Obesity Prevention Marketing Plan Obesity Prevention Nonprofit Research Paper

Excerpt from Research Paper :

Obesity Prevention

Marketing Plan

Obesity Prevention Nonprofit Organizational Marketing Plan

The primary purpose of this report is to help investors understand the need for a program which will help reduce obesity throughout the UK and then less developed countries in Eastern Europe. The problem is that the environment that many developed countries have created for themselves advances obesity without intending to. There is also the danger among less developed countries, that are beginning to see some amount of prosperity, that they could have the same issues that the rest of the developed world is having (Hill, Wyatt & Peters, 2005).

The goal is to use a program that has been proven to be effective to make sure that people have the tools that they need to be able to combat obesity. The issue is that the predominance of obesity is among the poor and especially with women and children. Therefore, this program is designed to work with hospitals to seek out people who would be willing to enlist in a program that would provide education and support as they try to either reduce obesity where it is already occurring and to educate people so that the occurrence is lessened.

This program is endorsed by studies which have been conducted in clinical trials to see if it does indeed reduce obesity. The success rate was great enough that it the process was endorsed by hospitals and doctors across the UK. Much of the funding has come from these institutions and individuals.

Funding for this project comes from partners in the healthcare industry, doctors, corporate sponsors and from government grants. The funding is sufficient for the first three years of the project, and additional funds are already being elicited through further partnerships. The problem could be when the company moves into the foreign market. Since the goal is to make this a worldwide solution, it is necessary to begin in a test market of slowly developing countries in Eastern Europe. The countries chosen have been chosen for their base economies which are presently growing at a positive rate. The thinking is that these countries will have issues with obesity as many industrial nations do as they develop. The funding in these areas is not as firmly established, but startup costs are already being gained from foundations and corporate sponsorships in the UK.


The two possible products that were discussed for this project were related to starting a company which provided some form of assistance related to either heart disease or obesity prevention. Both are problems that have plagued the developed nations of the world for some time, but both are becoming epidemic (if they are not already). Heart disease is a more dangerous immediate problem because it can cause death instantly. Obesity, on the other hand, is like many other killers (alcohol, high cholesterol) that take time to cause adverse effects, but many of these types of issues are more dangerous to the world as a whole. The reason that obesity is probably a the more dangerous of the two in the long run is that it is significantly linked to heart disease and to other very detrimental health effects. From;

"the Foresight Commission report Tackling Obesity: Future Choices states that in the UK obesity has doubled over the last 25 years, and that in England, nearly a quarter of adults and approximately 10% of children are now obese, with a further 20-25% of children overweight. They suggest that by 2025, 40% of Britons could be obese" (Colls & Evans, 2010).

This is in the UK alone, but research worldwide has shown that obesity is problematic in most nations. Also, its "co-morbidities'…include heart disease, some cancers, and type 2 diabetes" (Colls & Evans, 2010). Therefore, this product is going to be with regard to the worldwide obesity epidemic.

The product under discussion here will be a health related intervention that can decrease the incidence of obesity in the UK and other spots which the company decides to operate. The original launch will be in the UK with subsequent investigation into Eastern Europe as a possible secondary launch site. The intervention will be based on training poor women how to decrease their own greater tendency for obesity (Wakefield, 2004), and how they can help their children reduce the possibility of lifelong obesity themselves.

Situation Analysis

The Company

The company is structured as a nonprofit that works in various forms of social marketing to improve the lives of people and their overall environment. The basis of a nonprofit has changed over the years from one which primarily uses "include income from the people who consume and pay for the services of a particular organisation, membership fees from those who may choose to join a particular organisation, fundraising, government contracts and grants, interest or rents received from investments and other business activities" (Zappala & Lyons, 2006), to one that has taken on the approaches used by for-profit companies and government agencies. The company model has had to change as a result. In general, nonprofits have been run by subject matter experts who were professionals in the discipline with which the nonprofit was concerned (Thomas, 2004). However, since there are less donations and government funds to go around, a nonprofit must exist using business principles which are often unfamiliar to professionals who do not have a business background (Frumkin & Kim, 2001). That is the model for this business also. Since the market is now filled with companies who are developing new ways to finance social marketing, this company also needs to look into every possible avenue for funding if it wishes to compete for the funds that are out there.

It may not be intuitive that there are enough funds from businesses and others during this economic climate, but they are still present. According to a market report in 2003 about 92% of companies "contribute to a cause or participate in some form of philanthropy" (Thomas, 2004). Because of the breaks that companies are able to realize in corporate taxes and due to the positive advertising that giving brings, companies are more likely now than ever to contribute to what they believe is a worthy cause. This nonprofit will solicit funds in the traditional ways, but will also try to think more like a for-profit business when it comes to building brand and soliciting business.


The primary customers of the business are the people that will be helped by the product. Studies have shown that people who are in the lower income brackets, women and children are more likely to have issues with obesity. The primary problem has been identified to be an public atmosphere that promotes obesity even as it says it does not.

"Our current environment has been characterized as one that provides a plentiful supply of inexpensive, high-energy, good-tasting food that is available continuously throughout the day. Similarly, our current environment is one in which the need for physical activity has largely been eliminated from the daily lives of most people. Our ancestors had to expend substantial physical effort to secure food and shelter and for transportation. Today, these activities require little physical effort. Most of our leisure time is spent in sedentary pursuits" (Hill, Wyatt & Peters, 2005).

As for customers, this means that the entire world (but especially industrialized nations) are customers for a business which is trying to change the obesity environment, and specifically change it for underprivileged women and children.


There are many competitors in this field, but it is easier to see them as collaborators than strict competitors. However, there will be institutions which are competing for the same funds that this company is. These are nonprofits which are specifically targeting people who are either obese themselves, are trying to help someone who is obese, or they have a program which in some way drains social market funds. It does not matter that a company necessarily has a primary obesity prevention focus because most of the funds that are designated for this type of product will be spent on a type of social welfare, not specifically spent on a type of program (Raval, Subramanian, & Raval, 2007). Therefore, the list of competitors for this type of business is long.


Most of the time a company that specializes in a social product will either have government backing already in place or they will have corporate sponsors to help ease the financial burden. This company will seek government grants, but there will be no government funds as the business plan has already stated. Thus, there will have to be some collaborators who are available to help with the funding, advertising and implementation of this product.

The companies solicited will be hospitals and social work agencies to help deliver the message to the target group, companies that wish to advertise at functions the company is putting on and help with general funding grants, and social marketing advertising companies to assist with advertising the program. These collaborators…

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