Assignment Task: Obesity in the United States of America in kids aged between 2 to 19. Explain the Market position for your brand according to the place and the target audience which is kids aged between 2 to 19.
Product Strategy:
Having a clear understanding of what is the behaviour product is critical to ensure that consumers understand the behaviour change initiative. Simply telling people not to do something just doesn't work! You are required to provide a detailed overview of the behaviour change product. As the product entity is intangible (e.g.: drinking less) the product entity comprises the brand logo, as well as supporting goods, merchandising and services that will be used to support the core value exchange entity. Of course, the behaviour change FOCUS is at the heart of the product entity.
In this section use the following sub-sections:
Explicate the core, actual and augment product entity.
Ensure you provide explicit detail of the product entity as this is what you are requiring the TA to adopt. For example: if the actual product entity involves a series of seminars teaching the TA skill development you are required to detail what the seminars will comprise, where they will be held etc. Simply saying the actual product comprises a series of seminars to educate the TA is insufficient! Saying that the TA will interact with an app is insufficient! YOU MUST detail the activities, actions, processes etc that the TA will engage to facilitate positive behavioural outcomes.
In addition, identify how the chosen theory (From Assessment 1) assists in leverage TA capability to engage with the product entity.
Identify and justify a brand name for the behaviour change strategy that will tangibilise the product entity.
What is the main message that the brand name and tagline target? Does this link to the FOCUS of the behaviour change initiative? What is the style and tone of the brand name?