Professional Documents
Culture Documents
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:
Social Media
Television
Advertisements
Using television to
promote our product
internationally
Direct Marketing
Advertising in store
with promotions and
in store sales.
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.
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$75,000 + annual
income
Psychographics:
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Psychographics:
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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.
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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
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.
January 2016
February 2016
March 2016
April 2016
May 2016
June 2016
Increase television
advertisements
July 2016
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August 2016
September 2016
October 2016
November 2016
December 2016
January 2017
January 2016
February 2016
March 2016
April 2016
May 2016
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June 2016
July 2016
August 2016
September 2016
October 2016
November 2016
December 2016
January 2017
Description
Snapchat
DECA Ad Campaign
Total Cost
Follower giveaways
Video blogs of the
treatment
Follower giveaways
Photos of progress
Follower giveaways
Tweets for events
New products
New Products
Post Obalon
company events
Post product
giveaways
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Online Ads
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
In Store Advertisements
Item
Description
Total Cost
Medical Professionals
Have doctors
suggest our product
to potential patients
Market in health
stores such as GNC
and Walgreens
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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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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
DECA Ad Campaign