Make Strategy Decisions
Once you have made decisions about the audience and behavior, it is time to
think about the marketing mix to determine how behavior change will occur with
your audience. We'll start with "product."
Develop Product Strategy
Part of your product strategy comes from the behavior you've chosen but the
behavior alone isn't your total product. You are not only selling the behavior,
but a package of benefits that comes along with the behavior. Choosing a
behavior that is relevant and attainable for the target audience is the first
step in developing a product strategy. Next, you may need to use, create, or
modify some tangible products or actual services in addition to the behavior you
want to change; for example
- Cookbooks.
- Food diaries.
- Pedometers.
- Nutrition
counseling.
- After-school care.
- Breastfeeding support.
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