Page 186 - Social Marketing for Public Health Global Trends and Success Stories

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Campaign Strategies (4Ps) 159

FIGURE 7-2 Scheme of the Project Marketing Mix
Courtesy of Daem S.p.A.—Buonristoro Vending Group

• Technical judgments expressed by nutritionists of the Local Health
Unit of Modena, which took into account the nutritional contents and
the portion sizes available for introduction in vending machines.
• Opinions and needs expressed by the target audiences during the focus
groups.
As a result, the healthy products selected were:

• Fresh fruit salads.
• Fresh fruits and vegetables.
• Ham sandwiches (prepared each morning).
• Yogurt with active milk enzymes.