Marketing Campaign

The Problem

Obesity has quadrupled in adolescents and more than doubled in children in the last three decades. Statistics show that in Unite States, obese adolescents within 12-19 years increased to 21% from 5% while there was an increase of 18% from 7% among children aged 6-11years between 2012 and 1980. The report indicated in 2012 that more than one third of adolescents and children were either obese or overweight. The immediate and long-term effects of obesity on health and well-being of the adolescents and children are numerous. For instance, obese adolescents and children risk facing psychological and social problems such as low self-esteem and stigmatization while long- term effects may include becoming obese adults.

Situation Analysis

Our company will employ the 5 C’s in constructing the marketing strategy and plan in promoting healthy living lifestyle among the adolescents and children. We will analyse the situation based on the following parameters, our company, both direct and indirect competitors, our core customers, the main or most influential collaborators and the prevailing market context.

Company

Strengths – We have experts who are highly trained medical doctors and nutritionists in our team. These experts will offer unparallel and unique knowledge acquired from their long and rigorous training.

Weakness– we are relatively new in this field as such we do not have deep pockets to compete with established players who are selling the junk food to our target clients. In addition, w will be using the same media our competitors employ in promoting their products.

Opportunities– there are several government agencies, NGOs, churches and other institutions that have stated to campaign against the childhood obesity. The public has embraced the fight against early childhood obesity. Furthermore, the parents are embracing responsible and healthy eating habits that help in reducing obesity.

Threats– the social media is starting to play a key role in influencing the children and the adolescents. Social media like Facebook, Twitter and Snapchat are also being used by our competitors to reach the young customers.

Competition

We have direct competitors in our segment; these are the companies such as the fast food outlets, schools, supermarkets and entertainment joints. In addition, there are indirect competitors, who are targeting the children such as the children friends, guardians, and parents.

Their strengths- our direct competitors have bigger financial muscles, as a result, they can afford to lower their prices, advertise in all platforms and sustain their campaigns for longer period. On the other hand, our indirect competitors have direct influence on the children as they influence, shape and guide the behavior of the children. However, their biggest weakness is lack of scientific evidence to back their claims.

Collaborators

In our campaign, we have the research institutions, NGOs, medical centers and the public advocating for reduction in child obesity. These collaborators are well- funded and relatively well- informed. Besides, they have the latest research facts and new findings.

Context

We have carried our analysis of the current context based on the following:

Political issues– the current political goodwill is higher as compared in the last three decades.

Economic issues– right now the world economy has stabilized after near collapsing in 2008. It means ordinary citizen have money in their pockets to afford basic needs.

Social impacts– the small family setup coupled with high living standards means our customers spend most of their time either at work or in their homes. Physical contact is relatively limited.

Technological developments– due to the internet technology, information is readily available and communication instant. It has brought another problem of over- information that has led to more confusion.

Market Objectives and Goals

Our market objective is to promote healthy lifestyle by reducing the level of obesity among the children by 50% within the next five years. Our goals in achieving this objective are very specific in nature, easily measurable, likely to be achieved, grounded on realistic expectations and set within five years. The objective will be based on our product, the place, market price and the promotion.

Product: Our company will only offer a single product for the next five years. Our product is named Healthy Lifestyle Children. Our company chosen the product name after doing research from various surveys.

Price: Essentially the price of our product will be the payments to copywriters, allowances to the volunteers, buying the materials, salaries and wages to the permanent and casual employees, insurance premiums, copyrights and running the advertisements costs we will incur. Other costs may arise from court cases arising from our campaign.

Place: There will be no exact location as our campaign will be running on TVs, social media, sports arenas, schools, billboards and other media used mostly by the children.

Promotion: We will distribute our materials to various channels through peers, content marketing, social media marketing, running adverts on TV, placing adverts on billboards, doing road shows, SMS, radio announcements and sponsoring sporting activities.

Target Audience

Our campaign will target the children aged 6-11 years and adolescents aged 12-19 years old. In our marketing, we will have two main segments represented by the tow age groups.