Marketing for Health and Wellbeing Assignment Report - UniSA, Topic 7

This report provides detailed answers to a marketing assignment focusing on health and wellbeing. It begins by describing the 'onion layer model' of competition for Foodbank SA, emphasizing the need to provide low-cost food. The report then explores how partnerships with Foodland can enhance the physical availability of charitable services, providing specific examples. It also examines branding elements used by The Physio Clinic and the communication principles employed. Furthermore, the report identifies and justifies behavioral and attitudinal metrics for evaluating Foodbank SA's performance, highlighting the importance of each metric. Finally, it analyzes the Coorong Healthy Highway initiative, outlining the partnerships involved, along with the benefits and drawbacks for each organization.

Assignment

Contents
Question 5.............................................................................................................................................2
Question 6.............................................................................................................................................2
Question 7.............................................................................................................................................3
Question 8.............................................................................................................................................3
Question 9.............................................................................................................................................4
References.............................................................................................................................................5
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Question 5
The onion model is a type of template, and mainly a graph-oriented diagram. This specific
template is used to be applied to depict a growing relationship between various conceptual
ideas. The competition in a market can be described effectively with this onion model. In this
model, the business entity is at the center of the model Górnicki, Kaleta and Choińska, 2020).
The onion model is useful for analyzing the competition scenarios of Foodbank SA. There
are various types of customers of Foodbank and their needs are also varied from person to
person. The customers give useful signals that are effective to understand the needs and
demands of the customer. The signals of the customers can be segregated into layers of the
onion model. These three layers are intent, profile as well as affinity. These three signals are
useful for the marketers and strategy makers of Foodbank as these provide an essential sense
of data from social media and which in turn support in developing actionable insights to
improve the marketing campaign of the firm (Sheehan, 2011).
Question 6
The partnership of charitable institutions with the Foodland brand would be considered as
very much advantageous. Partnership with giant supermarket businesses can encourage
charitable institutions to reach out to more and more population. This would foster human
welfare and wellbeing. Through the support of larger organizations, the various charitable
institutes can carry out their society based programs more efficiently. Some of the examples
could be Morgan Stanley which is a giant financial service business, Inspira’s partnership
with Alex’s Lemonade Stand Foundation and BoxLunch’s partnership with Feeding America.
Morgan Stanley put more focus on social issues such as hunger in the US. The company
donates $2 million per year to Feeding America. Almost 6000 employees of the organization
were also the volunteer of a charitable trust (Jukić, 2019). Inspira has also its alliance with the
charitable trust which fights against childhood cancer. The organization donates a fraction of
its business profit to this charitable trust. BoxLunch has formed a civic-minded model for its
business in order to take action towards the huger issue in the US. Customer those spend $10
on the products of BoxLunch, the business offers a meal to the individuals struck with hunger
crisis.
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Question 7
Physio or physiotherapy is said to be the science-based healthcare work. This helps in the
recovery of illness or injury among the patients. Sometimes it is denoted as Physio or PT. it is
sometimes easy to think that the Physio clinic is not at all required of branding. But to deal
with the competitive market it is important to do branding and provide the best possible
things to attract their patients (Simonson and Schmitt, 2014). Elements for branding that are
employed by The Physio Clinic are:
 Design of logo
 Proper communication
 Change is much important regarding the message. It is the responsibility of the Physio
clinic member to meet the required aspirations and requirements of their patients.
 Creation of a website page that provides a detailed video about their work.
Communication will help in the enhancement of the healthcare of the patient. Allied Health
Professions adopt effective communication to improve the patients' health along with
avoidance of errors. These may include verbal or non-verbal modes of communication.
Frequent questioning of the patients will help in addressing the issues (Valebnikova,
Guzikova, and Ignatyuk, 2015).
Question 8
The two behavioral metrics that are mainly used to evaluate the performance of Foodbank SA
are conversion rate and churn. Both of these heavily impacts the revenue of a firm. On the
other hand, the two attitudinal metrics are sales conversion and responsiveness. This
attitudinal metrics fully completes the whole scenario of marketing ROI. Both the behavioral
and attitudinal metrics are based on the consumer's requirements and expectations from the
Foodbank SA. The attitudinal metrics mainly used to understand how consumers are feeling
about a brand or a service. But the behavioral metrics are mainly based upon, if the
consumers are performing on their thoughts and loyalties (Chigora and Zvavahera, 2016).
The attitudinal metrics are the most chosen ones as these attributes according to the market
demand. This attitude scale accurately measures the social attitude of an individual and act
accordingly in the context of marketing management. This metrics helps the business to
undergo certain liabilities and risks that can affect the business and its goals (Frischmann and
Gensler, 2011).
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Question 9
Coorong Healthy Highways initiatives have changed the food outlets all over the Coorong
District Council regions. The Coorong Council has carried out a partnership with some local
businesses. Some of the examples of local businesses are TAFE, UNISA, Flinders University,
and the Heart Foundation. The main objective is to enhance nutritional takeaway and dine-in
options within restaurants, cafes, service stations, supermarkets, and hotels.
Heart Foundation
Pros
 It offers a significant opportunity for the trend of nutritious and fresh food in order to
engage thousands of individuals.
 The partnership also enhances brand awareness of the organization (Harrison, 2012).
Cons
 There is lower accessibility towards healthy food products and extended traveling
distance.
 In addition to this, the lower income of the individual can be some of the
disadvantages or issues.
TAFE Company
Pros
 This partnership would be very beneficially for the rural community
 The partnership would develop the economy of Coorong
Cons
 There is a lack of proper access to remote areas that need significant help from these
particular initiatives.
 unable to develop health equity at the regional level
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References
Chigora, F. and Zvavahera, P. (2016). Attitudinal and Behavioural Loyalty: Zimbabwe
Tourism Brand Performance Ascendancy. Business and Management Horizons, 3(2), p.52.
Frischmann, T. and Gensler, S. (2011). Influence of perceptual metrics on customer
profitability: The mediating effect of behavioural metrics. Journal of Financial Services
Marketing, 16(1), pp.14-26.
Górnicki, K., Kaleta, A. and Choińska, A. (2020). Suitable model for thin-layer drying of root
vegetables and onion. International Agrophysics, 1(34), pp.79-86.
Harrison, E. (2012). Performing Partnership: Invited Participation and Older People's
Forums. Human Organization, 71(2), pp.157-166.
Jukić, D. (2019). Strategic analysis of corporate marketing in culture management. Strategic
Management, 24(1), pp.10-18.
Sheehan, B. (2011). Basics Marketing 03. Lausanne: AVA Academia.
Simonson, A. and Schmitt, B. (2014). Marketing aesthetics. [Place of publication not
identified]: Free Press.
Valebnikova, O., Guzikova, L. and Ignatyuk, A. (2015). INNOVATIVE APPROACH OF
CAPITAL MANGMENT OF COMMERCIAL BANK IN CASE OF UST OF
STRUCTURED INVESTMENT PRODUCTS. Sovremennye issledovaniya sotsialnykh
problem, 0(1), p.480.
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