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Social marketing

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Ya-Ying Huang

on 1 June 2011

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Transcript of Social marketing

Strengths Highlighting the benefits Have fun experience SWOT Go for 2&5 has created awareness
Expertise from past campaigns
Increasing population concern about chronic diseases
Target group is willing to the change
Continue developing the Internet channel
Establishing partnership with private sector Opportunities Weakness Threats Junk food companies promote unhealthy eating behaviour
Easier get fast food and less expensive
No national law regulating fast food
Lack of time and knowledge in preparing healthy food Positioning Eva Lacalle 42240347
Julia Doll 42433288
Ya-Ying Huang 41925478
Peng-Chun Chen 42213202
Wan-I Lin 42421940 MKTG 7511 Social & Not For Profit Marketing
Dr Josephine Previte Pricing Relationship Promotion Placement Barriers Objectives Target Fast-Food Tastes better
More attractive
Faster and easier
More filling
Lower in cost Broader variety
High availability
Constant quality
Has to be voluntary
Less cool (McKinley et al. 2005). To form behaviour of under 12 year olds into a long term preference Major decrease of vegetable and fruit intake from kids aged 4-12 in contrast to those aged 12-14 (ABS 2010a)

95% of indigenous children aged 4-14 attend school (ABS 2010d)

Only 24% of indigenous live in remote areas (ABS 2010c) Online Offline Support the team Credible Source Behaviour Knowledge Belief Messenger High price Sense of Community Fun Experience Online Community Monetary costs Logo & Slogan Non-monetary costs Appearance, taste, smell Actual
Product Core
Product Product Augment
Product Loyalty (Keller 2008) Logo&Slogan Knowledge of cultural values
Support of government
Evidence of past social marketing campaign
Highly recognition brand Go for 2&5
Using social marketing Low cost of planting Gain the knowledge Low price Peer pressure Meaningful Likable Memorable Make healthy nutrition a permanent preference for 4-14 year olds fun community experience
sense of belonging offline garden project Experience Marketing
One to one Marketing
Permission Marketing (Keller 2008) (Kotler&Lee 2008) (Hasting 2009) (Dong & Lin 2009) (Kelly, Turner & Kirsty 2006) (Drewnowski 1997) Too broad target
Channels promotions inadequate online community Social networking good channel
to target younger indigenous (Barnes 2010) Over 90% of indigenous engage in community activity (ABS 2010b) Integration of family members increases success (Abbott, Davison, Moore & Rubinstein 2010) Reference List Australian Bureau of Statistics 2010a, Mothers' and Children's Health: Child Nutrition and Breastfeeding, Australian Bureau of Statistics, viewed 24 May 2011, .
Australian Bureau of Statistics 2010b, Social Networks and Support, Australian Bureau of Statistics, viewed 24 May 2011, .
Australian Bureau of Statistics 2010c, Population Context, Australian Bureau of Statistics, viewed 24 May 2011, .
Australian Bureau of Statistics 2010d, Education, Australian Bureau of Statistics, viewed 24 May 2011, .
Barnes, B 2010, Developmental Research to inform the Local Indigenous Community Campaigns to Promote Better Health, Ipsos-Eureka Social Research Institute and Winangali Pty Ltd. Abbott, P, Davison, J, Moore, L & Rubinstein, R 2010, ‘Barriers and enhancers to dietary behaviour change for aboriginal people attending a diabetes cooking course’, Health Promotion Journal of Australia, vol.21, no. 1, pp. 33-38 Dong, D & Lin, BH 2009, Price Reductions Have Little Effect on Fruit and Vegetable Consumption by Low-Income Americans, Amber Waves, viewed 30 April 2011, . Drewnowski, A 1997, ‘TASTE PREFERENCES AND FOOD INTAKE’, Annual Review of Nutrition, vol. 17, pp. 237-253. Kelly, J, Turner, JJ & McKenna, K 2006, ‘What parents think: children and healthy eating’, British Food Journal, vol. 108, no. 5, pp. 413. Keller, KL 2008, Strategic Brand Management: Building, Measuring and Managing Brand Equity, 3rd International edn, Pearson Prentice Hall, pp.188-194. Segmentation Queensland Health. (2008). Qualitative Research with Aboriginal and Torres Strait Islander communities. Final Report, Australia: Sidney. Cultural & Indigenous Research Centre Australia. Queensland Health (2008)
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