Högskolan i Halmstad Advertising Dissertation Might 2008

Marketing Dissertation

The concept of Sensory Marketing

Cyril VALENTI Joseph RIVIERE

TABLE OF CONTENT

STAND OF CONTENT INTRODUCTION: HISTORY PURPOSE 1 ) 2 . DEFINITIONS FRAME OF REFERENCE 2 . 1 . IMAGE MARKETING 2 . 2 . ORAL MARKETING 2 . 3. OLFACTORY MARKETING installment payments on your 4. GUSTATIVE MARKETING 2 . 5. TACTILE MARKETING 3. METHOD 3. 1 . DEFINING THE PROBLEM three or more. 2 . RESEARCH METHODS 3. 3. TYPES OF RESEARCH 3. 4. POPULATION AND SAMPLING IN THE RESEARCH three or more. 4. 1 . THE POPULATION a few. 4. installment payments on your SAMPLING PROGRAMS 3. a few. INSTRUMENTS OF DATA COLLECTION four. 5. DELIMITATIONS EMPIRICAL RESEARCH 5. 1 ) COLLECTION OF EMPIRICAL DATA 5. 2 . SEVERAL EMPIRICAL DATA SOURCES 5. 2 . 1 . THE TWO CLASSIC RESTAURANTS: five. 2 . 2 . THE TWO COFFEE/BAKERIES: 5. 2 . 3. THE FAST-FOOD: 5. 3. EXPLANATION OF SCIENTIFIC DATA RESOURCES 5. a few. 1 . UNDERSTANDING AND USE OF THE SENSORY MARKETING CONCEPT 5. 3. 2 . PHYSICAL MARKETING METHODS: THE USE OF THE EYESIGHT 5. three or more. 3. ORAL MARKETING TACTICS 5. 3. 4. OLFACTORY MARKETING a few. 3. 5. SUMMARY FROM THE 4 DATA COLLECTION'S TRANSACTIONS: 5. four. ANALYSIS WITH THE EMPIRICAL INFO 5. four. 1 . CHA?NE WITH THE MAIN THEORIES a few. 4. 2 . DISCORDANCES WITH FRAME OF REFERENCE 5. 4. a few. CRITICAL EXAMINATION OF THE RESULTS CONCLUSION a couple of 4 six 8 almost 8 10 doze 13 14 14 sixteen 16 seventeen 18 19 19 19 21 22 23 twenty-three 24 twenty four 25 dua puluh enam 27 27 28 30 30 thirty-one 32 32 34 34 38

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BIBLIOGRAPHY APPENDIX

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INTRO: BACKGROUND

This kind of report will certainly deal with marketing plans in the out-of-home food market. While this sector is big and varied, giving an introduction and precisions about their components is essential.

Consumers eating routine keep evolving every day, away from the three meals eaten within just traditional house windows. Less time allowed cooking or perhaps eating, as a result of an increasing range to the work environment or more enjoyment, out-of-home food consumption is constantly elevating. According to Datamonitor research (2005), fault the alimentary budget of households just for this consumption gets bigger yearly: 18% this coming year in Italy for example. Those studies likewise noticed that, today, this market will probably be worth more than 480 billions € in The european union and three hundred and fifty in the US.

The out-of-home diet can be supplied in many ways, which can be grouped in 2 specific main groups: the communautaire and commercial (or traditional) catering1.

The first one tries to give meal intended for the lowest possible price for the highest range of persons. It is the catering at school, hospitals, corporations etc . Its kind of dishes providers is composed by a couple of big organizations, which can recognize economies of scale, and represent the half of every global market2.

The second one particular regroups each of the meal suppliers such as: • Traditional eating places, with various providers and clienteles (includes accommodations restaurants). • • Idea oriented restaurants (Mexican, Italian), life style or perhaps product concentrated (vegetarian foodstuff, sushi bars). Fast food suppliers: fast-food restaurants like Mc Donald's, sub shops (in

kiosks, bakeries…), snacks or perhaps vending equipment. The junk food market is understood to be the sale of food and drinks for immediate consumption.

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According to the People from france CNRS (Scientific Research Countrywide Center) Relating to Eurostaf studies in 2007

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The traditional catering is characterized, towards the ordinaire one, with a huge competition between plenty of different actors on various possible placing. However , your competitors is completely outclassed by the big fast-food companies, as their eating places are the many rentable and more and more good: +5% via 2006 to 2007 in Europe3.

In Sweden, the out-of-home market is healthy and balanced, with a latest acceleration of the grownup, fast-food restaurants and kiosks increasing their stocks and shares quickly. An ever-increasing interest in healthy food is impacting...