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%.