HEAT WAVE: COOL YOURSELF DOWN 2
Heat Wave: Cool Yourself Down
Part 1
An identifiable set of people who are considered to be the target market for a product,
advertisement, or study and who possess specific traits is known as a target population (Willie,
2022). To act as the objective audience for a certain goal, this subset of the whole population is
carefully selected. Target populations are concepts that help researchers, marketers, and
advertising concentrate their efforts. Their efforts can be better tailored to engage and reach this
particular group by identifying certain criteria.
My target population is those individuals in the 55–64 age range. This age range is frequently
linked to the pre-retirement stage, during which people may be changing careers, preparing for
retirement, or still be employed. Important variables influencing this population group are
lifestyle decisions, financial security, and health. Many people in this age range still have
children living at home, and they frequently go to outdoor events where they are exposed to
different weather conditions and environmental factors.
Senior adults who are exposed to high temperatures run the risk of contracting heat-related
illnesses. These ailments can range in severity from little discomfort to life-threatening illnesses.
Heat-related infirmities can even be fatal if improperly treated. Their slower rate of temperature
adaptation makes them vulnerable to heat-related sicknesses. Our bodies ability to adapt to
abrupt temperature changes decreases with aging. It may be more difficult for older people to
adjust to intense heat than for younger people. Their inability to regulate body temperature may
be impacted by long-term medical conditions or the medications they take, leading to a delayed
reaction (Sorensen & Hess, 2022).
With a focus on temperature, the umbrella that I am selling tracks vital signals.
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It will alert one when an illness brought on by the heat has been experienced. The umbrella will
immediately lower body temperature by emitting a light mist if=a heat-related illness is identified.
Bringing the body's temperature down to below 104 degrees. Emergency medical assistance will
be summoned and the patient will be taken to the hospital for further care if their body
temperature rises to 106 degrees or higher. When someone's body temperature hits 106 degrees
or above, 911 is immediately notified, and the person will be taken to the hospital for further
care.
The difficulties the elderly have maintaining their body temperature during heat waves are
covered in the article "Impairments to Thermoregulation in the Elderly During Heat Exposure
Events." Heat waves are a serious threat to public health because they raise the probability of
hospital admissions and mortality among the elderly (Millyard et al., 2020). There are other
important parameters to consider, even though studies have frequently concentrated on particular
aspects of thermoregulation, such as sweating capacity and skin blood flow.
The ability of the elderly to feel increased physiological strain during heat exposure is an
emerging field of study (Millyard et al., 2020). It seems as though they might not be able to
detect the effects of heat on their body sufficiently. The number of mature adults worldwide is
growing; hence it is imperative to create, assess, and apply strategies to lessen the effects of heat
waves on this susceptible demographic (Millyard et al., 2020). Although there is a need for
comprehensive measures, behavioral techniques like staying hydrated and seeking refuge in air-
conditioned facilities can assist minimize heat-related hazards.
The effects of heat-related ailments on the elderly are shown in the following statistics.
According to Kahn (2019), in the United States, 3,066 people died from heat-related illnesses
between 2018 and 2020. Those between the ages of 55 and 64 accounted for the largest share of
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these deaths (19%). Among the 12,000 Americans who are thought to die each year from heat-
related causes, more than 80% are older than 60. Heat-related deaths among older persons are
predicted to rise as Earth's temperature rises and human populations continue to age. These
statistics emphasize how crucial it is for mature citizens to take heat safety precautions,
particularly in sweltering temperatures.
Part 2
The eight Ps of marketing are product, price, place, promotion, publics, partnership, policy, and
purse strings (Sharma, 2021). To have them cooperate for your marketing mix is the aim. When
you succeed, the chances of drawing in and winning over potential clients will be considerably
higher.
Product is the first of the Ps. This is what you market. Products are the services and goods you
provide, both tangible and intangible (Sharma, 2021). If done correctly, your product can
function as a standalone marketing tool. It has the power to make consumers brand evangelists.
The second P is price. One of the most crucial things to establish is your price policy. Your
choice of price for your good or service has consequences. Your profitability is impacted by your
pricing approach. It can identify the types of people who might become your clients.
Furthermore, it might impact client satisfaction.
Place makes up the third P. Place describes the location of the purchase, sale, and use of your
good or service (Sharma, 2021). Depending on the business, this varies greatly. Online digital
products are clearly different from retail. Moreover, services and products are not the same.
Consistency is a crucial requirement. Ideally, the customer experience should be the same on all
platforms. Next up is promotion. To entice people to purchase your goods or service, all you
have to do is promote it. Direct marketing, conventional advertising, and product placements are
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all included in your marketing communications (Sharma, 2021). The use of integrated marketing
communications is one of the best methods of promotion. Here, holistic marketing is mentioned.
By using all owned, earned, and paid media channels, you convey a consistent message.
The next in line is Publics. Publics comprise internal and external groups=associated with a
corporate organization through Social Marketing. All individuals within the organization
involved in the approval process, campaign planning, and execution of Social Marketing
initiatives are considered internal publics (Sharma, 2021). Policymakers, the target audience, and
any ancillary audiences=are examples of external publics. For=social marketers to effectively
promote their cause or causes, they frequently have to go=beyond their intended demographic.
Partnership is key. For a company organization to be successful in social marketing, it cannot
take independent action (Sharma, 2021). It must collaborate with other groups and form
relationships with actual community members. Partnerships can be established, for instance, with
corporate sponsors, school boards, media outlets, and medical associations. It is crucial to join
forces with other groups that share similar objectives. The reason for this is that a lot of social
issues nowadays are so intricate and multifaceted that a single group cannot resolve the issue on
its own.
One vital aspect of policy is this. Motivating someone to modify their behavior is a challenging
task. That’s why social marketing initiatives need to permeate societies operations to=be effective
over the long run. By putting in place the necessary laws and regulations, this may be
maintained. In the long run, this will increase the environment's support for=good development.
Techniques including advocacy, media advocacy, lobbying, and collaborating with politicians or
policymakers=are some of the most successful ways to change policies (Sharma, 2021). The
source of funding is referred to as purse strings. The development of social marketing initiatives
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necessitates significant finance because social marketing is frequently carried out by both
nonprofit and for-profit businesses. Writing grants is an essential part of managing a social
marketing campaign because all social marketing initiatives rely on funding in the form of
donations or grants (Sharma, 2021).
Part 3
The Diffusion of Innovations theory describes how novel concepts, methods, or goods become
widely accepted within a population after first being introduced (Sharma, 2021). According to
this hypothesis, three main groups participate=in the adoption process: innovators, early adopters,
and laggards. People who are willing to take chances and are the first to try new things are
known as innovators. They welcome new ideas, innovations, and technology with open arms.
Early adopters are curious to experiment with new technologies and determine how useful they
are to society. They are essential for advancing and validating ideas. Laggards are slower than
the overall population to absorb new ideas and creative products (Stewart et al., 2019). They are
typically resistive to change and risk-averse.
The senior population will be the early adopters. These are individuals who are more vulnerable
to heat-related sicknesses. They will voluntarily assume the risk of using a product that has not
been fully developed yet. They frequently set trends and are willing to try forth new ideas. For
the privilege of being the first to test a product, these innovators are prepared to pay more. I
would set up a stand during an outdoor concert when the temperature is over 100 degrees to
introduce the umbrella to the early adopters. They will be available for purchase at a special price
then, which will be slightly lower than what the general public is being charged.
The young adults in the 18–30 age range would be considered the laggards. Since they can drop
their body temperature quicker than the elderly, they would not be in favor of the umbrella. They
HEAT WAVE: COOL YOURSELF DOWN 7
do not recognize the need for this life-saving device. I would set up a booth at Busch Gardens in
Tampa, Florida, where the heat index is high and the temperature is well over 100 degrees, for
those who are lagging. I would then distribute 120 umbrellas to them to observe the product's
efficacy. I would merely ask for a product review on our website in exchange. The day after I
distributed the umbrellas, I would sell them to anyone who wanted to buy one to fend against a
heat-related illness. The price of the umbrellas would be the same as the initial offer made to
early adopters as a token of appreciation for their purchase.
Innovation is a complex idea that propels development and transformation in a range of fields.
Perceived relative advantage, complexity, and compatibility are some of the key attributes
(Sharma, 2021). It is critical to emphasize an innovation's perceived relative advantage—how it
outperforms current goods or procedures—while introducing it. I would draw attention to more
than just how this umbrella would provide shelter from the sun and other weather conditions. I
would emphasize that there is a chance that this product could save a life.
The measure of how hard it is to comprehend and apply a novel concept, procedure, or product
is called its complexity. Try to be simple. Easy-to-use and innovations have a higher chance of
being successful. Keep things simple to avoid turning off potential users. The user will simply
need to maintain their hand on the umbrella's handle. This will provide a continuous update of
the user's vital signs and initiate action if the temperature rises above a predetermined threshold.
The seamless integration of the invention into people's lives is ensured via compatibility. The
degree to which an innovation fits into the lifestyle of its consumers determines its success. It
could encounter difficulties if it calls for considerable lifestyle adjustments or extra items. The
umbrella will have a typical appearance and operation. The user will have the option to select the
size, color, and style.
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Keep in mind that perceived relative advantage complexity, and compatibility are the ingredients
that make innovation grow. Fostering a creative attitude promotes growth and advancement in a
variety of fields, including business, science, technology, and public services.
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References
Khan, A. (2019). Heat related illnesses. Saudi Medical Journal, 40(12), 1195–1201.
https://doi.org/10.15537/smj.2019.12.24727
Millyard, A., Layden, J., Pyne, D. B., Edwards, A. M., & Cotton, D. (2020). Impairments to
thermoregulation in the elderly during heat exposure events. Gerontology and Geriatric
Medicine, 6, 233372142093243. https://doi.org/10.1177/2333721420932432
Sharma, M. (2021). Theoretical Foundations of Health Education and Health Promotion (4th
ed.). Jones and Bartlett Learning.
Sorensen, C., & Hess, J. (2022). Treatment and Prevention of Heat-Related Illness. The New
England Journal of Medicine, 387(15), 1404–1413.
https://doi.org/10.1056/nejmcp2210623
Willie, M. M. (2022). Differentiating between population and target population in research
studies. International Journal of Medical Science and Clinical Research Studies, 02(06).
https://doi.org/10.47191/ijmscrs/v2-i6-14
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