Healthy fast food IMC plan

Abstract

Introduction. Malta is facing an obesity epidemic which is estimated to cost €20 million annually in state medical expense alone. International reports have projected that the costs related to obesity will double by 2050 unless an effective and immediate action is taken to curb and reverse the current trend. The Health Promotion Directorate is tasked to reverse this obesity trend. Target market. This proposed IMC plan aims to curb and reverse the growing proportion of overweight and obesity among hectic schoolers. The hectic schoolers target market has been narrowed down to students, 15-17 years of age, with a hectic and on-the-go lifestyle, having little to scarce time and looking to consume (outside of home) food that is convenient, good value for money, social, and that satisfies their own appetite and healthy/nutritional needs. The hectic schoolers segment was selected as the target market for this campaign based on the rising obesity level and purchasing power present in this market. The fact that no past promotional campaign had ever specifically addressed this target market, made it even more urgent to tackle it. Marketing Objectives. The situational analysis outlines two marketing objectives to counter the rising obesity level among hectic schoolers. (1) Position healthy food in hectic schoolers' minds as an alternative type of fast food and being considered as part of their elective list by end of 2014. (2) By 2,014, establish an informal bottom-up distribution network where the healthy fast food concept is distributed to hectic schoolers. By effectively achieving the above two marketing objectives, hectic schoolers' intention toward healthy fast food would so increase that if the industry is receptive, it would have to start properly catering this new demand of healthy fast food. At the same time, the government would probably incentivise new start-ups interested in this new business model, and adopt a sin/fat tax on unhealthy food, in order to make healthy food more available and accessible to hectic schoolers (and other target groups). Communication Objectives. Translating marketing objectives in terms of specific communication objectives and tasks yields six main objectives tackling the hectic schoolers target market: (1) Create awareness among 90%, (2) Increase knowledge among 70%, (3) Liking - create positive feelings among 40%, (4) Increase preference among 20%, (5) Instil conviction among 10%, and (6) Increasing adoption of healthy eating behaviour among 5%. Marketing strategy. By using a concentrated marketing strategy and pulsing media strategy, this IMC program aims to capture a large share of this market. Rather than dictating and conveying top-down information, this IMC program aims to instil a social movement in stakeholders; where content is more created and distributed by the stakeholders themselves – a user generated content (UGC) and user-to-user (U2U) campaign - making the content more relevant, approachable and diffused in order to achieve the marketing objectives. Branding and positioning. The competitive analysis outlined that the point-of-parities of the fast food industry are convenience and good value. What these consumers also seek out are the satisfaction of one's appetite and hunger, and that sharing food is meaningful. Thus both branding and positioning messages should revolve around. 1. Convenience - Hectic schoolers are busy and 'on-the-go' consumers that place a premium on convenience and highly favour ready and quickly made food. . Good value for money - Hectic schoolers are still on the lookout for good value for money (cheap food that is satiating and convenient) 3. Sharing is meaningful - Hectic schoolers place importance in food that one can share or eat together with friends anywhere and everywhere. 4. Satisfying one's appetite. This target market seek to satisfy their appetite (not only hunger) when purchasing fast food. 5 The sustainable competitive advantage that the Healthy Promotion Directorate owns is its health and nutritional know-how. Thus, the added benefit that needs to positioned together with the previous four is (5) Healthy. Primary research conclusions. Primary research concluded that (1) intention does predict behaviour, (2) attitude is a predictor of intention, (3) healthy eating is a priority for hectic schoolers, and that (4) the established key benefits are relevant to the target market, making the proposed IMC campaign more robust and effective.