Havremalt
Launching and marketing a health food product is associated with larger problems than a launch of a traditional food product. There are several sales channels that can be used for a health food product, for example the product can be sold as a traditional food product, natural health food product or...
| Autores principales: | , |
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2007
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/10881/ |
| _version_ | 1855571768049139712 |
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| author | Stepinski, Piotr Junggren, Karl |
| author_browse | Junggren, Karl Stepinski, Piotr |
| author_facet | Stepinski, Piotr Junggren, Karl |
| author_sort | Stepinski, Piotr |
| collection | Epsilon Archive for Student Projects |
| description | Launching and marketing a health food product is associated with larger problems than a launch of a traditional food product. There are several sales channels that can be used for a health food product, for example the product can be sold as a traditional food product, natural health food product or as a prescription drug. A smaller company can however experience problems while launching its product as a prescription drug because of the large costs associated with this particular sales channel. There is often no other alternative than to launch the product as a traditional food product, this can however create other problems because of the existing regulations on what can and cannot be mentioned in the marketing of a health food product. The limited amount of information about the product that can be enclosed together with it makes it hard for a company to differentiate and position it on the market. In other words it is hard to distinguish the product from already existing products. When the company Nils Oscar launched their product Havremalt they experienced the problems mentioned in the text above. They decided to withdraw the product from store shelves and now they want to do a more successful relaunch of the product.
The purpose of this thesis is to examine purchase habits and interesting target groups as well as to give suggestions of strategies that can be useful to the relaunch of the product Havremalt.
A study has been made to fulfill the purpose of the thesis. Questionnaires containing questions about attitudes towards health food as well as information search habits have been handed out to consumers. The gathered material has been processed and analyzed.
The study shows that there are no big differences between age groups and sexes when it comes to attitudes and consumption patterns. However the results show that a consumer of health food spends a great deal of time searching for information about health food products. A marketer of a health food product should therefore provide information about the product not only at the store but also through active marketing and promotion of the product. |
| format | Otro |
| id | RepoSLU10881 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2007 |
| publishDateSort | 2007 |
| record_format | eprints |
| spelling | RepoSLU108812017-09-21T11:29:54Z https://stud.epsilon.slu.se/10881/ Havremalt Stepinski, Piotr Junggren, Karl Economics and management Launching and marketing a health food product is associated with larger problems than a launch of a traditional food product. There are several sales channels that can be used for a health food product, for example the product can be sold as a traditional food product, natural health food product or as a prescription drug. A smaller company can however experience problems while launching its product as a prescription drug because of the large costs associated with this particular sales channel. There is often no other alternative than to launch the product as a traditional food product, this can however create other problems because of the existing regulations on what can and cannot be mentioned in the marketing of a health food product. The limited amount of information about the product that can be enclosed together with it makes it hard for a company to differentiate and position it on the market. In other words it is hard to distinguish the product from already existing products. When the company Nils Oscar launched their product Havremalt they experienced the problems mentioned in the text above. They decided to withdraw the product from store shelves and now they want to do a more successful relaunch of the product. The purpose of this thesis is to examine purchase habits and interesting target groups as well as to give suggestions of strategies that can be useful to the relaunch of the product Havremalt. A study has been made to fulfill the purpose of the thesis. Questionnaires containing questions about attitudes towards health food as well as information search habits have been handed out to consumers. The gathered material has been processed and analyzed. The study shows that there are no big differences between age groups and sexes when it comes to attitudes and consumption patterns. However the results show that a consumer of health food spends a great deal of time searching for information about health food products. A marketer of a health food product should therefore provide information about the product not only at the store but also through active marketing and promotion of the product. Att lansera och marknadsföra en hälsokostprodukt är förknippat med betydligt större hinder än att exempelvis lansera ett traditionellt livsmedel. Det finns olika kanaler som kan användas för hälsokostproduktens lansering och försäljning, exempelvis kan den lanseras som livsmedel, naturläkemedel eller läkemedel. För ett mindre företag är det dock svårt att lansera sin produkt som ett läkemedel då det tillkommer stora kostnader i samband med denna typ av lansering och man har helt enkelt inte resurser till att genomföra den forskning och de tester som krävs för att kunna registrera en produkt som ett läkemedel. Ofta är en lansering som livsmedel det enda alternativet, vilket skapar andra problem för företaget eftersom det är strikt reglerat vad som får nämnas och inte nämnas i marknadsföringen av en hälsokostprodukt. Den begränsade information som inom lagens ramar får förmedlas i samband med en hälsokostprodukts lansering som livsmedel gör att det är svårt för ett företag att differentiera och positionera sin produkt på marknaden, det vill säga särskilja sig från andra produkter som redan existerar. Företaget Nils Oscar lanserade redan tidigare sin produkt Havremalt men fick uppleva de ovan nämnda problemen och beslutade sig för att återinkalla produkten från butikshyllorna, nu vill man dock relansera produkten. Syftet med detta examensarbete är att undersöka köpvanor och intressanta målgrupper inför en nylansering av Havremalt samt ge förslag på strategier som kan vara användbara vid produktens lansering. För att besvara examensarbetets syfte har en marknadsundersökning genomförts, med hjälp av en enkätstudie har konsumenter besvarat frågor om bland annat attityder till hälsokost och hur man söker information om hälsokost. Det insamlade materialet har sedan behandlats för att vidare analyseras och diskuteras. Marknadsundersökningen visar att det inte förekommer större skillnader i attityder och konsumtionsmönster när det gäller olika åldersgrupper och kön. Däremot pekar resultaten på att en hälsokostköpare lägger ned tid när denne söker information om hälsokost och därför bör man som marknadsförare av en hälsokostprodukt tänka på att denna information ska vara tillgänglig, inte bara vid butikshyllan utan även genom en mer aktiv marknadsföring och promotion av produkten. 2007-09-13 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/10881/1/junggren_k_stepinski_p_170921.pdf Stepinski, Piotr and Junggren, Karl, 2007. Havremalt : relansering av en hälsokostprodukt. UNSPECIFIED, Uppsala. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-7077 swe |
| spellingShingle | Economics and management Stepinski, Piotr Junggren, Karl Havremalt |
| title | Havremalt |
| title_full | Havremalt |
| title_fullStr | Havremalt |
| title_full_unstemmed | Havremalt |
| title_short | Havremalt |
| title_sort | havremalt |
| topic | Economics and management |
| url | https://stud.epsilon.slu.se/10881/ https://stud.epsilon.slu.se/10881/ |