This project is about organic food. This is food, which has been produced to standards designed to keep the production more ‘natural’. Fewer, if any, chemicals are used and most pesticides are banned – when they are used they are very carefully controlled.
There are various bodies in the UK who certify food as organic including DEFRA, Organic Farmers and Growers (OF&G), Scottish Organic Producers’ Association (SOPA), Organic Food Federation (OFF), Soil Association Certification Ltd (SA Cert), Demeter / Bio-Dynamic Agriculture Association (BDAA) among others. These organizations certify food as organic following the standards laid down by the Eurepean Union. The Soil Association checks that organic foods are organic, runs campaigns to educate the public, helps farmers switch to organic farming, and carries out scientific research into organic farming.
The Natural Resources Defense Council (2012) states that organic food is generally produced “without use of synthetic chemicals, genetically engineered materials, sewage sludge or irradiation”. This means that no harmful chemicals are stored in the plants that can be consumed by humans when these plants are eaten as food. Harmful chemicals are not only used in production; they also include additives used in preservation, processing ingredients, food colouring, food flavours, as well as chemicals from packaging materials.
The harmful effects reported from continued exposure to such chemicals include birth defects, foetal deaths, cancer, brain damage and tumors, miscarriages, as well as malfunctioning of any the human systems due to overload of the liver in trying to destroy toxins in the body. While none of the individual chemicals have been proven to cause harm, the problem comes when a person is continually exposed to these chemicals. The cumulative effect of the chemicals on the body causes chronic illness which turns into a catastrophic illness with time.
Purpose
The purpose of this marketing campaign is to raise awareness about the harmful effects associated with organic food and make organic food a necessity in all homes. The reason for this is due to the harm posed to humans by processed and chemically produced foods. These processed foods contain hidden fats, salt and sugar and other chemicals that go in during the production process. Food certified as organic is not allowed to contain genetically modified ingredients.
UK Agriculture (2012) states that organic farming is supposed to integrate humane, environmentally and economically sustainable production systems, not just avoid pesticides, fertilizers and other chemicals. The agency states that farmers must observe the main principles of organic farming to produce certifiably organic food. These main principles are soil fertility and crop production, pest and weed control, livestock nutrition and welfare as well as environmental and biodiversity conservation.
Focus
The focus is on the fact that organic food is healthier, safer and more beneficial than food produced conventionally. Those who eat organic food think it tastes better than the genetically modified food. They will also buy organic meat, as naturally reared animals are treated better.
We will also try to raise awareness on the advantages of organic food, raise awareness on the benefits to the environment and in general increase the wellbeing of people living in the UK.
Situation Analysis
SWOT
Strengths
-Organic food is richer in vitamins, minerals, and retains the level of nutrients for much longer.
-It also gives people more energy through consuming low levels of toxics and chemicals that slow your body down.
Weaknesses
-Not all customers are concerned with good quality and nutrition.
-Not every potential consumer is aware of organic food.
-There is a rigid mentality of people to adapt to the change in their lifestyle.
Opportunities
-May aid in reducing Alzheimer’s in elderly.
-Food habits are changing.
-Standard of living is improving.
-Health conscious people.
Threats
-Organic food is more expensive.
-Companies like McDonalds or KFC have loyal customers.
-There is fashion of junk food among younger population.
Past or similar efforts: activities, results, and lessons learned
According to Organic Trade Association’s 2011 Manufacturer survey, sales of organic producers grew 17% overall. There have been a number of similar but unsuccessful campaigns that have to be taken into consideration. These campaigns failed due to wrongly selected target audience and non-accurate budgeting.
However, MarketingWeek reported in 2010 that The Organic Trade Board received ?2m from the EU to run 3 years awareness-building campaign on organic foods. This campaign was a response to a Food Standards Agency study that found no significant health benefits of organic food “normal” food. The ‘Why I Love Organic’ campaign was expected to boost to the market, and provide high visibility for organic food and drink and sought to reinforce the reasons why the public should choose organic food over other food. This ongoing campaign is said to have resulted in a 5.9% drop in sales in 2011 over 2010, as compared to a 13% drop in sales in 2010 over 2009.
This means that the campaign was successful is stemming the decline of sales of organic foods. Halliday (2011) further noted that there was a revived interest in organic foods in 2011 as organic milk, beef and baby food products were showing successful sales due to “prices and multi-buy discounts”. The campaign was executed via print ads, PR and digital activity. Members of the organization were also requested to include the campaign materials in their regular advertising products i.e. product packaging, brochures, websites, point of sale, and blogs among other means.
Target Market Profile
Size
As with the Organic UK campaign, this campaign is specifically targeted at the 6million women who shop in Britain. Additionally, the campaign will target the 66% of the 62Million aged 15-64 years since these are age groups that can make decisions on food choices, are conscious of health and environmental issues and can influence other decision makers.
Demographics, Geographics, related behaviors, psychographics
The main target market comprises of adults aged 25-54 years both male and female, since there is an increasing number of gay couples living together in civil unions. Dettman (2008) studied consumers of organic food and concluded that “well educated Caucasians with higher incomes are the most likely sector to focus marketing of organic vegetables” indicating that income levels and ethnicity were key characteristics. Another attribute cited as a characteristic was level of education where it was found that “increases in education led to higher likelihoods of purchasing organic produce”.
However, emerging trends show that existing and potential consumers do not fit the traditional organic consumer profile, i.e. Caucasian, fairly well-educated, fairly high-income, heterosexual, females in their 30s or 40s with children. Lipson (2008) notes that the modern existing and potential organic consumers “look and behave very differently from each other and from the models on which the industry relies. Instead, they are linked by common values and principles that shape buying habits and purchasing priorities.”
Stage of change (readiness to “buy”)
The target audience is in the Precontemplation Stage where they do not see the need to change to organic food. Since the campaign is an informational campaign, it will encourage the audience to rethink their choices of food, encourage self-analysis and introspection as well as explain the risks associated with their current food choices.
Marketing Objectives and Goals
Social marketing objectives
Through our marketing campaign we wish to alter the behavior in which the adult British population conducts regular grocery shopping. The message of our campaign is that organic food is the better choice due to its health benefits and to highlight the harmful effects of non-organic food. The audience will believe the evidence because we will use communication materials that show the adverse effects of continued use of non-organic foods such as illness, effects on environment and the loss of wildlife in areas affected by chemicals. Moreover, advertisements used in France were shown to have led to a 20% increase in sales of organic food.
Also, being able to supply facts and statistics behind the production of organic products will also allow people who are unaware of organic products to become more familiar with its benefits. Motivational factors can be added to encourage consumers they have made the right decision in terms of creating a healthier lifestyle for themselves by purchasing Organic products.
Goals: measurable and time sensitive
Our main goals are:
- To increase demand for organic products by 15% by creating awareness of the benefits of organic products over the next 12months
- To increase acceptance of belief for organic products in the minds of the consumer as this would prolong their faith in organic products for as long as possible by 10% over the next 12months.
- To increase levels of knowledge by 25% on the exact differences between organic and non-organic foods over the next 12months.
Target Market Barriers, Benefits, and the Competition
Perceived barriers to desired behavior
One of the barriers we will face while running our campaign are the existent bad habits of the UK society. It might be hard to influence someone with already formed values and they may be resistant to change. The other significant barrier is the availability of the restaurants and supermarkets that sell organic food. It is much easier to have a meal in a regular cafe or buy vegetables in a non-organic supermarket.
Potential benefits for desired behavior
The greatest benefit we offer is better health and wellbeing of people and their children. The possibility of various diseases at an older age also dramatically decreases. And of course there is a benefit towards our environment and animal welfare.
Competing behaviors
The competitive behavior is consuming and buying non-organic food. This is an already established behavior will may be hard to change. People are not aware of variety of benefits organic food offers. The other reason is the cost. It is cheaper to buy processed food, rather than organic.
Targeting strategy
In order to speak to the target market, the campaign shall speak to the described target market profile using mass media inorder to reach as many as possible. This is also because the target target includes people of all demographics, geographics, psychographics, behaviouristics, and geodemographics characteristics. The only linking factors is their values.
Positioning Statement
We want people who are not/are pro-organic to start and continue consuming organic food and see it as the most valuable choice in the sense of their own welfare and animal welfare and as more important and beneficial than going to gym.
Marketing Mix Strategies (4Ps)
Product:
The Core product is the benefit of good health to the public target market by changing shopping behaviour to include only organic food as opposed to total non-organic or mixing of non-organic and organic foods. The actual product is an increase in sales of organic foods by the target market. The sponsors will include major retailers who will increase shelf space allocated to organic food as well as restaurants that use organic food. The augmented products are good health, better environment, saving of biodiversity and better enjoyment of food.
Price:
Usually, the cost of non-organic food is lower than organic food costs. Customers who are price-sensitive may choose a food item due to its price. However, by focusing on the harmful effects of the cheaper non-organic food, we can convert them to buying organic despite the higher price.
Place:
The campaign shall run on mass media including both electronic and print media. Additionally, we shall place flyers in many fast food restaurants indicating the benefits of choosing organic food as opposed to non-organic. Additionally, we shall use social media such as Facebook and Twitter to get people involved and to invite them to influence their friends. The campaign shall be conducted from a website with links to various popular sites asking people to make a choice to live longer by eating better.
Promotion:
The message is primarily invite the target audience to make a choice to live longer by eating better. The secondary message is to save the planet by choosing organic food as its production seeks to conserve the environment and biodiversity.
Evaluation Plan
Purpose and audience for evaluation
The audience for evaluations is both people who consume organic and non-organic food. The purpose of this is to get knowledge about different type of audience and understand what exactly they want and need in order to change or remain their habits.
What will be measured?
The measurement will be the level of knowledge of organic food and how it differs from non-organic food. The information people hold about organic food and the benefits it provides.
How and when measures will be taken
The measures will take place on the stage of research before the actual campaign.
So we will hold the necessarily information about our target audience and will be able to deliver our message as efficient as possible.
Budget
Budget
As our product and targeted social problem is to do with people spending more money on a cheap product we will need to have a large budget to implement this. Organic food is not just a onetime donation; it is a continuous consumer habit that we are trying to ingrain in consumers to continuously keep buying organic food, which will increase family’s weekly food budget. We will therefore need to have a large budget to attract customers who we will try to persuade to buy organic. Seeing as we will not be having a nationwide campaign and to start we will just be targeting the main metropolises and the high-income areas I would suggest we need a budget of ?20,000 to start. This money would eventually be made back as organic food sales increase profits. Also as this falls in the agricultural sector we could be entitled to government funding or low interest rate agricultural loans.
This graph shows the income divided by areas of London households so we can decide which boroughs we can target to sell organic food too. The budget would be spent in advertisement as well as buying and cooking the organic food and giving it out as a free sample. The budget would be divided as 50% spent on advertisement costs as well as a further 40% spent on ingredients and cooking tools and the final 10% to be spent on miscellaneous costs such as chefs fees or printing costs for brochures.
Implementation Plan
The way we will implement our approach to attracting individuals to move from regular processed food to organic is a two-pronged approach. Firstly we will be giving out free information in the form of printed brochures and in poster form to educate people about the importance of organic food and how it could in fact save money, as it would cut out medical bills in a long-term process. The second part of our campaign is that we will try to go out to supermarkets or on busy streets and give people tasters of cooking with organic food. We will also let them see the difference as we will let them try processed fruit and organic fruit and see if they can taste the quality and the freshness in the organic version. This will appeal to the public and I believe it will be successful, as people love to receive anything free and always want to try and taste new food.
