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.