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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
I. Executive Summary

Client Overview:

In the new age of health and fitness, the push for a new, and easy

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

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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 Obalon’s largest problem, expanding into one of the world’s 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.

Page|2 solution weight loss has received a lot of attention. One of the cutting edge loss
internationally      in store sales. and with promotions Advertising in store 
internationally
in store sales.
and
with promotions
Advertising in store
Direct Marketing
recommend the product to possible customers.
Online advertisements; advertise on websites
similar to our product
Social media advertising; selling our product using
popular applications such as Twitter or Facebook.
Using the Internet
and other technology
to promote our
roduct
Posters and brochures; inform people of the Obalon
pill and the treatment you go through (placed in
gyms and health stores).
Using television to
promote our product
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.
Campaign Advertising and Promotion Strategy:
Advertisements
Social Media
Television
Advertising in medical facilities; pay doctors to

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.

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

Page|2 solution weight loss has received a lot of attention. One of the cutting edge loss

II. Description

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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 Obalon’s 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:

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

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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.

Page|4 1. Bring product to the United States and successfully advertise it. 2. Create a strong
  • 4. Increase Obalon’s 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.

Psychographics:

Psychographics:

Page|4 1. Bring product to the United States and successfully advertise it. 2. Create a strong

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%

People looking for an

easy/quick way to lose

weight.

Busy with modern life.

People able to spend

$5,000 to lose weight.

The People primary living target in larger 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:

Page|4 1. Bring product to the United States and successfully advertise it. 2. Create a strong

Psychographics:

25-39 years old

Young people looking

to make better health

decisions.

$50-$75k per year

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

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

Page|4 1. Bring product to the United States and successfully advertise it. 2. Create a strong

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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 that’s 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 advertising; advertising; selling selling our our product product using using
Social Media:
Social Social media media advertising; advertising; selling selling our our product product using using
popular popular applications applications such such as as Twitter Twitter or or Facebook. Facebook.
Online Online Advertisements; advertisements; advertise advertise on on websites websites
Using Using the the Internet Internet
promote product our product
and other and technology other
similar similar to to our our product product
Social Media
Social Media
to technology promote our to
 
 

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

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

Page|5 The secondary target market of our advertising campaign is consumers that are 25-39 years old.

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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.

Page|6 our team all you have to do is email a video explaining to us why
Page|6 our team all you have to do is email a video explaining to us why
Page|6 our team all you have to do is email a video explaining to us why
Page|6 our team all you have to do is email a video explaining to us why

Television Advertisements:

promote promote our our product product  Selling our product through cable and local T.V. 
promote promote our our product product
Selling our product through cable and local T.V.
Television Advertisements are a great advertising
to the large amount of people that see them.
Using Using television television to to
Advertisements Advertisements
Television Television
medium due
In addition to social media we will also release a commercial advertisement.
internationall
internationall

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.

gyms and health stores).     and Direct Sales in in store store sales.
gyms and health stores).
and
Direct Sales
in in store store sales. sales.
with promotions
Direct Marketing:
with promotions and
Direct Marketing
Advertising Advertising in in store store
recommend the product to possible customers.
Advertising in medical facilities; pay doctors to
pill pill and and the the treatment treatment you you go go through through (placed in
Posters Posters and and brochures; brochures; inform inform people people of of the the Obalon Obalon
recommend Advertising the in medical product facilities; to possible pay customers doctors to

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

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

Page|6 our team all you have to do is email a video explaining to us why

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

customers.

Page|7 age) that does not have the same access to technology as our younger customers. VI.

VI. Schedules of All Advertising Planned

January 2016

Plan social media campaign

Begin Television ad campaign

February 2016

 

March 2016

 

April 2016

Begin selling directly through

stores and other retailers

May 2016

Increase television

advertisements

 

Increase in-store promotions

June 2016

Bring our product to the Virginia

health Convention to present our

 

product

July 2016

 

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

Page|7 age) that does not have the same access to technology as our younger customers. VI.

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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

Begin our Facebook, Instagram,

Snapchat, and social media

 

campaign

March 2016

Start social media raffle to win

free Obalon trial

April 2016

 

May 2016

Promote campaigns on television

ads

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June 2016

 

July 2016

End the free trial offer and

choose a male and female

 

contestant

August 2016

Create Facebook campaign to

promote a healthier nation

September 2016

 

October 2016

 

November 2016

End free trial giveaway, start

snapchat story of winners weight

 

loss story

December 2016

 

January 2017

Create a new giveaway

campaign on social media

 

accounts

Page|9 June 2016 July 2016  End the free trial offer and choose a male and

VII. Budget Detailed Projections of Actual Costs

 

Social media

Item

Description

Total Cost

Snapchat

Follower giveaways

Two winners, $5,000 per

Video blogs of the

treatment, Total: $10,000

treatment

Instagram

Follower giveaways

Two winners, $5,000 per

Photos of progress

treatment, Total: $10,000

Twitter

Follower giveaways

Two winners, $5,000 per

Tweets for events

treatment, Total: $10,000

New products

Facebook

New Products

Two winners, $5,000 per

Post Obalon

treatment, Total: $10,000

company events

Post product

giveaways

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Online Ads

Pop up and side of

$50,000, or about $4,000

page adds

per month

Use cookies to make

ads to potential

customers

 

Television Advertisements

 

Item

Description

Total Cost

Television Advertisements

Advertise

International ads; 24 ads,

(international Television)

internationally

$3,600,000

Put adds on health

networks and

popular channels

Television Advertisements

Advertise on small

Local ads; 1095 ads,

(Small/Local Television)

health and food

$2,737,500

networks

 

In Store Advertisements

 

Item

Description

Total Cost

Medical Professional’s

Have doctors

Paying product promoters to

suggest our product

convince doctors to suggest

to potential patients

our product to potential

 

clients , $1,500,000

In Store Poster Promotions

Market in health

Sign deal with Walgreens,

stores such as GNC

$2,000,000

and Walgreens

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 Obalon’s profits by at least 30%

A good advertising campaign can make or break a company, and in Obalon’s

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

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

Page|10 Online Ads  Pop up and side of $50,000, or about $4,000 page adds per

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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-s-

pivotal-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/weight- loss/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-gastric-

balloon/30603/>.

5) Web. <http://www.obalon.com/faq/en/>. 6) Web. <www.obalon.com/>.

Page|11 be the most effective advertisers for the least amount of money due to our financial

XI. Appendix

DECA Ad Campaign

2015-2016 Joe Adams/Mason Ernst/Alex Phillips

Page|11 be the most effective advertisers for the least amount of money due to our financial
Page|11 be the most effective advertisers for the least amount of money due to our financial

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Sample Facebook Post Sample Television Ad
Sample Facebook Post
Sample Television Ad

Sample Retail Store Ad

Other weight loss supplements such as: France Canada Threats Slim-fast Dexatrim Special K Strengths Weaknesses Opportunities
Other weight loss supplements such as:
France
Canada
Threats
Slim-fast
Dexatrim
Special K
Strengths
Weaknesses
Opportunities
The United States
Not yet approved by the FDA.
Revolutionary product in its field.
Too expensive for many middle class families
Innovative product idea with many good qualities
Has opportunity to expand to new markets such as:

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

Page|12 Sample Facebook Post Sample Television Ad Sample Retail Store Ad Other weight loss supplements such