Social Marketing
Nutrition and Physical Activity


Make Strategy Decisions

Once you have made decisions about the audience and behavior, it is time to think about the marketing mix to determine how behavior change will occur with your audience. We'll start with "product."

IV: Strategy for ChangeDevelop Product Strategy

Part of your product strategy comes from the behavior you've chosen but the behavior alone isn't your total product. You are not only selling the behavior, but a package of benefits that comes along with the behavior. Choosing a behavior that is relevant and attainable for the target audience is the first step in developing a product strategy. Next, you may need to use, create, or modify some tangible products or actual services in addition to the behavior you want to change; for example

  • Cookbooks.
  • Food diaries.
  • Pedometers.
  • Nutrition counseling.
  • After-school care.
  • Breastfeeding support.