The Marketing Information Revolution
Seymour Cooke reports that per capita consumption of sauces in the UK is 6. 8kg per annum and, like prepared snack, the market is presentation steady increase of around 5% per annum. Market quantity is 400,000 tones, valued at over ? 1bn. Cooking sauces description for over 50% of the whole market and their charge has bigger as products have become more original and specific. Italian cooking sauces are the most popular, but Indian and oriental sauces are also sturdy. Wet sauces perform much better than dried. In the garnishes market, ketchup still leads.
Side of plate condiments are considered to be a mature market, where mayonnaise accounts for half the market share. Salad cream has lost popularity, although it may have recovered after a concerted marketing campaign in 2002. Mustards have been in decline since the mid 1990’s and flavored, specialty vinegars have kept the vinegar market going. The United Kingdoms Ranch dressing distribution chain is currently experience great changes brought about significant sales gains by merchandisers and restaurants. These increases have been interesting the development of the supply chain’s efficiency.
“The food processing, distribution and retailing areas all seek higher levels of productivity and profitability. In the market of ranch dressing there are a lot of different types of distribution channels and intermediaries such as wholesalers, agents, retailers, the Internet, overseas distributors, direct marketing (from manufacturer to user without an intermediary), and many others” . The biggest parts of distribution dressing channels are wholesalers. They break down ‘bulk’ into smaller packages for resale by a retailer, buy from producers and resell to retailers, take ownership.
Besides that they provide storage facilities, they sell on to a wholesaler that will store it and eventually resell to a retailer. “Wholesalers offer reduce the physical contact cost between the producer and consumer e. g. customer service costs, or sales force costs. A wholesaler will often take on the some of the marketing responsibilities. Many produce their own brochures and use their own telesales operations. ” “Because a small scale of national ranch dressing producers such type of distribution as agent usually not using for this field.
It is because agents mainly used in international markets, will typically secure an order for a producer and will take a commission. ” They do not tend to take title to the goods. This means that capital is not tied up in goods. They are too expensive to train and difficult to motivate. So, this type of distribution using only be international dressing producers. One of the most successful dressing distribution channels are Retailers. Retailers will have a much stronger personal relationship with the consumer and usually hold several other brands and products.
A consumer will expect to be exposed to many products. Retailers will often offer credit to the customer e. g. electrical wholesalers, or travel agents. Products and services are promoted and merchandised by the retailer. The retailer often gives the final selling price to the product. The future of dressing distribution channels is Internet. It is one of the best competitive distribution methods. The Internet has a geographically disperse market. The main advantage of the Internet is that niche products reach a wider audience and there are low barriers to entry as set up costs is low.
It is the way for using e-commerce technology (for payment, shopping software, etc) Besides that there is a paradigm shift in commerce and consumption which benefits distribution via the Internet. Since the late 1990’s, farmers’ markets, farm shops and the Internet have opened up distribution channels for the marketing of local foods and much attention has been given to the benefits of buying food from a local source.
1. Don Debelak. (1997) “Bringing Your Product to Market “ John Wiley & Sons 2. E. J. McCarthy. (1990) “Basic Marketing: a Managerial Approach.
” Homewood, IL: Irwin, 10th ed, . 3. Gummesson, Evert. (1999) “Total relationship marketing: rethinking marketing management: from 4Ps to 30Rs”. Oxford: Butterworth Heinemann. ISBN0-7506 4463 X. 4. R. C. Blattberg, R. Glazer and J. D. C. Little (1994) “The Marketing Information Revolution. ” Boston: Harvard Business School Press 5. http://www. the-infoshop. com/study/go15203_dressing_toc. html 6. WEBER, CAROLYN May 01, 2000 RANCH DRESSING. 7. Big Grocers Respond to a Market’s Demands Michael Barbaro Washington Post Staff Writer Monday, June 7, 2004; Page E09