Nina Patel N0515890 FMRB20002 Word Count: 3571
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CONTENT 3 Introduction 4 Methodology 5 Brand Review
7 Market Analysis 11 Customer Profile 12 Competitors
13 Communication Channels 15 Brand Health 17 Marketing Audit 21 Aims & Objectives 22 Gap Analysis 23 Marketing Mix 29 Timeline 30 Budget 31 Conclusion 33 References 34 Bibliography 35 Appendix 41 Illustrations
INTRODUCTION This report will critically evaluate Derbyshire County Councils current marketing strategy; following this recommendations will be made to create a three year marketing strategy plan incorporating a one year tactical communications plan for Derbyshire County Council in order to expand their reach. This report will analyse the current position, market research, and this will help support the reason behind the end marketing strategy and communication plan.
METHODOLOGY RESEARCH OBJECTIVES - Where Derbyshire County Council is now? - Raising the profile of Derbyshire County Council locally, regionally, and nationally. - How Derbyshire County Council can expand their reach? - Understanding customer needs and managing demand. PRIMARY RESEARCH Quantitative - Online Surveys Qualitative - Focus groups and One to one interviews SECONDARY RESEARCH Online - Reports - Journals - Newspapers Magazines - Websites METHOD Focus group interviews (Appendix 1) One to one interviews (Appendix 2) Two online surveys (Appendix 3) and (Appendix 4) Ethics (Appendix 5) read out to the participants. SAMPLE Resident concerns survey - 50 responses aged 18+. Business strategy scheme - 17 responses from different businesses. Obesity concerns and strategy exploration - 13 participants in focus group and one to one obesity with 5 participants aged 20-46. 4
BRAND REVIEW Derbyshire County Council is the local authority for the county of Derbyshire, England. The council was set up in 1889 under the Local Government Act 1888. The council brand is more than a logo it is an image for customers and shows them the core values, key messages, customer service and reputation in order to market Derby as a whole. Council values illustrate the way they want to work to achieve their vision: • Being the best – Create an environment to strive for better ways of doing things, through creativity, forward thinking and learning • Brilliant customer experience – Put all customers at the heart of everything done • Can do – Positive attitude results to achieving excellent results for customers, partners, stakeholders and colleagues • Honesty and respect – Behave ethically and embrace diversity while treating everyone fairly. The Council plays a key role in supporting the city and Derby’s heritage. They build on its strengths and take advantage of new opportunities, aiming to make it a city that people choose to live, work and visit.
Appendix 6: Brand Essence Attributes Providing services in all sectors.
Promise Forward thinking
Trust.
Excellent results Fair Create opportunities Brand Essence Improving life for local people in Derbyshire. Source of Authority General public
Personality Passionate
Government
Inspirational Committed Leadership Respect
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MARKET ANALYSIS Looking into Derbyshire County Councils finances (Derbyshire.gov.uk, 2015) their net budget requirement for 2015/2016 is ÂŁ498.5 million compared to 2014/2015 where they had ÂŁ511.9 million to spend, the main reasons behind the decrease in the budget required for this year are deducting efficiency improvements, the increase spend on services which has caused service pressures, and decrease in council tax. Using these funds for this year they will provide consumers across Derbyshire with essential local services. This money funded from the Government and council tax goes towards many different services: Transport and highways, countryside, libraries, rubbish, public health and many more sectors.
MARKET HEALTH The council has requested for an agency to deliver an awareness campaign to raise the issue of portion size control and it can be seen that there is enough funding for additional services in the health sector. In order to understand the initiative behind why the council has decided to focus on obesity and portion size the Food, and Obesity market have been analyzed below.
Appendix 7: UK Food retailers sales, and growth 2005-15
In Appendix 7 it can be seen that in the food retailers sales there is an estimated growth for the year of 2015 with a slight growth from the previous year. This graph proves that there has been a huge increase in the demand for food since 2005, and means the increase in food purchasing could have an impact on the publics weight.
Appendix 8: Foresight on Obesity
The UK government created a Foresight on obesity (Appendix 8), this identified over 100 reasons that both directly and indirectly affect the causes of obesity. The causes of obesity are highly intricate, crossing boundaries, from biological to sociological to economical factors. The influences range from, social norms, less active lifestyles, food to relieve stress, and value for food. 8
The data from the ‘1988 Publication from the Ministry of Agriculture, Food and Fisheries – Food Portion Sizes’ has been unchanged since 1993, it provided up to date information on typical weights and portion sizes of foods eaten in Britain, therefore providing a snapshot picture of what a realistic portion size is. With the increase of food sales and psychological factors increasing, the lack of guidance will also be another factor leading towards obesity as the public are not educated what portions are acceptable. Appendix 9, Percentage of children who are overweight, by age group: It can be seen that each age group has reached the highest point of being overweight since 1994, this may be due to the fact the Portion Size guide has not been updated and parents are unaware of what the correct amount for their children is. The segment with the biggest increase in weight is age group 11-15 seeing a 10% rise. These age groups are heavily influenced by their eating choices from their parents, and the council should keep in mind whilst implementing their strategy as parents will have a great impact on the future generations weight.
Appendix 9: Percentage of children who are overweight, by age group
A recent report (McKinsey and Company in Nov 2014) found that obesity costs Britain’s economy £47billion a year. In Derbyshire there are currently 66.9% adults considered to be either overweight or obese, which equates to approximately 425,00 people, which is higher than the England average. The report also found that obesity is one of the top three global social burdens (Appendix 10) generated by human beings – after smoking and armed violence.
Appendix 10
Another finding from the report is that no single solution would make an impact to stop obesity and multiple solutions may have to be implanted in order to be effective. Appendix 11 shows research into many of the interventions that would have an impact on weight change; education and encouraging personal responsibility are among the top findings that are vital for part of the councils obesity program.
Appendix 11
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From this market evaluation, it can be confirmed that there is a lack of updated guidance, leaving the community, retailers and manufacturers with no guide to what the acceptable portion size is. The council has decided to respond to this growth in obesity by looking into the many interventions that may have an impact on obesity and making a change – research will be conducted to see which interventions would be best for Derbyshire.
CONSUMER PROFILE As obesity is at the heart of the strategy, the demographics have been taken into segments of Obesity clusters as seen in Appendix 12: Obesity segment clusters. Looking into the demographics of Derbyshire according to the UK Census 2001, the total population is 734,585 with a variety of ethnicities. There are 16.7% people aged over 65 and 3.2% are unemployed. This data shows insights into attitudes and behaviours in relation to physical activity, and many other factors. The target market will be aimed at parents the clusters are based on families and potential ideas for them to change the way they approach food. Looking at the potential tasks the key findings to help families change: • Families need to build confidence, increase knowledge and the council could provide cheap convenient diet solutions. • Encourage recognition of problem and awareness of complex issues underlying obesity.
COMPETITORS The council does not aim to compete they support businesses. However, they do have the power to compete but that is against there values. There may be businesses that may raise issues and concerns whilst carrying out the strategy. There are many products in the market with measuring utensils for the correct portion size and Waitrose has a portion size guide on there website along with a range of utensils for the correct portion size (nuts, pasta, cereal scoop). There are ranges of guides as seen in the images for the general public, but with all the different ranges of information people are questioning what they should follow, NHS or Waitrose? Bupa or WebMD?
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COMMUNICATION CHANNELS Derbyshire County Council has taken many steps to reach the people of Derbyshire. There presence includes many social media outlets. The top account is Twitter with 24.1k followers, Facebook with 4994 likes, YouTube 73 subscribers with a collection of videos featuring council meetings and guides to their services, and Flickr. Frequent users of social networks that interact with companies are more likely to learn about new products/services. This means that Derbyshire County Council could create persuasive campaigns and advertisements in the future in order to have an effect on the customers. The current ongoing healthy eating and food choices campaign is “Heart of Derbyshire”. This allows consumers to find local businesses who’ve decided to make healthy options available in their business – from reduced fat, salt and sugar intakes to smaller portions.
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BRAND HEALTH Looking into the (Appendix 13): Results from the Online Survey – Resident Concerns it confirmed that one of the top consumer concerns are about the rise in obesity in their county, majority of respondents felt like health services in Derbyshire needs improvement. This also confirms why the council would like to launch this campaign for obesity. To gain an understanding of the best intervention to solve obesity respondents were asked what solution they would suggest – among the top three answers were Education, Packaging and Labels along with Portion Size control. Residents feel like the most effective communication tool for Derbyshire County Council is using online platforms followed leaflets and newsletters. Most of the participants shopped at Tesco followed by ASDA, with the least shopping at Waitrose who have a portion friendly utensils range. Looking at the (Appendix 14): Focus group and 1 to 1 interviews results. There was some key insights from the qualitative data carried out: Participants stated that portion size does have an impact on their purchases. It either allows them to bulk buy food and guessing the right amount of servings, leading to bigger portion sizes than needed.
It has been stated from all participants that they find a big time barrier when trying to ensure a healthy lifestyle and often go for the quickest and easy option when it comes to food choices. Participants have suggested variety in menu influences them. Packaging with serving information in supermarkets – helps them to decide if it is enough for there family as sometimes with bulk buying it’s a guessing game with how much is enough. Portion size is a factor when it comes to their weight but participants feel like other factors like time, money and convenience are issues. The council could take these findings and cater to different consumers and explore other interventions. Participants like the idea of being informed and knowledgeable about portion sizes – if this is through informative packaging and guidance reports. Some questions that would need exploration arose: With personalization of meal menus would it be a higher price? How would the meals target different types of consumers?
In (Appendix 15): Online Survey – Businesses views results ideas and questions were analyzed with potential businesses that would join up with the council. A range of supermarkets and local restaurants responded to the questionnaire with some insightful findings: Portion size control and parental education were among the top interventions businesses would approach to tackle obesity. The top two votes to implement portion size control was creating new menus with variety of portion guidance and creating informative packaging. Businesses agreed that joining a scheme with the council has either previously been approached or they would be very interested, as it would increase their business as council partnership would attract customers and improve the community’s health. Customers would be interested in new meals and menus as ‘customers like trying new things if they are convenient to them’ and ‘help from council will attract more interest’. A question that arose in previous primary research was explored in this survey with businesses and businesses responded efficiently – meals can target different types of consumers by either personalizing meals so consumers can choose or suppliers would follow guidance report which would have accurate information take different consumer factors into consideration. 16
MARKETING AUDIT Appendix 16: MARKET TRENDS Sustainable Healthcare
‘Tackling most lifestyle diseases is proving far more difficult. There are few proven models to reverse obesity, but it seems clear that there is a need for greater funding, research and political boldness. The key would be to mix behavioral science with checks on the food industry and to incorporate innovation in management, architecture and urban planning alike, to promote more healthy lifestyles.’..‘Without greater efforts on prevention, there will be no cure for many of the diseases that develop, or the rising costs that they incur. That is certain to create new financial as well as human pain ahead.’ (FT, 2015)
concerns. As consumers are becoming more aware of this the council need to ensure they solve issues in the county. NET’s Niche
‘The internet provides access to products from a range of companies that are designed to address specific dietary needs, personal interests and other distinct consumer needs.’ (Mintel, 2015) With
consumers wanting to gain more knowledge they have easy access to the internet, this is also a crucial dimension for brands to maintain a participative relationship with consumers. Primary research also shows that consumer think This research suggests that there is a gap for the best way of communicating and the council to make a solution to this unresolved finding out about new services the council issues, whether it is an innovation or teaming up launch is through their online platform. with experts in the food industry. Primary research also shows that consumers are aware Personalization of the rise in obesity and have intent to change. “The brands of 2015 will be more agile, changing Branded Government
‘Consumers know that authorities are struggling to solve issues. In fact, 73% of Millennials don’t believe governments can solve today’s issues alone, and 83% want businesses to get more involved’ (MSLGROUP, September 2014).
and adapting to meet the specific needs of individual consumers. Whether it’s creating custom packaging or using input from social media to improve a product, companies will embrace the power of one like never before.” (Popsop, 2014) This quote
highlights the importance for brands to put consumers at the core of the service, catering to This insight demonstrates the importance of their functional and emotional needs. It is how the council should constantly be aware of important for Derbyshire County council to rising issues in the community, in addition to allow consumers to be more involved and this primary research results have shown that connected, by reacting to this the council will a majority of Derbyshire residents feel like the stimulate knowledge through their efforts to council do not always take steps to meet their appeal to individual consumers.
Appendix 17: PEST
Political • Last governmental guidance for “Food portion sizes” in 1993. The council are not providing the community with updated information regarding portion sizes therefore the community are not aware of wrong from right and need to know this information from food professionals. Social • Epidemiology: Increase in Obesity The council needs to recognize this issue and take steps to ensure they are satisfying the issues which are rising in Derbyshire or they will lack approval in their values.
Economical • Increasing costs of drugs and therapeutics. (MediDocs, 2014) If the council are targeting obesity this is not a good sign as it suggests that consumers are finding cures and making businesses which are trying to prevent the issues lose business and money.
Technological • ‘’Changes in technology affect the products available to consumers and businesses, as well as the quality of the products and their functionality’’ (Campbell, Edgar and Stonehouse, 2011). New technologies will result in the community not aiming to avoid health issues and prevent them instead looking for cures in new technologies. This will not help the council in aiming to promote a healthy lifestyle. Today there is a constant change in technology and product up- dates and it must be ensured that the council prepare for the future.
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INTERNAL ANALYSIS The internal and external factors affecting the brand were analyzed to develop a SWOT (Appendix 18). The analysis (Appendix 6: Brand Essence) demonstrates that Derbyshire County Council is a trusted brand, with a growing variety of sectors and services, which will appeal to a range of target markets. However, primary research shows Derby resident’s awareness about obesity is high but solutions are unidentified. Respondents engage with the council through there online platforms, reflecting a high engagement. An opportunity for the council is to respond to community demands and market trends heavily weighted towards the rise in Obesity.
Appendix 18: SWOT Analysis
STRENGTHS WEAKNESSES • Consider collaborating with • Lack of preventative health. businesses to create more jobs for the community. • The council does not. • Increase the awareness of criminal offences. • New campaigns in sectors with most concerns. OPPORTUNITIES THREATS • Re educate. • The rise in new technologies. • Preventative better than cure.
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AIMS & OBJECTIVES Corporate objectives: 1. Enabling, supporting and empowering communities to be safe, active and healthy. 2. Protecting and shaping the County and balancing the future needs of the community. After taking the SWOT insights and Situational Analysis into consideration the following SMART objectives have been suggested for Derbyshire County Council • To invest in Research and Development and raise awareness in Derbyshire of the issue of portion sizes by 15% by June 2016. • To raise the profile of appropriate support and services available locally in Derbyshire by 35% by June 2018.
GAP ANALYSIS Derby council aim to solve issues for the community but there are constantly new issues raised in the County. Looking at the Gap Analysis the corporate sales and financial objectives are greater than the current long-range forecast. Looking into Appendix 19: ANSOFF Matrix below the expansion gap can be filled by service development. There is a gap for the council to re-educate the community about the guides to acceptable portion sizes.
SERVICE DEVELOPMENT • Extend the ‘Heart Of Derbyshire’ scheme and team up with local restaurants and supermarkets to expand scheme for portion friendly meals. • Improve traffic congestion control
MARKET PENETRATION • Consider collaborating with businesses to create more jobs for the community. • Increase the awareness of criminal offences. • New campaigns in sectors with most concerns.
SERVICE DIVERSIFICATION • Create a hair service for those with illnesses who lose hair.
Perfomance
MARKET EXTENSION • Have more sports activities available for the community.
Time
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PORTION DISTORTION FINAL IDEA
SOLUTION
- NEW SUPERMARKET PACKAGING - PERSONALISED MENUʼS
“Time and money is a barrier when it comes to having the right meal.”
- RE EDUCATE WITH SIZE MATTERS CAMPAIGN.
“We need guidance.” “How do we know big Vs small?
CONSUMER INSIGHT
SUSTAINABLE HEALTH/ PERSONALISATION
CONSUMER TREND
OBESITY
NETʼS NICHE
TREND PLATFORM
PORTION DISTORTION SCHEME The aim of the strategy is to prevent obesity before it has to be cured. Key Messages: Do you know how much you are / should be eating? Are you eating too much? Oversized portions and low exercise leads to weight gain. The core consumer will be parents from a range of the clusters previously mentioned, the data graph on the left shows how Obesity and Net Niche trend have led to consumer trends Sustainable healthcare and personalization. A key consumer insight from primary research was “Time and money is a barrier when it comes to having the right meal” taking all these factors a solution was developed. The three interventions combined into the strategy and communication plan will be Portion Size control, re-education and new packaging and labels. The general public needs a guide from experts to guarantee the correct portion size; the council will team up with Food Standard’s Agency to create an updated food portion guidance report for 2015. From this new guide the scheme will be launched. Research with businesses confirmed that the best way to implement portion size control would be through new menus and packaging. Taking the personalization trend into restaurants – there will be an option to join the scheme with the council and launch a new menu for
personalized meals. This will allow consumers to connect with what their eating, they will be able to choose how much they would like to eat and the restaurant will inform the customer if this is an acceptable size taking in their personal factors such as age, size, weight. As findings proved there is a huge demand to re-educate parents - supermarket chain Tesco will launch new packaging for their own brand with informative labels on the ready meals about Servings, Portions and Distribution to families. New informative packaging is a benefit to customers as they will be able to be more aware of how much they are eating which was a key insight; this should also enable the general public to be re-educated on Big vs Small portions. Research with Tesco confirmed that they would join the scheme as it will increase profits and think customers would purchase into the packaging – findings show there has also been an increase in food sales and consumers on look out for new convenient products. Place – The launch of the strategic scheme will be based in Derbyshire – this is where obesity is particularly high in the UK and consumers need to become more conscious in regards to health. Introducing the scheme would be beneficial for the council and would give them a chance to show that they are reacting to issues in the county. 24
#SIZEMATTERS CAMPAIGN The aim of the campaign is to: - Promote the portion size scheme working with local businesses - To educate the community and target market.
stuffs and draw a line around the acceptable area highlighting what is usually ‘too much’. As part of the campaign printable/ downloadable PDF templates of healthy portion sizes that can be overlayed on different meals or used as Primary research confirmed that Derbyshire res- place mats to act as reminders – these can also idents found the most effective way that they be used in the restaurants. communicate is through online platforms followed by leaflets and newsletters. The idea of the dotted line to show various The campaign to raise the issue of portion size stages from ‘acceptable’ to ‘too much’ is a very control will be 80% digital based and 20% tradi- visual way of explaining portion size control and tional media. could apply to any foodstuff. We could have a lot of fun with the images and the dotted lines Social advertising offers many benefits of con- and again this means that we are not preaching ventional advertising as Derbyshire County to the audience - simply advising in a friendly Council already have an online presence – Twit- and humorous way. ter and Facebook would reach a vast and var- Campaign collateral – Webinar seminar on nuied audience, with the chance to get viral. This tritional advice and health eating/living. It will will raise the campaign awareness and com- be interactive giving consumers the opportunity municating key messages to target audiences. to ask questions and encourage audience parSpecialist, expert content that delivers value ticipation. and engages the target market will be the backbone the social approach. A tongue in cheek approach will be launched at the heart of the campaign using #SizeMatters that will be used across all the networks which will encourage the community and develop ongoing conversations around the campaign. Images of foods to show Big vs Small portions - the idea is to highlight the importance of portion sizes. Visually, we would show an acceptable portion size vs.one that is too big. We would display different food-
Video production – 2D animation explaining the campaign and issues - will also be educational for parents and their families. Traditional approaches should not be neglected as research shows it still attracts a number of consumers throughout the year of the digital campaign there will be a distribution of flyers, posters, leaflets, and banners which will be created by the agency chosen by the council.
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TIMELINE This GANTT Chart is highlighting all the key milestones for the Portion Distortion scheme and the Size Matters campaign also ensuring the SMART objectives have been met and the strategy and campaign is in control. 2015 Jun Description
Responsible
Portion Distortion Scheme Invest in Research & Development Food Standards 2016 Food Portion Guide Agency Launch Portion Distortion Scheme Launch new packaging in Tescos Team up with local restaraunts Launch personalised menus Check SMART Obj 1 reached Check SMART Obj 2 reached
Communication Plan - Portion Size Digital Campaign PR
Educational video production Release Traditional Advertisements Live webinar with Nutrisionist
Jul
2016
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb M
BUDGET The budget set by the council for the communication campaign was £40,000 and below is an estimated breakdown of the costs for each plan from the agency they have chosen: Description Video production PR Research & Development Traditional Media Webinars 2017
Cost £11,000 £8,000 £6,500 £5,000 £3,500
2018
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
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Development/Adoption Stage: This stage will concern the development of the line. This stage could be expensive for the council. The food portion guidance report will be a long process with time dedicated to research and development and consumer testing with experts in the food industry will be high demanding. There will be little or no competition and targeted promotion has to be created to maximise service awareness and to educate consumers. Growth Stage: If the scheme is successful as predicted, sales will start to grow in businesses and new competitors will enter the market, which will help the council. This stage will be associated by high levels of profits and a fast diffusion of the scheme. Maturity Stage: At this stage the menus and meals will be quite familiar to the consumer, widely available in the market and its distribution will be well established. Saturation/Decline Stage: At this point, profit margins will start to decline. This may be due to new technologies or the decrease in obesity and people are now preventing obesity.
CONCLUSION After analyzing the market research conducted, an opportunity was identified – Consumers have become less aware of the portion sizes they consume and the effect it has on themselves and future generations health. In order for the council to continue to build their brand image and values, it’s essential they take this issue and help the general public. The key trends; obesity, branded government and making a stronger scheme with businesses. Throughout the development, the general public is at the heart of this new plan. The new scheme and campaign will re-educate as well as raise the awareness and impacts of obesity to appeal to the resident’s functional as well as emotional needs.
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REFERENCES • (Derbyshire.gov.uk, 2015) ‘Change in spending.’ [Online]. Available at: https://www.derbyshire.gov.uk/council/council_tax/change_in_ spending/default.asp [Accessed on 12/04/15]
•(FT, 2013) ‘Sustainable healthcare’ [Online] Available at: http://www.ft.com/cms/s/0/ c460cac2-c936-11e2-bb56-00144feab7de. html#axzz3aLrWwa8T [Accessed on 15/05/15]
•(McKinsey Overcoming Obesity, 2014) ‘Overcoming obesity: An intial economic analyis.’ [Online] Available at: MGI_Overcoming_obesity_Full_report.pdf [Accessed on 12/04/15]
•(MSLGROUP, 2014) ‘10 trends for 2015’ [Online] Available at: http://trendwatching.com/ trends/10-trends-for-2015/#slide-21 [Accessed on 15/05/15]
•(UK Census, 2015). ‘Derbyshire demographics’ [Online] Available at: http://www.derbyshire.gov.uk/community/about_your_county/ census/ [Accessed on 12/04/15]
•(Mintel, 2015) ‘5 key food trends for 2015’ [Online] Available at: http://www.mintel.com/ press-centre/food-and-drink/mintel-servesup-5-key-food-and-drink-trends-for-2015 [Accessed on 15/05/15]
•{Waitrose, 2015) ‘Portion size utensils’ [Online] Available at: http://www.waitrose.com/home/ •(Popsop, 2014) ‘Rise of personalized and niche inspiration/waitrose_lovelife/weight_loss/por- marketing’ [Online] Available at: http://popsop. tion_sizes.html [Accessed on 12/04/15] com/2014/11/rise-of-personalized-and-nichemarketing-is-among-top-7-landors-trend-fore•(Twitter, 2015) ‘Derbyshire County Council casts-for-2015/ [Accessed on 15/05/15] Twitter’ [Online] Available at: https://twitter. com/derbyshirecc [Accessed on12/05/15] •(MediDocs, 2014) ‘Drug guidance’ [Online] Available at : http://apps.who.int/medicine•(Facebook, 2015) ‘ Derbyshire Facebook’ [On- docs/pdf/s4882e/s4882e.pdf [Accessed on line] Available at: https://www.facebook.com/ 15/05/15] derbyshirecc [Accessed on12/05/15] • (Campbell, Edgar and Stonehouse, 2011). •(Youtube, 2015) ‘Derbyshire Youtube’ [Online] [Book] Campbell, D., Edgar D. and Stonehouse Available at: https://www.youtube.com/user/ G, 2011. Available at: Business Strategy: An Derbyshirecc [Accessed on12/05/15] Introduction. UK: Palgrave Macmillan. pg 124. [Accessed on 15/05/15]
BIBLIOGRAPHY BOOKS • Bingley, R.B., 2011. Research in consumer behavior. Vol. 13. UK: Emerald. • Campbell, D., Edgar D. and Stonehouse G, 2011. Business Strategy: An Introduction. UK: Palgrave Macmillan. pg 124. • WALKER, O.C., 2008. Marketing strategy : a decision-focused approach. 6th ed.. ed. Boston ; London: Boston ; London : McGraw-Hill Higher Education. • Dibbs, S. Simkin, L. Pride, W. & Ferrell, O. (2006), Marketing: Concepts and Strategies, London: Houghton Miffin. • Evans, Martin J (2009). Consumer beheaviour. Chichester: John Wiley. • Aaker, A. David (2010). Building Strong Brands. London: Pocket books. • Rise, A. Trout, J (2001). Positioning: The Battle for your Mind. McGraw-Hill. • Smith, P.R. Taylor, J. (2004), Marketing Communications : an integrated approach, Kogan Page Publishers • Ailawadi, Kusum, and Scott Neslin (1998), “The effect of promotion on consumption: Buying more and consuming it faster,” Journal of Marketing • Aktas Arnas, Yasare (2006), “The effects of television food advertisement on children’s food purchasing requests,” Pediatrics International. • Albin, Amy (2012), “Parent-training intervention curbs pediatric obesity rates, study shows,” UCLA Newsroom
ARTICLES • Bupa, Obesity: A business issue, (2014). REPORTS • Consumer Trends, (2015). ‘Trends shaping 2015’: Mintel. [Online] Available at: http://www. mintel. com/en/uk-consumer-trends-2015/ [Accessed on 12.04.2015] •Sassi, Franco, Obesity and the economics of prevention: Fit not fat, OECD, September 2010. • Tesco, Tesco and society report 2013: What matters now—using our scale for good. • Tesco, Tesco and society: Using our scale for good— 2013/14 half year update, 2013. • Van Wark, C., “Fats and figures: What can be done to tackle the UK’s obesity problem?” The Guardian, January 30, 2014. WEBSITES •BHF, (2014). ‘How much we eat’ [Online] Available at: https://www.bhf.org.uk/~/media/files/ publications/policy-documents/bhf_portion_ distortion_oct2013.pdf [Accessed on 15/05/15] • http://www.bbc.co.uk/news/health-32797769 [Accessed on 15/05/15] • http://www.obesitywm.org.uk/resources/ Seg_-_Stacey.pdf [Accessed on 15/05/15] •http://levanteducationgroup. com/2013/10/22/the-british-council-is-bad-forbusiness-bad-for-british-education-exportsand-bad-for-britain/ [Accessed on 15/05/15] • Weight Watchers, The Weight Watchers referral scheme, October 2009. 32
APPENDIX Appendix 1: Focus group interviews Focus group – Obesity concerns 1) What are your thoughts on obesity in Derby? 2) What steps do you take to ensure healthy life for yourself and your families? 3) How do restaurant menus influence your choice of meal? 4) How does supermarket information on packaging influence your purchasing? 5) Do you know how much is enough to eat? 7) Which supermarkets do you shop at most? Then selected 5 from the focus group for 1 to 1 interviews on strategy exploration. Appendix 2: One to one interviews Are you aware of the impact portion size has on you and your family’s weight? Would you be willing to purchase portion friendly meals? Would new restaurant portion friendly meal menus interest you? Would new supermarket packaging for suitable portion sizes interest you? What do you think are the strengths/weaknesses of this idea?
Appendix 3 and 4: Two online surveys Online Survey – Residents concerns 1. How old are you? 18-25 26-35 36-45 45+ 2. Are you male or female? Male Female 3. What are your 3 personal concerns for Derbyshire? 4. Does Derbyshire County Council keep residents informed about what they are doing? Yes No 5. Does Derbyshire County Council listen and react to your/residents concerns? Yes No Is this done efficiently? * 6. What service delivery needs improvement? Transport Parks, playgrounds Recycling Libraries Health services Street cleaning Education Social Care services
* 8. How can Derbyshire County Council communicate more effectively? Post Leaflets Newsletters Derby Magazine Online - Emails, Social Media, Blogs, Websites Newspapers Telephone calls * 9. What do you think the best solution to Obesity is? Portion size control High calorie food availability Education Healthy meals Packaging and labelling Weight-management programmes 10. Which supermarket do you shop at most? Asda Tesco Morrisons Sainsburys Waitrose Aldi Â
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1. What business are you in? Restaurant/Supermarket? * 2. What would be the best way to tackle obesity? Portion size control High calorie food & beverages control Weight management programmes Healthy meals Parental education Clear guidance 3. What are your thoughts on joining in a scheme with the council to help residents overcome obesity? * 4. What would be the best way to implement portion size control? New menus with variety of portion guidance New stores with portion friendly meals only Reduce portion sizes and keep same pricing Packaging catering to different family sizes * 5. Would it be difficult to interest consumers in new meals and menus? * 6. How would the meals target different types of consumers? Personalisation of meals Following the guidance report Calorie count depending on personal factors.
Appendix 5: Consent forms
Consent Form I am a marketing student creating a report on Derbyshire County Council, and I would like to ask you a few questions. I, the undersigned, confirm that (please tick box as appropriate): Participant: Name of Participant Signature Date Researcher: Name of Participant Signature Date • • •
• • • • •
I have been given the opportunity to ask questions about the project and my participation. I voluntarily agree to participate in the project. I understand I can withdraw at any time without giving reasons and that I will not be penalized for withdrawing nor will I be questioned on why I have withdrawn The procedures regarding confidentiality have been clearly explained to me. If applicable, separate terms of consent for interviews or other forms of data collection have been explained and provided to me. The use of data in research, publication, sharing and archiving has been explained to me I understand that other researchers will have access to this data only if they agree to preserve the confidentiality of the data and if they agree to the terms I have specified in this form. I, along with the Researcher, agree to sign and date this informed consent form.
Appendix 14: Focus group and 1 to 1 interviews results.
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Appendix 12: Obesity cluster segmentation Clusters 1
Description Struggling parents who lack confidence, knowledge, time and money.
Family Diet Seek convenience, eat for comfort, and struggle to cook healthily from scratch. Child fussy eater, rely on convenience foods.
2
Young parents who lack knowledge and parenting skills to implement a healthy lifestyle.
3
Affluent families, who enjoy indulgent food
Enjoy food, heavy snackers, and parents watching weight.
4
Living healthily
Strong interest in healthy diet.
5
Strong family values and parenting skills but need to make changes to their diet and activity levels.
Strong parental control but diet rich in energy dense foods and portion size and issue.
6
Plenty of exercise but potentially too many bad foods.
Eating motivated by taste, diet includes both healthy and unhealthy.
Physical Activity Seen as costly, time consumer and not enjoyable.
Weight Status Mothers obese and overweight.
Demographic Low income, likely to be single parent.
No interest in increasing activity levels because parents perceive children to be active. Believe family is active, no barriers to child’s activity except confidence. Family active, children not confident doing exercise. Know they need to do more: time, money, selfconfidence seen as barriers.
Families obese. Fail to recognize children’s weight status.
Young, single parents, low income.
Families obese. Low recognition of children’s weight status.
Activity levels are high particularly among mothers.
Intent to change High, but fear of being judged and lack of confidence are powerful barriers. Low due to lack of knowledge, but willing to accept help once alerted to risks.
Potential Task Build confidence, increase knowledge and provide cheap convenient diet solutions.
Affluent parent of all ages, households vary in size.
Low intent to change and likely to deny problems exist.
Encourage awareness of exercise and snacking levels.
Below average levels of obesity and overweight.
Affluent older parents, larger families.
Low intent to change but leading a healthy lifestyle.
Encourage awareness of exercise and snacking levels.
Parental levels above average, children below.
Range of parental ages, single parent families.
Low intent on diet but intent to change physical activity.
Increasing activity levels and educate on portion size.
Low family obesity levels but child overweight levels are a concern.
Average incomes, younger mothers, households vary in size.
Diet and physical activity, so influencing them is not a priority.
Focus on providing cheap, convenient, healthy food to fuel active lifestyle.
Appendix 13: Results from the Online Survey – Resident Concerns
Encourage awareness of exercise and snacking levels.
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Appendix 15: Online Survey – Businesses views results
ILLUSTRATIONS
All Images (2015) by LBimble [online] Available at http://www.lbrimble.com/ [Accessed on 20/04/15]
Disclaimer that all references can be found in Derbyshire County Council Report. I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed................................................. Date..........................