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Contents
I.Executive Summary....................................................................2
II. Description................................................................................ 3
III. Objectives of the Campaign.....................................................3
IV. Identification of Target Market .................................................4
V. List of Advertising Media Selection Necessary to the Campaign 5
VI. Schedules of All Advertising Planned........................................7
VII. Schedules of All Sales Promotion Activities Planned................8
VII. Budget Detailed Projections of Actual Costs............................8
IX. Statement of Benefits to the Client/Advertiser.......................10
X. Bibliography............................................................................ 10
XI. Appendix................................................................................ 11

I.

Executive Summary

Client Overview:
In the new age of health and fitness, the push for a new, and easy
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solution weight loss has received a lot of attention. One of the cutting
edge loss pills taking the Internet by storm is Obalon. Obalon is a pill that
when swallowed, will expand in the stomach giving the sensation of feeling
full thus lowering food consumption and lose weight. The pill will retail at
approximately $4,900 USD. Obalon is an engineering-driven medical
technology company with a singular focus on innovative, high-quality gastric
balloon technology.
Problem:
From self-driving cars to watches that enable you to make phone
calls, consumers are always looking for innovative ways to make
their life easier. Products that make your life easier are the new product
that consumers are looking for. Obalon was created to solve a huge problem,
easy and fast weight loss. And were here solve Obalons largest problem,
expanding into one of the worlds largest markets, The United States.
Our Campaign Goals:
Obalon is an up and coming company that will be revolutionary in the weight
loss market. Our campaign objectives are to:

Bring product to the United States and successfully

advertise it.
Create a strong and loyal customer base.
Become a brand of choice in the weight loss
industry.

Campaign Advertising and Promotion Strategy:

Social Media

Using the Internet

and other technology
to promote our
product

Television
Advertisements

Using television to
promote our product
internationally

Direct Marketing

Advertising in store
with promotions and
in store sales.

Online advertisements; advertise on websites

similar to our product
Social media advertising; selling our product using
popular applications such as Twitter or Facebook.
Selling our product through cable and local T.V.
Television Advertisements are a great advertising
medium due
to the large amount of people that see them.
Posters and brochures; inform people of the Obalon
pill and the treatment you go through (placed in
gyms and health stores).
Advertising in medical facilities; pay doctors to
recommend the product to possible customers.

Budget:
An average marketing campaign for a company this size could cost
anywhere from 5 to 10 million dollars. We have created a budget of
$14,427,500. Obalon received a $30,000,000 research budget and we will
be using approximately one half of that money for advertising. This
campaign has the potential to expand Obalon into an untapped market and
greatly increase future profit.
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II. Description
How does Obalon Balloon work?
Obalon is a new, revolutionary weight loss pill designed to quickly and
easily drop those extra pounds. Placement of the Obalon balloon is a
straightforward procedure that takes about 15 minutes. The balloon technology
utilizes a capsule that contains the balloon inside. The capsule is attached to a tiny
tube that allows inflation. You drink a cup of water and swallow the capsule with the
tube attached, just like you would swallow a normal capsule. Once the capsule
reaches your stomach, it opens up and releases the balloon. Your physician confirms
the balloon placement using an x-ray and then uses a device to inflate the balloon
with gas. After the balloon is inflated, your physician releases the tube from the
balloon and pulls the tube out of your mouth, leaving the balloon free-floating in
your stomach. You do not need any sedation for this procedure and you are free to
go home right after the balloon is inflated. The balloon is removed during a
short endoscopic procedure, the same procedure used when performing
upper endoscopy foreign body retrieval. This process takes about 30
minutes.
About Obalon:
Obalon is a San Diego based company that, aside from the United States,
sells their product internationally. Obalon is expected to be approved by
the United States FDA in early 2016 The product itself is still in the
development stages, but the company has been receiving a lot of media press
lately. Obalon is led by a very experienced team of medical technology experts. The
President and CEO, Andy Rasdal, has over 25 years of experience in the medical
field. Obalon is financially backed by Domain Associates, Interwest Partners, Okapi
Venture Capital, AmorePacific, Axon Adventures, Bader Sultan & Bros. Co. W.L.L.,
Mirae Asset Venture Investment, NeoPlux Co., Ltd., Striker Asia Opportunities Fund,
and Square One Bank. Although Obalons financial records are not publicly
available, investors are lining up to obtain a share in the company.

III. Objectives of the Campaign

Our campaign goals were designed to bring the most profit to the company. These
are the current campaign goals:
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1. Bring product to the United States and successfully

advertise it.
2. Create a strong and loyal customer base.
3. Become a brand of choice in the weight loss industry.
4. Increase Obalons profits by at least 30%
The first goal, to bring the product to the United States and successfully advertise it,
is the most important one because it will increase sales greatly. The second goal is
to create a strong and loyal customer base. This is important because word of
mouth advertisement is one of the most powerful forms of sales plus it is
completely free. Becoming a brand of choice product is very important, just like Nike
and Apple, becoming a brand of choice in your industry can greatly increase sales.

IV. Identification of Target Market

b. B. A. Primary Target Market:
Demographics:

40-60 years old

$75,000 + annual
income

People with a BMI over

27%

Psychographics:

People looking for an

easy/quick way to lose
weight.

Busy with modern life.

People able to spend

$5,000 to lose weight.
ThePeople
living
in larger
primary
target
market of the Obalon Balloon is male and female adults
between the ages of 40 and 60. We are targeting customers that make
above $75,000 per year due to the high cost of Obalon. These people will be
marketed to using television advertisements and in-store promotions.
B. Secondary Target Market:
Demographics:
25-39 years old

Young people looking

to make better health
decisions.

$50-$75k per year

DECA Ad Campaign

Psychographics:

Young people who in the

past have made bad
health decisions but are
looking to turn their life
around.

Young men or women

with or without a spouse
and without children

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The secondary target market of our advertising campaign is consumers that

are 25-39 years old. We are targeting recent college graduates to the
millenniums. Due to the high price of Obalon, we have narrowed down our
marketing to possible consumers that are in high paying fields of work. This
market is not being used to its full potential in the weight loss industry due to
the fact that most weight loss programs and pills take a lot of time and
energy, and thats why Obalon is different.

V. List of Advertising Media Selection Necessary to the

Campaign
Overall Strategy:
Our marketing strategy will consists of television advertising, social
media advertising, and in store, or direct advertising. Television
advertising is a very effective way to spread information to millions of people
across the globe. We can inform people about our product using visuals, this
is one of the best ways to display and advertise a product to consumers.
Social media is one of the up and coming advertising mediums. Social media
is one of the best ways to reach young adults and technology focused adults.
Direct or in store advertising is a great way to advertise to our older (Age 40
to 60) customers. In-store sales, promotions, and trained employees ready to
help potential customers are all advantages of direct sales.

Individual Advertising Strategies

Social Media:
Social
Social Media
Media

Using
Using the
the Internet
Internet
and other
technology
and other
totechnology
promote our
to
product
promote
our product

Online
advertise on
on websites
websites
Online Advertisements;
advertisements; advertise
similar
to
our
product
similar to our product
Social media
media advertising;
advertising; selling
selling our
our product
product using
using
Social
popular
applications
such
as
Twitter
or
Facebook.
popular applications such as Twitter or Facebook.

Our social media promotional campaign will involve Twitter, Facebook,

Instagram, and snapchat. We will randomly pick two lucky winners (one male
one female) on each of these websites that will have the opportunity to get
an Obalon treatment for free. By doing so it will allow people to have an
inside look as to what it will be like if they choose to use Obalon, and the
results that follow. To enter the contest and receive a chance to be a part of
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our team all you have to do is email a video explaining to us why you should
receive this free treatment. We will post pictures, treatment thoughts, and a
final review on these sites.

Television Advertisements:
Television
Television
Advertisements
Advertisements

Using television
television to
to
Using
promote our
our product
product
promote
internationally
addition
to social media
internationally

Selling our product through cable and local T.V.

Television Advertisements are a great advertising
medium due
to the large amount of people that see them.

In
we will also release a commercial advertisement.
In this commercial we will explain what Obalon is, the price of treatment, the
requirements for treatment, and hire actual Obalon Balloon users that will
describe how their experience with our company went. We will play this ad
on the food network, and the health network, and other local and
international television channels.
Direct Marketing:
Direct
DirectMarketing
Sales

Advertisingininstore
store
Advertising
with
promotions
and
with promotions and
in
store
sales.
in store sales.

Postersand
andbrochures;
brochures;inform
informpeople
peopleofofthe
theObalon
Obalon
Posters
pill
and
the
treatment
you
go
through
(placed
in
pill and the treatment you go through
gyms
and
health
stores).
Advertising in medical facilities; pay doctors to
recommend
Advertisingthe
in medical
pay
doctors to
product facilities;
to possible
customers
recommend the product to possible customers.

We will advertise our products weight loss businesses like Complete Nutrition
and gyms such as the YMCA. We will also pay doctors to recommend our
product to potential customers. Our product needs to be prescribed and
installed by a doctor so for those reasons we will not sell our product at over
the counter drug stores such as GNC. We will however advertise our products
at pharmaceutical and health stores such as GNC and Walgreens. Direct
outreach is a great way to reach our older customer base (40-60 years of

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age) that does not have the same access to technology as our younger
customers.

VI. Schedules of All Advertising Planned

January 2016
February 2016
March 2016
April 2016
May 2016
June 2016

Plan social media campaign

Begin Television ad campaign

Begin selling directly through

stores and other retailers

Increase television
advertisements

Increase in-store promotions

Bring our product to the Virginia

health Convention to present our
product

July 2016
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August 2016
September 2016

Start a giveaway in all store

locations for a free three month
trial

October 2016

Reach our goal of becoming a

brand name in the weight loss
industry

November 2016
December 2016

Create new television ad

campaign to reach international
customers

January 2017

Because of the flood of people in

gyms because of new years, we
will increase all advertisements
in gyms and weight loss stores

VII. Schedules of All Sales Promotion Activities

Planned

January 2016
February 2016
March 2016
April 2016
May 2016
DECA Ad Campaign

Begin our Facebook, Instagram,

Snapchat, and social media
campaign

Start social media raffle to win

free Obalon trial

Promote campaigns on television

ads

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June 2016
July 2016
August 2016
September 2016
October 2016
November 2016
December 2016
January 2017

End the free trial offer and

choose a male and female
contestant

Create Facebook campaign to

promote a healthier nation

End free trial giveaway, start

snapchat story of winners weight
loss story

Create a new giveaway

campaign on social media
accounts

VII. Budget Detailed Projections of Actual Costs

Social media
Item

Description

Snapchat

Instagram

Twitter

Facebook

DECA Ad Campaign

Total Cost

Follower giveaways
Video blogs of the
treatment
Follower giveaways
Photos of progress

Two winners, $5,000 per

treatment, Total: $10,000

Follower giveaways
Tweets for events
New products
New Products
Post Obalon
company events
Post product
giveaways

Two winners, $5,000 per

treatment, Total: $10,000

Two winners, $5,000 per

treatment, Total: $10,000

Two winners, $5,000 per

treatment, Total: $10,000

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Online Ads

Pop up and side of

page adds
Use cookies to make
ads to potential
customers

$50,000, or about $4,000

per month

Television Advertisements
Item

Description

Television Advertisements
(international Television)

Television Advertisements
(Small/Local Television)

Advertise
internationally
Put adds on health
networks and
popular channels
Advertise on small
health and food
networks

Total Cost
International ads; 24 ads,
$3,600,000

Local ads; 1095 ads,

$2,737,500

In Store Advertisements
Item

Description

Total Cost

Medical Professionals

Have doctors
suggest our product
to potential patients

Paying product promoters to

convince doctors to suggest
our product to potential
clients , $1,500,000

In Store Poster Promotions

Market in health
stores such as GNC
and Walgreens

Sign deal with Walgreens,

$2,000,000
Sign deal advertising deal
with GNC,
$1,000,000

Total Advertising Budget: $14,427,500

IX. Statement of Benefits to the Client/Advertiser

By creating this advertising campaign to endorse Obalon, our client will
benefit in four ways,
1. Bring product to the United States and successfully
advertise it.
2. Create a strong and loyal customer base.
3. Become a brand of choice in the weight loss industry.
4. Increase Obalons profits by at least 30%
A good advertising campaign can make or break a company, and in Obalons
case it could be the only way for them to become a truly global company. We
believe Obalon should work with us to promote their product because we will

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be the most effective advertisers for the least amount of money due to our
financial and business experience.

X. Bibliography
1) "News and Events." Obalon Completes Enrollment For US Pivotal
Trial of Novel Weight Loss Balloon Comments Web. 16 Dec. 2015.
<http://www.obalon.com/obalon-completes-enrollment-for-u-spivotal-trial-of-novel-weight-loss-balloon/>.
2) "Safety Information." Obalon Safety Information Comments. Web.
16 Dec. 2015. <http://www.obalon.com/safety-information/>.
3) "The Horrifying New Weight-Loss Tool." Women's Health. Web. 16
Dec. 2015. <http://www.womenshealthmag.com/weightloss/weight-loss-pill>.
4) "UK Launch for Obalon Weight-loss Balloon That You Swallow like
a Pill." UK Launch for Obalon Weight-loss Balloon That You
Swallow like a Pill. Web. 16 Dec. 2015.
<http://www.gizmag.com/obalon-weight-loss-gastricballoon/30603/>.
5) Web. <http://www.obalon.com/faq/en/>.
6) Web. <www.obalon.com/>.

XI. Appendix

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Sample Facebook Post

Sample Retail Store Ad

Strengths
Weaknesses
Revolutionary product
Too
in expensive
its field. for many middle class families
Innovative product idea with many good
Not qualities
yet approved by the FDA.

Opportunities
Threats
Has opportunity to expand to new
Other
markets
weight
such
loss
as:supplements such as:
The United States
Slim-fast
France
Dexatrim
Canada
Special K

Sample Television Ad

Swot Analysis

Harper Creek DECA

Harper Creek High School
7454 B Drive North, Battle Creek, MI 49014
By Joe Adams, Alex Phillips, and Mason Ernst

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips