- FE: Michigan Steps Up!
- Competence: Motivation to live a healthier lifestyle
- Goals:
- Reduce smoking
- Reduce overweight/obesity rates
- Increase rates of physical activity
- Increase amount of healthy eating
- Time Frame: 5 years
- Category: Health information providers
- Customer Definition: Current user of Michigan Steps Up! materials
- MO: Acquisition
- SV: Stimulate demand
- Bodies: Frequent fast food purchasers (10 or more times a month)
- Beliefs:
- Before: Cooking takes too much time/is too hard. I'm going to stop at McDonald's on the way home.
- After: Cooking is easy and fun.
- Behaviors:
- Before: I'm going to stop at McDonald's on the way home.
- I'd rather cook than eat fast food.
- Benefits:
- Weight loss (potential)
- Reduced health care costs (potential)
- Family time (potential)
- Better health
- Key Competitors: physicians, weight loss programs, supported and unsupported information (think Internet)
- Main Variable: Convienence
- Dynamic Variable: Ease of use
- Communications Plan: Basic awareness or information (must educate customers on both new brand and category)
Thursday, April 22, 2010
Serious Changes
Serious. Changes. Oh boy. Give me your thoughts, friends:
Subscribe to:
Post Comments (Atom)
Wow, okay theres a lot here...
ReplyDeleteIt all looks good so far except Competence. The competence you have listed right now would be interpreted as Mi Steps is the best at what they do because they are really motivate to live a healthier lifestyle. Ask yourself, why is Mi Steps the best organization out there at getting people to change their behavior? Is it their ability to communicate with people? To reach a large number of people? To innovate new ways to lose weight? Try to identify if there is a "secret sauce" Mi Steps has (or wants to have) and what competence would they have in that area?
The rest looks great right now!
Since you asked for thoughts, here are a few suggestions:
ReplyDeleteI really liked the fact that you are using the "ease" positioning. Ease is the most important thing why many people don't cook or eat healthy, and if we can get people to eat healthily with ease, we could get a lot more healthier people.
Core Competence: This is a skill, not a benefit definition, so your core competence could rather be "Skill at information gathering, providing and distribution for a healthier life style".
Goals: I think you have too many goals here. You may want to focus on one that is the most important, although you may achieve other goals as a consequence of one of them. I think that since your 4B Analysis mentions Bodies as "Fast Food Purchasers", I would go with "Increase amount of healthy eating" goal. However, you need to quantify by how much? You should also have a baseline. And maybe do the measure, your organization have a survey of random 500 residents, and ask them how often they eat at fast food restaurants. And if your goal is to reduce this by 10% in 1 year (by the way, 5 years I believe is too long, we may reduce to 1-2 years to avoid the goal getting lost in time), we can run our campaigns and marketing plan for a year and then ask another random set of 500 people about their eating habits and see if there is a decrease. - I also helped you with measure here :-)
Target Customer should be People who currently do not use Michigan Steps Up!
Bodies should be "Frequent UNHEALTHY Fast Food Purchasers" because some fast food such as salad and deli sandwiches can be quite healthy.
Also, doctors weight loss programs are not your competitors but collaborators. You can use these as your distribution channel where they can recommend their patients your organization as a community.
I think your competition is unhealthy fast food restaurants who indulge people with colorful ads and artificial flavors.
Also, if you are in acqusition and stimulate demand mode, you only have a main variable and not a dynamic variable. So I believe your main variable is "Easy-Health Promotion".
Also, I suggest you do a numerical analysis of your 4Bs. How many people do you think you are going to be converting?
I hope this helps, good luck, I will definitely join the healthy-living crowd after commenting on this project!
Overall I like your direction here. I am a little concerned that you have this sort of half set up as a steal share still, but I think you said you had resolved that with the Prof. I like your goals in general but looking at the rest of your Big Picture, I think the smoking goal is stretching your big picture beyond its scope. Since your bodies are frequent fast food eaters it suggests that you are really focusing on eating behaviors as opposed to general bad health (i.e. lack of physical activity and smoking). I think it is ok to choose 1 specific goal for this big picture.
ReplyDeleteHi Megan, since you always give such great advice I'll give it a shot! I second Sarah, with regard to your goal. If you are trying to increase physical activity, then you should stick with that. Eating behaviors are quite different and would involve totally different strategy. When I think of "Step Up', I think of stepping or taking steps as physical activity. But i guess you could also frame it as steps toward a healthy lifestyle...but the issue with that is most people don't resonate with "health". As long as they are a alive they consider themselves healthy. LOL People who are "healthy" exercise all day, and eat food that doesnt taste good - some of the perceptions the general public has when they hear health. So we in public health have to shift people to the idea of general well-being, which involves recommended levels of physical activity! I think we can "sell" feeling better, having more energy, stuff like that, but selling non tangible "health" is a hard sell. Good Luck!
ReplyDelete