ASSIGNMENT INFORMATION On average an Australian household throws away food worth of $AU1,036 a year. Overall, Australian waste around 4,000,000 tonnes of food each year, which is worth $AU8 billion. Several factors have been previously identified as the main reasons for food waste, which include: reliance on take away restaurants as opposed to cooking at home, poor grocery shopping planning, not knowing how to use leftovers, and not checking food “use-by” date. The consumers segments that are more likely to throw away usable food include families with children, household with an income above $AU100,000, and young consumers (under 35 years) (Foodwise, n.d.). During the past two decades multiple concerns have been raised about the environmental sustainability of our current consumption trends in relation to climate change and biodiversity (Anagnostou et al. 2015; Chabowski et al. 2011; Crittenden et al. 2011; Huang and Rust 2011). Encouraging consumers to engage in more sustainable behaviours represents one of the biggest challenges in social marketing and behavioural sciences (White and Simpson 2013). Sustainable consumption represents a deviation from the existing marketing philosophy of pleasure, indulgence, and self-centeredness, and unlimited resources, where sustainable consumption is more likely to be perceived as inconvenience as it would benefit others (and the environment) (White et al. 2011) rather than oneself. A lot of social marketing campaigns have been launched to address food waste and other sustainability issues in the past years. Foodwise is an example of such a campaign, which was initiated by DoSomething (a community organisation in Newtown, New South Wales) (http://www.dosomething.net.au/) in 2015 in Australia with a view to reduce the environmental impact in the context of food consumption. The goal of the campaign was to educate and inform Australian consumers about the food that they eat, food waste and its impact on the environment. The campaign has a website (http://www.foodwise.com.au/), a Facebook page (http://www.facebook.com/DSfoodwise), Instagram, Pinterest, and a Twitter account (@DSFoodWise). The main website provides practical advice and information on what consumers can do to solve the food waste problem and targeted multiple segments of consumers (families with children, older and younger people). The last update on Facebook and website pages dates to 2016. Overall, Twitter post did not result in multiple retweets or likes (see @DSFoodWise on Twitter). Since consumer consumption trends and knowledge may evolve over time, a new study was carried specifically with young people to assess their food waste and attitudes about this issue (summary of the results will be provided to you by your lecturer in Week 3), which will form the basis of this group project. TASK (1250 Words): Marketing goals, appeal(s), and integrated marketing strategy Briefly analyse the previous Foodwise marketing strategy, and using the insights from the survey data, develop relevant marketing goals (objectives) for the 2018-2019 campaign to reduce food waste in Australia among young people. Make sure your recommendations are supported and are well linked to the purchase decision process. Based on the developed marketing goals, the survey data and the previous Foodwise marketing campaign, elaborate on the core advertising appeal(s) that should be used in the 2018-2019 campaign to reduce food waste young young people in Australia. While you are not required to develop advertisement mock-ups or the actual marketing collateral, you need to provide supported and well justified recommendations for the overall marketing campaign and appeals that should be used to address the food waste issue. Based on the nominated marketing goals (objectives) and appeals, determine which integrated marketing channels will be more suitable to reach out the current segment (young people aged under 35 years). Make sure you provide relevant support for your nominated channels and also consider the fact that non-for-profit organisations do not have large advertising budgets. Discuss any potential partners that could be used. Your recommendations should be realistic and appropriate.
“WE’VE HAD A GOOD SUCCESS RATE ON THIS ASSIGNMENT. PLACE THIS ORDER OR A SIMILAR ORDER WITH HOMEWORK AIDER AND GET AN AMAZING DISCOUNT”
The post Australian household appeared first on Homeworkaider.
What Students Are Saying About Us
.......... Customer ID: 12*** | Rating: ⭐⭐⭐⭐⭐"Honestly, I was afraid to send my paper to you, but you proved you are a trustworthy service. My essay was done in less than a day, and I received a brilliant piece. I didn’t even believe it was my essay at first 🙂 Great job, thank you!"
.......... Customer ID: 11***| Rating: ⭐⭐⭐⭐⭐
"This company is the best there is. They saved me so many times, I cannot even keep count. Now I recommend it to all my friends, and none of them have complained about it. The writers here are excellent."
"Order a custom Paper on Similar Assignment at essayfount.com! No Plagiarism! Enjoy 20% Discount!"
