Marketing Mix p2

Date: Sunday, December 16, 2007
Time: 5:00 PM
Place: Kitchen

Pricing – We believe the retail value should be between $50 and $70 a kit. The goal is to have price points within 5% of the list price of competing similar products. This insures competitive pricing and strong margins.
Distribution -- Alli is distributed through retail stores, catalogs, and websites. GSK will not directly sell the product to consumers.
Advertising and Promotion – We anticipate that our most successful advertising initiative will be through advertising on the Web. We will create a social portal called myalliplan.com. We will also launch a 140 page book entitled Are You Losing It? This book will deliver info on weight management plus 20 pages about Alli. In addition to

web marketing, we will have traditional forms such as television ads, print ads, and radio ads.
Our marketing will be different than traditional weight loss ads that feature a lot of before and after images and testimonials. We will give consumer “straight-talk” – honest, straight forward information.
4.0.1 Public Relations
By receiving FDA approval, we have and will anticipate continued media coverage.
4.0.2 Direct Marketing
The Internet is a great tool. We will participate in blogs and other online communities to promote our product. All official Alli product web pages will remain up to date..