Xenical for Men Advertising Strategy

Xenical

Concept Statement

Headline

Lose Weight. Gain life.

Accepted Consumer Belief

To lose and/or maintain weight, one needs to dedicate a lot of time, energy and effort. For

working men, it is almost impossible to find this time without compromising time for their

work, family and leisure.

Benefit

Xenical aims to provide a more convenient alternative to rigorous exercise

Reason to Believe

Xenical helps prevent roughly 30% of dietary fat from being absorbed, which is 3-6 kgs

mor ethan someone who is not taking Xenical.

Xenical. Lose weight. Gain life

AD BRIEF

I. Title- Flashback

II. Definition of Target Market

-For AB males, 30-40 years who lead very busy lifestyles revolving around family and work

yet want to stay fit/maintain a fit body but no longer have the time to exercise.

III. Advertising Objective

Advertising will mainly focus on capture new users of AB males and convince target market

of benefits of Xenical which is also for maintenance and not just for weight loss

IV. Consumer Insight

"I want to maintain my fit physique from my youth, but as I grow older and as I gain more

responsibilities in work and in my family , I become too busy for exercise."

V. Copy Strategy

Benefit Statement

Xenical will help you maintain a fit body without the need for painstaking exercise

Reason to Believe

Xenical helps prevent roughly 30% of dietary fat from being absorbed, which is 3-6 kgs

more than someone who is not taking Xenical.

Brand Character

Reliable, like someone who's got your back, taking care of you as you take care of your

responsibilities

VII. Timing/Budget

- Budget of 75 million

Media Plan

TV

Storyboard

Scene 1: Guy 1: What do I do to keep myself fit?

Scene 2: Flashback1= Well I jog 5km everyday,

Scene 3: Flashback 2=Spend 3 hours in the gym,

Scene 4: Flashback3: and play basketball twice a week.

Scene 5: Guy 2: How do I keep myself fit?

Scene 6: Flashback 1: I spend 40 hrs a week working

Scene 7: Flashback 2: My evenings and my weekends go to my family

Scene 8: Guy 2: The rest I leave to Xenical

Scene 9: Introduce Xenical

Xenical- the fat eliminator. It binds with far and eliminates it. Xenical. Lose weight. Gain life.

Scene 10: Guy 1 checking out Guy 2

Strategy

TV Show

ABSCBN

Bandila

GMA

Saksi

CNN

CNN Your World

Today

ANC

ANC News

Subtotal

Plus Production

Cost

Total

Program

sched

MTWThF

MTWThF

Time

2345

2330

Frequency/

Months month

Rate

54740

6

144900

6

40

20

Total

13,137,600

17,388,000

MTWThF

MTWThF

2200

1900

15000

6

15000

6

40

40

3,600,000

3,600,000

37,725,600

3,000,000

40,725,600

The main strategy for TV is that of a continuous one, at least for six months, that is.

The TVC will be shown in 4 different channels, specifically in shows which the group deems

to be the most watched by the product's target market of mid30's to mid40's working men.

The group realizes how news is important for

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