Team Meeting #2: Team Purpose

Team Meeting #2: Team Purpose

What is Your Team’s Purpose Statement for the Team Project? In other words, what do you hope to accomplish together as a team?

Shared purpose for the Term Project is to: ______________________________ (write your purpose here) or…

We believe that the increased intake of saturated fat among African-American female college-educated adults aged 25-62 years working in professional office settings can be reduced by encouraging them to plan, prepare and bring their lunch/snacks to the office.

1. Summary of preexisting research on the topic.

High intake of calories increases the chances of an individual in developing eating disorders such as obesity (DiNicolantonio, Lucan, & O’Keefe, 2016). Women who deviate from such social norms receive negative social labeling (Givens, 2017). Encouraging the groups of individuals to plan, prepare, and bring the lunch/snacks to their working places with, therefore reduce their risk of developing such eating types of eating disorders. Finally, individuals who take large of foods rich in saturated fats risk developing heart failure and stroke (Bier, 2016).

1. What is the problem? What behaviors are you trying to change?

Increased intake of saturated fats puts individuals at the risk of developing coronary heart diseases such as heart failure and stroke. Therefore, the project is trying to change the unhealthy behavior of large intake of foods rich in saturated fats.

1. What does previous research indicate is effective in changing behavior?

Changing undesirable behaviors in an individual is extremely difficult. However, one can effectively change the unhealthy behavior of individuals by understanding how they learn about health-related issues and helping them overcome their fears (Kotler & LEE (2008). Therefore, understanding how people learn about health-related issues as well as the use of fears can be used to effectively change the behavior of an individual.

1. What theories are most relevant, and why?

Both social cognitive theory and extended parallel process model are relevant in explaining how the undesirable behavior of access intake of saturated fats can be deconstructed among the college-educated young women working in professional offices. The extended parallel process model employs the use of fears in changing unhealthy behaviors in an individual (Morio et al., 2016). The theories are relevant because of their effectiveness in utilizing the fears of negative consequences of eating too many saturated fats to facilitate health campaigns.

Is it possible to conduct your market research on the topic? For example, could you administer a survey to members of your target audience or conduct one-on-one or small group interviews? Please describe any plans to do so. Note that secondary data sources may also be useful when conducting market research, i.e., YRBSS, healthdata.gov, etc.

It is possible to conduct market research on the topic using online surveys due to the COVID-19 pandemic. Google survey forms will be sent to the target audience to obtain information on the topic before the actual campaign. Secondary data will also be gathered from the relevant websites to complement the primary data.

2. How do the 4 P’s apply to your campaign?
   1. Product

The product for the campaign will involve food products with low saturated fats. The marketers will convey them as totally harmless and appealing for safe consumption.

1. Price

Lowering the prices to make the products affordable to the target audience will entail this campaign’s pricing strategy.

1. Promotion

The campaign will employ various creative strategies, messengers, and media channels to develop persuasive communication highlighting the benefits of adopting the new behavior.

1. Place

The project will ensure the goods and services that encourage the adoption of new behaviors are conveniently accessible to the target audience through partnering with various distribution channels.

3. Which is the best social media platform to use as part of your campaign? Be sure to select a platform that allows you to connect with your audience and support your choice with research.

The use of broadcast media is cheaper and easily accessible to a large group of the audience—specifically, the use of Facebook (Wright, Sparks & O’hair, 2012). The target audience for this campaign being college-educated individuals, the use of print media will be highly appropriate.

4. In one statement, what is the goal or primary aim of your campaign?

The campaign aims to change the behavior of increased intake of saturated fat among African-American female college-educated adults aged 25-62 years working in professional office settings by encouraging them to plan, prepare and bring their lunch/snacks to the office.

References

Bier, D. M. (2016). Saturated fats and cardiovascular disease: interpretations not as simple as they once were. Critical reviews in food science and nutrition, 56(12), 1943-1946.

DiNicolantonio, J. J., Lucan, S. C., & O’Keefe, J. H. (2016). The evidence for saturated fat and sugar related to coronary heart disease. Progress in cardiovascular diseases, 58(5), 464-472.

Givens, D. I. (2017). Saturated fats, dairy foods, and health: a curious paradox?. Nutrition Bulletin, 42(3), 274-282.

Kotler, P., & LEE, N. (2008). Steps in the Strategic Marketing Planning Process. Social Marketing–Influencing Behaviours for Good, 31-45.

Morio, B., Fardet, A., Legrand, P., & Lecerf, J. M. (2016). Involvement of dietary saturated fats, from all sources or of dairy origin only, in insulin resistance and type 2 diabetes. Nutrition reviews, 74(1), 33-47.

Smith, B. (2011). Defining social marketing. Social marketing: influencing behaviors for good, 4th edition.(Thousand Oaks, California: Sage Publications), 2-31.

Wright, K. B., Sparks, L., & O’hair, H. D. (2012). Health communication in the 21st century. John Wiley & Sons.