Reklámstratégia a funkcionális élelmiszerek piacán

Abstract

On the market of functional foods in Hungary three different promotion strategies can be defined. Small and middle sized enterprises try to do their best to get into commerce chains and to clear the logistic chain. They have no financial background for market researches and they do not know their target groups. At the same time they try to popularize their special products without any marketing experience from straitened budget and without any help of media planning. Their messages are all the same and unrecognizable, their trademarks are not well-known. With their products they only highlight the chosen nutrition advantages like low fat content, light, healthy etc. This is the so-called push up building or survival strategy, which always depends on luck. The situation could be improved if companies knew their target groups and took the opportunities offered be BTL (Below The Line) tools. They should add more emotion to the offered nutritional benefits in their communication and should swift to connotative encoding in their messages and think about individual slogans. Collective marketing organizations are forced to use the so-called survival strategy as well. They are planning in short-terms; generally they advertise once a year nation-wide. However, the brain of the customers cannot be programmed: campaigns miss exactly the things that determine the effectiveness of a collective advert: repetition and continuity. The nutrition messages are composed according to the latest trends by large companies. Their products are renewed under compulsion and it is not rare that they offer 7-11 promises with the same brand and all of these promises are nutritional benefits. Their strategy is irresponsible because this behaviour helps to confuse the Hungarian consumers' superficial knowledge about healthy nutrition. It is the strategy of fast penetration and long-lasting existence on the market with nutritional benefits, but with diverse and detailed advertising messages, with emotional reasoning and well organized media-mix. The problem is the lack of creativity and penetrating force and the compulsive using up of the nutritional values. The slow penetration and long-lasting market building strategy is used by the experienced foreign collective marketing organizations. They have been forwarding their messages continuously for many years towards the whole society or just a part of it, like the "Got Milk" campaign in the USA which has been lasting for 13 years and Germany wants to introduce it as well. Simple, inventive and clear messages are given, ones which can help impressing. There are Hungarian examples from the 70s and 80s as well: "Milk is life, power and health!", or "One glass of milk makes your head clear!" In this field it is essential to have a larger budget, to concentrate the collective tasks on the internal market and to have more creativity. We are convinced that the slogans from the past could be efficient among the adult population today as well.