Metabical Positioning Startegy

4) Based on your positioning strategy, what brand name and marketing budget allocations would you advise?

“ In its purest form, demography focuses on the three forces that influence population size: fertility, mortality, and migration” (pg 35). Demography can help project the future effects of obesity because it relates greatly to the mortality aspect of demography because it is a risk factor for several diseases. The chapter discusses many aspects of obesity including measurement, overall trends, age, gender, race, and geographic location Body mass index which is weight divided by height is the most common way obesity is measured because of how easy it is to calculate and is used to determine if someone is classified as obese. However, BMI is not considered the most accurate measurement of obesity. A BMI of 30 is considered obese and the percentage of American adults that fall under this category has been increasing since the 70’s. People are generally more overweight then the past and the heaviest have gained the most. Rates of obesity have also been increasing in children as well. BMI increases with age and children who are obese are very likely to stay that way as

Market segmentation is specific sections of the market that an organisation is aiming at. In order for an organisation to engage its market segmentation the organisation has to match its products to the customers wants and needs to appeal to the customer to buy the good or service. Market segmentation allows an organisation to have a competitive edge and it is a key factor for the organisation profitability and survival. Company use target marketing which is when a business aims all of its marketing effort to a certain group of customers which is affective as these are the group that spends the most. There are many ways to segment the market to create that certain group such as demographics, psychographic, geographically and lifestyle. Demographics is consists of dividing the market into groups based on variables such as age, income, occupation, religion, race and nationality. Psychographic segmentation is based on social class and lifestyle. Lifestyle is based on knowledge, attitude, their uses and segmentation. Geographic segmentation is the segmentation which divides the market but location, regions, countries and cities. Asos as an organisation is aimed at people of the ages of 15-34 year olds who are very fashion forward and who enjoy the culture of online shopping. In geographical segments Asos has created their website differently for 9

The demographics of obesity are individualized to a person’s ideal weight for their height and body type. Obesity is categorized by having an excess of weight that is well outside of the medically accepted range based on height. There are varying degrees of obesity and being overweight is not the same as obesity. Obesity is categorized as being 20% or greater than the ideal weight for the individual (PAMF, 2011). The WHO's definitions of "overweight" and "obese" are based on an individual's body mass index (BMI), which measures weight relative to height. Overweight is marked by a BMI greater than or equal to 25 and obese is defined as having a BMI greater than or equal to 30 (World Health Organization, 2012). While it is widely accepted that Americans are one of the most overweight countries in the world, many other nations have seen steady increases in their rates of obesity. Epidemiological data has shown that countries all over the world have been steadily gaining weight in all genders, ethnic groups, ages and educational levels (World Health Organization, 2012). According to the national Institute of Health, 15.5% of teenagers were obese (2006). This means that a large

The pathophysiology of obesity is when there is a buildup of excess body fat. This excess body fat is determined by calculating a person body mass index (BMI). The BMI is calculated by an individual’s weight in kilograms divided by the square of a person’s height in metersthis allows us to come up with appropriate range of weight to an individual’s height. The body mass index is used to find out if an individual is overweight or obese. Individuals who’s BMI that have a range of 25 to 29.99 are thought to be pre- obese and overweight When an individual body mass index has surpassed 30kg this person is considered obese. As an individual’sBMI increases they become part of a different class of obesity there’s class I which is 30-34.9, class II

From the data we can see the average BMI and the percentage of obese individuals increased with income for men while it decreased for women. For example, for men the prevalence of obesity increased from 19.48% for those with an average household income of less than $10,000, to 26.09% for those with $80,000 or more; while for women with similar income groups, we find a substantial decrease in the obesity rate from 26.71% to 17.38%. from the data we can extrapolate that the mean BMI and the overall prevalence of obesity are relatively higher among men than women. For men, the mean BMI and the overall prevalence of obesity are 27.57 and 24.83%, respectively. The corresponding values for women are 26.29% and

may vary by population, sex, and age. In general, the sources imply that, in industrialized

There is also repeated evidence of social disparities in the prevalence of obesity and overweight. Links have been made why disparities exist in the prevalence of obesity especially among disadvantaged ethnic minority groups. Henderson and Kelly (2005), suggest that these disparities exist because of inequalities in the society they argue that people with more knowledge, money, power, prestige and beneficial social connections are better able to control weight gain, either through the ability to make food choices or through greater opportunities for exercise and safe play. This view is supported by Sniderman et al., (2007), who found no disparities in prevalence of obesity among ethnic groups when he factored in adjustments of socio economic

With over 22.5% of the current U.S. population considered to be clinically obese, compared to only 14.5% in 1980, there does not seem to be a cessation of this epidemic in sight (Hill & Peters, 1998). Goran and Weisners' (2000) proposal that "... the inherently lower resting metabolic rate in women versus men is responsible for the higher adiposity rates in women..." is wanting, especially since the potentially modifiable factors of; less physical strength, less daily free-living physical activity, and lower total energy expenditure are more likely the cause of the differences in observed adiposity between men and women. Since our genetic makeup has not appreciably changed in the last twenty years, we cannot strictly attribute the explosion of obesity to genetics. As these biological causes of obesity are disproved, a focus on the environment as a reason for obesity is taking centre-stage.

The emergence of obesity is attributed to sociological, genetic, economic and political causes. Obesity has made its way into

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

The segmentation has been done on the basis of buying behavior of the customers. Knowledge of segment buying behavior can help redirect marketing resources for profit gain.

As every customer has unique needs and expectations towards certain products, the ultimate goal of market segmentation is to organize customers into groups which allows targeting of customers with similar needs of and response to the products. The key is to minimize differentiation within each segment

Relying purely on socio-economic and demographic data only provides a partial glimpse into the needs, preferences and wants of a given target market. Psychographic-based segmentation research is often used for determining how potential customers' self-assignment to groups, unique interests and preferences for retail products and services influence and often predict their purchasing behavior and long-term loyalty (Bearden, Teel, Durand, 1978). Psychographics is the study of how customers assign

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.