Running head: MARKETING 1
Topic: Marketing
Liberty University
HLTH 634-D01
MARKETING 2
Executive Overview
Indy is a health organization that advocates for elderly adult nutrition and markets its
product to the older population. The organization understands that old person has various
nutritional needs that are important for good health. The agency is qualified in offering elderly
nutrition because it has nutrition medications that are fiber-rich and can regularly lower the risk
of constipation. The diets also contain calcium, potassium, as well as vitamins such as D and
B12. Intervention is needed as the older population requires Calcium rich diets and Vitamin to
retain the health of their bones. Slow metabolism, constipation, as well as loss of appetites are
some of the problems that face the older population and can be solved by the Indy organization
by using adult specified nutrition. 1
Using the BEHAVE framework, the audience for the marketing plan will be the elderly
population who need to improve the nutrition levels. By marketing we want the members of the
audience to start taking healthier diets that comprise of fibers, minerals, and vitamins. The
perceptions about the behavior are heartening in that the older population is being helped to
become more robust in their later years making them happier and to feel that they are appreciated
and looked after. To influence this perception, the marketing team has to educate the masses on
the need for elderly adult nutrition, how to provide it, as well as how to show care. The project
outcome of the intervention in less than a year will show that more adults are living happy and
healthier lives than they used to. In more than a year, the general population will get to
understand the need for a robust living so that when they are older, they get to understand the
types of food to consume.
MARKETING 3
Market Overview
The elderly population that will be targeted must need to improve their nutrition choices
and be ready to undergo a shift to healthier food choices. Through research, we will review the
rate at which this population uses the media to search for healthy lifestyles. The culture of the
market will not be considered on levels of their language proficiency, ethnicity, or family
structure. Only the lifestyles that relate to the intake of quality foods will be discussed. In
marketing the elderly adult nutrition, the price of guiding the right diet will have to be within
their incomes and family situations. The sex, exposure to health risks, medical conditions, and
illnesses that relate to family history will determine the methods in which the nutrition will be
issued to them. The factors will also learn the right diet to be provided regarding minerals and
vitamins. The secondary target audience is the youth population that still does not understand the
need to eat healthily or how to help the elderly live healthily.
Product Review
The product is a health communication intervention that helps the elderly to understand
their nutrition needs. The product in comparison to others offers better intervention services that
are easily followed by the population and is recommended by health practitioners. The
intervention consist of 12 community gatherings, were professional Chefs from the community
will teach easy to prepare nutritious meals to all present. In addition, medical professionals will
be evaluating the attendees as well as recommending meals depending on their symptoms. All
completely free of charge for elderly people.
MARKETING 4
Strategies
In imaging, I would like to portray a product that shows an understanding and
appreciation of the elderly population for their work and to show care for their health. The
unique selling points for the products will be the ability to understand the age, sex, and degree of
exposure to health risks to provide nutrition tips. 2 The product meets all the needs that the
elderly demand while the prices are fair and worth the information gained. The promotion
channels will range from a local advertisement at hospitals, clinics, community grocery stores,
and restaurants. In addition, through local radio stations and television ads. Some of the
advertisement will be free of charge as some local radio and TV stations offer free community
service announcements.
Budget
The costs projection in one year will be around $40,000, all related to promotion and
advertising as well as for groceries for the community events and other activities.
1. Street banners for community gatherings. 12 banners: @ $150.00 = $1,800
2. Brochures: 10,000 @ $0.50 = $5,000
3. Flyers: 10,000 @ $0.75 = $7,500
4. Posters: 1,000 @ 2.50 = $2,500
5. Extra Adverticing: Radio: from $200 to $300
6. Groceries for 12 community gatherings with chefs and medical professionals: @
$1,000 = $12,000
MARKETING 5
References:
1. Chernoff, R. (2016). Elderly: Nutrition requirements. doi:10.1016/B978-0-12-384947-
2.00247-6. Accessed December 16, 2017.
2. U.S. Department of Health and Human Services, Administration on Aging. (2015). Elderly
Nutrition Program. Nutrition.Gov Website.
http://dhhs.ne.gov/medicaid/Documents/AGS_Elderly_Nutrition_Program.pdf. Accessed
December 16, 2017.
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