MKT 702 Lecture Notes - Lecture 2: Playtime, Participaction
8 Feb 2018
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Document Summary
The main marketing problem that participaction is facing includes their poor social marketing towards their target segment. Participaction was established by the canadian government to encourage canadians to increase their physical activity levels and fight the obesity epidemic , simultaneously decreasing the country"s surging health care costs. Despite becoming successful in creating awareness of the campaign, with approximately 90 percent of canadians being aware of the company in 1992, participaction failed to meet their far-fetched goal: to change behaviour. Participaction failed to recognize how they could stay relevant to a new generation of canadians whom many do not follow traditional means of advertising. It was noted in the case that between 1981 and 1995, the number of active canadians increased from 21 to 37 percent. This was due to the way they spread their message in which they relied on humour ads, especially on tv and radio commercials, to encourage people to exercise more (page 2).
