Marketing Nutrition And Health Promotion PDF

Marketing Nutrition and Health Promotion + Nutrition of minorities in community LE5 BY: DR. AWATIF ALMEHMADI What Is Marketing? Marketing The process by which individuals and groups get what they need and want by creating and exchanging products a...

Marketing Nutrition and Health Promotion + Nutrition of minorities in community LE5 BY: DR. AWATIF ALMEHMADI What Is Marketing? Marketing The process by which individuals and groups get what they need and want by creating and exchanging products and values with others. Purpose of marketing = to find a problem, need, or want and to find a solution to it. Develop a Marketing Plan Describes how and in what form the nutrition and health messages will be delivered to the target population. Steps in Developing a Marketing Plan 1 Determine the needs and wants of the target population because marketing always starts with the customer. ◦ Ideas about the needs and wants can be gleaned from the community needs assessment and from focus group sessions. ◦ Additional information can be collected by asking questions of the target group.  Steps in Developing a Marketing Plan 2Specify the benefits of the product or service to the target population. 3 Develop a budget and timetable. 4Implement the plan according to the original design and then evaluate its effectiveness. 5Develop a marketing strategy for ensuring a good fit between the goals and resources of the organization and the needs and wants of the target population. Steps in Developing a Marketing Plan – Marketing Strategy The marketing strategy specifies a target market and four elements known as the Following: ◦ Product ◦ Place ◦ Price ◦ Promotion Product All of the characteristics of the product or service that are to be exchanged with the target market. In community nutrition, the product is often a service to be delivered. ◦These services should be of high quality, designed to fit the needs of the target market, and adapted to meet the consumers’ social characteristics. Place The actual location where the exchange takes place. Accessibility, and comfort for the client are criteria to consider. Also includes the channels of distribution required to deliver the product or service to the consumer. Distribution channels vary depending on the target market and service provided.  Price Both tangible and intangible costs that the consumer must bear in the marketing exchange. ◦ Tangible costs - fee for service. ◦ Intangible costs - time, effort.  Promotion The organization’s informative or communication with the target market. Publicity Tools ◦ Articles in newsletters or newspapers ◦ Informational brochures ◦ Radio and television interviews ◦ Internet Web sites ◦ Public service announcements (PSAs) ◦ Direct mail ◦ Word-of-mouth Develop a Marketing Strategy Successful marketers get the right product, service, or program to the right place at the right time for the right price.  Steps in Developing a Marketing Plan 6- Conduct a situational analysis. ◦ Analyze your potential market, the environment in which your product or service will be positioned, and the competition. ◦ Select a target market which will be the primary. ◦ Situational analysis - a detailed assessment of the environment including an evaluation of the consumer, the competition, and any other factors that may affect the program or business. Conduct a Situational Analysis This step is sometimes referred to as a SWOT analysis which stands for: ◦ Strengths ◦ Weaknesses ◦ Opportunities ◦ Threats Market Research: Target Markets Each target market should be viewed as a separate and different audience. Ideally you would develop a specific marketing strategy for each target audience. Actual and potential markets should be divided further into subgroups, which is a process called market segmentation. Market Research: Target Markets Market research enables community nutritionists to target specific groups in terms of their geography, demography, psychographic and behavioristic. Market Research: Market Segmentation Four classes of variables are used for market segmentation: ◦Geographical segmentation - grouping of people according to the location of their residence or work. ◦Demographic segmentation - grouping based on such variables as income, age, sex, occupation, family size, religion and marital status.  Market Research: Market Segmentation Four classes of variables (continued): ◦Psychographic segmentation - based on criteria such as personal values, attitudes, opinions, behavior, lifestyle, and level of readiness for change. ◦Behavioristic segmentation - based on such criteria as purchase frequency and occasion, and attitude toward the product. Nutrition of minorities in community  Racial and ethnic minorities in USA Socioeconomic Status: Individuals who are members of racial and ethnic minority groups and have lower income may have: 1- Less healthy food consumption patterns. 2- Less access to healthy foods. Redskins 1 9 Heterogeneous Relationships between Labor Income and Health by Race/Ethnicity (in US) Health Serv Res. 2018 Aug; 53(Suppl Suppl 1): 2910–2931. These findings suggest that: Heterogeneous relationships between labor income and overall health across racial groups. The results highlight the need to provide safety nets for adults who experience a decline in income to prevent worsening in health. 2 0 Race and Ethnicity Population Data in US 2 1 Saudi Arabia's Ethnic Groups And Nationalities  https://www.worldatlas.com/articles/saudi-arabia-s-ethnic-groups-and-nationalities.html 2 3 Saudi Arabia - average fast food consumption per week in 2017-2018. Consumption of Fast Food in KSA About 30.79 percent of respondents in Saudi Arabia stated they eat fast food less than once per week. Some of the common food items in Saudi Arabian kitchen include wheat, rice, lamb, chicken, yogurt, potatoes, seafood and dates. foods and dishes foods and dishes foods and dishes Jareesh Khmer Mabshoor Haneeth Markook Manthoo Hininy Aseedah Roz Bukhari Madfoon Harees Kanafeh Mandi Mutabbaq Muhallebi Jalamah Sambusak Basbousa Ka'ak Saleeg Umm Ali Kabsa Dates Mohalla  USA Population Considerations Consumption of Fast Food: There is a higher prevalence of fast food restaurants in African American and low income neighborhoods. In addition, evidence shows that low-income and non- white individuals consume more fast food. 2 7 USA Population Considerations Food Preparation. Individuals from racial and ethnic minority groups may have traditional cooking practices (e.g., frying instead of baking, use of lard instead of canola oil) that could put them at greater risk for chronic diseases. USA Population Considerations Demand for healthy foods: Low availability of healthy foods in racial and ethnic minority neighborhoods is partially the result of a lower or demand for healthy food options. USA Population Considerations Target food marketing: Advertising for unhealthy foods is often targeted more towards racial and ethnic minority audiences. Likewise, fewer advertisements regarding healthy foods such as fruits, vegetables, and dairy items are directed towards these audiences as compared to general populations. USA Population Considerations Belief in diet disease connection. Evidence suggests there may be different perceptions of disease risk in relation to group membership. Individuals may not view chronic disease as something that can be prevented by healthy food consumption patterns and other lifestyle habits. USA Population Considerations Stress. Ethnic and racial minorities may face multiple life stressors, such as discrimination, violence and poverty. Higher levels of stress often can contribute to unhealthy lifestyles, including poor nutrition. Poor Nutrition Nutritional problem or malnutrition is the condition of improper or inadequate food intake or inadequate absorption of food. And it manifests in so many diseases. It comprises four forms under nutrition, over nutrition, imbalance and the specific deficiency. Affected Groups: » Pregnant women and mothers » Infants under the age of two years. » Children and adolescents. » Elderly. Racial/Ethnic Disparities in Chronic Diseases of Youths and Access to Health Care in the United States Asthma. Diabetes Mellitus. Obesity and Overweight. Hypertension. Mental Illness. Attention-Deficit/Hyperactivity Disorder. 20 Strategies to address these considerations of USA. ❖ Improve availability of healthy food choices. ❖ Improve access to healthy food choices. ❖ Make use of the power of media. ❖ Provide hands-on learning opportunities. ❖ Address barriers related to language. ❖ Tailor to culture. Strategies to address these considerations ❖ Provide cultural competency training. ❖ Involve the priority populations. ❖ Engage community stakeholders. ❖ Address participant needs. ❖ Use established settings. Strategies to address these considerations of KSA. 1- The Healthy Food Palm (HFP) was developed based on the culture and eating habits of Saudi Arabians to preserve and enhance nutrient adequacy and improve health by emphasizing foods and food groups that reduce the risk of chronic diseases. Saudi Food & Drug Authority Launches Healthy Food Strategy. SFDA has launched a strategic plan for healthy food in the Kingdom, which involves determining allowable rates of sugar, salt and saturated fat in processed food. The plan focuses on key aspects that studies have shown to have a significant impact on public health. A “signal light” system of green, yellow and red will be used on products to indicate the amount of sugar, salt and fat. The plan will also involve awareness programs and nutrition counseling on safe and healthy food.