Study Notes
Overview
Food marketing and advertising are powerful forces shaping our dietary choices, health, and culture. For OCR candidates, this topic is not just about recognising adverts; it’s about conducting a forensic analysis of the commercial and psychological factors that drive the food industry. Examiners expect you to dissect marketing techniques, from overt TV campaigns to subtle in-store promotions, and evaluate their impact on different demographics. A high-level response requires a firm grasp of UK labelling laws, the ability to distinguish between statutory requirements and voluntary claims, and the confidence to debate the ethical implications of marketing foods high in fat, salt, and sugar (HFSS). This guide will equip you with the precise terminology, analytical frameworks, and specific knowledge required to deconstruct any marketing strategy an examiner throws at you.
Key Marketing & Advertising Techniques
The Marketing Mix: The 4 Ps
Manufacturers use a framework known as the 'Marketing Mix' or the '4 Ps' to bring a product to market. Understanding this provides a strong structure for analysis.
- Product: This refers not just to the food itself, but the branding, packaging, and overall experience. Is it positioned as a luxury item, a budget basic, or a healthy alternative?
- Price: The pricing strategy is crucial. Techniques include competitive pricing (matching rivals), promotional pricing (BOGOF, discounts), and premium pricing (for luxury goods).
- Place: This is where the product is sold. Supermarkets, corner shops, online retailers, and vending machines all offer different opportunities to reach consumers.
- Promotion: This covers all forms of advertising and communication, from TV adverts and social media campaigns to loyalty schemes and product placement.
Specific Promotional Techniques
Examiners will award marks for identifying and explaining the following specific techniques:
- Buy One Get One Free (BOGOF): A price promotion that creates a sense of urgency and 'perceived value'. It encourages bulk buying and can persuade a consumer to choose one brand over another.
- Celebrity Endorsement: Using a famous person to promote a product. This works through aspiration; consumers associate the product with the celebrity's success, lifestyle, or perceived health, a powerful tool for influencing younger demographics.
- Product Placement: Subtly featuring products in films, TV shows, or video games. This is effective because it bypasses the audience's critical filter for advertising.
- Loyalty Schemes: Rewarding repeat custom with points or discounts (e.g., Tesco Clubcard). This builds 'brand loyalty' and provides retailers with valuable data on consumer habits for targeted marketing.
- Pester Power: Marketing directly to children using cartoons, bright colours, and free gifts, knowing they will pressure their parents to make a purchase. This is ethically contentious, especially when used for HFSS foods.
- Health & Nutrition Claims: Using phrases like 'Low Fat', 'High Fibre', or 'Source of Vitamin D' on packaging. While these claims are regulated, they can sometimes be misleading. For example, a 'low fat' product may be very high in sugar.
Food Labelling: Law vs. Marketing
It is vital to distinguish between the information that is legally required on packaging and the information that is added for marketing purposes.
Statutory (Legal) Requirements
By law, all pre-packaged food in the UK must display:
- Product Name: What the food is.
- Ingredients List: In descending order of weight.
- Allergen Information: Highlighted in the ingredients (e.g., in bold).
- Net Quantity: The weight or volume.
- 'Use By' or 'Best Before' Date: 'Use By' is for safety; 'Best Before' is for quality.
- Storage Instructions.
- Name and Address of the manufacturer or seller.
- Nutritional Declaration: Typically per 100g/ml, showing Energy (kJ/kcal), Fat, Saturates, Carbohydrate, Sugars, Protein, and Salt.
Voluntary (Marketing) Information
Manufacturers often add extra information to persuade consumers:
- Traffic Light Labelling: The red, amber, and green system shows at a glance if a product is high, medium, or low in fat, saturates, sugars, and salt. While voluntary, it is widely used and a key tool for analysis.
- Reference Intakes (RIs): These show how much of an adult's daily recommended intake for a nutrient is provided by a portion of the food.
- Marketing Claims: Such as 'No added sugar', 'Gluten-free', or 'One of your 5-a-day'. These are regulated but are designed to give a product a 'health halo'.
