Product Launch2004 Campaign - PowerPoint PPT Presentation
1 / 24
Title:
Product Launch2004 Campaign
Description:
Recently ran an ad titled 'A Call to Action for Mother's Day and Father's Day' ... calling card to connect with your parents this Mother's Day and Father's Day. ... – PowerPoint PPT presentation
Number of Views:106
Avg rating:3.0/5.0
Title: Product Launch2004 Campaign
1
- Product Launch2004 Campaign
2
Product
- MemPro is a prescription medication to prevent
and treat mild-to-moderate Alzheimers disease.
3
Campaign Goal
- Increase brand awareness
- Bring drug to the top of the mind of 18 of
Hispanic target market by the third quarter of
2005. - Educating
- Educate target audience about the devastating
disorder that attacks the brains nerve cells and
impairs memory, recognition, and behavior that
ultimately leads to death, as well as offer a
viable solution to those even slightly at risk.
4
Key Selling Attributes of MemPRO
- Prevents memory loss
- Allows one to maintain his or her lifestyle
- Allows patient to enjoy the lives of his or her
family members (children, grandchildren) - Only FDA approved drug that treats
mild-to-moderate AD and also prevents it
5
Target Market
- Alzheimers Association report predicts disease
will soar 600 among Hispanics by 2050. - Increase more than six-fold during first half of
21st Century - 1.3 million Hispanics will have Alzheimers
disease by 2050 - As the target market dramatically increases in
its risks for Alzheimer's disease, the campaign
will be aimed at those women (55) and their
daughters (45-55) who are at high risk due to
heredity. - In the Hispanic culture, daughters often serve as
their mothers caregiver, so the daughters
frequently influence drug buying decisions.
6
Product Suggests Target
- The daunting statistics show that increasing
age is the number one risk factor for the onset
of Alzheimers. 3 in 10 individuals over the age
of 65 are affected while nearly half of the 85
population have Alzheimers. Hispanic people will
see a spike in the effect of Alzheimers in their
population in the next 45 years. New studies
report that Alzheimers will increase by 600
percent.
7
Niche Market within Target
- Demographics
- Hispanic women ages 45
- Average income of 25,000
- With parents or loved ones that have been
affected by AD or are at high risk of developing
AD. - Psychographics
- Highly values family
- Often takes care of family members who become ill
- Frequently take part in traditions and family
oriented events
8
Where the industry is nowand where well take
them.
9
- Spent 30.9 million on advertising last year
- Tone includes targeting the daughters concerned
with their mothers health
10
www.aricept.com
11
- Recently ran an ad titled A Call to Action for
Mother's Day and Father's Day - Distributed care kits to target audience, which
includes tools to help distinguish between the
early signs of Alzheimer's disease and normal
aging. - Included a free 20-minute calling card to connect
with your parents this Mother's Day and Father's
Day. - This ad targets family members to act on their
own concern for loved ones
12
www.exelon.com
13
- Emotionally targets caregivers specifically those
who care for their grandparents and parents
14
www.reminyl.com
15
(No Transcript)
16
Overall Our Competition is
- Using affective advertising
- Approaching the target audience directly with
fear tactics - Targeting traditional markets not including
Hispanic market - Frequently targeting family members and
caregivers - Using integrated brand promotional campaigns
featuring websites and giveaways
17
Where we are heading
18
Magazine Ad
19
Newspaper Ad
20
Creative Strategy
- Unique Selling Proposition
- No other drug helps prevent Alzheimers and
prevents the development of the disease for those
who have already been diagnosed. - Affective
- family, children, lifes most precious memories
- Appeals to Maslovian levels
- Safety
- Love belonging
21
Creative Strategy (cont.)
- Ends with strong call to action Ask your doctor
about MemPRO.
22
Media Plan
23
Media Planning Theme
Media buying will be heavily weighted on niche
media that target the Hispanic market.
24
(No Transcript)
Recommended
CrystalGraphics Presentations
