Food Marketing

Case Solution

Luca Cian, Madeline Gibson, Jeff Boichuk
Darden School of Business ()

The food marketing literature provides many examples of associations and implicit tensions that marketers need to be aware of. For example, a brand that positions its product as healthy and tasty may find it difficult to gain a foothold in the market because consumers tend to associate good tasting foods with low health scores and therefore assume that healthy foods taste bad. Consumers often buy based on heuristics and perceptions. This note provides information on some of the main stresses in the literature. The note can be used on its own, but goes well with the message “Fair: Positioned to target mainstream tastes?” (A) and (B) (UVAM0956 and UVAM0957).

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