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158 CHAPTER 7 ■ Choose Health in Food Vending Machines

• Factors that could act as motivators or could be perceived as benefits:
• The availability of fresh food instead of prepackaged food.
• A correct and reliable communication regarding healthy lifestyles, with
positive, appealing, and easy-to-read messages, instead of negative
warnings.
• A clear identification of healthy products.
• Competition:
• Vending machines selling fatty and sweet foods and beverages.
• Attractive pictures on vending machines aimed at promoting
traditional product consumption.
• Nearby snack bars that offered a wider variety of products.

P O S I TI O NIN G STATEMENT

The positioning statement of the project can be summarized as follows: We
wanted our target audiences to see consuming healthy foods and beverages from
vending machines, instead of sweet and fatty products, as an important, motiva-
tional, and pleasant everyday life activity, which could positively influence their
health.

C A M PA I G N STR ATE G I E S (4Ps )

Figure 7-2 synthesizes the 4P strategies developed for the project.

Product Strategies

• Core product (benefits of desired behavior): healthier life and reduction
in the risk of becoming obese/overweight.
• Actual product (behavior, service, or program being promoted): eat and
drink healthy foods and beverages during breaks at school, university, or
work; have a balanced diet; practice regular physical activity; and think
of the value of donating (blood, tissue, or organs to those in needy
situations).
• Augmented product (ancillary goods and services): introduction of
healthy products in vending machines, selected through the following
steps:
• Analysis of the products that the Buonristoro Vending Group could
introduce in the vending machine distribution chain.