Date: Thursday, November 13, 2007
Time: 5:30 PM
Place: Testing Center
2.3.1.2 Safety
Alli is safe and effective when used as directed. It is the most extensively studied weight-loss medication on the market; the safety and efficacy of orlistat- the active ingredient in Alli, is well established. Each alli supplement has 60 mg of orlistat. 120 mg pills of orlistat has been marketed as the prescription drug Xenical in the U.S. since 1999. Nine years of use in 145 other countries backs how solid it is. Orlistat has been used for more than 25 million patient treatments and more than 100 clinical studies that had more than 30,000 patients. One of these studies with Xenical is the four-year landmark XENDOS trial conducted by Roche, its inventor and manufacturer. The longest study ever conducted for a weight-loss supplement was conducted by Roche, the inventor and manufacturer of Xenical.
Xenical (orlistat 120 mg capsules) will remain available by prescription for those who should be treated under the care
of a physician. Xenical will continue to be manufactured and sold by Roche.
2.3.1.3 Side Effects
We will continue our “straight talk” by being up front on side effects. People should only take Alli when eating 15 grams of fat with each meal. A higher fat intake can lead to gastrointestinal complications. Loose or more frequent bowel movements, an urgent need to go to the bathroom, or gas with an oily discharge are the main side effects. We will be upfront an recommend that people wear dark pants or bring a change of clothes to work until they adjust to the drug.
2.3.2 Positioning
For the person motivated and prepared to make lifestyle changes, Alli is the best source for an effective weight loss supplement and program. Alli will gain consumer confidence through “straight talk” that will set expectations and be straightforward.
2.3.3 SWOT Summary
The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Alli.
2.3.3.1 Strengths
Known for and experienced in creating programs to successfully change a unhealthy behavior.
Balanced product portfolio.
Very competent sales force.
Strong pipeline.
Global infustructure.
2.3.3.2 Weaknesses
Consumers often want to see quick results.
Alli will not work unless consumer also exercises and reduces calories.
Side Effects of Alli
Alli must be accompanied by a multivitamin since it blocks absorption.
Past diet brands from other companies such as Fen-Phen and Ephedra promised a lot but didn’t deliver.
2.3.3.3 Opportunities
Growing market.
Patients are becoming more knowledgeable.
Over the counter drugs are increasingly become the first destination for consumer health.
Health care financing costs are shifting more and more to the consumer.
2.3.3.4 Threats
Anticipated FDA approval for other over the counter medicines.
A recession can cause consumers to seek less costly programs.
2.4 Competition
Competition in the dieting industry comes in many forms. The many unapproved weight loss supplements and herbal remedies are our direct competition, but we have seen strong indirect competition from industry leaders such as Jenny Craig.
2.4.1 Direct Competition
Weight Loss Supplements & Herbal Products
This segment in general has a bad reputation. Many companies are coming under scrutiny by the government due to misleading and false claims. The few industry leaders are listed below but there are many, many more competitors:
• Metabolife
• Mead-Johnson Nutritionals
• Cytodyne Technologies
• Richardson Labs
• Twinlab Corporation
• Chattem
Although there are many concerns in regards to supplements and herbs, Americans seem more concerned about weight control than the safety of products.
2.4.2 Indirect Competition
Group and One-on-One Counseling
An increasing level of competition is expected from group and one-on-one counseling programs. Recent trends show consumers desire a support system. Jenny Craig and Weight Watchers have seen increases in sales. They tend to offer programs that offer users meals for $10 a piece.
No comments:
Post a Comment