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MODULE 4

Business Management, Marketing and Sale

ON-LINE COURSE Handicraft Production of Food Herbal Products


Objectives

During this Module you will be able to :

• Have global knowledge of food safety in Europe, implications in the MAP

food chain.

• Labelling.

• Have global knowledge how to build a correct label and on health claim

• General labelling requirement.

• Understand the flux of commerce around the world and in Europe.

• Extrapolate the national and international rules for global trade Learning

results and evaluation criteria.

• Achieve the information about the different type of commercialization in

order to decide the company strategy Learning results and evaluation

criteria.

• Do critical evaluation of the different possibilities to share risk and gains,

choose the best business type.

Module 4 – Business Management, Marketing and Sale

Objectives


Authors

The e-learning material for Module 4 - Business Management, Marketing and Sale have been built by:

Italy, 2016 (Beta version)


Authors

- Alessandra Conti

- Elena Cerutti

Le Terre dei Savoia| Piemonte, Italia

www.visitterredeisavoia.it/

- Barbara Ruffoni

- Luisa Pistelli

- Lorenzo De Angeli

- Ilaria Marchioni

- Barbara Lisè

Consiglio per la Ricerca in Agricoltura e l’Analisi dell’Economia Agraria | Liguria, Italia

www.entecra.it

http://www.esaelvas.pt/

http://www.entecra.it/


Contents

4.1 UNIT 1 – Label – National and International rules

Mandatory information, list of ingredients, allergens, country of origin or

place of provenance where provided

4.2 UNIT 2 - Marketing, principles and evolution

Marketing base elements, company identity, logos, advertising, marks of quality, origin and registered, Commercial events.

4.3 UNIT 3 - Botanicals and phytochemicals

Medicinal and aromatic plants, Secondary metabolites, Nutritional products,

Health and medical benefits

4.4 UNIT 4 - Business strategies for the online market: web and social

Campaign, conversation and amplification rates, Facebook, Google +,

Linkedin, marketing, budget programming


Contents


4.1 UNIT 1 – Label – National and International rules


4.1. UNIT 1 – Label – national and international rules

4.1.1 Law on labeling and Disposal UE 1169/2011

a) Principles of food safety, changes in the world of European trading from

2002

b) Reg UE 178/2002 brief remarks

c) Reg UE 1169/2011 objectives

d) Applies Reg UE 1169/2011

e) Role of Member State

f) Importance of consumers

g) Amending RegUE 1924/2006 (claims)

4.1.2 Mandatory information to consumers

a) Principles governing mandatory food information (Art. 3)

b) Mandatory indication (Art. 9)

4.1.1 Law on labeling and Disposal

UE 1169/2011

4.1.2 Mandatory information to

consumers

4.1.3 Food allergies and allergens

4.1.4 Commercialization

4.1.5 Summary and challenge

4.1.6 Sources of information





a) What the alimentary allergy is

b) How to make informations to consumers

c) Food allergy emerging problem

d) From allergens to allergenic components

e) Main vegetable and food allergens

f) Protein family –functions, source – allergens

g) Substanes or products causing allergies or intolerances

h) Labelling


UE 1169/2011


consumers









a) Commercialization general objective

b) Harmonised subject

c) Non harmonized subject

d) National particularities

e) Name of the food

f) Correct information

g) Unfair commercial practices

h) Comparative advertising


UE 1169/2011


consumers









a) Summary

This unit allows the learner to:

• Have global knowledge of food safety in Europe, implications in the MAP

food chain Labelling

• Have global knowledge how to build a correct label and on health claim

• General labelling requirement

• Understand the significance of labeling in Europe.

• Know the main types of allergens and examples of correct labeling

• Know what it is a claims

• Understand what it means improper communication


UE 1169/2011


consumers








b) Weekly summary


UE 1169/2011


consumers




4.1.6 Sources of informationGo into a store and check labels and comparative advertising

and find the mistakes or doubts

or

Try to create a label for a product, and switch it with others

And share your questions and conclusions on the Forum.





Conference on Labelling 2015,Turin, Italy, Speaker: Maud Perrudin, Brussel

Directive 2006/114/EC of the European Parliament and of the Council of 12

December 2006 concerning misleading and comparative advertising

European Food Safety Authority (EFSA)

Hoffmann-Sommergruber K & Mills K. Anal Bioanal Chem 2009

http://ec.europa.eu/food/safety/index_en.htm

http://eur-lex.europa.eu/legal-content/EN/TXT/

http://eur-lex.europa.eu/summary/glossary/european_commission.html

Regulation (EC) No 178/2002 of the European Parliament and of the Council

of 28 January 2002 laying down the general principles and requirements of

food law, establishing the European Food Safety Authority and laying down

procedures in matters of food safety

Regulation (EC) No 1924/2006 of the European Parliament and of the

Council of 20 December 2006 on nutrition and health claims made on foods

Regulation (EU) No 1169/2011 of the European Parliament and of the

Council of 25 October 2011 on the provision of food information to

consumers


UE 1169/2011


consumers





http://eur-lex.europa.eu/legal-content/AUTO/?uri=CELEX:32006L0114&qid=1501065400856&rid=1

http://www.efsa.europa.eu/

http://ec.europa.eu/food/safety/index_en.htm

http://eur-lex.europa.eu/legal-content/EN/TXT/

http://eur-lex.europa.eu/summary/glossary/european_commission.html

http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=celex:02002R0178-20140630

http://eur-lex.europa.eu/legal-content/AUTO/?uri=CELEX:32006R1924&qid=1501065287726&rid=1

http://eur-lex.europa.eu/legal-content/EN/TXT/?qid=1501065142625&uri=CELEX:32011R1169


4.2 UNIT 2 - Marketing, principles and evolution


4.2. UNIT 2 – Marketing, principles and evolution

4.2.1 Elements of marketing

a) Advertising

b) Company image

c) Packaging

d) Promotions and promotional strategy

e) Customer analysis

f) Business plan

g) Marketing strategy

4.2.2 Simulation of a promotion plan

4.2.3 Logos

a) Brand

b) Logotype (logo)

c) Pictograph

d) Diagram

e) Payoff



4.2.3 Logos

4.2.4 Marks of origin or quality

4.2.5 Commercial events






4.2.4 Marks of origin and quality

a) Marks tipology

b) Commercial marks: registration

c) Mark of Origin

d) Mark of Quality

e) Ethic perception


a) Objectives

b) Collateral promotional materials

c) Collateral tools: the video

d) Event types

e) Exhibitions and trade shows

f) Small and local events and markets

g) Concept store



4.2.3 Logos










4.2.3 Logos






a) Summary

This unit allows the learner to know:

• Definition of marketing. How to make a product attactive to consumers.

• What is a marketing strategy.

• Be able to indentify a company, knowing what are and the differences

between brand, logo, pictograph, payoff and diagram.

• What is a mark of origin and a mark of quality.

• What are the main commercial events and their objectives.






4.2.3 Logos





b) Weekly challenge

Prepare a promotion plan simulation of a food herbal product

(aromatised drink, seasoning, tea, spice etc…)







4.2.3 Logos






Davis Young. Building Your Company's Good Name.

http://ufficiobrevetti.it/en/guides/trademarks/italian-trademark

http://www.businessdictionary.com/definition/brand.html#ixzz4HgA4kBi1

http://www.kdl.to/guides/exhibition_guide.htm

http://www.mplans.com/sample-marketing-plans.php#.V6Ri8vmLTcs

http://www.referenceforbusiness.com/small/Co-Di/Corporate-

Image.html#ixzz4Ypqmg8TT

https://en.wikipedia.org/wiki/Action_camera

http://ufficiobrevetti.it/en/guides/trademarks/italian-trademark

http://www.businessdictionary.com/definition/brand.html#ixzz4HgA4kBi1

http://www.kdl.to/guides/exhibition_guide.htm

http://www.mplans.com/sample-marketing-plans.php#.V6Ri8vmLTcs

http://www.referenceforbusiness.com/small/Co-Di/Corporate-Image.html#ixzz4Ypqmg8TT

https://en.wikipedia.org/wiki/Action_camera


4.3 UNIT 3 - Botanicals and phytochemicals


4.3. UNIT 3 – Botanicals and phytochemicals

4.3.1 Correct identification of botanicals and quality

a) Botanicals

b) Sophistication

c) Adulteration

d) Reliable bibliographic sources for the authentication of botanicals

e) Examples of plant adulteration

4.3.2 Dietary supplements EU regulation and composition

a) Herbal medicinal products

b) Dietary supplements

4.3.1 Correct identification of

botanicals and quality

4.3.2 Dietary supplements EU

regulation and composition

4.3.3 Main botanicals used in dietary

supplements: examples and main

species used

4.3.4 Physiological and adverse

effects of botanicals

4.3.5 Main class of phytochemicals:

chemistry and properties

4.3.6 Functional food

4.3.7 Novel food

4.3.8 Summary and Challenge





4.3.3 Main botanicals used in dietary supplements: examples and main

species used

a) Boswellia serrata

b) Uncaria tomentosa

c) Citrus aurantium

d) Vaccinium macrocarpon (cramberry)

e) Echinacea spp.

f) Panax ginseng

g) Paulinia cupana (guaraná)

h) Piper methysticum

i) Sylibum marianum

j) Trifolium pratense

k) Hypericum perforatum

l) Valeriana officinalis

4.3.4 Physiological and adverse effects of botanicals







species used






4.3.7 Novel food






4.3.5 Main class of phytochemicals: chemistry and properties

a) Terpenes

b) Carotenoids

c) Phytosterols

d) Phenolic compounds

e) Flavoids

f) Anthocyanins

g) Isoflavones

h) Polyphenols

i) Glucosinolates

j) Tannins


4.3.7 Novel food







species used






4.3.7 Novel food







a) Summary

• Botanical food supplement category has to be distinguished from HMPs.

• It’s important taking in account that national requirements for some herbs

can be very different each other (e.g. classification of Ginkgo biloba).

• Since there is no agreement between the EU counties in terms of

indication and efficacy, attempts to have a real harmonization are

required.

• One of the most important issues of botanical products is regarding

harmonization on safety and quality aspects of botanicals used as

ingredients of food supplements (EFSA, 2012; BELFRIT, 2014).

• The claims and quality of extracts of botanicals used as ingredients are

not yet regulated at European level.

• The lack of an authorization procedure centralized at EU level for the use

of botanicals and derived preparations in food, together with the

mentioned troubles actually slow down the free circulation of both HMPs

and food supplements within the Member States.

• The most urgent feature is to provide an easy and safe access for

consumers to a wide variety of affordable and well regulated food

supplements containing botanicals which can be bought over the counter

in pharmacies, supermarkets, specialist shops and via the Internet, and it

is a very urgent matter to collect comprehensive data and make this

database available to doctors, pharmacists, herbalists, nutritionists and

health professionals who can inform patients and consumers.







species used






4.3.7 Novel food






a) Summary

• Phytovigilance maintains surveillance of HMPs by requiring prompt reports

from manufacturers of all adverse effects brought to their attention and by

reports from physicians and patients. This supervision is not possible with

food supplements because pre-marketing safety testing is not required.

• There is no mandatory requirement for manufacturers of supplements to

record and investigate adverse effects they might receive.

• The distribution and widespread sale of adulterated products and the

marked increase in misleading promotional claims on the Internet demand

prompt action to protect the public health.

• Vigorous and concerted action is needed to educate the public about the

critical need for new regulatory safeguards and for government funding to

implement them.







species used






4.3.7 Novel food






b) Weekly challenge4.3.1 Correct identification of






species used






4.3.7 Novel food



Choose three plant species, used in three different productions.

Describe the main class of phytochemicals that belong to them.






2008/911/EC: Commission Decision of 21 November 2008 establishing of a

list of herbal substances, preparations and combinations thereof for use in

traditional herbal medicinal products

Applequist W. 2006. The identification of medicinal plants. A handbook of the

morphology of Botanicals in commerce. St Louis, MO: Missouri Botanical

Garden Press.

BEL.FR.IT. list

Committee for Herbal Medicinal Products (HMPC). European Medicines

Agency.

http://www.ema.europa.eu/ema/index.jsp?curl=pages/about_us/general/gene

ral_content_000264.jsp

Compendium of Botanicals new edition. EFSA, 2012.

Compendium of Botanicals new edition. EFSA, 2012.


November 2001 on the Community code relating to medicinal products for

human use


June 2002 on the approximation of the laws of the Member States relating to

food supplements







species used






4.3.7 Novel food



http://eur-lex.europa.eu/legal-content/AUTO/?uri=CELEX:32008D0911&qid=1501069692669&rid=1

http://www.ema.europa.eu/ema/index.jsp?curl=pages/about_us/general/general_content_000264.jsp







March 2004 amending, as regards traditional herbal medicinal products,

Directive 2001/83/EC on the Community code relating to medicinal products

for human use

Guidance policies to promote the responsible commerce of herbal products.

American Herbal Products Association (AHPA), July 2012.

Guidelines for good agricultural and hygiene practices for raw materials used

for herbal and fruit infusion. EHIA, 2012.

http://ec.europa.eu/food/safety/novel_food/index_en.htm

http://www.efsa.europa.eu/en/topics/ topic/botanicals.htm

Verified Botanical Reference Material – The American Herbal

Pharmacopoeia (AHP)







species used






4.3.7 Novel food




http://ec.europa.eu/food/safety/novel_food/index_en.htm


4.4 UNIT 4 - Business strategies for the online market: web

and social


4.4. UNIT 4 – Business strategies for the online market: web and social

4.4.1 Online sale, e-trading

a) The Social Networks for companies

b) Types of campaign

4.4.2 Social network as opportunities to promote the enterprise

a) Use of Social Networks for marketing

b) Conversation and amplification rate

c) Facebook

d) Google +

e) Linkedin


4.4.2 Social network as opportunities

to promote the enterprise

4.4.3 How to set and manage a social

campaign

4.4.4 How to write and promote

effective content






4.4.3 How to set and manage a social campaign

a) Configuring campaigns

b) Structure of Facebook campaign

4.4.4 How to write and promote effective content

a) Targeting

b) Budget programming

c) Placement

d) Offers

e) Listing to optimize creative content

f) Redeploy your budget





campaign


effective content







a) Summary

This unit allows the learner to know:

• Why companies should use social networks to improve business.

• Increase customer confidence in the company Brand.

• Improve the user's buying process.

• Understand different Types of campaigns.

• Use the Facebook tools to create effective advertising.

• Measure the involvement with the user.

• The Use of Social Networks for marketing.

• Know Strengths and weaknesses of the most used social networks.

• How to structure the Facebook campaigns.

• Create different campaigns for each advertising goal.

• Organize your ad groups according to the public.

• Make an offer for your goal.

• To do a list to optimize creative content.

• Redeploy your ADS’s budget.





campaign


effective content






b) Challenge





campaign


effective content



1. Locate on Facebook at least 3 different types of sponsored ads.

2. Locate on LinkedIn at least 1 sponsored ad.

3. Find at least 3 Facebook pages using sponsored ads and have

more than 1000 Fans or Followers.






This unit information has been created with the collaboration of the

consultant Claudio Ucchedu

https://www.linkedin.com/in/claudiouccheddu/





campaign


effective content



https://www.linkedin.com/in/claudiouccheddu/

presentación de powerpoint · 2017-08-31 · f) panax ginseng g) paulinia cupana (guaraná) h)...

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