Marketting plan

Rationale

In this era, more than 2 billion monthly active users are on Facebook and 1.8 billion users are active users in YouTube every month. The use of What’s app is greatly influenced by the number of people using smartphones which have greatly increased (Canvasser et al., 2015). Therefore, using these three channels to reach women and enhance their healthy lifestyle is most convenient. Facebook provides a feature of live videos where the trainers can be live as all the other members follow at the comfort of their homes. The best thing about this feature is that it can be saved for later. Therefore, those women who cannot catch up in the morning hours can always create another schedule and continue with the exercises. It also provides a platform for the nutritionists to offer guidance and practical examples of the healthy foods that women should take. Women who joined first will always give their positive comments and this will attract other women to participate. Most women join such programs because they want their body to look young and well-toned (Arigo et al., 2016). Therefore, changes that can be seen will always attract many more of them. YouTube is a social media platform that enables people to access already recorded videos. This, therefore, means that everyday videos that show women as they work out in different places, therefore, will be put out there for all the others to access. More women especially the overweight ones are willing to work-out and lose some weight but are afraid of taking the first step (Darroch& Giles, 2016). Since YouTube can be able to reach as many people as possible, it will be easier to promote the behavior of healthy living and women involved in physical activities. This will help overcome the stigma that exists in the society that being overweight or obese is a matter of overeating and hence one cannot work out (Vella et al., 2016). Whatsapp on the other is an app that is available for almost every person who has a smartphone. It is known to help people create groups in which they share common interests. Therefore, a Whatsapp group will make it possible to pass this information to women who in turn pass it to their friends. At the end of the day, more and more people would have joined the initiative. Participating in a health initiative is more inspiring when with the support of family and friends (O’Connor et al., 2016). Therefore, the use of Whatsapp will increase the morale that the women have to remain fit together with their friends.

Nature of Sport Marketing

Promoting healthy living amongst women is a difficult initiative especially because most of them have given up on losing weight. After giving birth, most women sustain a lot of belly fat and this affects their self-esteem. Most women have tried some methods which have been said to work in weight loss only to be disappointed (Ross et al., 2015). However, most of the time people give up on exercise and other weight loss initiatives because it cannot be measured and proven to work within a short period of time. It should be an ongoing process that people take to be a lifestyle. According to Polak et al. a joint initiative on healthy lifestyle requires the adoption of increased responsiveness and competency as well as positive attitudes (2016). Research carried out in London showed that the positive perception of the healthcare workers promoted willingness to participate in lifestyle initiatives as well as reducing barriers to such implementations. As such, adopting an initiative for all women is a better way of promoting health and fitness.

Implications and Practical Applications

ThisGirlCan is an initiative that focuses on motivating women to take up steps in healthy living. It can be adopted by all women irrespective of their location or ability to attend a fitness center. This initiative promotes being physically active at any point and place without struggling. It becomes a routine exercise for the people which in general promote a habit of a healthy lifestyle. Therefore, it is not just for a short period of time but rather for the entire lifetime of a woman. As such, social media will help in reaching out and teaching women on the benefits of healthy diets and physical activity for their entire life and not a specified period.

References

Arigo, D., Butryn, M. L., Raggio, G. A., Stice, E., & Lowe, M. R. (2016). Predicting change in physical activity: A longitudinal investigation among weight-concerned college women. Annals of Behavioral Medicine, 50(5), 629-641.

Canvasser, N. E., Ramo, C., Morgan, T. M., Zheng, K., Hollenbeck, B. K., &Ghani, K. R. (2015). The use of social media in endourology: an analysis of the 2013 World Congress of Endourology meeting. Journal of endourology, 29(5), 615-620.

Darroch, F. E., & Giles, A. R. (2016).A postcolonial feminist discourse analysis of urban Aboriginal women's description of pregnancy-related weight gain and physical activity.Women and Birth, 29(1), e23-e32.

Montesi, L., El Ghoch, M., Brodosi, L., Calugi, S., Marchesini, G., &Dalle Grave, R. (2016). Long-term weight loss maintenance for obesity: a multidisciplinary approach. Diabetes, metabolic syndrome and obesity: targets and therapy, 9, 37.

O’Connor, S., Hanlon, P., O’Donnell, C. A., Garcia, S., Glanville, J., &Mair, F. S. (2016). Understanding factors affecting patient and public engagement and recruitment to digital health interventions: a systematic review of qualitative studies. BMC medical informatics and decision making, 16(1), 120.

Polak, R., Shani, M., Dacey, M., Tzuk-Onn, A., Dagan, I., &Malatskey, L. (2016). Family physicians prescribing lifestyle medicine: feasibility of a national training programme. Postgraduate medical journal, 92(1088), 312-317.

Ross, R., Blair, S., de Lannoy, L., Després, J. P., &Lavie, C. J. (2015).Changing the endpoints for determining effective obesity management.Progress in cardiovascular diseases, 57(4), 330-336.

Tsai, S. A., Lv, N., Xiao, L., & Ma, J. (2016).Gender differences in weight-related attitudes and behaviors among overweight and obese adults in the United States.American journal of men's health, 10(5), 389-398.

Vella, S. L. C., Nagesh, P. B., Ruddock, H. K., Christiansen, P., Jones, A., Robinson, E., ... & Hardman, C. A. (2016). The Potential Impact of Body Mass Index, Cognitive Dissonance, and Stigma/Response to" The Potential Impact of Body Mass Index, Cognitive Dissonance, and Stigma". Obesity, 24(10), 2023.