Task 2 Consumer Insight Report (40%) Task Overview and Instructions Purpose: The purpose of this consumer insight report is to apply consumer behaviour theories, concepts and frameworks to a current marketing problem/opportunity. Using scholarly and reputable sources, you will provide an in-depth report which proposes three theoretically supported marketing strategies. Scholarly and reputable sources include double-blind peer reviewed journal articles, industry reports, textbooks, and pieces from ‘the conversation’. Sources such as Wikipedia should not be cited in this report. Topics for Consumer Insight Report: For the purposes of this assessment you can choose one of the following two topics: 1. Weight loss & weight maintenance 2. ‘Game of Clones’-The Dark Side of Consumer Behaviour Recommended Structure for Report: For the report, you must follow the detailed structure provided. You should use these headings as a basis for your report, and ensure that it does not exceed the 1,750 word limit. 1. Introduction (Estimated 150 words) a. Overview of Topic -Explain why your topic is interesting and why it needs to be investigated. b. Target Market -Explain and justify what target market you are selecting and why you are selecting that particular market segment for this report. c. Problem/Opportunity Statement -Provide a statement which summarises the problem/opportunity which is the focus of this report. 2. Literature Review & Framework (Estimated 750 words) a. Overview of literature on topic -Provide an overview as to what previous research and literature has investigated on your topic -You may use to wish tables here to summarise common points across different sources b. Theory/framework/Concept -State what theory/theories you will use to investigate your problem/opportunity (a maximum of two theories should be used however, one is sufficient) -Provide an overview of the theory and justification for your selection - Link this theory/framework/concept back to your topic 3. Marketing Strategies (Estimated 750 words) a. Marketing Strategy 1 b. Marketing Strategy 2 c. Marketing Strategy 3 *Ensure you explain how each of your strategies relates to your chosen theory *Also discuss the advantages and disadvantages of your strategy 4. Recommendation & Conclusion (Estimated 100 words) a. Recommended marketing strategy (Pick one of your three suggested and provide justification) 5. References 6. Appendix (only if required) Formatting/Checklist: • Ensure a title page with your name and student number is included • Report should include table of contents with each section listed and relevant page number • References should used APA or Harvard style consistently throughout • 1.5 line spacing must be used • Tables and figures must be numbered and labelled • Include a detailed reference list at the end of the report • Tables are not included in the word limit (Note: placing paragraphs into a table will be penalised, ensure dot points are used and are short and succinct) • Appendices are not included in the word count • Reports will be accepted which are 10% (175 words over or under the limit). • Ensure you upload your assignment through SafeAssign on or before the due date/time • It is recommended that you save back up electronic copies Topics Topic 1: Weight Loss & Weight Maintenance Obesity is growing at an unprecedented rate, arising from rapidly increasing access to energy dense food and sedentary lifestyles. The problem of obesity is multi-faceted and is linked to further health problems such as heart disease, type 2 diabetes, high blood pressure, cancer and other chronic conditions. As the population becomes increasingly overweight, this poses a significant problem for healthcare and society. There are many approaches to encouraging individuals to lose weight or maintain an ideal weight. These approaches include dieting and exercise, both of which are often seen as being difficult and unappealing to many individuals. Healthcare professionals and health and well-being service providers need to understand more about what encourages people to lose weight or maintain a healthy weight in order to ensure they can tailor their strategies to different market segments. How can healthcare professionals and health and well-being service providers use consumer behaviour theories, concepts and/or frameworks to better understand weight loss and weight maintenance with sustainable long term behaviour change? Be creative and think of new ways in which this can be achieved! Readings to assist: 1. Hawley, L., Harker, D., & Harker, M. (2010). A social cognitive approach to tackle inactivity and obesity in young Australians. Journal of Business Research, 63(2), 116-120. 2. Rundle-Thiele, S., Kubacki, K., Tkaczynski, A., & Parkinson, J. (2015). Using two-step cluster analysis to identify homogeneous physical activity groups. Marketing Intelligence & Planning, 33(4), 522-537. 3. Dearing, J. W., Maibach, E. W., & Buller, D. B. (2006). A convergent diffusion and social marketing approach for disseminating proven approaches to physical activity promotion. American Journal of Preventive Medicine, 31(4), 11-23.