Group 4: Asheley Tetteh Joelle Urrutia Hsin-Yi Tai Deborah Seide Kevin McVey

fad diet

low-carb

miracle diet

get thin quick schemes

results not typical

just one pill a day

Alli

• GlaxoSmithKline acquired the American rights to Xenical in 2005

• FDA approved• Alli launched nationwide

on June 15 – has sold more than 2

million alli starter packs

The alli program

myalliplan

• An individualy tailored online action plan that includes:– a personal homepage– an online food journal– lessons from clinical experts

in weight loss – menus, meal plans,

shopping lists, and a dining out guide

– connection to a network of other alli users

Diet Plans

• Glycemic Index meals delivered to your home

• Shares plunged by 34 percent in Q3 2007– down by $15.98 to $31.59

• Meetings for members• Prepared Food • Also predicted to suffer

financially

Other Diet Pills

• Herbal Supplements– self-regulated – validity issue

• Appetite Suppressants– Altering neurotransmitters within

the brain

• Unwanted and potentially dangerous side effects– stimulates the nervous system– elevates blood pressure– increases heart rate.– insomnia– headache

Target Audience

• Willing to commit to a long-term plan: – Do the hard work to lose weight gradually– Eating smaller portions– Reduced calorie, low fat diet– Understand the “treatment effects”– Physically active– Will read and follow the alli label

Target Audience

Diet in America

• According to recent research 12% of Americans want to achieve major weight loss

• about 85% wants to either: – “shed a couple of sizes” or “lose a few pounds”

• about 20% of adults (40.3 million) are currently taking some steps to control their diet and weight– Of that group 4% use OTC diet

aid pills– 16% use some other form of

diet control

Demographics

• 70% are females – larger consumer of OTC diet pills at about 77%.

• 35-54 year old adults are 23% more likely than other age groups to be taking steps to control their diet – 45% of the population currently taking OTC diet pills

5% above norm

1% above norm

2% below norm

4% below norm

Demographics cont’d

• In descending order: White, Hispanics, African Americans, Asians

• Americans with higher household incomes are more likely to be health conscious and control their diets. – $75,000 to $150,000

• About 60% of the diet-controlling population are high school graduates and attended college – Those who attended grad school were

• 26% above the norm if female• 39% above the norm male

Psychographics

Meet Salli…

Attitudes • She values a healthy lifestyle and believes

she is living it, yet she is frustrated because she doesn’t see results she wants

• Main motivations for weight loss are personal self esteem and a concern about health issues that come along with being overweight

• Looking for something to help her loose weight and keep the weight off so she can feel better about herself

Consumer Behavior: • Attempts to shop at health food sores like Trader

Joe’s for herself and her family• Not a big cook, so orders out a lot, from ethnic

food restaurants which she perceives as healthier• Owns a treadmill, workout videos, and has a gym

membership• She tries to work out when she has time, but puts

family first• Doesn’t try OTC pills because of a lack of trust

about their efficacy and safety; feels they are a scam

• Tried Weight Watchers and lost a little but quickly gained it back and became disillusioned with programs

38 year old white female, living in ChicagoMarried with 3 kids ages 10, 5, and 3 Stay at home momHousehold income $105 KGraduated college, but no grad schoolGained weight after kidswent from a size 4 to a size 12

Objectives

• Marketing Objectives– 35% increase in recall amongst target audience

– 5-10 % increase in sales

• Communication Objectives– FDA approved weight loss program– Create a vision for the audience that Alli is their ally in weight

loss, because it will help them stay on their weight loss track. – Differentiate from other weight loss products by emphasizing

that Ali is guaranteed to help you lose weight due to its remarkable ability to keep you honest about your diet.

Differentiation & Positioning

Differentiation• Alli is the only FDA approved weight loss aid that will guarantee

weight loss through its remarkable ability to help keep you honest in your efforts to lose weight.

Positioning • Alli is a weight loss pill/program that helps keep

you honest while trying to lose weight, because the adverse side effects prevents the consumerfrom irresponsible eating. It works to prevent the absorbtion of fat in the body by 25%.