This document discusses marketing nutrition programs and the role of the food industry in food choice. It provides an interview with the head nutritionist at Princess Basma Teaching Hospital in Jordan. The nutritionist discusses the benefits of developing marketing plans for nutrition programs, important factors to consider in marketing plans like targeting specific audiences, and the need to evaluate plans on an ongoing basis. The nutritionist also comments on the impact of food advertising, the role of media in childhood obesity, the responsibilities of nutritionists regarding product labels, and how government policies and regulations can positively or negatively impact population nutrition and health.

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Food & Beverage
Management
Marketing Nutrition Programs & the Role of
Food industry in Food Choice
For: Dr. Nael Sarhan
No. of words: 1,910
Submitted by:
- Shatha Abu-Alnadi (1031748)
-Eman Melhem (1031733)
- Abeer Jamal Mohammad Hasan (1039088)
- Ysmeen Mohammmed Hishmeh (1031776)
- Miran Mazen Awwad (1031764)

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Table of Contents
Introduction………………………………………………………….(3)
About the hospital …………………………………………..(3)
The Interview
The Benefitsof DevelopingMarketingPlan ……………………………..(4)
Factor to be consideredinMarketingPlan ……………………………….(4)
MarketingEvaluation ……………………………………………..………….. (4)
The Use of Advertising ……………………..........................................(4)
The Role of MediainChildhoodObesity …………………………………..(4)
NutritionistsandHealthClaim ……………………….....................(4)
The Effectof Price and the governmentpolicy onSales …………..(5)
BarriersagainstPublicHealthPolicies …………………….…………(5)
Food andNutritionMisinformation ……………………………………….(5)
Discussion…………………………………………………..…..(6-8)
Recommendations …………………………………………….(9)
Conclusion………………………………………………………..(10)
References ………………………………………………………..(11)

3. 3
Introduction
An effective marketing plan is necessary for any health
promotion program to be successful. Marketing is not
only advertising campaign a convenientpackage of low-
fat food and vegetables or a $1 coupon for dairy
products-marketing has a broader perspective in the
context of nutrition.It focuses on all efforts to
encourage and enablepeople to eat nutritiously.Kotler
and Zaltman first used the term social marketing in 1971
referring to the applicationof marketing to solve social
and health problems. Marketing involves the planned
attempt to influence the market so there is a voluntary
exchange of costs from that market with benefits to a
provider. Using media is one of the strategies to reach
large segments of the populationand can be use as a
positive approachto communicate nutritioninformation
and address related healthissues. Community
nutritionistsand other health care practitionersneed to
understand the marketing strategies available for
promoting nutrition messages.
About the Hospital
Princess Basma Teaching Hospital is located in Irbid, Jordan. Company is
working in Doctors and Clinics, Hospitals business activities.
The interview was held with the nutritionist Maisoon Khaled Al-jabateh.she is
a head of the Department of Clinical Nutrition in Basma Hospital. Her number
phone : 0777357733

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‫المقابلة‬
1-‫هي‬ ‫ما‬‫الغذائية؟‬ ‫الصناعة‬ ‫مجال‬ ‫في‬ ‫تسويقية‬ ‫خطة‬ ‫لوضع‬ ‫الفوائد‬
‫المؤسسة‬ ‫تواجه‬ ‫ان‬ ‫يمكن‬ ‫التي‬ ‫االخطاء‬ ‫نسبة‬ ‫من‬ ‫تقلل‬
‫منظمة‬ ‫الخدمة‬ ‫تقديم‬ ‫عملية‬ ‫لتصبح‬
‫للخدمات‬ ‫االنتاج‬ ‫كفاءة‬ ‫زيادة‬
2-‫التسويقية؟‬ ‫الخطة‬ ‫وضع‬ ‫قبل‬ ‫االعتبار‬ ‫بعين‬ ‫تؤخذ‬ ‫ان‬ ‫يجب‬ ‫التي‬ ‫العوامل‬ ‫هي‬ ‫ما‬
‫ثقافة‬ , ‫مخاطبتها‬ ‫كيفية‬ ‫و‬ , ‫واعمارهم‬ ‫للمنتج‬ ‫المستهدفة‬ ‫الفئة‬ , ‫المنتج‬ ‫طبيعة‬
.‫المجتمع‬
3-‫ض‬ ‫واالخر‬ ‫الحين‬ ‫بين‬ ‫الخطة‬ ‫هذه‬ ‫تقييم‬ ‫هل‬‫روري؟ولماذا؟‬
‫السلبيات‬ ‫لتفادي‬ , ‫لالدارة‬ ‫راجعة‬ ‫تغذية‬ ‫يعطي‬ ‫الخطة‬ ‫تقييم‬ ‫اعادة‬ , ‫بالتأكيد‬ ‫نعم‬
. ‫االعداد‬ ‫عملية‬ ‫أثناء‬ ‫الممكنة‬ ‫واالخطاء‬
4-‫نسبة‬ ‫على‬ ‫الغذائية‬ ‫االعالنات‬ ‫تأثير‬ ‫ما‬!‫؟‬ ‫المبيعات‬
‫المستهلك‬ ‫على‬ ‫التنزيالت‬ ‫و‬ ‫العروض‬ ‫إلى‬ ‫باإلضافة‬ ‫المنتج‬ ‫استهالك‬ ‫تزيد‬ ‫اإلعالنات‬
5-!‫؟‬ ‫األطفال‬ ‫سمنة‬ ‫على‬ ‫اإلعالم‬ ‫وسائل‬ ‫أثر‬ ‫ما‬
‫أثرها‬ ‫عن‬ ‫النظر‬ ‫عن‬ ‫غض‬ ‫للمنتجات‬ ‫األطفال‬ ‫جذب‬ ‫إلى‬ ‫يهدف‬ ‫حيث‬ ‫أساسي‬ ‫دور‬ ‫له‬
‫للطفل‬ ‫المحببة‬ ‫الشخصيات‬ ‫تستغل‬ ‫اإلعالنات‬ ‫أن‬ ‫إلى‬ ‫باإلضافة‬ ‫و‬ ‫الطفل‬ ‫على‬ ‫الصحي‬
. ‫للمنتج‬ ‫لجذبه‬

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6-‫الغذائية‬ ‫المعلومات‬ ‫تجاه‬ ‫التغذية‬ ‫أخصائي‬ ‫دور‬ ‫ما‬‫المنتجات‬ ‫عبوات‬ ‫على‬ ‫المكتوبة‬
!‫؟‬
‫و‬ ‫المستخدمه‬ ‫الصناعية‬ ‫األلوان‬ ‫استخدام‬ ‫من‬ ‫المترتبة‬ ‫اآلثار‬ ‫من‬ ‫يتأكد‬ ‫أن‬ ‫من‬ ‫بد‬ ‫ال‬
‫خالل‬ ‫من‬ ‫الغالف‬ ‫على‬ ‫المكتوبة‬ ‫الغذئية‬ ‫القيمة‬ ‫و‬ ‫الفعلي‬ ‫المنتج‬ ‫بين‬ ‫تطابق‬ ‫من‬ ‫التأكد‬
‫كيميائيا‬ ‫المنتج‬ ‫تحليل‬
7-‫الغذائي‬ ‫النمط‬ ‫على‬ ‫الحكومية‬ ‫السياسات‬ ‫أثر‬ ‫ما‬!‫للمستهلك؟‬
‫توزيع‬ (‫ذلك‬ ‫على‬ ‫ومثال‬ ‫المستهلك‬ ‫مصلحة‬ ‫تلبي‬ ‫كانت‬ ‫فترة‬ ‫قبل‬ ‫الحكومية‬ ‫سياسات‬
‫واتبعت‬ ‫السياسة‬ ‫هذه‬ ‫تستكمل‬ ‫لم‬ ‫ولكن‬ )‫المدارس‬ ‫طالب‬ ‫على‬ ‫صحية‬ ‫إفطار‬ ‫وجبات‬
. ‫للطحين‬ ‫والحديد‬ ‫للملح‬ ‫اليود‬ ‫كإضافة‬ ‫أخرى‬ ‫إجراءات‬
8-‫الحكوم‬ ‫القوانين‬ ‫على‬ ‫الصناعي‬ ‫القطاع‬ ‫يؤثر‬ ‫أن‬ ‫يمكن‬ ‫كيف‬‫بالصحة‬ ‫المتعلقة‬ ‫ية‬
!‫والتغذية؟‬
‫عليه‬ ‫يتوجب‬ ‫إذ‬ ،‫األغذية‬ ‫قطاع‬ ‫على‬ ‫سليمة‬ ‫أغذية‬ ‫إنتاج‬ ‫في‬ ‫األولى‬ ‫المسؤولية‬ ‫تقع‬
‫المستهلكين‬ ‫لوقاية‬ ،‫األغذية‬ ‫إنتاج‬ ‫سلسلة‬ ‫مراحل‬ ‫جميع‬ ‫على‬ ‫رقابة‬ ‫نظم‬ ‫وجود‬ ‫ضمان‬
‫مقبولة‬ ‫مستويات‬ ‫إلى‬ ‫خفضها‬ ‫أو‬ ‫عليها‬ ‫وللقضاء‬ ‫األخطار‬ ‫من‬.
9-‫المنت‬ ‫على‬ ‫مثال‬ ِ‫أعط‬‫ألهداف‬ ‫مغشوشة‬ ‫مواصفات‬ ‫أو‬ ‫ملصقات‬ ‫ذات‬ ‫الغذائية‬ ‫جات‬
!‫؟‬ ‫العامة‬ ‫الصحة‬ ‫على‬ ‫الترتبة‬ ‫العواقب‬ ‫ما‬ ‫و‬ !‫؟‬ ‫تجارية‬
‫فعليا‬ ‫أنها‬ ‫إال‬ ‫طازج‬ ‫بقر‬ ‫حليب‬ ‫عليها‬ ‫مدون‬ ‫األلبان‬ ‫منتجات‬ ‫بعض‬‫من‬ ‫مصنوعة‬
‫عبارة‬ ‫يحمل‬ ‫منتج‬ ‫كل‬ ‫ليس‬ ‫إنه‬ ‫إلى‬ ‫باإلضافة‬ . ‫بودرة‬ ‫حليب‬ ‫و‬ ‫صناعي‬ ‫بروتين‬
‫ب‬ ‫هو‬ " ‫الدسم‬ ‫"خالي‬! ‫كذلك‬ ‫الفعل‬
‫عبارة‬ ‫تقرأ‬ ‫قد‬ ‫و‬" ‫الكوليستيرول‬ ‫من‬ ‫"خالي‬‫يحتوي‬ ‫ال‬ ‫بطبيعته‬ ‫أصال‬ ‫هو‬ ‫منتج‬ ‫على‬
‫من‬ ‫ألي‬ ‫تخضع‬ ‫ال‬ ‫الغذائية‬ ‫المدعمات‬ ‫مكونات‬ ‫أن‬ ‫إلى‬ ‫باإلضافة‬ ‫و‬ . ‫كوليستيرول‬
. ‫المضافات‬ ‫و‬ ‫األدوية‬ ‫تشريعات‬
11-!‫؟‬ ‫منتجاتها‬ ‫لتسويق‬ ‫هائلة‬ ‫مبالغ‬ ‫تصرف‬ ‫غذائية‬ ‫شركات‬ ‫على‬ ‫مثال‬ ِ‫أعط‬
‫الـ‬ ‫و‬ ‫ماكدونالز‬ ‫كـ‬ ‫العالمية‬ ‫خصوصا‬ ‫و‬ ‫السريعة‬ ‫الوجبات‬ ‫مطاعم‬KFC‫أيضا‬ ‫و‬
‫المدروسة‬ ‫الهائلة‬ ‫اإلعالنات‬ ‫بسبب‬ ‫و‬ ‫الغازية‬ ‫المشروبات‬ ‫و‬ ‫الطاقة‬ ‫مشروبات‬ ‫مصانع‬
‫من‬ ‫كبير‬ ‫إقبال‬ ‫نجد‬ ‫الصحة‬ ‫على‬ ‫سلبيا‬ ‫المنتج‬ ‫أثر‬ ‫كان‬ ‫مهما‬ ‫المستهلك‬ ‫لجذب‬ ‫جيدا‬
‫المنتجات‬ ‫هذه‬ ‫على‬ ‫المستهلكين‬ ‫قبل‬.

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Discussion
marketing plan is a written statement of the marketing
objectives, strategies, and all specific actions that must be
taken. It explains how the nutrition and health information will
be delivered to the targeted population. When we put a
Marketing plan there are many factors that should take in
consideration: 1) specific goals and objectives that very
important to be clear about the desired marketing outcomes
and to state them in measurable terms. 2) target groups that
essential to define prior to marketing a nutrition program. For
example, if the program is about diabetes, specify whether the
target group is individuals in the community who have not yet
developed diabetes, or healthcare practitioners such as
physicians, dietitians. A secondary target audience could be the
decision makers who influence the individuals choice to use the
program (parents, friends, spouses).3) messages, once the
target group is determined, find out the beliefs, needs, and
orientation of the target group. This will provide the types of
marketing messages the target group needs and determine
their sequence. Most programs use television, radio, and print
(newspapers and magazines) to communicate their messages.
4) a good marketing plan must verify the communication
channels that the target groups use. If the target group is older
individuals, for example, determine whether they read the
Peace Meal Program newsletter, watch television, or listen to
the radio. Use the target group’s most popular communication
channel to advertise the marketing messages. 5) Budget, it is
important to extend the budget to provide media coverage
throughout the entire program period. Be sure to include ideas
for fundraising within the budget. It is important to budget
wisely because advertising is expensive. Some related
marketing costs include funds for logos, fliers, brochures,
videos, and radio and /or TV public service announcements.

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Monitoring the marketing program/plan will provide feedback
on the success or relevance of the marketing strategy. An
elaborate evaluation is not necessary; it could be as simple as
asking the participants how they heard about the heart smart
for teens. Evaluate whether the marketing channels used were
ineffective, whether they should be repeated, or whether they
should be modified based on participant’s feedback.
Many healthy promotion programs use marketing principles to
guide their activities. The significance of this principle is that
business marketing focuses on fulfilling customer's needs and
desires, but social marketing forces on changing personal or
social behaviors for the benefit of the public.
The theory was that the same marketing principle used to sell
products to consumers could be used to "sell" ideas,attitudes
,and behaviors however, social marketing is sometimes less
effective than it commercial counterpart because it aims to
influence people's ideas and behaviors telling people what
they need, public health professionals are learning to listen to
the needs and desires of the costumer .
Food industries spend more money on advertising to promote
highly processed , elaborately packaged fast food than the
nutritious food , and I read in many books that 70 percent of
food advertising is for convenience foods , candy and snakes
,soft drinks and dessert whereas only 2.2 percent is for fruit
,vegetables ,grains or beans.
For example McDonald's expend more than $600 million on
advertising!
In these days, children of all ages spend a large amount of their
time using a combination of various media, including TV and
DVDs and the internet and much of the media targeted to
children loaded with elaborated advertising campaigns , many

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of which of which promote foods such as candy , soda , and
snacks.
And exposure to these media affects children's choices and
may have a strong influence on their tendency toward
increased obesity and chronic disease risk.
The most common available government powers are legislation
and the use of taxation and subside. Action on tobacco control
showed the necessity for using these powers as a tool of health
promotion. Educational efforts over the last three decades
have very important in persuading millions of people to stop
smoking, but smoking rates still well above half of their level of
30 years ago. There is convincing evidence that price hikes are
an effective mean to reduce smoking rates. It was estimated
that a 10 percent increase in price reduces tobacco
consumption by about 5 percent, especially among lower
socioeconomic groups
Industries profit significantly from the sale of highly processed
food and are often resistant to change. Therefore, industries
often secure nutrition support by utilizing a large budget in
attempts to delay, dilute, or stop laws.
There is evidence of how industry has successfully pressured
governments to bend to their wishes on questions of nutrition
policy. As discussed by Nestle, the meat industry has been
effective in rewriting dietary guidelines. In the late 1970s, the
recommendation was to reduce the amount of meat
consumed; then the emphasis moved to eating lean meat. By
1992, people were encouraged consume at least two or three
servings daily.

9. 9
Recommendations
- Increase the awareness about the benefits of healthy diet by
using advertising (TV, Posters in public areas) and flyers contain
simple guidelines to improve a good food choices.
- Holding FREE sessions to learn the general public how to use
sophisticated Nutritional programs and website
Examples programs and websites:
pxhttps://www.supertracker.usda.gov/default.asSuperTracker (
)
The Food Processor nutrition analysis system )ESHA (i.e.-
- Establishment of health awareness campaigns, voluntary
spread all over the Kingdom
-- By means of regulation and rewards , schools could be
encouraged to sell meals of superior nutritional value in lower
prices than junk foods in order to restrict the sale of those high
calorie dense foods . Similar polices could be applied to other
institutions under government control, such as the military,
prisons, and cafeterias in government offices.
- Community nutritionist work with the media or food industry
must consider the accuracy of product descriptions and claims,
words, and images so they don’t misinform the public.

10. 10
Conclusion
Marketing is directed at satisfying the needs and wants of the
consumer through an exchange of processes or activities.
Social marketing focuses on behavior change instead of sales or
funds raised
Market segmentation is dividing a market / community into
distinct groups of individuals on the basis of needs,
characteristics, or behavior.
Community nutritionists can communicate important health
promotion messages to wide and diverse audiences or to a
specific population by developing public service
announcements
Some of the communication factor may affect the nutrition
program are perceptual distortions of information about
nutrition, lack of listening on the part of the targeted
community.
Although advertising has not been linked directly to childhood ,
obesity, advertisements targeted to children through multiple
media channel contribute to children's choices about foods ,
beverages , and sedentary lifestyle.
Some marketing companies promote nutrition misinformation
of un proven health products, such as dietary supplements ,
weight loss products , and herbs.

11. 11
References
Maisoon, Irbid,Princess Basma Teaching Hospital
April, 2014.nd
jabaeteh, 2
Nweze Eunice Nnakwe, Community nutrition, Canada,
2009: Jones and Bartlett publishers

12. 12

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