Business Case Studies & Business Publications

Food Marketing

Cian, Luca, Gibson...

Technical Note

Food Marketing

Cian, Luca; Gibson, Madeline; Boichuk, Jeff

M-0966 | Published August 7, 2018 | 11 pages Technical Note

Collection: Darden School of Business

Add To Cart Buy Now

Product Details

Literature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides insights on some of the main tension in the literature. The note can be used alone, but fits nicely with the cases "Just: Positioned to Target Mainstream Tastes?" (A) and (B) (UVA-M-0956 and UVA-M-0957).

Understand some of the critical concepts of food marketing.