Venture-Lab 2nd Assignment

From Culture to Obesity

• Prof. Philip James, chairman of the International Obesity Task Force, found that the "index of affluence and power is linked to one's size." In other words, bigger is better, even if its unhealthy. [1]

• Cultural attitudes about fatness take a special toll on women. “Women, especially in black populations, think being overweight is "something that is beautiful and attractive." [1]

Unhealthy Food Consumption

• Rising obesity levels has partially to do with changing lifestyle patterns due to the influence of globalizing Western culture, such as choosing convenience and fast food over traditional dishes. Price is also an important factor. [2]

"A plate of chips is often cheaper than a balanced meal," Dr. Zandile Mchiza, researcher at South Africa’s Human Sciences Research Council (HSRC) says. [2]

75 percent of black women in South Africa between the ages of 18 and 65 are overweight or obese, according to IASO (International Association for the Study of Obesity). [1]

In South Africa alone, 64 percent of the black population and 50 percent of the white population are overweight or obese, according to a study by IASO. The Ugandan Heart Institute predicts that obesity-related heart disease will be the leading cause of death in sub-Saharan Africa by 2020. [1]

Value Propositions

• Introducing “SWIFT TEA”, the perfect complement drink to your daily meat intakes.

• Regular consumption of SWIFT TEA helps to fight obesity by reducing fat and cholesterol level.

• SWIFT TEA is also formulated to improve skin conditions such as heat protection and anti-aging.

SWIFT TEA is targeted at 18 - 65 years old overweight female in South Africa.

Channels of Distribution

• SWIFT TEA will be sold in local convenient stores and pharmacies. It will made available in a pack of 15 and priced 15-20% higher than competitor products.

Instant-drink tea package will besold in vending machines.

Key Activities and Resources

Initial funding for tea plantation, factory deployment, and research in South Africa.

Conduct market research to find out the flavors preferred by African people and local African cultures.

Deployment of Sales Force to establish distribution chains with local convenient stores and pharmacies in South Africa.

Employment of Sales Promotion Girl in those convenient stores to provide free samples which encourages product trial.

Advertising

• Initial Advertising build awareness of the value proposition (perfect complement drink to daily meat intakes).

• Second phase of Advertising informs the product availability in local convenient stores and pharmacies.

• Subsequent adverts highlights the importance of healthy lifestyle (e.g: exercise)

• The medium consists of built-in TV Show and Outdoor Media (Billboard, Vehicle).

Breaking Cultural Barrier

In order to diminish the locals’

belief that ‘fat’ is ‘beautiful and

attractive’, a healthy figure such

as someone from Miss Beauty

Pageant will be our Ambassador

to educate little children in

African schools.

References List

1. http://www.thedailybeast.com/newsweek/2009/08/23/africa-yes-africa-has-an-obesity-problem.html

2. http://ipsnews.net/news.asp?idnews=52997