Tesco obesity campaign
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Transcript of Tesco obesity campaign
Team „P.A.M.“ Report 13 December 2011 1
Team “P.A.M.” Obesity Report
Word count (2,492)
Introduction
Our group consists of three members, Patrizia, Alicia and Matas, therefore we are called
P.A.M. In this report we will elucidate the PR campaign that our group has specially designed
for Tesco Supermarket Chain to battle obesity within the UK. The reason why we decided to
produce this campaign for Tesco Stores is because TESCO is a leading retailer, operating
2,291 stores around the world and employing 296,000 people. It has grown from a purely UK
operation to developing international markets in Ireland, Central Europe and Asia
(Datatrade, 2011); therefore
TESCO is very influential.
We conducted extensive
research and found out that the
areas mostly affected by
obesity/overweightness are
north of the country as shown in
the figure 2.3. This figure shows
the research conducted by NHS
on comparison of estimated
distribution of obesity rates for
local authorities to national
average. Furthermore according
to Scottish Health Survey (2010)
the prevalence of overweight,
including obese was 68.0 per
cent for men and 61.0 per cent
for women. Hence with the help
of this secondary research we
will be able devise a campaign
to help combat this issue.
(IC.NHS.UK, 2010)
Team „P.A.M.“ Report 13 December 2011 2
OBJECTIVES
To define the outcome of the campaign, to support the strategy, to set the agenda for action
and to set the benchmark against which the programme will later be evaluated it is
important to set sound, realistic objectives that are SMART: specific, measurable,
achievable, realistic and time bound. Objectives can be set at the cognitive, affective or
conative level. Cognitive means related to thoughts, affective is related to feelings and
conative implements behaviour. (Tench and Yeomans 2006, p. 192 - 193)
For the “Beating Obesity Campaign” we elaborated one overall objective that we broke
down to the different three levels:
Overall objective
Raise awareness of healthy eating for the clients of TESCO supermarkets during the entire
year of 2012 to minimise the nation’s unhealthy high-calorie eating habits and the
associated extra costs for the NHS.
Cognitive
Increase awareness of healthy food alternatives available in-store for at least 80% of
TESCO clients by the end of the year.
Inform at least 15% of general public through our PR campaign about positive effects
of eating more fruit, vegetables and food without preservatives and additives by the
end of the year 2012.
Affective
Educate at least 50% TESCO clients about seasonal healthy products available in
stores within 6 months of the PR campaign launch.
Conative
Acquire 15% of people to sign up for the new TESCO Green Card by the end of the
campaign to inspire them to adapt to new healthy eating habits.
STRATEGY
Strategy is the ‘overall concept, approach or general plan’ (Cutlip et al. 2000, p. 378, cited in
Tench and Yeomans 2006, p. 196) on which a campaign is based and the foundation on
which tactics is built. The strategy must be linked directly to the objectives, it must reflect
the audience’s self-interests and must be expressed in simple terms. (Wilcox and Cameron
2009, p. 537)
Team „P.A.M.“ Report 13 December 2011 3
The issue which has confronted United Kingdom’s National Health System (NHS) is
overweightness and obesity. According to “a study by the National Audit Office estimates
that obesity costs the NHS at least £500m a year - and the wider economy more than £2bn a
year in lost productivity”. (BBC, 2011) Therefore, our strategy is to launch the “Beating
obesity campaign” in order to minimise obesity and overweightness factor in the UK’s
population. To achieve this gain, the strategy implements the awareness of the kinds of
foods needed for healthy, low-calorie food and a change of the nation’s unhealthy eating
habits.
TARGET AUDIENCE
The target audience we are targeting with this campaign is Mass market and Tesco clients in
the UK. The reason for this is because from the findings in our secondary research we came
to conclusion that everyone is at risk of becoming overweight or obese due to peoples
unhealthy eating habits. Hence we decided not to limit our target audience to
overweight/obese segment of the public. The purpose of this campaign is to target
everyone, toddler to elderly because research conducted by the Department of Health
(2011) showed that 28.3% of children (aged 2-10) in England were overweight or obese.
Parents need to be aware of what their feeding their children; therefore we’re not only
focusing on the adults, but children as well to help reduce and hopefully stop obesity before
it becomes an issue in everyone's life's.
KEY MESSAGES
The Key Messages that we decided to use for our campaign are:
“Healthy food is good for your body and mind”
“Having 5-a-day will help you to fight of obesity and improve your immunity system”
“Unhealthy food habits can cause obesity which can lead to:
-Diabetes -Gallstones
-Heart disease -Indigestion
-High blood pressure -Some cancers (e.g. breast and prostate cancers)
-Arthritis -Snoring and sleep apnoea
-Stress, anxiety, and depression -Infertility” (BBC, 2010)
These are the key messages we have decided to use for our campaign. A message such as
“Healthy food is good for your body and mind” is easy to remember therefore we can use
the process of AIDA to influence people to come to Tesco more often. AIDA is model that
consists of 4 different phases that leads to the purchase of a product/service. These
different phrases are AWARENESS, INTEREST, DESIRE, and ACTION. (MarketingDeviant,
2011) This model is usually used to influence people to purchase something, but we could
Team „P.A.M.“ Report 13 December 2011 4
use the similar process to promote these messages and make people aware of Tesco’s
healthier approach to life.
TACTICS
Tactics are the ‘events, media, and methods used to implement the strategy’. (Cutlip et al.
2000, p. 378, cited in Tench and Yeomans 2006, p. 197) Before we defined the tactics, we
asked us the following questions:
How are we going to achieve our objectives?
What specific actions will we use?
When are these actions going to take place?
Where are they going to take place?
How much will we spend? (Tench and Yeomans 2006, p. 261)
On that foundation, we then decided that our tactics should include the following actions
and activities:
Health Fair
Leaflet
TESCO Green Card
Recipes booklet
TESCO Green Card Benefits
Cardboard
Other PR activities
Health Fair
We have decided to start of our PR campaign by having a 1st ever Healthy Tesco Food Fair
during which providers of healthy foods would be invited to demonstrated and introduce
their healthy products to Tesco’s customer base. Even though according to our finding that
the north has highest ratios in obesity and that we should target those people more, we
decided that this event would take place in Canada Water Tesco store located in London on
the evening of the second Sunday in January 2012. Even though according to National
Statistics London is estimated to have lower that national average obesity rates and is not
the best location to launch our PR campaign to fight obesity, we decided to do it anyway.
The reason behind this decision is that London is the capital England, and you could argue
that it’s the capital of UK, therefore it has the best media coverage in the country which
means that if we launch the campaign here then we get as much media attention as
possible. Whereas if we decided to launch the campaign up north, then we might not get as
Team „P.A.M.“ Report 13 December 2011 5
much media attention as media representatives would have to travel all the way to Scotland
to cover this event, which for the media might not seem worth it.
We agreed that this would be a closed event and only 300 VIP Tesco customers would be
invited to participate. This fair would be opened by the celebrity Kelly Rowland to help
attract further media attention. During this fair we would inform people about Tesco
becoming more health conscious and introduce Tesco’s new HEALTHY FOOD SYSTEM. Media
and press would be invited to come and cover this event which would provide Tesco free
publicity on local and national scale, which would help to imprint a healthier image of Tesco
in everyone's minds.
Leaflet
To inform the target audience about the campaign we are going to fabricate leaflets. These
leaflets will be handed out for the first time in the Health Fair and afterwards in all of
TESCO’s supermarkets. Two leaflet editions will be launched:
Leaflet number 1 will be available in January and it will contain information about the
campaign and the point system. It will also have recipes elaborated with TESCO
products, seasonal food and the food pyramid.
Leaflet number 2 will be available in May and it will inform about the importance of
the sport in a healthy diet. In addition, we will be informing about TESCO’s new
partner called “LA Fitness” who is going to collaborate in the campaign. Furthermore
the leaflet will have information on diets supported by nutritionists and the 5 a day
concept.
TESCO Green Card
The TESCO Green Card allows TESCO customers to collect
points that are on every product of the new ‘Healthstyle’
product line. The hassle of customers having to search
for healthy products will be significantly reduced as they
can simply look for a yellow, orange or green sticker on
the packaging. These stickers indicate the ‘healthiness’ of
a product, which is defined by a specific scale that
includes such as fat, sugar, salt and calories in total. The
healthier a product, the more points you can get.
Once customers have accumulated enough points on
their TESCO Green Card, they can profit from a lot of
benefits:
o Discount on evening cooking classes
o Green vouchers on healthy alternatives as well as fruit and vegetable boxes
o Access to online training program; exercises and food advice
Team „P.A.M.“ Report 13 December 2011 6
o 1 week free membership in LA Fitness (partner)
o TESCO DVD: sport at home
Green is the colour of nature, of life. It symbolizes growth, harmony, freshness and health.
(QSX Software Group, 2010) Green implements though everything, a healthy lifestyle,
started with the food. Therefore, we decided to use ‚Green’ for the name and the design of
the TESCO Green Card. On the back of the card, there is one green barcode and one black
barcode that had been transferred automatically from the normal TESCO customer card.
This easy system allows customers to collect points on every product they are buying whilst
only showing one card at the cash point.
Recipes booklet
Next to all ‘Healthstyle’ products there is a recipe booklet with different low-calories recipes
to inspire customers what to cook with the – for some part – unknown and not habitual
products.
Cardboard
We are going to introduce cardboards in store with random people on them quoting how
Tesco’s greener approach to healthier foods has helped them to improve their physique and
made them feel healthier. This way Tesco clients can associate themselves with the person
in the cardboard and try out the healthier alternatives instead of processed foods. We will
also have a small competition during which people could record a diary or provide proof
how eating healthy foods purchased in Tesco has helped to improve their lifestyles. A few
lucky winners will be featured on the cardboards in Tesco stores nationwide and receive
TESCO money vouchers.
Other PR activities
*Press Release: Three press releases will be launched during the campaign period.
Press Release 1 is going to be sent to selected media in January one week before the Health
Fair starts.
Press Release 2 is going to be sent to national and local media in July informing about the
incorporation of LA Fitness in May as TESCO’s new partner.
Press Release 3 is going to be sent to the national and local media in October to inform that
UK Government is supporting TESCO’s Campaign.
*Network: The network is really important in the present time and it is one of the keys for a
good communication campaign. Therefore, we are going to update TESCO’s website with all
the information about the actions that are being developed for the campaign and it is going
to be included a video about the Health Fair. Within TESCO’S website we are going to explain
how the customers can benefit with obtained points.
Team „P.A.M.“ Report 13 December 2011 7
Other network actions such as social networks will be developed. A Facebook and Twitter
group it is going to be created and regularly updated.
*Direct mail Advertising: Direct Mail Advertising is going to be sent to potential customers.
*Health Fair Invitations: Personalised Health Fair invitations are going to be sent out to VIP
customers.
*Member gets a Member action: Customers who have the TESCO Green Card will be
encouraged to bring new customers to TESCO and benefit from special advantages.
*Phone Calls: Days before the Health Fair several phone calls will be made to the media as a
reminder of the event. The day after the event phone calls will be made to thank the
presence of the media that have assisted promoting the event.
BUDGET
The Total budget for the entire PR campaign is £500,000. Figure 3.1 shows how we have
distributed the budget between different activities for the PR campaign. From the table you
can see that the most expensive factor is the Health Fair and the reason for this is because
we are using it to launch the entire campaign, thus it requires us to spend a lot of money to
attract a lot of attention. The health fair requires a Celebrity presenter, staff to work
overtime to get the venue ready, complimentary food and drinks and much more therefore
when all of this adds up the health fair becomes quite expensive, nonetheless it will be
worth the money considering the media attention it will bring for Tesco Supermarket Chain.
You should keep in mind that this budget is only an estimate, we have allocated maximum
budget for all of the activities. Consequently some of these factors might require a smaller
budget whereas other might increase.
Figure 3.1 – Estimated budget for the entire PR campaign
Actions Costs (£000)
Health Fair 185
Leaflet 1 and 2 70
TESCO Green Card's 10
Cardboards 90
Green vouchers 70
Cooking classes 50
TESCO Sport DVD 25
TOTAL 500
Team „P.A.M.“ Report 13 December 2011 8
METHODS OF EVALUATION
In order to ensure the validity and effectiveness of our PR Campaign to the contracting
company we have devised evaluation methods for the campaign. The success of the Health
Fair will be measured by:
• Number of attendees to the Health Fair.
• Media coverage of the Health Fair.
• Press clippings (post Health Fair and post campaign): Analyse value of the
information published.
Furthermore we will take into account the perceptions and opinions of the team that has
organized the event:
• In this case we will pass a pre-survey and a post-survey with the intention to
compare impressions.
• In addition there will be an evaluation meeting to discuss the strengths and
weaknesses of the event
The rest of the actions taken are rather complementary and very easily measurable:
• Amount of people that signed up for a TESCO Green Club Card as well as TESCO
memberships at LA Fitness gyms.
• Amount of people that attended cooking classes and signed up for the online
training program
• With the Member get a Member action we can calculate the exact number of
potential clients captured.
Team „P.A.M.“ Report 13 December 2011 9
References
BOOKS
1. Tench, R. and Yeomans. L., 2009. Exploring Public Relations. 2nd ed. New Jersey:
Prentice Hall.
2. Wilcox, D. and Cameron, G., 2009. Public Relations:Strategies&Tactics 8th ed. New
Jersey: Pearson.
WEBSITES
1. QSX Software Group, 2010. Color Meaning. [online] Available at: http://www.color-
wheel-pro.com/color-meaning.html [Last accessed 1 December 2011].
2. BBC Health. (2011). Obesity. Available:
http://www.bbc.co.uk/health/physical_health/conditions/obesity.shtml. [Last
accessed 8th December 2011].
3. The NHS Information Centre, Lifestyles Statistics. (10 February 2010). Statistics on
obesity, physical activity and diet: England, 2010. Available:
http://www.ic.nhs.uk/webfiles/publications/opad10/Statistics_on_Obesity_Physical_
Activity_and_Diet_England_2010.pdf. [Last accessed 8th December 2011].
4. Scotland's Chief Statistician. (28/09/2010). Scottish Health Survey 2009. Available:
http://www.scotland.gov.uk/News/Releases/2010/09/28083315 [Last accessed 8th
December 2011].
5. DataTrade. (2011). Tesco Group of Companies. Available:
http://www.datatrade.co.uk/documents-discussion/case-studies/Tesco-Group-of-
Companies [Last accessed 8th December 2011].
6. Department of Health. (1 February 2011). Obesity General Information. Available:
http://www.dh.gov.uk/en/Publichealth/Obesity/DH_078098 [Last accessed 8th
December 2011].
7. David Kam. (January 1, 2010). AIDA Marketing Model. Available:
http://marketingdeviant.com/aida-marketing-model/ [Last accessed 8th December
2011].
8. Tesco- CSR and community partnership, Article 13. (2003). Available:
http://www.article13.com/A13_ContentList.asp?strAction=GetPublication&PNID=49
4 [Last accessed 9th December 2011]
Team „P.A.M.“ Report 13 December 2011 10
9. University of Oxford. 26 August 2011
http://www.ox.ac.uk/media/news_stories/2011/110826_1.html [Last accessed 9th
December 2011]
Team „P.A.M.“ Report 13 December 2011 11
Timeline Program 2012-2013 (January-June)
Months
/Public January February March April May June
Media
Press Release 1
Health fair: Kelly Rowland
in TESCO
Canary Wharf
Leaflet 1
Customers Leaflet 1 Cardboard Leaflet 2
Green vouchers for
fruits and vegetables
VIP Clients Invitation Health Fair Personalised
Mailings
Potential
Customers Direct Mail Advertising
Facebook Group
Web Update
(video with health
fair)
Team „P.A.M.“ Report 13 December 2011 12
Timeline Program 2012-2013(July-December)
July August September October November December
Media Press Release 2 (LA
Fitness is a new
TESCO partner)
Press Release 3
(Government
supports
TESCO’s
Campaign)
E
V
A
L
U
A
T
I
O
N
Customers Cooking classes Discounted
membership in
LA Fitness
MGM (member
get a member
benefit)
VIP Clients Phone calls
Potential
Customers
Personalized Mail
Team „P.A.M.“ Report 13 December 2011 13