Given the product characteristics and the target group introduced in the case, students should use relevant theories and principles that can help execute a successful marketing campaign.
To this end, they are asked to use the Nudge theory to provide appropriate recommendations to design the 4Ps; they must also use promotion-focused or prevention-focused self-regulatory orientations to frame an influential message; finally, students are asked to employ one of Cialdini's principles of persuasion to tailor the framed message and enhance its impact on the target group of consumers.