Marketing efforts  <ul><li>$150 million spent in first year alone </li></ul><ul><li>Media used include: </li></ul><ul><ul>...
Agencies used <ul><li>New York office of Arnold Worldwide:  </li></ul><ul><ul><li>commercials and print ads  </li></ul></u...
Pre-launch efforts
Tone <ul><li>“ You don’t just try Alli — you commit to it”  </li></ul><ul><li>“ If you have the will, we have the power.” ...
Website
TV spots <ul><li>You tube channel </li></ul><ul><li>http://myalli.com/Updates/archive/tags/Commercials/default.aspx   </li...
Revised campaign <ul><li>Arnold Worldwide, recruited close to 100 users from the alli “First Team”  </li></ul><ul><li>user...
Ad example <ul><li>Copy: </li></ul><ul><ul><li>I can do it differently this time </li></ul></ul><ul><ul><li>I can be smart...
Ad in Cooking Light
Books
Alli Experience Date   Location          Mall 9/21 – 9/30       Dallas             Stonebriar Centre - Dillard's Court 9/2...
alli Self Discovery Gallery Event  <ul><li>Wal-Mart stores across the country from 10:00 am to 4:00 pm starting June 24, 2...
Creative Contract  <ul><li>Objective:  </li></ul><ul><ul><li>To present Alli as the ingredient needed to keep you on your ...
Sales Promotion <ul><li>Promote and sponsor events to educate physicians </li></ul><ul><li>Incentives and Rewards </li></u...
Media Plan <ul><li>Media objectives </li></ul><ul><ul><li>Place alli as top of mind among innovators and early adopter  </...
Media Plan
Evaluation <ul><li>Short-term outcomes, such as the number of new members  </li></ul><ul><li>Long-term results, such as in...
 
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Alli Presentation

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Alli Presentation

  1. 1. Marketing efforts <ul><li>$150 million spent in first year alone </li></ul><ul><li>Media used include: </li></ul><ul><ul><li>television commercials </li></ul></ul><ul><ul><li>direct mailings </li></ul></ul><ul><ul><li>print advertising </li></ul></ul><ul><ul><li>Books </li></ul></ul><ul><ul><li>online ads </li></ul></ul><ul><ul><li>displays in stores </li></ul></ul><ul><ul><li>information provided to health care professionals. </li></ul></ul><ul><li>Aims for consumers to educate themselves on using the product and improving their dieting techniques as well as their eating habits. </li></ul>
  2. 2. Agencies used <ul><li>New York office of Arnold Worldwide: </li></ul><ul><ul><li>commercials and print ads </li></ul></ul><ul><li>Casanova Pendrill: </li></ul><ul><ul><li>for the ads aimed at Hispanic consumers </li></ul></ul><ul><li>Draft FCB: </li></ul><ul><ul><li>for the direct marketing </li></ul></ul><ul><li>Footsteps: </li></ul><ul><ul><li>for the ads aimed at black consumers </li></ul></ul><ul><li>HealthStar Public Relations and Imc2: </li></ul><ul><ul><li>for the online and interactive elements </li></ul></ul><ul><li>MPG: </li></ul><ul><ul><li>for the media services. </li></ul></ul>
  3. 3. Pre-launch efforts
  4. 4. Tone <ul><li>“ You don’t just try Alli — you commit to it” </li></ul><ul><li>“ If you have the will, we have the power.” </li></ul><ul><li>Steven L. Burton, vice president for weight control at the GlaxoSmithKline consumer health care division: </li></ul><ul><ul><li>“ Alli breaks through the clutter with straight talk, an honest voice , saying that losing weight is hard work.” </li></ul></ul><ul><li>what we’ve learned is to present a brand that’s a partner , but not a total solution. </li></ul>
  5. 5. Website
  6. 6. TV spots <ul><li>You tube channel </li></ul><ul><li>http://myalli.com/Updates/archive/tags/Commercials/default.aspx </li></ul>
  7. 7. Revised campaign <ul><li>Arnold Worldwide, recruited close to 100 users from the alli “First Team” </li></ul><ul><li>users featured do not define success simply as pounds lost: </li></ul><ul><ul><li>been a life-changing experience, </li></ul></ul><ul><ul><li>helping them improve their eating habits </li></ul></ul><ul><ul><li>making them feel more in control of their weight </li></ul></ul>
  8. 8. Ad example <ul><li>Copy: </li></ul><ul><ul><li>I can do it differently this time </li></ul></ul><ul><ul><li>I can be smart about what I eat </li></ul></ul><ul><ul><li>I can walk my dog around the block again </li></ul></ul><ul><ul><li>I can lose 50% more weight </li></ul></ul><ul><ul><li>I can lose weight in a healthy, gradual way </li></ul></ul><ul><ul><li>I can look for ways to burn more calories </li></ul></ul><ul><ul><li>I can push myself further </li></ul></ul><ul><ul><li>I can make changes that stick </li></ul></ul><ul><ul><li>I can prove myself to myself </li></ul></ul>
  9. 9. Ad in Cooking Light
  10. 10. Books
  11. 11. Alli Experience Date Location        Mall 9/21 – 9/30      Dallas            Stonebriar Centre - Dillard's Court 9/21 – 9/30     New York        Roosevelt Field - Macy's Court 9/21 – 9/30      St. Louis         Saint Louis Galleria - Center Court 10/5 - 10/14     Houston           Houston Galleria- TBD 10/5 - 10/14   Minneapolis     Mall of America - Sears Court 10/5 - 10/14     Philadelphia     King of Prussia Mall - Nordstrom Court 10/19 – 10/28   Detroit            Lakeside Mall - Center Court 10/19 – 10/28   Atlanta            North Point Mall - Dillard's Court 10/26 - 11/4       Los Angeles     Glendale Galleria - JCPenney Court
  12. 12. alli Self Discovery Gallery Event <ul><li>Wal-Mart stores across the country from 10:00 am to 4:00 pm starting June 24, 2007 and runs through August 4, 2007. </li></ul><ul><li>“ allows customers to engage in a pictorial journey that educates them using a visual depiction of the alli lifestyle.” </li></ul><ul><ul><li>Registered Dietitians will be on hand to answer questions and educate people </li></ul></ul><ul><ul><li>Brand Ambassadors will be available to guide interested shoppers in the right direction. </li></ul></ul>
  13. 13. Creative Contract <ul><li>Objective: </li></ul><ul><ul><li>To present Alli as the ingredient needed to keep you on your weight loss path. </li></ul></ul><ul><li>Strategy: </li></ul><ul><ul><li>The treatment effects that could occur if one consumes too much fatty foods, while taking Alli, will be positioned as a benefit. </li></ul></ul><ul><li>Tone : </li></ul><ul><ul><li>Tone of the advertising is to be assertive but not aggressive. </li></ul></ul>
  14. 14. Sales Promotion <ul><li>Promote and sponsor events to educate physicians </li></ul><ul><li>Incentives and Rewards </li></ul><ul><li>Alli family Homecoming </li></ul>
  15. 15. Media Plan <ul><li>Media objectives </li></ul><ul><ul><li>Place alli as top of mind among innovators and early adopter </li></ul></ul><ul><ul><li>Influence more trials </li></ul></ul><ul><ul><li>3. Attitude change </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>television commercials </li></ul></ul><ul><ul><li>direct mailings </li></ul></ul><ul><ul><li>print advertising </li></ul></ul><ul><ul><li>books </li></ul></ul><ul><ul><li>online ads </li></ul></ul><ul><ul><li>displays in stores </li></ul></ul><ul><ul><li>health care professionals. </li></ul></ul>Plan on increasing Alli’s advertising by 10-15% during the first year and there after in increments of 5% ( adjustable ) based on end of year/event evaluations.
  16. 16. Media Plan
  17. 17. Evaluation <ul><li>Short-term outcomes, such as the number of new members </li></ul><ul><li>Long-term results, such as increase in brand awareness </li></ul><ul><li>Affective responses, such as positive brand image. </li></ul>

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