@12... Break Smart!

I was thinking about my slogan the other day, in terms of how would I incorporate my DV and MV at the same time in a concise slogan.

actually, before I talk about my slogan, I first have to talk about my final MV and DV.
Well, I reread our Big Picture textbook again and wrote down specifically that I virtually have 2 ways to go about this:

1. Stimulate demand

-be a new category leader in “Exercise time-efficiently”

-Main Variable thus will be “Time-efficient exercise”

-Dynamic Variable is “have fun!”

2. Steal share

-category leader will be some kind of exercise company already successful

-main variable defined by the category leader is “promoting health through exercising”

-Dynamic variable is “efficient time use”

-thus will lack the emphasis on “FUN” part

I originally said that I would go with Stimulate Demand, but when I looked at it again, Steal share looked more appropriate this time. This was frustrating.... The consumers are expecting this program will be something to do with the enhancing physical activities and should that not be the MV ? However I really do not want to lose the "FUN" emphasis here. But consumer expectations change over time, and I assume that my target audience whom I narrowed down (to college students and office workers who are too busy and have sedentary lifestyles ) have a reasonable amount of knowledge on the need for exercise to stay fit and healthy . Thus, I think the "increasing physical activity" variable might not be too appealing or too innovative for my audience to be attracted to participate in Dfun@12. Instead, I would rather consider that "increasing physical activity" part should be already expected, and set the new, MV as " efficient time use ". This will make Dfun@12 a category leader of the exercising activities which make efficient use of time for those who are busy. DV then will be "have fun" part of the program.

Reflecting all these thoughts, the slogan for Dfun@12 is "@12... Break Smart!"

Again, as I talked about in an earlier post, @12 does not necessarily have to be exactly the noon time, but it implies lunchtime. Even though some people at some times might not, lunch break is the longest break of the day that office workers or college/university kids have - instead of having just eating break, try Break Smart by exercising with your friends and coworkers and reduce your eating time short.

Target Audience

Mr. Mark Delgado is 36, married, and lives with a wife and two children who 8 and 11 years old. He works as a financial analyst at a Detroit branch of a renowned consulting company and lives in Novi with his family. It takes about 30 minutes to get to work by car. Mr. Delgado's work starts at 9am every morning and often continues beyond 5pm. He knows that it is crucial for him to exercise to sustain good health condition especially under the current work circumstance which give him high stress levels and is sedentary most of times. He tried exercising in the morning before going to work, but it was really hard to wake up on time, and he felt often more tired in the mornings, so he stopped. After work, he feels often too tired and wants to go home to spend as much time as possible with his wife and kids. He just has no time to exercise and is usually very stressed out.

a concern

One of many things about doing this project that I am quite not sure at this point is :
can my MV and DV be something other than improving health?

The ultimate goal of Dfun is actually improving health nd reducing chronic disease rate among the Detroit residents by PROMOTING EXERCISE. But, to do that, I want to emphasize FUN and TIME-EFFICIENT aspects of it. Because my target audiences will be people who do not have time to exercise (or at least they think they don't), and who think of exercise as not as fun. Thus, by making a good use of lunch time with their colleagues/peers/coworkers,Dfun will promote exercising which is time-efficient and also involving fun/socializing => good health consequences

Should I choose between time-efficiency and fun for my MV and make my DV promoting exercise (which is the ultimate goal of the marketing), or is it fine to have my MV and DV as time efficiency and fun (which do not involve the ultimate goal of promoting exercise)?


Any thoughts would be appreciated :)

value prop / some changes

To implement three different programs will be very expensive considering especially the program will be implemented by government funding. Taking some advice from earlier comments and talking to Professor, I decided to slightly narrow down my targets. For FE, doing umbrella brand part does not change, but the mode of implementation will be the same. For example, before I was thinking all three programs will promote fun but the mode of promoting fun will be different.
Promote fun / Exercise with your coworkers and friends while building camaraderie /

implementation through emphasizing and marketing the efficient use of time when going exercise

Also, I want to change my MV and DV.

...I feel bad for changing everything every time around …. :(

MV will be actually efficient time use

(want to appeal to people who do not have much spare time)

DV will be Fun! (or taking a short break)
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5 boxes :

Current belief
I do not have time to exercise

Consumer proposition
By participating in Dfun@12 I will benefit from healthy Fun break in a time-efficient way

Desired belief

Exercising during lunch time (@12) is time efficient and fun way to take a break from work

Current do
I do not exercise regularly

Desired do
I take break from work @ 12 to participate in Dfun

Marketing Objective / Source of Volume

1) Behavioral :

1a)people who regularly (and habitually) exercise , know benefits of exercise well

1b)people who occasionally exercise, know benefits of exercise and try to exercise regularly

1c)people do not have much knowledge of benefits of exercise, do not feel the need for exercise

2) Attitudinal : not sure if this will be appropriate for ActiveD type of intervention ...? also, the brand is not known to people yet, so mostly customers should be head loyals who will compare the benefits of ActiveD with other programs and choose to be involved in ActiveD.

2a)heart loyals

2b)head loyals

2c)hand loyals

1. Category definition

-What business are we in?

we are in "exercising-promoting" business &

"fun&building cameraderie(or family/friends fun)" business

-Dfun will be acting as a categorie leader and stimulate demand rather than stealing share.

Dfun will create a new category with no competition at the beginning, emphasizing the benefit of having fun, building cameraderie, and supporting each other, while other exercising-promoting programs focus on the physical benefits of exercising.

The problem here is that the category leader's brand awareness in general pretty high, but not in this case. I have to induce brand awareness while pioneering a new category of exercise promotion marketing. I was thinking that maybe I could persuade some small campaigns to join ActiveD rather than doing their own small thing which might not be as effective as helping out ActiveD...

2. Stimulate Demand strategies have three ways - new users, new volume, and new value.

-- acquisition: Because every customer wil lbe a new user of ActiveD, it is important for me to focus on increase in awareness of the benefits of ActiveD as well as ActiveD brand. (targeted toward people who do not exercise?)

--retention: i should convince existing consumers to consume more. (maybe target toward people who exercise relatively regularly?)

--retention: Lastly, new value : steal share could be inappropriate for this project because there is no other similar program in existence.

stimulate demand strategies using acquisition ( mostly) and retention

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I'm not functioning very well and probably i will come back to this portion... but that's it for now.

Organization Objective

So far...

I had this huge idea of my social marketing project, and brainstorming inside my head all this time while reading the class reading material and the text by Hastings. But I have been avoiding to really grasp the concept of the Big Picture and follow the module to make it organized and more successful realistically. Even if I took that workshop a while ago, The Big Picture concept was new to me and hard to grasp, and I admit that it was somewhat frustrating to brainstorm ideas + have the Big Picture firmly grounded.

After MKT614 on Monday, however, I finally came to a realization that I should not put it off any more. I should really fit my complex and unorganized idea into the Big Picture frame and make it effective!

So, though somewhat late.... that is what I am going to do right now before it gets too late :)

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1. Organization Objective

1) FE: Umbrella Brand = Dfun

Dfun stands for Detroit fun. I thought about ActiveDetroit brand that I created, and my original idea of just promoting exercise among Detroit residents. However, as I posted a week ago or so, there is Detroit step up program which is sponsored by government program already. This is social marketing anyway, and as long as Detroit residents are persuaded to exercise more and stay healthy (&away from chronic disease...), it is all good. I felt like my project is too similar to that Detroit Step up program except that the existing program promotes exercise and nutrition comprehensively, and my program only promotes exercise. If two different program promote the same thing, and if those two are both sponsored by the government, then there is going to be a very unproductive competition. Therefore, I will change my string of thoughts slightly and gear the project somewhat differently.

Dfun is an umbrella brand which helps Detroit residents stay healthy and fit by promoting exercise. It has three different products in accordance with distinct group characteristics.

3 products of Dfun include: Dfun @12, Dfun @smart, Dfun @happy family

(well, they are not the greatest names, but I thought about them constantly, yet I couldn't think of good names...so I will stick to those three for now..)

I will more specifically define these three products as I think and plan more for this project but just rough ideas about Dfun umbrella are stated below:

Dfun @12 :

for workers - that is, mainly office workers or workers who often do the sedentary work rather than labor because they are the ones who do not really have time to exercise or move their body enough to stay away from obesity epidemic. Many office workers are too busy or oftentimes cannot efficiently allocate their time to actually exercise. So, this program promote those workers to use their lunch break to exercise. Well, it does not mean that they will not eat and exercise instead. The lunch break is the only break that is sort of long enough for them to go exercising and with their coworkers around, hopefully they will group themselves together and exercise together and have fun break together by slightly sacrificing the length of their lunch break. Well, if this project becomes really big, then all the gyms will be filled @12 and you might have to wait around... but for now, @12 is just symbolic name implying that Dfun@12 promotes people to exercising during lunch time. Surely, some incentives to come on later posts.

Dfun @smart

for secondary school and university students

ex) students will sign up to train together (or independently depending on what sports) and compete together at the competition held each semester. School gyms/ school classes will support the participation in and training for the competition, and of course there will be rebate system for class fee /gym membership fee depending on how regularly you exercise by earning points system etc. There will be also drawing for tickets for popular basketball/baseball/football games in Detroit among those who qualify with enough points.

and more to come...

Dfun @happy family

For family fun & family sports

This is to promote sports which can be enjoyed by all the family members by holding weekend events such as marathon, basketball, baseball etc. This will have small fee for participation (can be one time fee or monthly, annual). The fee however will be reinvested into support kids’ sports classes or teams at elementary/ secondary schools. There also going to be drawing for popular sports game tickets in Detroit at the events if not weekly at least monthly. I kind of ran out of things to write now so I will brainstorm more….

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***some random side notes: thought processes which led to my FE

I divided my targets by age groups initially. Dividing the target by age is effective strategy, but I don’t want to make it obvious when I make brand name, because people do not want to be considered too old or too young. So, at first, I had my umbrella brand "ActiveDetroit" and had three products' name: ActiveDetroit youth, ActiveDetroit workers , ActiveDetroit families.However, when you apply this program in a college, you have professors, students ( who are not always in their 20s obviously…), and some other staffs etc. Also, some people might not have families. So, I was stuck again. So, I focused on the "fun" part of doing exercise, and changed the brand name into Dfun, and named products by the way how those different group of people have fun while exercising.

2) Core Competence

Skill at relationship building

Skill at resource allocation

- i will post another one soon ...

some random things

Thanks for the comments!
After the class last monday, I was really confused because I got my FE concept wrong and felt like my project is too big, not focused etc.
I am still feeling somewhat overwhelmed in terms of how to approach this interesting but bulky project.. but before class today I will write some better and more focused posting!

with that said, something interesting :
I was surfing the web and found this:
http://theblogprof.blogspot.com/2010/01/finally-green-gym-for-homeless-people.html

electricity-generating gym for the homeless!
I thought electricity generating gym was really cool, because it incorporates green concept and exercising in an innovative way. I was thinking maybe I will make membership fee free or deductible for those who regularly come to the gym and exercise by tracking their exercising records/electricity-generating records ... or even having some benefit programs based on the members' records of the gym use. However, I think I was going too far. The electricity generated by biking at the gym is not very significant amount, and facilitating gym with electricity-generating bikes will be a lot of money too. So, I thought it is not for my project. not practical..
But, if somebody's interested, it might be good to incorporate this idea in their project.