One in four Australian adult had obesity problem according to the survey, suggesting a huge market of weight loss product in this country (One in four Australian adults obese 2011). The target market for Healthy Potion diet pill will be middle age women, based on a research which shows that they are more aware of and interested in such kind of product (Gray et al. 2003). This case study develops and discussing a marketing plan using the 4Ps, presenting the recommendation of how to differentiate the product, skim pricing, online retail and promotion by means of social media.
Product
It is recommended that Healthy Potion develop the diet pill with core product of allowing consumers to eat whatever they want without suppressing their appetite
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Once general public switch its tendency towards complementary medicine, our core product will be weaken and there will be little chance for our product to survive. Nevertheless, Alexander and Phillips (2015) indicated that such kind of dietary supplement can still be favourable by providing more accurate information such as test conducted by acknowledged third party institution without involving interest conflict, validating diet pill’s quality, thus solidify our actual product. These threats can also be tackle by engage more interactive activities with potential customers in a way of offering reliable consultation of purchase decision and advices of using it (Ballantine 2005). This can be an effective way to build our augmented product, which will be illustrated in the promotion …show more content…
The reason why employ such strategy is that research among women also shows that women tend to be loyal and profitable customer for those company enjoying a positive word of mouth, therefore generating relatively high satisfaction in the consumption and providing a better return for the producer, both in monetary aspect and company’s reputation (Barletta 2004). Additionally, as mentioned above in the price part, such diet pill is able to highly differentiate itself from other product in the market, accompanied with the characteristics that it is a new product and the possibility that higher cost, compared with just combining the sachet with water, is likely to be generated because of the limitation of scale, thus skimming over the low-price pricing strategy can be a wise choice to made (Schoell and Guiltinan 1995). Yet skim pricing may also lead to lower current sales and fail to entirely fulfil the market potential (Noble and Gruca 1999), leading to a unfavourable situation of failing to achieving profit maximization. Furthermore, there is survey indicates that for this type of weight-control product, it is the strategy of reducing price that tend to be the efficient way for improve sales (French et al.
Recently, another weight loss supplement has stepped into the ever-increasing market. This drug, called Stimulife 750, is a supposedly all-natural herbal supplement that promotes weight loss without any effort from the client. Both the parent company – Stimulife International – and various distributors of Stimulife 750 make bold blanket statements such as “Stimulife 750 has everything good and nothing bad,” which set the success of the pill far higher than is possible. Furthermore, these individuals attempting to sell the product use a variety of marketing techniques to encourage purchasing the supplement; however, they provide no scientific evidence to support the claims they make regarding the safety and effectiveness of the product. By appealing to the clients’ desire for a natural and easy way to lose weight, providing pseudo-scientific statements to convey a sense of authenticity to the product, and befriending the client by seeming to care for their best interests, the distributers attempt to woo more clients. However, Stimulife 750 contains many ingredients included in other “unsafe” weight loss supplements and scientific research shows no clear evidence that Stimulife 750 is any more effective or safe as other diet pills.
T., Kraak, V. I., 2005, p.153). The book will be used in the sections where food industry and advertising could change their marketing toward healthy choices to help reducing and preventing
Those who are observing the concerns of medicalization have brought up the fact that the pharmaceutical industry can and will increase the preventive measures for health care and affect many. Obesity is one of the most deadly public health crises of the 21st century. Globally, at least 2.8 million adults die each year as a result of being overweight or obese [24]. In the United States, it’s the second leading cause of preventable death (WHO,
Imagine that it is a Friday night and you are up having a little midnight snack and watching some television. Feeling guilty for eating at such a late hour, you begin to flip through the stations when something catches your eye. It is an infomercial, and usually you just flip right through these, but for odd some reason you decide to watch this one. How could you possibly resist not watching? The commercial begins by showing gorgeous blondes in bikinis, and buff studs in speedos stuffing their faces with hamburgers, pizza, chips and everything that you know should not be eaten in quantity (if at all)! The amazing thing is that these “people” all have society’s ideal bodies. They are toned, tan, and thin in all of the right places. The commercial proceeds to boast how these women and men never exercise. They don’t need to because they take Enforma’s Exercise in a Bottle! Well now they have gotten your attention--look great, eat what you want and never exercise? It sounds way too good to be true! This is what miracle product, Exercise in a Bottle, will promise its potential buyers. But the questions, how does it work, what are they and how do its ingredients work, does it work, and are there any side effects are all key questions to be explored before taking Exercise in a Bottle. After I saw the commercial one night when I was up late snacking with my best friend, I admit that I was definitely tempted to pick up the phone and place an order. I even came close to falling into all of the hype and excitement surrounding this new product when I began my research, but after seeing a more scientific approach to the product, I have changed my mind.
As each product has its own unique segment, target market, and symptoms relief, those differences are going to be essential to promote each product value to prevent cannibalization. Thus the best advertising agency was selected to provide us the best response.
Fad diets are unhealthy. Some people believe that fad diets work. Fad diets are getting more and more popular in the dieting market. In today’s society people should be more educated on these diets before using them and these fad diets should be prescribed to a qualified patient by a health physician or doctor to people that are heavily obese that need to lose weight rapidly to help them with their health. Fad diet supplements are wrong because they provide no nutrients for the body and people need to know that they need healthy nutrients for a healthy weight loss. Because these diets are non-nutritional for one’s body, many people are harming their bodies just by taking these pills. Not all fad diets are for everyone. Many people are quick to believe that these diet supplements will shred inches off their waste line and shed those extra pounds fast just from advertisement. There are a variety of problems with fad diets. These diets should not be sold over the counter because of the lack of knowledge behind these diets, health risks, false advertisement and misuse. Studies prove that these diets are for short term weight loss and that they do not work long term. Also a study has been proven that citizens that use these fad diets will lose some weight but end up going back to their original weight within three years.
The Journal of Dietary Supplements discusses the increased use of “Complimentary and Alternative Medicine (CAM)” and how it is becoming a need among physicians to educate and train themselves so that the idea of Integrative Medicine is a realization to the public (Litchy, 2011). This holistic approach allows the ability for conventional medicine to be incorporated with alternative interventions which, further enables the patient to decide which route of care best suits their specific preferences.
Online communication has skyrocketed ever since beginning of chat rooms and social media powerhouses such as Facebook. More and more public health advocates and agencies are utilizing social media as a way to communicate healthy living tips and prevention advice. In addition to these types of online communication, the market for downloadable applications has become a phenomenon. Consumers can now download free and priced health and wellness applications onto the smartphones or tablets that will record their calorie consumption, display the calo... ... middle of paper ... ...
Marketing Plan: Phase Two. The A-Team has introduced a new product called Pepsi Platinum for the company, PepsiCo, in Phase Two. This dissertation will identify segmentation criteria that will impact PepsiCo target market selection. This dissertation will describe the organizational buyers and consumers of Pepsi Platinum and the factors that influence their purchasing decisions, and discuss how these factors will impact PepsiCo’s marketing strategy.
They know that they must appeal to logic, an appeal to emotion and a to appeal to credibility. Pathos is considered is one of the most powerful tools in advertising because emotions are what guide consumers, and this tactic connect directly with consumers’ emotions. Women put up their emotional defenses and smile bravely in order to disguise their true emotion others, like their sadness or low self-esteem due to their weight, but their defenses are down when their homes alone and when a weight loss advertisement flashes across the television or in a magazine, they are tempted. The marketer relies on drawing them in during their weakest moment because the marketers know that’s when they are most likely to buy their supplements. These marketers know that the women consumers may think their claims are hyped up or lies. The women consumers know that these ads show bodies that are not realistic or representing the general population of healthy women. Nevertheless, the marketers also know that the little voice in the back of the consumers’ mind will keeps asking, “What if this product is legitimate? What if this one that will be the one to finally help me achieve my weight loss goals? “ Unfortunately, during this moment of weakness, the women consumers aren’t reading the small print of the ad, nor are they realizing that this model could have a personal cook and a
According to recent statistics, every year Americans spend about $50 billion on products and services promoted to help them lose weight. Many of the overweight and obese people that join commercial weight loss programs are looking for a quick fix to lose the weight, such as fad diets and dietary supplements that are marketed to burn fat fast. However, many of these diets offer little success or success for a short time, resulting in many gaining the weight back a short time afterwards. Fad diets are “a trendy practice that has widespread appeal among a population. After a period, however, people lose interest in the practice, and it becomes no longer fashionable. People often lose weight while following fad diets, but usually regain much of
We will sell our products throughout well-known hyper markets and online retailers. Since hyper markets are expanding rapidly we are confident that our product will reach out many potential returning customers. During the first year, we will provide samples and brochures informing customers of the nutritional facts of our products. We will also demonstrate the importance of getting enough vitamins and minerals to have a healthy life.
Every day people are becoming more and more concerned with their health and their appearance. Thanks to scientific research there are many remedies to improve the human body. As far as weight loss there is exercise, diets, pills, and different surgical procedures. Diet pills have become a very popular supplement to assist in weight loss, but with diet pills come many questions; are they safe, do they really work, and mainly if they are a good product or not. In order to know whether or not something a quality product, is to know how it works. The ingredients are very important and unfortunately not every diet pill has the same ingredients. There are multiple types of pills, with different effects, and conditions. There are three popular types of pills. There are appetite suppressors, metabolism regulators, and fat absorbing pills. Combining these effects into one pill with the correct usage creates positive results.
All women desire beauty. As myriads of women seek a perfect body shape and attractiveness, they will have interest in having weight loss treatment. In fact, losing weight has come into a vogue. People, especially female, do not take their weight into serious account but follow the others blindly and participate in weight loss programmes. Patently, the main culprit of this phenomenon is the omnipresent weight loss advertisements. The slimming companies use advertising as a tool to inculcate the concept that being thin is equal to beauty into people’ minds. The repetitive weight loss advertisements seem to be successful in conveying the wrong message to every citizen. Some girls who are of tender age may easily be susceptible to the advertisements and participate in the weight loss treatment without a second thought. The weight loss advertising has definitely caused adverse effects on the youngsters and women. The adverse effects are in threefold. They are giving an illusion to women, coercing them into losing weight and providing a wrong means to lose weight.
The target market will be specifically made up of males and females ranging in ages from 18- 45. This segment was selected as many people younger than this age are still having their meals selected for them whereas those who are older than this bracket are seeking a healthier and more holistic lifestyle. For secondary target markets healthier products should be provided as well as products for children