Marketing Objective & STP

Michigan Steps Up focuses on three behaviors: move more, eat better, quit smoking. I'm going to work with the "eat better" component.

• Category Definition: Health promotion in Michigan
• Benefit: Making living a healthier lifestyle easier
• Leader: Disputable, survey needed
  
• Other players: Physicians, media
• Key competitors: Fast food stores, time spent at work, access to healthy & affordable food

• Customer Definition/Target Audience: All Michiganders eating unhealthily on a consistent basis (this definition should probably be more specific based on theory – those wanting/ready to change eating behavior) (also anticipating difficulty because it’s a behavioral change – attitudes seem to be easier to alter)
   
• Key Activity: Acquisition-stimulate demand

4 B’s Analysis:

• Bodies: Michiganders who eat unhealthily
• Beliefs: Eating healthier is easy and I can do it
• Behaviors: Snacking healthier, eating better portion sizes, grocery shopping for healthier food items, eating in/cooking more often
• Benefits:
• Decreased rate of being overweight or obese in Michigan
• Decrease health care spending on obesity-related diseases 
• Longer life span of Michiganders 
• Better social image of Michigan

• Path to purchase (still need to quantify pending response from Surgeon General):
• Before beliefs: Buying and cooking healthy food takes too long and is not accessible. Plus, I can’t cook.
• After beliefs: Purchasing healthy food is easy and I have the knowledge and ability to cook it
• Before behaviors: Picking up fast food on the way home, eating microwave dinners, purchasing comfort food at grocery story, high consumption of high-fat/high-calorie foods, eating large portion sizes
• After behaviors: Cooking dinners, shopping for healthy food, increased consumption of fruits/vegetables, eating moderate portion sizes