World food safety program

A marketing plan for the world's food safety social branding program should first define a goal, and then proceed to address the issues raised by the seven-factor theory:
1. Who is the producer? What is the source of information?
2. Who is the potential buyer market that we will be associated with?
3. What special products can we design to meet these requirements?
4. What kind of price does the consumer have to pay to purchase our products?
5. How can we push our market forward? What are their needs?
6. For the purchaser, which organization's participation will make the product more useful at the most appropriate time and place?
7. What kind of investigation work needs to be done to get feedback from our research subjects?
In other parts of the story, these seven questions are a strategy for specific purposes; the strategic goal of improving food safety is to maximize the possible damage to food contamination in developing countries. It is imperative that people everywhere be wary of the dangers caused by food contamination and tell them how to prevent it.
Who will draft a grand blueprint for achieving the goals and implement them? Some people think that the World Health Organization is the most appropriate choice because it has a long history.
This role must be held by a neutral, credible, large-scale organization. Other organizations may have other plans. For example, educators may suggest that schools are the best place for health organizations to discuss, advertising agents will host a large number of media, statisticians will emphasize empirical research, and cultural anthropologists will emphasize the value of in-depth research. Sociologists will emphasize group organization, all of which are important, but none of them can focus and coordinate the whole process.
The government, as the leader of the food safety program, also has its own shortcomings, and the government is not always a source of information to rely on. As everyone knows, bureaucrats are concerned with the sphere of influence and smuggling. There is still a question. Can ordinary private companies and special food companies play an important role in objective reality?
Therefore, no special interest organization can treat food safety production as well as the World Health Organization. Individuals who are qualified to serve marketers and pay too much attention to their own interests cannot effectively lead a comprehensive campaign. The World Health Organization is designated to budget and staff a marketing program.
According to one's research theory, the individual organization in social life is called the audience, the customer or the public. In marketing, we call it the consumer market. Usually, except for a few, there is no single city here. A comprehensive survey of different categories of consumers usually has little impact and wastes valuable resources. People must divide the market into different groups, and then design an activity to adapt to the characteristics of each group, which is the meaning of market segmentation. Properly splitting is the most important step in the marketing process because it brings more benefits to the project: the choice of the principle of segmentation is quite critical and must be worked out in advance. People can divide according to the geographical environment, socio-economic level, familiarity with food safety or any kind of demographic criteria or psychological factors that are easy to change.
The food safety market is very poor, especially in third world countries. Because the food supply to the poor is insufficient. Most of them eat rotted food; at first glance, it seems to these people that educational programs should first be developed. However, creative segmentation plans should be treated differently. Perhaps it is smart to first draw attention from the middle class, because they have more habits and customs than most poor people, and each relevant goal segmentation must be carefully considered.
The travel market is an example. For the sake of food safety, it is not only for your own benefit, but also for the promotion of local tourism. In Mexico. Visitors are often warned not to drink raw water or eat leafy vegetables.
Segmentation is detailed and list cataloging. For example, three or four divisions of rural farmers, urban poor, students, and factory workers are sufficient. Experience has shown that if there are many types of divisions, the plan will be difficult to manage and costly because of an independent The strategy must be designed to accommodate the needs of each segmentation.
The final view of buyers in third world countries is that a strategy that brings about some changes should change the way sales are made. For example, everyone wants health, but how do we spread knowledge about the link between food safety and health and, through this approach, make people understand the need for food safety? Organizers must be familiar with the metaphors of local symbols, local languages, signs, and must use local language to organize information. We need to know who to talk to.
In addition, consumers must have: 1. The knowledge and ability required for change; 2. The desire to change old habits; 3. The changes that the government is allowed to make.
Social marketing needs to start with an introduction to the material that describes the seriousness of the problem, but it must be done succinctly. A long introduction will only distract people from the information.
People should take measures to avoid eating contaminated food. What measures? Social marketers have prepared a list, a "product formulation". Then specify a brand and sports slogan, such as "safe food means health". If the name of a product is easier to call, then people will remember very quickly This product.
Another point about product production is about affiliated products. The marketer can package the accessory product with the main product. As in commercial marketing, a person may be encouraged to buy a handbag with a pair of shoes.
Marketing strategy plans must consider "social costs" - other costs that consumers pay to remove money, including time, energy, and lifestyle changes. When a person buys a "product" of food safety, what is the price? They give time and energy to learn how to identify harmful foods, how to take preventive measures, and no longer follow the previous methods of eating, such as eating by hand; they must often give up many joys when they are familiar with food; some foods must not No need to replace other foods.
Other social costs should be determined by social marketers who are familiar with a variety of local conditions. People must know what changes in lifestyle and customs will deceive food safety-conscious buyers. Changing the long-standing habits of living in line with an initiative is a high social cost, especially when the expected results that satisfy people are not immediately visible, and social marketers should try to skillfully organize the information in the promotion. To reduce these costs. Considering the return on social costs, the more clear the changes, the more feasible. At the heart of the marketing plan is its information element. This activity should be based on a system of multiple media, multiple methods, and multiple strategies. Information design is an art. Although "a picture worth a thousand words" may be correct, it is much more difficult to pass the language than to pass the picture. The following description will be used as a guide - three criteria are listed, through which the information is evaluated:
1. A simple message must be concise. According to experience, people's short-term memory can only absorb five pieces of information.
2, the appeal of a message should be able to arouse positive emotions, like happy, happy, healthy, not sick or worried about terrible results.
3. Reality If you want to extend the storage time of food, attach some chemical agents when packaging food, it should be actively promoted. In contrast, many Western producers say that all additives are harmful. They are spreading fear, which will bring bad influence to people. For media and social marketers, they must be familiar with reliable prints, advertising media, posters, picture story books, photography, shadow play, puppet show, street falconer, notice. , exhibitions, lotteries, telephones, water and electricity lists, etc.; this sport should be supported nationwide, and the safety of food should be a common saying in the family, the workplace, and the streets. This movement must go deep into every part of the system.
The organizers of the campaign produced a list of all media budget costs over the course of a year to maintain a good state overall without exceeding the prescribed budget. This avoids the danger of overspending and has a surplus. Funds should be focused on the strategies that are most likely to be realized and affordable. For example, local residents should learn to use their own language in their own areas. They design the printed materials themselves. Serve for your own culture. Many years ago, a poster was created by a government in Africa as part of a campaign to promote fly killing. The poster features a picture of a fly with appropriate copy and title. The event did not succeed, people did not understand, because the flies in the house were not as big.
Experience has shown that no single organization can properly deal with diseases caused by contaminated food. Therefore, a joint action is necessary. In action, led by the World Health Organization, many experts and experimental resources are contributed and formed into a whole, so that a structural system that is closely united, the marketer calls A "sales channel" for a given product. For food safety products, this channel should include organizations and individuals involved in the marketing process, especially in every part of the entire distribution chain.
The World Health Organization, the system leader or "channel leader", assigns the roles and responsibilities of various network members to investigate and control their actions. Every member of the channel should be strongly aware of their responsibilities and actively contribute. In any special case, a representative of the World Health Organization or an official of a local health organization may identify the members of the channel and assign their responsibilities. He should perform these tasks and take responsibility. This makes it easy to control and track operations.
Private companies in the channel are good at engaging in public education for any country or large multinational company, especially those that involve the company's products. To some extent, food is the best object. For American industry, social marketing is almost a new attempt. For many years, many companies have been involved in educational programs for social reasons.
Larger producers, in order to protect the brand image, try to maintain the factory's hygiene standards. There are quality prosecutors in the entire staff, and there are training activities for the sanitation operation during the processing of food. For example, in a food factory, washing hands and washing hands is a key point, but in some local factories that lack formal education, this training is undoubtedly ignored. One of the main media for disseminating food safety information is the leader who asks him for certain questions and trusts him. In a multi-ethnic food factory in Venezuela, many workers are brought back to their knowledge of food hygiene. Your own hometown. "If it is healthy in the factory, why not do it in your hometown?"

Food producers are particularly aware that most food is sold to healthy people rather than people who are sick or dying. Educational activities must be directed to the food producers themselves who will push this information to their hometown. Therefore, actively participating in food safety communication programs is their long-term task. When the founder of the Duke Foundation was James. Bushin. Duke has been widely praised for his views on health and hygiene equipment. "People should be very healthy. If they are not healthy, they can't work. If they don't work, they won't be healthy. If they can't work, they won't do anything good for them."
The development of retail foods has established a point of interest for the dissemination of nutritional information to spread comprehensive nutrition. They are in an ideal position, in the final analysis. This is good for yourself. For educated consumers, they must be healthy to become loyal customers. of course. They are not only customers of fast food, but also customers of more wholesome foods such as vegetables, fruits, fish and other foods. Information is passed between staff and consumers through posters, speakers and a large number of media. If promoting the development of comprehensive nutrition theory. The retailer will certainly lose the profits of the fast food industry, and this loss will be offset by increasing people's interest in health food. In the more advanced food sales channels, producers and wholesalers have responded to this shift by introducing more nutritional products.
Social marketing channels in the United States usually include advertising committees. It is an organization that includes creative advertising and agents. They contribute their time and talent and most do not change due to social factors. The only cost to the government and the non-profits it includes is the cost of production. When they can participate in a small amount of propaganda themselves, it is a classic example of verifying altruism in private companies. This idea is becoming a global perspective. A committee similar to the American Advertising Commission is emerging in other Western countries.
It is clear that public health officials are a key factor in the channel. The US Food and Drug Administration helps third world countries experiment with training in improving food safety. Its staff of the International Affairs Department oversees access to US food and drug agencies by hundreds of government agencies around the world.
The biggest challenge for the World Health Organization is how to deal with the most valuable resources. Every member of the channel is prepared to contribute to this reform movement, receive financial support from the government, receive technology and expertise from the industrial sector, obtain institutional guarantees from local law enforcement agencies, and get from other group-based organizations. Spread help.
A report from the United States, taking into account the control of aflatoxin. Between the US Department of Agriculture and the US Food and Drug Administration, between some food manufacturers and industrial analysis laboratories, WHO has made great efforts and this issue has been well controlled.
Although the government has acquired science and technology and other expertise from the private, business will undoubtedly help.

These free services, especially when it confirms that it is done for the highest benefit.
Attitudes and behaviors change slowly and are difficult to measure. In the form of social research and social surveys, many of the available means are error-prone. When changes occur, it is often difficult to describe changes in any particular project. Process-independent events may promote trials. The process may also undermine this attempt. Therefore, carefully designing and paying attention to the details of the implementation process is most appropriate for investing in scarce resources compared to valuation studies.
The project does not need to start on a grand scale. With the emergence of the marketing concept, the communication plan can be tested in a country or region before it can be fully implemented. Before deploying a large amount of material resources and energy, one should make an attempt within a limited part to make the results widely applicable. If this attempt can achieve positive results, it will be further supported. Finally, marketing trials provide an opportunity to participate in various group organizations to facilitate participation in the project process.
In order to complete social marketing in food safety, a special working group under the guidance of a leader with considerable experience is required. This leader must keep in touch with officials in the World Health Organization who are responsible for food safety issues. Leaders of special work organizations assess international or local program projects. At the local level, the Task Force oversees the development of other similar entities on food safety issues, where applicable programs will be implemented. The special work organization passes the outlines of a "typical plan" to each region as if they were present.
People in all regions can guide their plans by referring to typical plans and combining local conditions. These regional plans should then be submitted to the task force for review and, if necessary, re-enactment before final implementation. One of the most important tasks of the Task Force is to control and raise funds for local food safety programs.
problem
1. Please formulate a more detailed plan based on the above materials and requirements.
2. What aspects of the implementation of this program need to be investigated and researched?
3. Please formulate a plan according to your plan to make the factors that may affect the plan play a role in promoting the development of the plan.
4. How do you treat and evaluate the world food safety social brand marketing plan?