Although I added this analysis to my marketing plan, I realized that I never shared it on my blog. The following is a summary of my 4 Bs based on research I did. I welcome any feedback you all may have:
Beliefs
Before - Physical activities are not as fun as sedentary activities like watching TV or playing video games (5.5 million US children in my target audience)
Percent Converted - 75%
After - Physical activities are fun and give me the chance to play with my friends outside of the virtual world. Also, regular physical activity will make me a healthier person (4.125 million US children
Behaviors
Before - I don't exercise very often and I choose sedentary activities in my free time over physical activities (4.125 million US children)
Percent Converted - 60%
After - I engage in some sort of physical activity every day (2.475 million US children)
Bodies/Bucks
Key Metric - Decrease in the number of obese children in the United States between the ages of 6 and 13
Incremental "Bucks" (Year 1) - I estimate that half of the children Play 60 successfully persuades to change behaviors will actually lose enough weight to no longer be classified as obese, so my "bucks" in year 1 is 1.2 million US children.
Showing posts with label Strategic Quadrant. Show all posts
Showing posts with label Strategic Quadrant. Show all posts
Sunday, April 18, 2010
Wednesday, April 7, 2010
A Slight Revision
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.
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.
Sunday, April 4, 2010
Strategic Quadrant
This weekend, I started working on the strategic quadrant section of my marketing plan, which I have found to be far more challenging than outlining the business objective of Play 60. When thinking about Play 60's customer definition, I had to decide whether I would focus on the donors or beneficiaries. Since the NFL has such deep pockets and so many players/other employees to volunteer, I chose to use the beneficiary model. Thus, my "ideal" customer is a six to thirteen year old child who is either obese or at risk of becoming obese, but is working on living a healthier lifestyle through participation in Play 60-sponsored events and daily physical activities suggested by Play 60. In contrast, Play 60's target audience would be a child in the same age group who is suffering from obesity or being overweight, rarely engages in physical activities, and eats an unhealthy diet. Additionally, I want to focus on changing the behavior of the target customers of Play 60. Through this campaign, the NFL hopes to get kids who currently do not exercise enough and potentially eat poor diets to begin exercising more frequently and eating healthier.
Determining the source of volume in the strategic quadrant was significantly more difficult, especially because the SOV is far different in social marketing campaigns than in for-profit campaigns. Since I am focusing on the beneficiary model, Play 60 is not competing with other organizations for customers, but instead with alternative lifestyles. I chose to define the category as "physically active lifestyles"; although Play 60 combats childhood obesity by promoting nutritious diets in school and at home, its primary focus is on physical activity.
This is where I hit a roadblock. What exactly are the category benefits of a physically active lifestyle? And what is the category leader? After thinking about it, I decided that the category benefits are "fewer health problems caused by inactivity" and "enjoyment/satisfaction". For many children, these benefits do not have to be a trade-off; most children in the US enjoy physical activities. Obese or overweight children, however, are often overweight because they do not like physical exertion and therefore get less satisfaction out of physical activities. Although I have no data supporting this, I assume that the majority of children in the US value some physical activity and therefore the category leader would be "some physical activity as a part of children's lifestyles". According to the Journal of the American Medical Association, 32% or people aged 2-19 years are overweight, suggesting that the majority of people in this age group do indeed engage in some form of exercise (note: I know this logic is flawed! I cannot account for genetics and eating habits. I do believe that most people who are not dangerously overweight exercise at least once in a while, though).
Most children may exercise occasionally, but Play 60 encourages children to exercise or play for 60 minutes every day, which is significantly more than "occasional exercise". Therefore, the campaign is looking to change usage behaviors from "little or no physical activity" to "frequent physical activity". For the purpose of this project, I define Play 60's overall strategy to change behavior as an acquisition/earn share strategy. The choice between acquisition and retention was easy for me because Play 60 is primarily concerned with changing the behaviors of overweight children who currently do not engage in physical activities. Deciding between an earn share and stimulate demand SOV was tough, however, because it is possible to think of kids who do not exercise as "competitive segment users" or "potential segment users". I like to think of Play 60's targets as being the former because Play 60 is mainly competing with other non-physical activities that children do with their time, such as watching TV or playing video games.
I have to do some more research to finalize the 4Bs section of the strategic quadrant. Specifically, I want to determine how many overweight children there are in the US, how prevalent physical inactivity is among children in my target age range, and how many could realistically be converted by this campaign. Next week, I will talk more about the STP section my marketing plan and any struggles I am experiencing.
Determining the source of volume in the strategic quadrant was significantly more difficult, especially because the SOV is far different in social marketing campaigns than in for-profit campaigns. Since I am focusing on the beneficiary model, Play 60 is not competing with other organizations for customers, but instead with alternative lifestyles. I chose to define the category as "physically active lifestyles"; although Play 60 combats childhood obesity by promoting nutritious diets in school and at home, its primary focus is on physical activity.
This is where I hit a roadblock. What exactly are the category benefits of a physically active lifestyle? And what is the category leader? After thinking about it, I decided that the category benefits are "fewer health problems caused by inactivity" and "enjoyment/satisfaction". For many children, these benefits do not have to be a trade-off; most children in the US enjoy physical activities. Obese or overweight children, however, are often overweight because they do not like physical exertion and therefore get less satisfaction out of physical activities. Although I have no data supporting this, I assume that the majority of children in the US value some physical activity and therefore the category leader would be "some physical activity as a part of children's lifestyles". According to the Journal of the American Medical Association, 32% or people aged 2-19 years are overweight, suggesting that the majority of people in this age group do indeed engage in some form of exercise (note: I know this logic is flawed! I cannot account for genetics and eating habits. I do believe that most people who are not dangerously overweight exercise at least once in a while, though).
Most children may exercise occasionally, but Play 60 encourages children to exercise or play for 60 minutes every day, which is significantly more than "occasional exercise". Therefore, the campaign is looking to change usage behaviors from "little or no physical activity" to "frequent physical activity". For the purpose of this project, I define Play 60's overall strategy to change behavior as an acquisition/earn share strategy. The choice between acquisition and retention was easy for me because Play 60 is primarily concerned with changing the behaviors of overweight children who currently do not engage in physical activities. Deciding between an earn share and stimulate demand SOV was tough, however, because it is possible to think of kids who do not exercise as "competitive segment users" or "potential segment users". I like to think of Play 60's targets as being the former because Play 60 is mainly competing with other non-physical activities that children do with their time, such as watching TV or playing video games.
I have to do some more research to finalize the 4Bs section of the strategic quadrant. Specifically, I want to determine how many overweight children there are in the US, how prevalent physical inactivity is among children in my target age range, and how many could realistically be converted by this campaign. Next week, I will talk more about the STP section my marketing plan and any struggles I am experiencing.
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