Target Customer Progression

We are targeting people who are physically active and interested in breast cancer, but who don't necessarily consider those characteristics as related.

Segmentation

Here I attempted to plot the market. Since I am engaging in an Acquisition/Stimulate Demand strategy, there is no market leader. While the big players like Susan G. Komen and American Cancer Society to partake in fitness-oriented fundraising events for breast cancer, their focus is not on prevention, but rather on fundraising for research and treatment. SOWF focuses on prevention through physically challenging fitness events. Does this make sense?

5 Box Positioning Statement

The Big Picture

Marketing Objective/Source of Volume

§ Acquisition/Stimulate Demand

o I want to create new behaviors among women (and men) who are already physically active, but who are not aware of how to reduce risks for breast cancer.

STP:

§ Main Variable: Emphasis on breast cancer prevention through exercise and education

§ Bodies/Target Audience:

o People who are physically active, but don't think about breast cancer prevention while they exercise. They either belong to gyms or partake in other forms of exercise outside of the gym (i.e. studio classes, physical training, running, walking, biking, etc). When they want to help fight breast cancer, they make a monetary contribution.

o Ellen is in her mid 40’s. She lives with her husband and two kids in an upper-middle class suburban community. She has a family history of breast cancer and is a sucker for any product or service with a pink ribbon attached. She is moderately physically active. She doesn’t belong to a gym, but she does pilates and yoga a few times per week. For cardio, she walks with her friends almost every morning. She has a big social network and likes to exercise with her friends. She considers herself a healthy eater, but finds it extremely difficult to lose weight. She hates dieting, but would like to lose a few pounds. She contributes to local fundraisers a few times per year and makes monetary contributions to charities that are close to her heart.

Register today!!

http://www.saveourwomenstore.myevent.com/

Our pick a registered ryder to sponsor and make your donation online!

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Please support this great cause, but checking out our new website. Registration is available online. Please let me know if you have any comments or questions on how to enhance usability on this website. Thanks!!

www.saveourwomenstore.myevent.com/

Q-Tips

What happens when you can't find the line between products and brands? This has become a bit of a blur for breast cancer organizations. Is the pink ribbon a product or is it a brand? What do you think? I think the pink ribbon started quite tactical and has become a large part of the brand today, much like bulls-eye for Target. One of the biggest challenges for breast cancer organizations is maintaining a positive and reputable brand. If the pink ribbon becomes tainted, what will happen to Susan G. Komen's reputation? What about the other breast cancer organizations?

I realize this is slightly off topic from my project, but Professor Nordheilm's lecture motivated me to jot some of these thoughts down for later reflection. Feel free to post your thoughts.

"the pink ribbon has become the Q-Tips of breast cancer" -Christie Nordheilm