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Alli Presentation Alli Presentation Presentation Transcript

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