Marketing Strategies for Newly Developed Functional Food Products

Transcription

1 Marketing Strategies for Newly Developed Functional Food Products A Consumer- Company Based Analysis Jofi Puspa Dissertation.de

2 Table of Contents: Page Abstract Abbreviation Index List of Figures List of Tables I-II III-V VI-VIII IX-X I. Introduction Problem Statements and Perspective of the Study Plan of the Study 6-8 II. Marketing of Functional Foods Dilemma and Strategy of New Product Development Buying Behavior and the Target Consumers for Health Products Communication Strategy for Functional Food Measuring the Success of Launching a New Product III. Functional Foods The Value of being Healthy: A Health Economic Approach Economic Perspectives of Health Cost Consequences Cost of Chronic Diseases 31-33, Prevention Measurement Functional Food and Nutrition Depending Diseases Characteristics of Functional Food Markets History and Background of Functional Foods Functional food in Japan Functional food in USA Functional food in Europe 38-39

3 Food Classification Product Characteristics of Functional Food Food Labeling and Health Claim International regulations and legislations Regulation and legislation in the USA Regulation and legislation in Europe Regulation and legislation in Japan Regulation and legislation in Indonesia Functional Food Classifications Safety Issues of Functional Food Potential Health Effects of Functional Food Ingredients Market Volume of Functional Food Available Products on the German and Indonesian Market Newly Developed Functional Food: "Giessener Trunk" Formula Daily Reference Value (DRV) and Reference Value for Nutrient Intake Main Components of the "Giessener Trunk" Formula Triglycerides "Giessener Trunk" and Clinical Studies Diseases Related to the "Giessener Trunk" Dyslipidemia Artherosclerosis and diet program Obesity IV. Sociodemography, Cultural and Public Health Profiles of Jakarta-Indonesia and Hesse-Germany Jakarta-Indonesia Hesse-Germany 95-96

4 V. Methodology Fundamentals of Research Design Questionnaire and Data Analysis VI. Empirical Findings Overview of Collected Data Demographic Data of the Respondents Consumers'Psychological Set Motivation Level for Taking Disease Prevention Measures Consumption of healthy food items Diet pattern Consumption food supplements Sport activity Nutrition knowledge level Motivation level for taking diseases prevention measure Consumers'Attitude Toward the Functional Food Concept Correlation between Attitude and Intentional to Buy Consumers'Involvement Level Searching for Information ; Consumers Buying Decisions and Information Sources of Consumer Information Involvement Level Attributes of Functional Food Target Markets for Functional Food Attributes Testing and Consumers' Preferences Elements of the Buying Process Components of a Marketing Concept Gender Distribution of Shoppers and Non-Shoppers Consumers'Preference for the Form of Health Products Consumers'Trust in Research Centers Consumers'Preferences and Beliefs of Health Claims Trade-offs between Health Benefits and Product characteristics Consumers'Preference of Distribution Channels

5 Marketing Elements and Consumers' Buying Decision Elements of Product Mix of "Giessener Trunk" Brand Name Preferred by the Consumers Type of Product Varieties Preferred by the Consumers Communication Messages (Claims) for the" Giessener Trunk"- Concept Respondent Group D (Medical Care Providers) Personal Data of Respondent Group D Belief in the Effect of the Product Sample ("Giessener Trunk") Intention to Advise Patients to Consume Functional Food Products Intention to Advise Patients to Consume "Giessener Trunk" Products Intention to Consume "Giessener Trunk" Products for Personal Consumption Sales Forecasting for New Functional Food Products Success and Risk Factors for Developing a New Product VII. Strategy Formulation at Different Management Levels Strategy Formulation at the Industrial Level Sources of Innovation and the Seven Extensions Approaches From Innovation to a Commodity Product Strategy Formulation for the Business Unit Level Potential Consumers of Functional Food Products Communication Messages for Functional Food Products Strategy Formulation for the Product Level Developing a Communication Message for the "Giessener Trunk" Asymmetrical Information System Product Development and Assortment Strategy Reaching the Market and the Consumers Pricing Policy for the "Giessener Trunk" VIII. Conclusion and Summary

6 K. Zussamenfassung References Appendices XI-XXII XXIII- XXXIII 1. Additional demographic data of the respondents XXIII-XXV 2. List of the interview centers XXVI-XXVII 3. List of functional food products in the German and Indonesian Market XXVIII-XXXI 4. Profiles of the company A and company B XXXII-XXXIII