BR>Majority of consumers are male – strategies targeted at retaining the<BR>men and attracting the women 85<BR>Young adults are most attracted to Benjy’s products 86<BR>Not so adventurous… 86<BR>Targeted marketing following consumer profiling 88<BR>Market opportunity 89<BR>Conclusions 90<BR><BR>Chapter 6 Report Conclusions 92<BR><BR>Chapter 7 Appendix 96<BR><BR>Index 96<BR>List of Figures<BR>Figure 2.1: World demographics indicators 21<BR>Figure 2.2: European demographic indicators 22<BR>Figure 2.3: Students Expenditure by Type 2002—2003 (Shown in%) 31<BR>Figure 4.4: Nestlé Fitnesse Cereal – Nestlé’s first cereal launched specifically for women 52<BR>Figure 5.5: Press clipping analysis 2003: Innocent Drinks versus PJ 76<BR>Figure 5.6: Smoothies manufacturers brand awareness: Thinking about smoothies, which brand<BR>can you think of? 77