Case Study Case Study Similar to any given modern commodity, frozen foods have merits and demerits, which are largely dependent on the type of product. For instance, frozen vegetables and fruits are convenient to use. This is because some maintain as much nutritional value just like the fresh ones, while some may give contrasting results. The values baked foodstuffs and frozen flesh are generally fine, while packaged properly (McCauley &amp. Oakley 2011). Frozen meals, however, face similar high sodium related problems just like any other processed food.
In trying to project about the future of frozen foods, one ought to understand the cutting line between the merits and disadvantages. Through an in-depth understanding of these, it would be possible and easy to lay strategies for their forward propagation and proper marketing. Some of the advantages of frozen food include, brief preparation, time lengths or long cooking process, good flavored meals in desirable sizes, which are easily served. Frozen meals have high vitamin retention capacity for longer than fresh products (Brian 2007). Frozen products can also be stored in a buildup stock for a span of more than twelve months with reduction in quality levels. In addition, the extremely low temperatures under which frozen food is stored prevent the entry of hazardous microorganisms.
In as much as frozen foods rank highly merit wise, they also have notable demerits that may hinder their future survival. There are two significant disadvantages. the foodstuffs have high sodium levels that can put the consumer at the risk of developing blood pressure complication, and in some, case heart disease. The second and highly notable disadvantage is the formation of freezer burn caused by the reaction between air and frozen food. This leads to a great lose of moisture levels in the food affecting its texture and taste. However, the freezer burn is harmless, only that it leads to reduction in quality.
In order to define the marketing priorities correctly, frozen food manufacturers need to understand that there is no one marketing strategy that works throughout for any given business (Hampe &amp. Wittenbery 1990). In so doing one will understand the importance of using a number of marketing criteria and the employment of varying approaches. Due to this, manufacturers of frozen food capitalize on recess periods to give the customer an alternative to the rather expensive food options. Frozen foods, therefore, offer convenience health wise and in terms of cost.
In order to, fruitfully, promote the products, frozen food manufacturers need to understand the marketing components. famously referred to as the four P’s. These include. the price, product, process of promotion and the place it is found (Wilkinson 2011). To start with, the manufacturer should understand the type of product a customer might prefer to this. This will enable him or her to develop a food product or modify an existing one to beat the odds of the market. For instance, manufacturers who have invested substantial cash in brand development create a certain level of customer brand loyalty. This is to mean that the customer will proceed to purchase their ideal brand even with attractive offer from other competitors. However, the consumer may infrequently purchase another brand for reasons of convenience or just a feel of variety.
Under price, for a manufacturer to make a profit, he or she needs to consider a retailer’s additional amount on the wholesale price for a given product. Thus, such a consideration enlists returns on the production costs, packaging cost, transportation, storage and the selling of that commodity. Another one of the priorities that the manufacturers need to focus is that of promoting his product to intended customers. This is done during storage period, after and on purchasing. Advertisement therefore acts as a persuasive measure from the manufacturer to consumers in trying to make them think in favour of the product in question. Lastly, the manufacturer ought to understand about the place factor. This refers to the distribution process and the storage point from which the foodstuff will then be transferred to the point of the buyer’s convenience. This could also be referred to as he retail point or outlet.
In conclusion, we can therefore deduce that the frozen food market is an outstandingly flexible one. For the manufacturer, customer focus assists in anticipating the consumer’s demands and provision focus assists them in responding to dynamics of the market. The result is thus a system, which meets consumer demands, which are ever changing.
References
Brian, W 2007, Marketing Nutrition: Soy Functional Foods, Biotechnology, and Obesity, University of Illinois Press, Champaign.
Hampe, E &amp. Wittenbery, M 1990, the Food Industry: Lifeline of America. 2nd ed. McGraw Hill, New York.
McCauley, J &amp. Oakley, S 2011, Head for the freezer, Smoothradio, viewed 8 November 2011.
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Wilkinson, M 2011, why frozen food growing thawing out, breakthrough insights,
Viewed 8 November 2011. .

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