After class on Monday, I began thinking more about the NFL's main and dynamic variables as they relate to Play 60. Without going into too much detail (that will be for a future post), I consider the main variable to be fun/enjoyment and the dynamic variable to be a positive, real social experience. Play 60 offers kids the chance to interact with NFL players, coaches, trainers, and other children in the same age group through events and multimedia. This is something that substitute non-physical activities like TV and video games cannot provide. Although those activities can have a social aspect, it is not always based in reality like participating in sports with peers is.
So based on my variables and the value proposition of Play 60, I have decided to switch my category definition from "physically active lifestyles" to "voluntary daily activities". I believe this category definition is broader, which makes the marketing objective and SOV easier to conceptualize. I welcome any feedback readers have about this change to my marketing plan.
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If you made your category "lifestyles" would that broaden it enough for your MO & SOV without wandering too far from your goal?
ReplyDeleteI like voluntary daily activities actually, since it shows that it's a daily thing to try to be active, not a one-time event. Though, the events you describe, which are social and great, but how can they make a sustainable change? Will hanging out with a sports star one day translate into a more physically active lifestyle for kids, and less obesity, which is your ultimate goal? What tools will these events provide? A change in attitude? Skills to help kids keep trying? Motivation?
ReplyDeleteAnyways, I think that "voluntary daily activities" works for kids, because it can help categorize what you're up against, and then it might be acquisition- earn share, from other inactive activities.
I like what you've got so far, and I think changing your category definition makes sense.
ReplyDeleteOne thought I had revolved around your target - you are aiming for kids 6-13 who are either obese or in danger of becoming obese. Would children at that age be aware of their condition or of the magnitude of the problem? Perhaps education and awareness efforts will be part of your marketing campaign? Of course if the organization already spends a lot of time and money on this effort than perhaps you don't need to - just a few thoughts.
It seems like the path to purchase in this case will be critical; determining if you should go after parents (and how!) versus the kids themselves will be an interesting one.