The US declaration of independance in a world context - publié le 13/04/2009

Résumé du document

Soya is a vegetable which has a number if benefits. Scientifics argue that soya has little fat content and cholesterol, good for weight control or for heart disease prevention. Moreover, it reduces the risk of cancer and it is also nutritious and good for menopause. Despite all of the benefits it provides, it has been shown that consumption of this vegetable is still quite less. In fact, perception of soya is very negative. In a research conducted by Brian Wansink, the survey showed that 39% of the respondents did not know of any health benefits of soya, and 4 % thought it had no health benefits at all. Only 7 % knew about the health benefits of soya. Of the 7% who knew about Soya, 28 % cited high protein content and 24 % noted a low fat content. As a result, it has been observed that people with no knowledge about the health benefits of soya consumed less soya.

Extraits

[...] Another way of advertising soy products will be through printed ads. One possible ad would have as central route the benefits of soy. And in order to get the attention of consumers to this central route, a peripheral route is used the header question: “About soy did you know?”. The idea is to call the attention of consumers so that they become curious to know more about the attributes of soy as the example in Exhibit 2. Evaluation Plan People have their attitudes towards different products already formed (through a set of past experiences and learning processes), so it is a difficult task to change them. [...]

[...] This familiarization is very important as the more experienced consumers are with a product, the better use they are able to make of product information. So, in order to make people understand the benefits of soy products (that they have benefits that people are not aware firstly we will focus on having them familiarized with the use of soy products. This means that the main focus is to make people understand that soy products are not intended to substitute other products, and then inform people of the benefits of soy products. [...]

[...] Exhibit 1 Example of a printed ad EXHIBIT 2 Attitude towards Soy What is happening in the present? Customers' present attitudes towards Soy: What we want to happen after the implementation of the campaign. We want to change the target's beliefs, and make them associate Soy to many different benefits; make them consider it a product that is very versatile; and change the stereotype of being a product only eaten by vegetarians, or people with low intolerance to lactose. We want to change customers' beliefs and attitudes towards Soy: References Wansink, Brian, and Nina Chan. [...]

[...] The essential is to change all the people ideas about soy products and to manage to give a position of daily products and not one separately case. So to conclude about the target of the campaign we know thanks to diverse information and studies that currently the most interesting and main target is people looking for healthy and wellbeing product, people who link alimentation and health. This kind of person want above all find products which input that they want, next they choose products for taste. So the main target is people between 30 and 50 years old. [...]

[...] They can find the protein input that they need. They choose soy product instead of meat. - Fearful people who are not such trusting toward meat since the different events in this sector (BSE or bird flu). - Allergic people who are intolerant/allergic to lactose, and therefore substitute these products with soy products in which they can find nutritional inputs necessary for a good health. - People looking for healthy and wellbeing products. Nowadays it is observable a growing tendency of healthier lifestyle concerns and as soy has several healthy benefits we believe this is an opportunity to expand the market. [...]