6. SELLING COOKED FOOD WITH SANITATION
Selling cooked food is the process of transferring the product from the food producer to the consumer by applying the principles of food sanitation starting from production, packaging, transportation, and storing the food for sale until the product reaches the consumer; as shown in the diagram below.
The parties involved in food distribution include the producer, the middleman, and the consumer. The producer may directly pass the food to the consumer or utilize indirect channels by passing through the middleman; as shown below.
The market for cooked food:
1. Domestic market
2. Regional market (ASEAN)
3. International market
Marketing mix for ready-made food means to proportionately determine the mixture of production, distribution, pricing, and promotional activity according to the customer’s needs, the social needs and the level of competition (or defined as the 4Ps). The marketing mix includes:
1. Production means the cooked food has been complied with the principles of food sanitation and the customer’s needs.
2. Price refers to an appropriate price that satisfies and is accepted by the customers.
3. Place means selling food through the distribution channels including selling through middlemen, determining the means of transportation, or determining the storage of food waiting for sale; all of which must comply with the principles of food sanitation.
4. Promotion refers to using various promotional media that is suitable to the target market or refers to any communication to customers to let them know certain product details such as price and places to buy. The promotional activities may involve a salesman, giving out product samples, coupons, providing a stamp of promotion, and other prizes as well as other means of advertising.
Patterns of sales
1. Wholesale refers to selling products in a large quantity with a discounted price to make the product resalable.
2. Retail means selling products or services to consumers directly and not for resale.
3. Direct sales is defined as marketing and selling of products or services directly to the customers at their places or workplaces, or other places that are away from a fixed retail location by utilizing a salesman, a freelance seller in both single or multi-level marketing.
Choosing a location: An entrepreneur must first look for a good location suitable for business by considering factors that include a place for the business, the number of customers, and convenient transportation.