1. MKG5327 - Advertising
Marie-Louise Radanielina Hita
IMC PLAN
For the Ministry of Health and social services of Quebec
A+ Integrated marketing - fictional agency
Brian Ancuta - Sergueï Bécoulet - Felix Cadotte - Tien Nguyen Mau -
Dominika Rezníčková - Omar Jimenez
2. 1
Table of content
Executive summary............................................................................... 2
Introduction .......................................................................................... 3
I. Marketanalysis ................................................................................. 4
II. External analysis (Opportunities and Threats) ................................ 5-9
III. The Ministry of Health of Quebec (Strengths and Weaknesses) .. 9-11
IV. Competitor analysis ....................................................................... 11-13
V. Consumeranalysis .......................................................................... 14-17
VI. Problematic ....................................................................................17
VII. Targetaudience ............................................................................ 18
VIII. Marketing objectives and strategy............................................ 19
IX. Communication objectives and strategy.....................................20-21
X. Desiredpositioning and perceptual map ......................................21-22
XI. Unique Selling Proposition........................................................... 22-23
XII. Advertising concepts ...................................................................23-27
XIII. Media placement ........................................................................ 28
XIV. Marketing communicationmix ................................................. 29-31
XV. Budget ........................................................................................... 32
XVI. Media calendar...........................................................................33-34
XVII. Evaluation of effectiveness........................................................ 35-36
Conclusions...........................................................................................37
Resources............................................................................................. 38-40
Appendices ..........................................................................................41-48
3. 2
Executive summary
This Integrated Marketing Communications (IMC) plan will focus on finding a way to
diminish the consumption of sugary drinks by teenagers around Montreal. In order to do so, we
will target our marketing towards parents (mostly mothers) who have children in between the
ages of 5 and 18.
In order to fully understand the industry, we first analyze the Ministère de la Santé et des Services
Sociaux as well as the health industry in general. This consists of creating a PESTEL analysis. In
fact, the major threats we are facing are the financial power and economical influence that
companies like Coke have. This being said, the social acceptance of our mission and the actual
technological environment allows us to believe in our chances to make a real change in many
Quebecers life in a near future. After analyzing Coke, Red Bull, Gatorade, Mountain Dew, and
Dr. Pepper, we can conclude that their distribution and advertising methods are quite similar and
our approach will manage to deal with all of them at once. Our findings discovered that people
want and need more information about the side effects of consuming sugary drinks and this will
be an omnipresent part of our marketing plan. We are thus proposing a USP embodying both
interests ; “if you, parents, watch your children’s sugary drink consumption, they will grow and
live healthily”.
Our concept for this IMC plan will be based on a variety of visual metaphors described in
many ways. Our winning formula will include efficient advertisements in Berri-UQAM metro
station and in Coup de Pouce magazine. Added to this, the contribution of Marilou Bourdon from
3 fois par jour will send a positive message as the official spokesperson. With her 400 000
followers, it will increase the visibility of the campaign and the CIUSSS Facebook page. As an
incentive to make people participate actively and creating a buzz on the web, we will launch a
contest that will send 10 different youth to a day camp in the 2017 summer. Last but not least, a
filmed public stunt that will able us to rocket the efficacy of the campaign by making a viral
video.
The combination of these communication tools will be part of a one-year plan starting in
September 2016 until August 2017. As mentioned by the client, the total budget of $120 000 is
respected with a total spending of $108 823 and a 9% leftover for unexpected fees and extras.
4. 3
Introduction
The impacts of sugar-sweetened beverages on health have long been a pressing and
frequently discussed issue in our society. In spite of this fact the average consumption among
young Canadians has almost doubled over the past 20 years estimating approx. 170g of sugar per
day. According to the American Heart Association, the maximum amount of added sugars
youngster should eat in a day are 37,5g for men, 25g for women and 14,5g for pre-teen children.
To put that into better perspective, one 355ml can of Coca-Cola contains 39 grams of sugar. The
numbers are strikingly high and are a key player in developing obesity, diabetes, tooth decay,
cardiovascular diseases or even cancer.
Unsurprisingly, it is considered that soft drinks make up by far the largest intake of sugar
in our daily eating. Large manufacturers invest millions of dollars to attract children and teens,
which are most vulnerable to create an unhealthy consumption habit. For example, did you know
that “Coca-Cola” is the world's second most recognized word after “OK”? The brand is
associated with open happiness often experienced with friends and family. Therefore, many
concerns about this have been raised among parents and health organizations.
Our client Direction Régionale de santé publique de Montréal» (The Region of Montreal
Public Health) have asked us to develop an Integrated marketing plan in order to help reduce the
consumption of sugary drinks. The goals are to change the standard related to sugary drinks
viewed by young people and reduce the gaps between economically advantaged and
disadvantaged populations. Raising awareness about the issue of sugary drinks among
Montrealers aged 14 to 18, or families, especially mothers, are our primary objective.
5. 4
I. Market analysis
The power of marketing is undeniable. Sugary drink companies spend millions of dollars
strategically targeting a specific audience group just to promote their products, raise awareness of
their brand and boost up the sales. According to a study by Yale University, the companies spent
almost $866 million in one year to promote their products with market strategies targeted to teens
and children. During the last years, social media has become one of the main marketing tools
aimed at younger generations of potential customers, mostly since it is more difficult for parents
to monitor their children's interests on it (Moran, 2014).
In general, the companies tend to spend four times more resources to advertise sugary
drinks than pure water. The study also points out an interesting trend of decreasing percentage of
sugary ads TV exposure in children aged 6 to 11 by 39% since 2010. The decrease in a group of
children aged 12 to 19 was slightly smaller with 30%. Even the advertisements of those beverages
on the websites visited by teenagers dropped by 72%. However, the budgets were refocused
towards social media and since then, overall advertising spending increased by 9% (Moran,
2014).
Since the Hispanic and black ethnic groups tend to have higher preferability rate of
sugary drinks consumption (Moran, 2014), the companies started to launch campaigns focused on
them specifically. For example, the advertisements made in Spanish have increased by 44%. This
strategy successfully influenced the target audience. Moreover, the gap between the percentages
of exposure to ads has doubled when comparing black to Caucasian ethnicity (NPR.org, 2014).
According to PMB database, more than 66% of surveyed Canadians had drunk sugary
drinks in past 6 months. Their actual sugary drinks consumption within past 7 days may be
divided into four stages (none, light, medium and heavy), where 19,5% of respondents consumed
more than 6 drinks in the given time frame (See Appendix 3). Surveys also shows, that the most
favourite kind of sugary drink is still the regular one, with 40,5% preferability in-group of often
drinkers (PMB, 2015).
6. 5
II. External analysis
Opportunities:
Political :
In the Canadian political system, the provinces are considered co-sovereignty.
Theoretically, they have a great deal of power relative to the federal government, which
should be limited to only conduct laws concerning the peace, order and good government of
Canada. The province's jurisdiction spreads over many public goods such as health care,
education, welfare, intra-provincial transportation, trade as well as exacting their own taxes.
However, in spite of activities of many pro-health organizations and agencies (Weight
Coalition), the omnipresence of strong lobby and even potency of corruption from large
manufacturers should be taken into account. Their frequent arguments are violations of
freedom of speech and the liberal market environment and are threats of reducing
employment.
Economical :
Many recognized that the analysis of fiscal tables for the year 2015-2016 shows that
the province financial planning is unkind to healthcare and education spending. The
governmental budget of Québec calculates the biggest debt of all provinces in terms of
cumulative total years of deficits. Reasonably the most promising and cost effective tool
would be implementation of taxes on sugar-sweetened beverages. Taxes don't have to
necessarily affect businesses in dramatic numbers whereas they could bring significant
revenue to finance both healthcare and education. This process could later result in an overall
decrease of consumption, as people will be better informed about the negative impacts. In
addition, the government can save money when there's a smaller public demand to invest in
disease treatments.
Another opportunity that helps to lower the consumption is de-normalizing it in eyes
of children. Sugar sweetened beverages are easily available and aggressively marketed,
especially in fast food restaurants. Government could initiate a law forcing retailers to review
7. 6
their display policy on certain goods. The good example is Sweden, where energy drinks
cannot be sold to children under the age of 15.
Environmental :
According to the Ethical Consumer website, the packaging of sugary drinks is
approximately 58% in the form of PET bottles, with the rest being in aluminum cans or glass
version of bottles. It may be believed, that since these materials are recyclable, they are
environmentally friendly. However, its improper disposal causes “plastic pollution”, which
affects mostly oceans and groundwater. Abandoned garbage, consisting 80% of plastic
materials, tends to huddle up into patches the size of a small islands, intoxicating near flora
and fauna, and costing fishing industry, tourism or logistic companies more than a billion
dollars annually (Ethical Consumer, 2016). Pointing out not only the health consequences of
sugary drinks consumption, but the environmental ones as well, may deepen the interest in
problematics and bring attention to it too.
Legal :
CRTC: There is already a legal barrier to help the ministry. The Canadian Children’s
Food and Beverage Advertising Initiative «provide strong guidance that include measures for
digital communication» (E. Belch, A. Belch & A. Guolla, 2014). It works as a self-regulation
program for advertisers. As a voluntary basis, this program has certain limits but nevertheless
it gives strong guidelines such as banning food and beverage advertisements in schools (ASC,
2015). The Canadian Radio-television and Telecommunications Commission can be a big
asset for our cause in terms of regulation and advertising limits. In fact, here in Quebec,
regulation exists to minimise the influence that companies like Coke and Red Bull could have
on children under 13 years old. The Consumer Protection Act of Quebec says « it is illegal to
direct commercial advertising messages to persons younger than 13 years of age» (E. Belch,
A. Belch & A. Guolla, 2014).
Advertising Standards Canada: its mandate is « to create and maintain community
confidence in advertising». With its code and its guidelines, the ASC «handles complaints
about advertising, and administers any disputes that arise between advertisers» (E. Belch, A.
Belch & A. Guolla, 2014). In our case, the marketers accept to implement 5 principles in
order to fight against the general obesity problem we are facing right now, especially amongst
children.
8. 7
Social :
Sugary drinks and health problems are already part of a big debate in our society and
a lot of people are in favour of reducing the consumption of these sugary drinks. As it is
shown in the Plan d’action de la santé publique sur les boissons sucrées, certain
municipalities have already taken action in order to reduce the consumption of these products
locally. For example, some of them have banished every non-healthy food in public sports
center, in schools and even at work. Many groups and associations can be included in this
fight against sugary drinks such as dentists who can support the message we would like to
provide globally. Increasing the knowledge, mostly for kids and parents from low-income
families, would be a huge opportunity for us as society to increase our global knowledge and
build a stronger and smarter province. The same phenomenon has been shown in France:
«Social disparities concerning food and physical activity are evidenced from childhood, and
can contribute to social inequalities in health through a process of accumulation» (Darmon,
2016). This is usually the result of a decline in the individual's socioeconomic position, with
economic, structural and psychosocial constraints that limit the take-up of healthy behaviours.
Technologic :
As technology is becoming a bigger part of our daily life, new marketing
opportunities are being open with it. According to Fabio Musso, professor at University of
Urbino in Italy, the technological progress has a significant positive impact in terms of an
improvement of “the relations and interactions among all members of marketing channels
and those with the end consumer” (Fabio Musso, 2012, p.41) not only in a final
communication towards potential customers, but internal management, logistics or partners
involvement too.
The Big Data is a huge and complex amount of data from different sources. It is
processed and analyzed by companies and may benefit in terms of customers needs and
habits, predicting and planning future strategic moves. Russell Glass considers the Big Data
to be a “force that is driving the future of business… especially in marketing”. (Russell Glass,
2015, p.6) Its complexity guarantees a spot-on insight on where the gaps are, what audience
the company should target while eliminating unnecessary information or personalization and
future prediction in audience behavior. (Russell Glass, 2015)
The power of Facebook, YouTube, LinkedIn, Flickr and other social medias is being
used by viral marketing to create a “buzz” which is needed to promote a specific service or
9. 8
product. The initial costs are much lower than using a classic TV or billboard campaigns,
since the people who share the content are not paid. (Fiona Harvey, 2001).
Threats
Social :
Translating the message could lead to a misunderstanding if it is not well done. Most
of the brands are well known and they’re part of our social life every day. For example, if we
look at Coke’s campaign “Share a Coke”, or Red Bull’s everyday events, they are always part
of the good, funny and happy moments of our life. The brand image they were able to implant
is a massive threat for our cause because they are recognized as something that makes you
feel good and happy. Overlapping this feeling by one that is not good for us is an enormous
challenge.
Technologic :
The Coca-Cola Company, for example, has a strong impact on people through social
media, with its 96,359,099 fans liking their Facebook page1
.
The fact that these companies are usually business profit organisations with high
income also allows them to make big investments into the newest technologies. Even
outsourcing the Big Data storages on Hadoop can cost from 10 dollars to 100 million dollars
in a year. (John Bandleman, 2012). Even though The Canadian Radio-television and
Telecommunications Commission has launched a website focused on Internet policy, where
you can make a complaint or get information on their policies, activities and initiatives, the
Internet and mostly social media are still the place where you can express your opinion freely
(as long as it does not violate the website policies). And since the amount of data online is
rising by every second, CRTC just cannot control every byte. (Crtc.gc.ca, 2016)
1
Due to February 10th 2016.Availableonline: https://www.facebook.com/cocacolacanada/?fref=ts
10. 9
Environmental :
In terms of environmental protection regulations, energy consumption or waste disposal
and recycling, there is no significant problem arising in launching a marketing campaign, as
long as the advertising agency will respect all legislative restrictions.
Legal :
For the moment, there are no strong regulations for media such as Internet where
children spend a lot of their time. That means there is still a big margin for companies to
reach that market without having to deal with government authority or other organizations.
III. The Ministry of Health of Quebec
Created in 1985, the Ministry of Health
and Social Services (Ministère de la Santé et des
Services Sociaux,or MSSS in French) of Québec,
sits in the city of Québec in Canada. Under the
Québec government jurisdiction, it is currently
under the responsibility of Gaétan Barrette,
minister of health and social services.
The ministry is responsible for the organization of the private and public health network ;
working with agencies and advice committees, it shares and delegates its duty with 34
establishments within the province. Among them, the integrated university centre (CIUSSS) of
the South Central area of Montréal Island, has presented its brief to our
agency (MSSS, 2016).
According to the DSP (Directeur de la Santé Publique) website,
Dr. Richard Massé, the director of this centre, will lead – among other
objectives – a preventive management of chronic diseases caused by bad
nutrition. (MSSS, 2016)
This department's mission is to ensure health and well being of all Quebecers through
quality health and social services, to benefit social and economic development of the whole
province.
11. 10
The minister has to supervise the whole system, establishing the health and social
services policies and ensuring their implementation. He also has the power to propose priorities
for action to the government, consistent with the ministry's mission.
MSSS strategic plans are based on core values and principles, to benefit the whole
society: constantly struggling against social and gender inequalities, encouraging sustainable
development, innovation and research.
Its vision is built around efficient and accessible social and health services, adapted to
Quebecers needs. Between avoidable delays and expenses, the ministry has to face an aging
population and thus has to allocate resources in another way.
According to the strategic plan for 2015-2020, promoting healthy lifestyles and
preventing of health problems is one of their major goals for the next years, facing the alarming
statistics about habits of consumption and health problems related to them. Thus, the plan of
action concerning the sugary drinks underlines main actions towards consumers (such as
sensitizations), dispensers (restricting the physical accessibility to such drinks), and
manufacturers (improving the beverages' quality).
Strengths
First, the legitimacy of the ministry is unquestionable. It is an organization operating
under the aegis and the control of the government, and has a considerable power of action above
companies.
Therefore, considering its mission, the information communicated to consumers is
reliable, and incentives to act are more effective than companies' communication in order to
benefit their financial profit.
Moreover, the structure of the health network is composed of many committees and
institutes supporting the ministry at all times. The ministry's plan of action for 2015-2020
explains how organizations such as DGSP (Direction Générale de la Santé Publique), PEPO
(Plateforme d'Evaluation en Prévention de l'Obésité), Université de Laval and INSPQ (Institut
National de Santé Publique du Québec) worked together to investigate the sugary drinks
problem, and conduct surveys.
12. 11
Weaknesses
Nevertheless,according to the budget evolution of Quebec since 2014 (L'actualité, 2015),
the actual deficit situation led to restrictions (only +1,4% in program expenses for MSSS for
2015-2016) in order to reach a balanced budget – a priori on March 2016. That is why the
proposed budget is tight: $120 000.
Moreover, we could also say that all the sugary drinks companies have built a strong
reputation worldwide; the impact of a message from the ministry can only have an impact
locally, and not globally like its competitors. In other words, the ministry only has a strong
legitimacy locally.
IV. Competitoranalysis
Since the « Direction Régionale de santé publique de Montréal » doesn’t have a product,
but more of a message to spread, the competitors will not be companies that are trying to sell the
same message, instead it will be the enterprises that sell products against the message trying to be
spread. To better understand the competition, we have chosen five examples to analyse in order to
better understand how we can spread the message, thus being the dangers of drinking too many
sugary drinks. We are going to analyse the following companies: Coke, Red Bull, Mountain Dew,
Gatorade, and Dr. Pepper.
1. Company : Coke
Product : Soft Drink
Price : Approximately 2$ for a can
Advertising : Through TV, radio, internet, billboards, events, etc.
Distribution : Through grocery stores, convenience stores, wholesalers, vending
machines, restaurants, bars and clubs.
Premise : Tasty drink
One of the most successful and long lasting companies in the world is Coke, previously
known as Coca-Cola. It has been amongst us for ages, being introduced in 1886. Ever since its
creation, everyone was craving the drink (in the past, it was mostly because it contained cocaine).
13. 12
The famous Coca-Cola bottle still has people collecting them to this day, and you may even see
an old Coke vending machine in a museum. Today, this company opened many sub-products, for
example, Coke Diet, Coke Cherry, and Coke Zero. It even managed to create a famous “signature
drink” at restaurants, bars and clubs known as Rum and Coke. Out of all the competition, Coke is
most likely the best known worldwide.
2. Company: Red Bull
Product : Energy Drink
Price : Approximately 3.50$ for a can
Advertising : Through TV, radio, internet, billboards, events etc.
Distribution : Through grocery stores, convenience stores, wholesalers, vending
machines, restaurants, bars and clubs.
Premise : Boosts energy to keep you awake
“Red Bull gives you wings”, the famously known slogan belongs to the next competitor
that we’re analyzing. In fact, no, Red Bull does not give you wings, however it gives you so much
energy that you’ll believe you’ll be able to fly. Today it has many sub-products such as Red Bull
Yellow Edition, Sugarfree, and Blue Edition. It was first introduced in 1987 and is mainly sold in
bars and clubs in a mixed drink with vodka. The caffeine content of a single can of Red Bull is 80
mg/250 ml (32 mg/100 ml), which is as much as a cup of coffee. In most cases, people would
have more than just one can due to its highly addictive properties, and that could be very
dangerous. In many cases, it has given heart problems to people who drink it a lot, including heart
attacks.
3. Company : Mountain Dew
Product : Soft Drink
Price : Approximately 2$ for a can
Advertising : Through TV, radio, internet, billboards, events, etc.
Distribution : Through grocery stores, convenience stores, wholesalers, vending
machines, restaurants.
Premise : Tasty drink
Mountain Dew is a company owned by PepsiCo. They are usually seen sponsoring video
game competitions as well as dirt bike, ATV, and NASCAR, and action sports events. It was
14. 13
introduced in 1940 and has over 80 sub-products that eventually hit the shelves (lots of them are
discontinued today). Their target audience identifies with teenagers who play video games or who
participate or watch dangerous and action-packed sports.
4. Company : Gatorade
Product : Sports Drink
Price : Approximately 2$ per bottle.
Advertising : Through TV, radio, internet, billboards, events, etc.
Distribution : Through grocery stores, convenience stores, wholesalers and vending
machines.
Premise : Gives energy for sports activities.
If anyone played any team sports like soccer, basketball, or hockey, they would have
definitely tried Gatorade. It’s the “go to” drink for sport events. You’ll usually see professional
sports teams with bottles of Gatorade on the side bench. Gatorade was created in 1965 for the sole
purpose of replacing water in sport activities. It is supposed to replenish the combination of
water, carbohydrates and electrolytes that the athletes lost in sweat during their game. This
product contains 9 teaspoons of sugar, with 15 calories in a single teaspoon. Consuming a 20
ounce Gatorade means you are drinking 135 calories of sugar. As you may all know, Gatorade
has a multitude of flavours such as orange, blueberry, and raspberry.
5. Company : Dr. Pepper
Product : Soft Drink
Price : Approximately 2$ per can
Advertising : Through TV, radio, internet, billboards, events, etc.
Distribution : Through grocery stores, convenience stores, wholesalers and vending
machines.
Premise : Unique tasting drink.
Out of all the competitors we are analyzing, Dr. Pepper has been around for the longest
period. Created in 1885, just one year before Coca-Cola. It is marketed as being a unique drink
that isn’t a cola or a root beer. They have had about a dozen sub-products such as Dr. Pepper
Cherry Vanilla, Red Fusion, and Berries and Cream. Just one can of this product contains 41
grams of sugar.
15. 14
V. Consumer analysis
Target audience
Demographics :
Age : Mothers of all ages who have boys aged 5 to 18.
Race : All ethnicities
Location : Montreal
Life stage : Generation X and Y
Gender : Females
Income Level : Low-income families. In total, there are more than 70 000 families in
Montreal.
Education : High school level or more.
Family status : Couples or single mothers with children aged 5 to 18 living at home.
Psychographics
According to CQPP, in Quebec, 44% of teenagers from 15-16 consume sugary drinks
in a weekly basis. Moreover, a quarter of the students in high schools are consuming at least
one sugary drink per day. Adding to that, 43% of high school students had an energy drink at
least one time.
If we look at the national numbers, Statistics Canada reveals that more the children
grow up; the more they are consuming these drinks. The peak age is from 14 to 18 years old
where boys drink approximately ½ liter per day compared to girls who drink ⅓ liter. «
Regular soft drinks (including energy drinks and iced tea) are very popular amongst Canadian
teens and they are the main source of sugar for 9 to 18 year olds2
. This enormous
consumption is partly the result of a massive investment by the industry of sugar-sweetened
beverages to reach this young population» (CQPP, 2015). The general consumption of soft
drinks has also doubled between 1971 and 2001. We have seen a slight reduction in the past
years but there is nothing significant enough because other drinks such as energy drinks and
sports drinks took a bigger place in the industry (CQPP, 2015).
« A recent survey of 10,000 young Quebecers by the Réseau du sport étudiant du
Québec reported that nearly half of the teens surveyed could not distinguish between the
2
Appendix 1
16. 15
various types of strategies used by manufacturers to sell more sugar-sweetened beverages»
(CQPP,2015). That means teenagers are the perfect targets for these companies because they
are not fully aware of the manipulation used in the advertising.
Children have a high influence on their parents’ decision in buying things or not. That
power is known as the «nag factor», which is the incessant demand for a product. «A study
has been released on the nag factor associated with various product categories aimed at
children or adults. It also looks at soft drinks because they are clearly important for children
[…] and because it is a category in which teens have the most impact on buying decisions »
(CQPP, 2015).
Youth are constantly in presence of these products at school, at home, at grocery
stores, convenience stores and sports arenas. These products are mostly considered as
impulsive buys and teenagers are well known to be impulsive buyers as well.
The motivations for youth to drink these products are excessively high. First of all, the
big brands were able to influence the perception of youth to link their product to emotions
such as happiness and energy. Focus groups have shown that teens associate the drinks with
togetherness and active people3
. You can see in appendix 2 all the words that youth have
linked to these sugary drinks. These focus groups have also revealed that « many of the
images selected depicted energy and action, the teen audience all included at least one
negative image, showing teens have an awareness of the negative consequences of sugary
drink consumption» (Ruiz et al., 2012).
Mothers :
The situation is also critical when we look at the adults’ problems in greater Montreal.
Even with the percentage of women who are overweight (42,5%) compared to the percentage
of men (58,5%), they are still almost half of the adult population. In Montreal, 1 out of 2
people4
aged more than 18 years old are overweight or obese. Moreover, a study made by
L’Institut national de santé publique Québec found that the percentage of people with obesity
is bigger in the rural environment (54,3%) than in the urban environment (49,6%).
The study made in Quebec also reveals that a correlation exists between the index of
deprivation and Quebec adults’ corporal weight. Prevalence also exists with an increasing
deprivation and more overweight women. For the good of our plan, it would be beneficial to
3
How Sweet It Is: Perceptions, Behaviors, Attitudes, and Messages Regarding Sugary Drink Consumption and Its
Reduction, Interlex communications
4
Surveillance du statut pondéralchez les adultes québécois, PORTRAIT ET ÉVOLUTION DE 1987 À 2010 p.12
17. 16
prioritise and target the neighbourhood with the lowest income in Montreal. In our analysis, it
is shown that a strong correlation exists between the consumption of sugary drinks, weight
problem and the average income.
According to a report presented by Les saines habitudes de vies, mothers are
recognize as opinion leaders for their kids just like doctors or school principals. These people
have major influence power on youth.
Employment5
For the employment rate, even if the situation gets better, women are still less likely to
work than men. Most of jobs they hold are mainly in service industries rather than in
production industries6
. We are mostly talking about jobs like secretaries, cashiers, sales
clerks, accountants, nurses and educators. Moreover, they are a majority (67%7
) to occupy a
part time job. In 2001, women were occupying 71% of the minimum salary employment total.
Survey findings
The survey we conducted (Appendix 6) has been sent on the Moms & Dads of
Montreal and Association de parents de jumeaux et de triplés de Montréal Facebook private
groups. The respondents result from a random sample within a restricted population. It is
important to mention that anybody on the Facebook page had access to the survey, which is
part of the limitation of the following findings.
● Most of the families have 2 children (40.7%) and a major part of them are
between 5 to 18 years of age (70%).
● Most of the children can find sugary drinks at home every day (50%). After that,
it is only on special occasions with 20%.
● Parents know what their children are eating with their friends most of the time, at
least, that is what they think. It could have been interesting to ask the same questions to their
kids.
● What could influence the most in the choice of reducing SD consumption are the
health problem related to them. Higher price doesn’t really influence the reduction8
.
5
The followingnumbers arefrom (Beeman, Belley, Cuerrier & Goulet, 2016)
6
Appendix 4
7
November of 2003
8
APPENDIX 5
18. 17
● 100% of the respondents think that the government should raise more awareness
about the consumption of SD.
● We can see that people don’t really read the labels and don’t really know too
much about the ingredients in these drinks and what are their effects are on the human body.
● It could be part of the limitations that a major part of the respondents have an
annual family income higher than 120 000$, which is not a segment that we would like to
target.
VI. Problematic
It seems that most people are aware of the problems caused by an excessive consumption
of sugar, such as diabetes, tooth decays etc. But they are not really aware of the reasonable
consumption threshold, and they do not realize the amount of sugar contained in sugary drinks.
All of the sugary drinks promotions have generated strong habits of consumption and positive
attitudes towards them, and health organizations have difficulties facing these problems. But as
long as the sugary drinks companies do not sensitize people about excessive consumption, this
role can only and has to be endorsed by health organizations. Their efforts must be perpetuated
and supported.
There are yet some negative consequences that could potentially arise as people will
search for alternatives for sugary drinks. Some companies are bringing modifications of drinks to
the market, claiming their harmlessness and value added to customer´s health. Many of these
beverages, such as sports drinks, energy drinks, premium soda, and ice tea promise more than
quenching thirst offer extra energy, essential vitamins and other healthy nutrients. It has been
long dispelled, the myth about one of the most popular modifications of Coca Cola Diet Coke
being healthier option to the original drink. However, Diet Coke still remains the second best-
selling brand of soft drinks in the world. Despite having a few benefits over sugary colas, Diet
Coke contains chemicals and artificial ingredients that some experts say cause plenty of harm.
We should therefore consider the trend of shifting to these “diet” versions.
Regarding possible reactions from manufacturers, we can expect that they will most
likely level criticism against the campaign as it could, from a certain point of view, violate the
freedom of choice. Also questions of very limited budget and relatively limited data on health
could be challenging.
19. 18
VII. Target audience
Based on the previous research we have made, we are now able to bring out two
distinctive segments that will allow us the reach an effective and high amount of people
according to the problem we face.
The first target audience will be single (French or English or bilingual) mothers within a
low income situation, who live in Montreal, who have 1 or 2 children and at least one of them is
in high school (13 to 18 years old) and is a boy.
The second target will be two-parent households with 1 or 2 children, within a low-
income situation and who have obesity problems.
The most important thing is to make sure that with this IMC plan, we will effectively
reduce sugary drinks consumption among children. These two segments together will allow us to
reach the people who have the biggest influence on these children: parents. Secondly, we have
targeted parents with low-income revenue since there are more than 70 000 families in that
segment in Montreal. The correlation between deprivation and Quebec adults’ corporal weight,
revealed in the situation analysis, show us that it is not only a significant mass of people. They
also have similar behaviours and are susceptible to be victims of obesity themselves and by
default, influence their children to adopt the same bad habits. Targeting families with at least one
teenager in the household makes us face the population who is the most vulnerable to consume a
high quantity of sugary drinks everyday. The peak age is from 14 to 18 years old where boys
drink approximately ½ liters per day compared to girls who drink ⅓ liters per day. We will also
consider the fact that most of the mothers and fathers included in our audience work distinctively
in the service industry (mothers) and in production industry (fathers). By considering their type of
employment, it will increase the credibility of the message itself.
20. 19
VIII. Marketing objective & strategy
In order to creative and plan the best suiting strategy providing the desired results, the
IMC campaign needs to have a clear vision, a goal and a way of transforming the set goal to a
reality. Our objectives are SMART and based on the target audience previously stated.
Marketing objective
For both of ours IMC campaigns, which differ just slightly, we set the marketing
objective followingly: To reduce the consumption of sugary drinks among Montreal male
teenagers and young adults aged between 13 - 18 by 5% within a year of the launch of the
campaign in Montreal, by influencing and changing shopping habits of their low-income parents.
Marketing strategy
As seen in the results of a survey we conducted, around 50% of children in Montreal
have everyday access to sugary drinks at their homes. Comparing this number to just 20% for
households in which the sugary drinks are available only on special occasions a few times a year,
one of the main reasons for the high sugary drinks consumption among youth is highly visible.
Children have daily access to the sugary drinks based on their parents shopping habits. Therefore
we decided to decrease the sugary drinks consumption rates among children through the change
of parents purchase behaviour and their realization of what negative affects the access of sugary
drinks have on their children.
According to the survey, a higher price would not influence their decision of purchasing
sugary drinks. On the other hand, emphasizing the health problem related to the high
consumption has shown as a most persuasive and most effective method of changing the
behaviour. Based on that, the strategy will focus on promoting the negative consequences on
children´s bodies and health caused by high sugary drinks consumption as a warning and
persuasive tool for choosing a healthier, more preferable lifestyle among our target audience.
21. 20
IX. Communicationobjective& strategy
To appropriately deliver the message we want to share, we set a specific communication
objective and a communication strategy.
Communication objective
Since our main marketing objective is to decrease a consumption of sugary drinks among
Montreal teenage boys, the communication objective needs to support it and carry the message to
the target audience. To best serve this purpose, it was established followingly: To raise awareness
of the negative effects and dangers of the consumption of sugary drinks among Montreal low-
income families that include male teenagers and young adults in between the ages of 13 - 18 by
15% within a year of the launch of the campaign in Montreal, in order to encourage them to
decrease their consumption of sugary drinks and change their children's drinking habits.
Communication strategy
The survey clearly shows that all the respondents feel that the government should raise
more awareness about the negative consequences of SD consumption, which later on might
influence the target behaviour and actual consumption. Therefore, in order to achieve the main
goal of influencing the target audience and decreasing the consumption of sugary drinks among
youth in Montreal, the campaign will firstly focus on the communication strategy and raising the
problem awareness. By informing the audience of health related problems and deepening their
knowledge in negative impacts of high consumption of SD on children´s bodies, the parents
should realise how dangerous it is to let their children drink these products. Followingly, they
should prefer minimizing their children's access to those drinks by choosing and purchasing a
healthier drink and educating their children.
The informative campaign, consisting of various communication channels, is planned and
will be launched specifically to reach out to our target audience with the most effective impact
possible within the budget by choosing the most efficient media and time schedules to remind the
viewers about the message. The campaign will catch audience's attention as a parent, thanks to
the visual content and the usage of children as our main campaign characters and chosen slogans
emphasizing the words “your children” and “your child”. After the audience gets involved, the
campaign targets their emotions, mostly fear, giving them the desire to protect them. This should
22. 21
be strong enough to keep the message resonate, think about their lifestyle and eventually
convince them to change their habits.
X. Desired positioning and perceptual map
The Ministry of Health positions itself as an organization that wants to promote a healthy
lifestyle for Quebecers. Our agency proposes to make parents well aware of the problems related
to sugary drinks excessive consumption, and focus on long-term results on their children’s health.
Facing these global giants, such as Coca-Cola, the Ministry has to be seen by mothers of
Quebec as experts in the field of health and wellness. Furthermore, we want the target audience to
know that apart from avoiding diseases to their children, keeping control on sugary drinks
consumption helps them to be happy.
Our agency wants to solve the problem through different creative campaigns, by showing
that we are in a critical condition, and we have to make things change right now. Our different
ideas are built around situations where the damage is done, or very close to being done to make
them react.
It is important to build a brand positioning strategy because it defines who you are, what
your mission is, and explains your values and beliefs. The Ministry of Health of Quebec
competes in a red ocean, struggling against lots of companies distributing and promoting their
beverages. However through our Unique Selling Proposition, “If you, parents, control your
children’s sugary drinks consumption, they will grow and live healthily,” we are positioning
ourselves in the idea that if their children drink healthier beverages instead of sugary drinks, they
will feel healthy and happy. We are not banishing these beverages, but they should be used in
some occasions only.
23. 22
The perceptual map was created based on the competitor analysis and internal analysis.
The vertical axis represents the amount of drinking per day, from 0 to 2 liters (the daily
recommended quantity of water for an adult is at 3 liters, including 2 liters through drinking
(Mayoclinic.org)). The horizontal axis represents the result of consumption on health on the long
run, from negative to positive. Drinking a high quantity of sugary drinks a day has a bad impact
on health on the long run, so does drinking a small quantity of water (due to physiological
needs). Here we are positioning a healthy behaviour, including drinking a few sugary drinks
(there are some healthy sugary drinks alternatives) and a majority of water a day.
We hope to reach the desired outcome, making sure that our target audience’s perception
and behaviour will change.
XI. Unique SellingProposition
A unique selling proposition is a recommendation that a business has, that makes it
different and/or better than competitors.
1. The proposition has to embody the message addressed to the audience,
explaining explicitly the benefits of behaviour or buying a company’s product.
2. It has to be unique in the sense that the competition cannot or does not offer the
same benefit.
3. Finally, it must be strong enough to make enough people act or buy.
24. 23
Thanks to our survey and our daily observations, we strongly believe that people are
aware of the problems caused by an excessive consumption of sugar in general, but not when it
comes to sugary drinks (probably because of its liquid state, making sugar “invisible”). People do
not realize the concentration of sugar in them, even if we explain it explicitly to them; they, and
especially children, cannot foresee on the long term what it means.
It is the Ministry of Health’s duty to ensure and promote healthy behaviours for the
population’s good, and we know that parents are very protective of their children, mothers in
particular. We are thus proposing a USP embodying both interests; “if you, parents, watch your
children’ssugary drink consumption, they will grow and live healthily”. This message may be
even more effective, because if such behaviours of reasonable consumption are adopted at a
young age, they are a lot more likely to last for these children’s entire life, and transmitted for the
next generations.
XII. Advertisingconcepts
We are aware that social marketing is about making people change their behaviour,
considering that their actual one has to change for their own benefit or the society’s. The most
common and effective creative tactic goes through emotional approaches, and specifically to
social marketing, generating a discomfort in consumers’ mind. Indeed, human beings are willing
to reduce discomforts and dissonances, according to consumer behaviour research; for instance,
showing sad people to encourage donations, or depicting terrifying images of wounded organs to
make people reduce their tobacco consumption. Discomfort can be generated by many ways, and
it is important to keep in mind that everyone is not sensitive to the same approach.
First concept : Fear
Our first concept is a campaign embodying fear, an effective but delicate approach. If not
managed well, the audience will remember being scared, but it will not actually affect their
behaviour.
We want to make people realize a danger they underestimate, showing the worst
outcomes of excessive sugar consumption. And the best way for this kind of fear is not showing it
directly, but letting the audience realize and imagine himself after we gave him enough clues.
25. 24
To illustrate our concept, this is a video campaign showing how sugary drinks can have
bad impacts on our lives. It starts by asking “How have sugary drinks ruined your day?”. At first,
this incongruous question is intriguing our audience, wondering what could a harmless bottle of
soda possibly do; we sometimes even notice a little smile
when showing this video around us; we have caught
attention.
Then, we show three scenes of people in everyday
situations (at a party, working, in a car), spilling soda, on
their clothes or papers because they are being clumsy. It
sometimes makes the audience laugh (situational and
repetition comedy), but the important atmosphere we are setting here is relief, knowing that it
happened to everyone, no real harm is done, and “Ruining your day” is maybe a little
exaggerated. Until…
…The last scene; a mother, allowing our target
audience to identify, showing a deep sadness mixed
with fear in her eyes, telling to the audience that sugary
drinks are responsible for her child’s cancer*. The huge
contrast between the everyday life scenes and such an
announcement (linked with suffering and death) make
people realize an underestimated danger.
The video ad then ends with a catch phrase
“Our children live such beautiful days, don’t let them spoil them forever” embodying our Unique
Selling Proposition, which is for mothers to understand that they are controlling what they give to
their children, and the video makes them aware of an unsuspected and underestimated danger;
sugary drinks.
Finally we conclude with “This message is brought to you by the Ministry of Health and
Social Services of Quebec”, to bring legitimacy and credibility to our message.
* “What we do know is that Canadians eat a lot of sugar every day. Eating lots of foods that have sugar added means
you are more likely to put on weight. Research shows that being overweight or obese increases your risk of cancer.
Being obese may cause changes in hormone levels. Changes to sex hormones or insulin might increase the risk of
developing breast, colon or uterine cancer” (Cancer.ca)
26. 25
Second concept : Visual metaphors
Humour is also a tricky approach; in the same way as fear, people can remember
something funny, and leaving the message behind. But here we have chosen a subtle humour
based on particular associations within the scene set; we have chosen to use slight associations
through metaphors, just like children often mix similar things up. The uses of symbols are also
very effective in the audience’s mind. People recognize symbols they know, and when they see
these things in a totally unusual and new set they have never seen, they try to understand why
they are in such a situation. Finally, the entire message is built in their imagination, and they
remember easily, and more than often they smile or laugh by apprehending a new way of seeing
the world. We are proposing a series of ads on this concept:
The first ad (Appendix 7) shows two young kids,
embodying vulnerability and innocence, holding their hands looking
forward at a sunset on the beach. At first sight, everything seems
perfect, they are acting like grown up people, forming a couple,
looking at the future ahead of them, just like a movie cliché.
Everything their mothers could be proud of.
But the subtle shape of the girl, underlined by a straw getting out of her head, makes the
audience realize afterwards that the girl is actually a bottle of sugary drink and that the boy is a
little overweight. The text reads, “Keep an eye on yourchildren’s relationships”, “Tooth decay,
diabetes, obesity,cancer, children are not aware of the danger. You are.” followed by our USP
“For their health, watch our children’s sugar consumption”, with the logo of the Health Ministry.
These choices were made to make our audience realize that you have to look closer to
what their children, unaware of dangers, are doing. Mothers know that their children discover life
and try new things and do not really know what is good or bad for them; parents are the only ones
responsible for their children’s good health and safety. The message is even stronger because of
the analogy we are proposing between human relationships and consumption of sugary drinks:
both are relationships children build, and more than often, before parents realize them.
Thus, according to our current feedback, this ad generates panic in our audience’s mind:
“Am I really aware of what my child eats/drinks when I’m not here ?”. It raises uncertainty and
27. 26
thus discomfort as regards the content of products, especially sugary drinks, but it also applies to
sugary products in general.
On the same idea of associations, our second ad of this series
(Appendix 8) showing an innocent child trying to eat snow… which is
actually sugar poured by an adult from a can of soda. The child has
pimples on his face, as a consequence of excessive consumption of
sugar. The text reads, “Sugar is not like water”, meaning that people and
specially children consume sugar as profusely as water. Our USP and
logo at the bottom remain the same.
This ad also generates panic and discomfort, but this time, people ask themselves: “Am I
a hundred percent sure what I give to my child is actually good for him?”, as people are
responsible of what they give to their children, unaware of the consequences.
A street marketing application :
In order to stand out in a world full of ads, street marketing is a good way to generate
earned media (critics in newspapers, blogs, word of mouth), in other words, it makes people talk
about you. For this project, we will need a production and filming company to create a video
depicting our idea. This video will have an extremely high potential of becoming a “Viral Video”
and is potentially the highest reaching idea in our entire IMC plan.
We are thinking about events on the streets, based on the Red bull’s principle of
distributing free cans. We would propose, at the exits of schools, metros and events where lots of
children and parents meet (sports competitions for instance), free cans of a mysterious beverage
containing a “secret flavour”, distributed by young females who are trying to promote a new
brand of sugary drinks.
Each can would be wrapped with a mysterious removable label where it reads: “Open me
to discover your flavour”. When people unwrap the label, the real label reveals many different
health problems caused by sugary drinks such as “diabetes” to “tooth decay”, without forgetting
“cancer” and “obesity”.
The purpose of this event is to show the reactions people make when they see the labels
and then inform them of the risks of consuming sugary drinks. Afterwards, we would give them
the choice between that can or a bottle of water. A compilation will be made and posted on social
28. 27
media. The earned media generated by the event itself could be important, as an usual street
marketing concept.
Our choice
We, members of the team and the majority of our feedback, feel that fear is a strong
message, but sometimes and easily too intense and less effective than our second concept. The
very positive point we can underline about this first concept is the ability to reveal an unexpected
truth; that an overly excessive consumption of sugar could potentially lead to cancer (through
obesity). Maybe this truth can find its representation in our second concept.
The visual metaphors are more effective in the sense that new things captivate people,
and it is in the human nature to evaluate new situations and give meanings to them. And by
watching hundreds of ads every day, we feel that this may be the best way to pay attention to ads.
And here, we are using this concept in association with pity, in the kind of situations that parents
fear to see their child in, and in which they have to react instantly before things get worse.
29. 28
XIII. Media placement
Metro station:
Since the subway is one of the most used transportation methods by Montrealers because
of its low cost, having a publicity platform there is inevitable. It is probably one of the easiest
spots to predict the traffic flow and above that, each station serves its own little community who
are characterized by specific demographic features. Moreover, by using creativity and connecting
the message to the target audience, it will allow us to create an emotional response, which is
proved to be more effective than trying to get a rational response. By doing it in the metro, we
also limit a major problem that exists within outdoor advertising which is ensuring that the
specific target audience coverage is sufficient. Since our target audiences are Montrealers, it
assures us to limit the geographic coverage that could be too large for nothing with another type
of platform and reach a very select segment.
This will actually be the beginning of the major campaign itself. By using both sides of
the walls in different strategic corridor, more specifically, to get an optimal experience for the
audience, we will have to prefer corridors that curves before the users arrive at the dock boarding
where there is going to be the final punch of our message.
34. 33
XVI. Media calendar
The following timeline represents the integrated marketing plan to be implemented in the
interval of 12 months. The timeline is divided into 4 areas based on the relevance to the
promotional mix. For the starting point we have chosen the month of September in order to be
correlated with the beginning of the new school year on high schools and elementary schools.
Since it is more or less a seasonal schedule, the heaviest focus of our campaign will be
put right at the start, when 4 out of all 7 incentives will be launched. We assume that during the
first month of school parents are more concerned about their children in regards to their school
matter and there is a higher chance that they will get together more often than during the school
year, for example while dealing with the school formalities, attending welcoming sessions,
getting to know new teachers, buying school accessories, signing up to new after-school activities
and clubs, etc.
The street event will take place at those stated locations (as well as the subway and
popular streets) with the high occurrence of parents for a period one month. A team of promoters
will be touring from one place to another every few days. The compilation video shot at the street
events is expected to be posted on social media as soon as there is enough quality video material
to use, presumably after the first week or in the worst case scenario during the following month.
35. 34
The same logic is applied to the launching date for the billboards in the metro station. Berri-
UQAM is the station we will use for our advertising since it has the most traffic. To support the
events and the video ads we will arrange that Marilou Bourdon, creator of a popular blog
promoting a healthy lifestyle called “Trois fois par jour”, will publish her post about our
campaign on her website 1 week after the launch of the events.
As showed in the pulse/seasonal-type schedule the campaign will heavily strike 3 times a
year with the second emphasis planned on February, which means the beginning of the spring
semester. There will be a post about the contest for the summer camp on social media newly
added. We do not want to set it in September, since the actual event will be taking place 10
months later, so the vision of being at the summer camp will not be as attractive as in the cold
month of February, which is most importantly closer to the date of the event. The advertisement
video made from the material shot on the summer camps will be released shortly after that,
introducing the third emphasis.
With the winter approaching, the two graphic ads are planned to be published in the
selected magazine. The start of this communication initiative is tied to the pre-Christmas period
and will continue for 4 winter months until April. That is to keep the consistency of the message
effect.
36. 35
XVII. Evaluation of effectiveness
An appropriate and objective measurement is essential to the success of our integrated
marketing plan on the short-term and the long-term level. Firstly, it will be executed through both
quantitative and qualitative surveys; secondly, through cycles of statistic-driven research, to
demonstrate the effectiveness of selected marketing initiatives.
In the following table we have assigned most suitable methods to each of the initiative.
The awareness evaluation will be determined through a survey that will be conducted at
the start of the campaign during the street events. There, a team of promoters will, while
distributing cans, ask bystanders qualitative and quantitative survey questions to find out how
well they are informed about the negative impacts of sugary drinks and what is their attitude
towards the issue, etc. The collected data will be combined with the previous survey conducted
during the making of the situation analysis. Also at the street events, we can count the number of
attendees as well as the presence of media, which could be later measured by Media Relations
Rating Point, particularly PRM system, of Canadian Public Relations. Afterwards, the whole up-
to-date collected data package will be compared with the second survey, that is set to the very end
of the campaign, however this one will be additionally realized through an online survey, i. e. a
survey form will be posted on Facebook groups oriented to parents living in Montréal.
The online evaluation operations are planned to be performed at the end of every month.
Since we will predominantly use social media (Facebook, Twitter), which have their own
measuring tools, we will not need to hire a third party company for every month. This could
provide us with such metrics like volume, reach, exposure, amplification using the number of
clicks, conversions, etc. To measure the engagement of our audience we can monitor the number
37. 36
of retweets, hashtags, especially those of influential people, comments, replies, etc. As for the
website of Marilou Bourdin we will discuss the statistics with her and eventually use Google
analytics, that is free. In the middle of the campaign we may eventually employ the service of
ComScore Media Matrix company (Unified Digital Measurement) to perform a one-time in-depth
statistics analysis of the whole web, so we could see our frequency in search-engines, media
websites, independent websites, etc. and finally utilize the results and properly adjust them to the
second half of the campaign.
In the evaluation of magazine ads efficiency, we can simply use sales statistics from
Vivadata, formerly NADbank and Print Measurement Bureau. The similar method is applied to
the measurement of billboard´s success. As shown in the table, we will use the statistics of
Canadian Out-Of-Home Measurement Bureau at the end of the active months, i. e. September and
February. The results from the first measuring could affect the subsequent more proper launching
of the billboard in the spring semester.
On top of all evaluation methods mentioned, we can, if necessary, conduct a
measurement to find out, whether we will have reached our marketing objectives as well. That
could be realized by comparing the sales of sugary drinks in large supermarkets, school
cafeterias, vending machines at schools and sporting facilities for children, etc. As a
governmental institution, you are expected to have potential access to sales declarations,
inventory reports or audits of retailers, distributors and producers collected for the purpose of tax
calculation. Alternatively, there will be publically accessible statistics by research and academic
institutions in the long run.
38. 37
Conclusion
The purpose of this integrated marketing communications plan was to lower the
consumption of sugary drinks among young teenagers in the geographical area of Montreal city.
By using both primary and secondary research in the situation analysis, we divided our
target audience into two particular groups. The first one comprises of Montréal´s single mothers
with low income who have 1 or 2 children, of which at least one of them is a boy and attends high
school, whereas the second group comprises of both parents with the same attributes.
According to these findings, we have formulated the marketing objective as well as the
communication objective. The aim is to lower the consumption of sugary drinks by 5%, while
raising awareness about the negative impacts of sugary drinks by 15% within a year from the
launching of the campaign.
Our marketing strategy will be focused to influence the shopping habits of parents whose
opinions are best persuaded by emphasizing the health problem. The campaign will catch parents´
attention using the visual content and the usage of children as our main campaign characters and
certain choice of the appropriate slogans. After the audience gets involved, the campaign will
target their emotions. There are two marketing concepts: fear and visual metaphors using humour.
Our communication initiatives will be placed in a metro station’s billboards, a magazine,
social medias, on a blog of an influential local personality as well as on a street event and a
summer camp. The heaviest strike of our campaign is set to the beginning of the school year with
occasional intensifications during the following 12 months.
39. 38
Resources
ASC, The Canadian Children’s Food and Beverage Advertising Initiative: 2014
Compliance Report. (2015) (1st ed.). Toronto. Retrieved from
http://www.adstandards.com/en/childrensinitiative/2014ComplianceReport.pdf
Bantleman, J. (2012). The Big Cost of Big Data. [online] Forbes.com. Available at:
http://www.forbes.com/sites/ciocentral/2012/04/16/the-big-cost-of-big-
data/#10592fdf6a21 [Accessed 11 Feb. 2016].
Baril, G. (2016). Les saines habitudes de vie, c’est bien normal! (1st ed.). Québec en
Forme. Retrieved from http://veilleaction.org/documents/Les-saines-habitudes-de-vie-
cest-bien-normal.pdf
Beeman, J., Belley, T., Cuerrier, M., & Goulet, N. (2016). LES FEMMES ET LE
MARCHÉ DE L’EMPLOI (1st ed.). COMITÉ AVISEUR FEMMES EN
DÉVELOPPEMENT DE LA MAIN-D’ŒUVRE. Retrieved from http://www.cc-
femmes.qc.ca/publications/etude_diagnostique_CAF_mars_05.pdf
E. Belch, G., A. Belch, M., & A. Guolla, M. (2014). Advertising & Promotion (5th ed.).
Canadian edition: McGraw-Hill Ryerson.
CRTC (2016). Internet Services for Canadians. [online] Available at:
http://www.crtc.gc.ca/eng/internet/ [Accessed 11 Feb. 2016].
CQPP, s.d. portrait de la situation. [online]
Available at: http://www.cqpp.qc.ca/fr/dossiers/boissons-sucrees/portrait-de-la-situation
[Access 09 02 2016].
CQPP, s.d. SUGAR-SWEETENED BEVERAGE MARKETING UNVEILED, s.l.: s.n.
Darmon, N. (2016). Cahiers de Nutrition et de Diététique (1st ed., pp. 233-239). Lyon:
Elsevier Masson SAS. Retrieved from
http://www.sciencedirect.com.proxy.bibliotheques.uqam.ca:2048/science/article/pii/S000
7996013000928
Ethical Consumer, (2016). Packaging of soft drinks. [online] Ethicalconsumer.org.
Available at:
http://www.ethicalconsumer.org/ethicalreports/softdrinkssectorreport/packaging.aspx
[Accessed 11 Feb. 2016].
40. 39
Glass, R. (2015). 8 Ways Big Data Will Transform Marketing in 2015. Marketing news,
49(2), p.6.
Harvey, F. (2001). Viral Marketing. Financial Times, p.4.
Ruiz, R., Friedman, R., Hacker, G., Pena, B., Novak, N., & Patlovich, K. (2012). How
Sweet It Is: Perceptions, Behaviors, Attitudes, and Messages Regarding Sugary Drink
Consumption and Its Reduction (1st ed.). Yale Rudd Center: Interlex Communications.
Retrieved from http://www.interlexusa.com/736-ILX-SSBresearchreport.pdf.
Sable, A. (2008), Sector Note on the Canadian Business Services Sector And The
Canadian Management Consulting Market, Hec Montréal
http://expertise.hec.ca/chair_entrepreneurship/wp-content/uploads/Business-Services-
Sector-Note-Andrew-Sable.pdf
Fread, G. (2014) Strategic Planning Analysis – Part III, Foodin Canada.com
http://www.foodincanada.com/opinions/strategic-planning-analysis-part-iii/
Moran, D. (2014, Nov 20). Yale study: $866 million spent advertising sugary drinks last
year. McClatchy - Tribune Business News Retrieved from
http://search.proquest.com/docview/1626126939?accountid=14719
Musso, F. (2012). Technology in Marketing Channels. International Journal of Applied
Behavioral Economics, 1(2), pp.41-51.
NPR.org,. (2014). Soda Companies Step Up Their Marketing To Black And Latino Kids.
Retrieved 16 February 2016, from
http://www.npr.org/sections/thesalt/2014/11/20/365219686/soda-companies-step-up-
their-marketing-to-black-and-latino-kids
MSSS : Ministère de la Santé et des Services Sociaux, volet « Ressources »
→ « Ministère » → « Plan stratégique », « Rapport annuel », « Mission »
http://www.msss.gouv.qc.ca/
L'actualité : 10 réflexions sur le budget 2015-2016
http://www.lactualite.com/actualites/politique/10-reflexions-sur-le-budget-2015-
2016/
Lamontagne, P., & Hamel, D. (2016). Surveillance du statut pondéral chez les adultes
québécois PORTRAIT ET ÉVOLUTION DE 1987 À 2010 (1st ed.). Institut national de
santé publique Québec. Retrieved from
43. 42
Appendix 3
PMB 2015, Spring - 2 YR DATABASE (ME), Kantar Media 2015.
______________________________________________________________________________
Appendix 4
______________________________________________________________________________
44. 43
Appendix 5
______________________________________________________________________________
Appendix 6 - Survey
This survey is completely anonymous and the answer will only serve for the good of our
research.
Discriminating questions
What is your gender?
1. Male
2. Female
How many children do you have?
1. None (Please skip the two following questions concerning your children's habits.)
2. 1
3. 2
4. 3
5. 4 or more
Do any of your children fall in between the ages of 5 and 18 years old?
1. Yes
2. No
If you don’t have any children, please do not answer any of the following questions.
45. 44
1- How often can your child/children find a sugary drink at home?
1. Every day
2. 2-3 times a week
3. A few times a month
4. Only on special occasions
5. Never
2- Do you know what your child/children eat when they are with their friends?
1. Always
2. Most of the time
3. Sometimes
4. Never
3- How informed are you on the side effects such as dental problems, obesity, and heart problems
caused by the consumption of sugary drinks?
1. Not at all informed
2. A little informed
3. Mostly informed
4. Very informed
4- On a scale from 1 to 5, 1 being no influence and 5 being very high influence, what changes
would make you decrease your sugary drink consumption?
CHANGES No influence small influence moderate
influence
high influence really high
influence
higher price
additional
taxes
warning label
Health
problem
5- Do you think the government of Quebec should raise more awareness?
1. Yes
2. No
6- Which topic of the side effects should the government raise awareness on?
1. Economical effects
2. Health effects
7- Which transportation method do you most often use?
1. Car
46. 45
2. Subway
3. Bicycle
4. Bus
5. Walking
6. Other
8- Do you ever read the ingredient list on the back of the soft drink?
1. Yes
2. No
9- Do you think Diet Soft Drinks are healthier than the usual Soft Drinks?
1. Yes
2. No
10- Do you know what the ingredient “Malic Acid” does for Soft Drinks?
1. Yes,it gives a sour taste
2. Yes,it enhances the sweetness and sourness
3. Yes,it is responsible for the colour of the drink
4. No
12- Which ingredient is responsible for providing energy in soft drinks?
1. Caffeine
2. Ginseng
3. Sugar
General questions
13- What is your personal income annually?
1. 14 999$ or less
2. 15 000$ to 29 999$
3. 30 000$ to 44 999$
4. 45 000$ to 59 999$
5. 60 000$ or more
14- What is your family income annually?
1. 29 999$ or less
2. 30 000$ to 59 999$
3. 60 000$ to 89 999$
4. 90 000$ to 119 999$
5. 120 000$ or more
15- What is your age?
1. 18 to 25
2. 26 to 35
3. 36 to 45
4. 46 to 55
5. 56 or more
