Slim Fast Plan Book

Page 1 Executive Summary

It's a new age for Unilever. You're branching out from your soap safe zone into the exciting new

world of diet food products. Here at La Femme we know women. We know our market. Above all we

are confident that we will get your product, Slim·Fast, into the hands, minds, and refrigerators of women

across America. Our campaign shows the benefits, uses, and celebrity appeal of Slim·Fast all while

instilling a sense of urgency to purchase by use of our tagline, Don't weight; Slim·Fast.

Industry Overview

History, Trends, and Outlook

• The health and weight loss industry is a fairly new industry with a lot of potential. In 1955,

consumers need a product to help them keep up with the times and fit in with the crowd.

• In 1955, from an economic view, Americans have more disposable income. The current lifestyle of a

woman as a housewife is at its peak, and leisure activities with the family are quite popular.

The outlook for Slim·Fast is positive. The Slim·Fast Plan is a pioneer in this undeveloped industry and

has the potential to be the market leader.

Competition

• Our primary competition is Ayds Appetite Suppressant, a weight loss candy that is supposed to curb

one’s appetite.

Our secondary competition includes vitamin pills because they appeal to those who wish to stay healthy,

and TV Dinners for those who like to maintain an quick and easy lifestyle.

Product Overview

• Slim·Fast Plan: How to Use Slim·Fast

• Testimonials: Slim·Fast really works

Convincing Evidence

• Nutritious

• Quick meal

• Life-style flexible

Consumer Research

Primary Market: Women ages 27 – 38

• Concerns with appearance, health, and maintaining lifestyle.

• Enjoy healthy, effective, and flavorful products.

• Intrigued by innovation of dieting products.

Secondary Market: Women ages 18 – 26

Looking to regain former figures after baby boom.

• Potential primary targets.

Impressionable through celebrity endorsements.

Page 2 Executive Summary (cont.)

Advertising Strategy and Objectives

Short term goals:

Brand awareness

Education

Trial phases

Flavors

Long term goals:

Brand loyalty

Brand extension

Clinical studies

Sustain: create a community

Creative Strategy

• Combination Hard/Soft Sell

• Promotes both knowledge about Slim·Fast and emotional appeal

Call to action found in tagline: "Don't weight"

• Television

• Everyday woman struggles with housework

• Finds miracle cure in Slim·Fast

• Ends with tagline: Don't Weight; Slim·Fast

• Print

• Celebrity vignettes focus on product benefits

• Includes Short Description of Use

Media Plan

• Television: CBS - "I Love Lucy"

Print

• Ebony Magazine

• Good Housekeeping

Allocation of advertisements

• 50% to television

• 30% to magazines

• 15% to PR and promotions

• 5% to direct mail

Page 3 Executive Summary (cont.)

Promotions and Public Relations

• Launch brand using in-store promotions, testimonials, and free samples.

• Engage consumer with product.

• Educate consumer about Slim·Fast

• Distribute coupons and encourage positive word-of-mouth promotions.

Page 4 Industry Overview

History

The health/weight loss industry is a fairly new industry with a lot of potential. 1955 is a great time to

jump in on this profitable industry. Products that are new and innovative are most likely to catch

consumer’s attention and make them loyal to the product. Consumers need a product to help them keep

up with the times and fit in with the crowd, and the appearance aspect is important.

Trends

Economic

After World War II, people had much more disposable income, meaning that people had more money to

buy personal items and luxury goods. Consumers are more able to concentrate on themselves and their

appearances. With the combination of having more money to spend and being more self conscious about

how one looks, Slim·Fast can be easily positioned in the health and weight loss industry.

Lifestyle

The 1950’s embodied the traditional, classic American lifestyle: families consisted of a male

breadwinner and a female housewife. Children were expected to be seen and not heard, and there were

strict gender roles and expectations. Families were expected to “keep up with the Joneses,” and this

view fits into losing weight particularly for housewives, who feel the need to keep up with the other

moms on the block. Also, 1955 is during the time of the baby boom, when many new mothers need to

lose their baby weight. This 1950’s view of conformity will help Slim·Fast’s popularity among the

traditional housewife, who will look to it to aid her own personal well being.

Leisure

Dancing is a popular activity in the 1950’s. Such dances include the bop, stroll, swing, mashed potato,

twist, and bunny hop. Dancing is the perfect type of light exercise for our ladies on the Slim·Fast Plan.

Outlook

Not only is Slim·Fast a new a revolutionary product, but the health and weight loss industry is young as

well. The Slim·Fast Plan is a pioneer in this undeveloped industry and has the potential to be the market

leader. This industry can be used as a supplement to the beauty product industry and make it more

complex.

Page 5 Industry Overview (cont.)

Media Plan

Television

In a recent study by NBC-Simmons, the sales of products advertised on television rose 33%

among television owners. In another study, A.C. Nielsen found that a single advertisement strategically

placed on one station (where viewers were most likely to see it) produced a 29% sales increase. Based

on these studies, we have concluded that television is the most important medium and also that the

Slim·Fast spot should appear during “I Love Lucy” on CBS.

Ebony

Ebony magazine was launched in 1945 by John H. Johnson. It is modeled after Life magazine,

but it focuses on stories for and about Negroes. Its audience is characterized by having successful

careers, secondary educations, cars, houses, and leisure time. Ebony is known for promoting stories

about successful Negroes and their accomplishments. This is the perfect place for us to display our ad

which features Dorothy Dandridge, the first African American woman to be nominated for an Academy

Award.

Good Housekeeping

Good Housekeeping magazine was launched in 1885, and it has a strong reputation for

promoting healthy foods. Its audience is characterized mostly by homemakers which is our target. The

Slim·Fast ads will appear after an article about health and nutrition.

Promotions and Public Relations

Our goal is to nationally promote and increase awareness of Slim·Fast through user testimonials and free

samples distributed at retailers. Consumers will not only be able to try Slim·Fast but become educated

about the product and its goals within consumer society. Moreover, our representatives will educate

consumers on the healthy benefits Slim·Fast has to offer along with the healthy lifestyle it promotes.

Testimonials will be given by fellow target market representatives who have used the product and have

had a positive experience with it.

In addition to the in-store free samples, we plan to distribute several coupons via direct mail and print

advertisements. Consumers will be able to redeem the coupons for a complimentary can of Slim·Fast.

This will not only expose the consumer to the incredible taste of Slim·Fast, but also the effectiveness of

Slim·Fast as a meal replacement. Ultimately, we hope to satisfy these free trial consumers and propel

them to spread the quality and effectiveness of Slim·Fast to others through word-of-mouth.

Page 6 Product Overview

What is Slim·Fast?

Slim·Fast is a weight loss program which aims to help people lose weight

by incorporating tasty, nutritious, appetite-reducing shakes into their diet. The

Slim·Fast plan is specifically designed to help a consumer lose weight without

drastically altering his or her lifestyle. The plan consists of one Slim·Fast shake

for breakfast, a Slim·Fast shake for lunch with half a turkey sandwich or a mini

pizza, and a lean dinner which Slim·Fast calls the "Sensible Meal". A Sensible

Meal consists of 1/4 protein, 1/4 starch, and 1/2 vegetables, and contains roughly

500 calories. One example dinner is lean beef, green beans, carrots, potatoes, and

a side salad. Also, eating small snacks such as 1/2 cup grapes, an apple, or

1/2 banana will help reduce cravings and overeating. Slim·Fast also

promotes a healthy lifestyle that includes moderate exercise. The key

word here is "moderate". Moderate means walking, gardening, and

housework all count as exercise.

Slim·Fast has been tested during its trial period and boasts satisfying

results among users. One woman called it, "Simple, satisfying, Slim·Fast."

Another woman reports losing 18 pounds in over seven months and has

kept it off for three months since then. She said, "Thank you Slim·Fast!

Your products are GREAT!!"

We believe there are several reasons why Slim·Fast is an excellent

investment for consumers. Here's the proof:

• Slim·Fast shake contains proteins, fat, complex carbohydrates, and essential vitamins and

minerals so you can get the nutrients you need while losing weight.

• Slim·Fast plan is simple and flexible, with built-in portion and calorie control.

• Slim·Fast is convenient, and Slim·Fast shakes are a meal-on-the-go for busy lifestyles.

• Slim·Fast shake helps control hunger and keep users satisfied.

• Slim·Fast's delicious taste helps consumers stick to their diet.

• Slim·Fast comes in five flavors to keep taste buds interested. Flavors include:

- French Vanilla

- Creamy Milk Chocolate

- Strawberries N' Cream

- Rich Chocolate Royale

- Cappuccino Delight

Page 7 Product Overview (cont.)

How will we portray Slim·Fast?

We're positioning Slim·Fast as the perfect, can't-live-without-it diet shake that enriches women's

lives. Slim·Fast shake is both a beauty product and health food. The vitamins and minerals keep women

nourished and healthy which, in turn, enhances the glow of skin and shine of hair. The Slim·Fast Plan is

designed to fit every lifestyle, whether you're a hard-working housewife or a famous actress who's stuck

on set all day. Best of all, Slim·Fast helps you lose weight, leaving you with a trim waist, which is

emphasized by our logo and can shape.

Slim·Fast is:

• Beauty product

• Health food

• Hair and skin enhancer

• Lifestyle-flexible

• Waist-trimmer

• Delicious

• Healthier than a TV Dinner

Page 8 Competition

Primary competition: Ayds Appetite Suppressant

Objective: increase sales in target market

Our primary competition is Ayds

Appetite Suppressant, a candy that

comes in four flavors. The strengths of

this product is that they don’t require

much effort to use and aren’t very time

consuming. The candy is more of a

quick fix answer rather than a long term

solution. However, Ayd’s weakness is

that the company has made claims that

users can lose 10 pounds in 5 days

without any diet or exercise. The

Federal Trade Commission’s objection

to these claims lost consumer faith in

the product and weight loss products in

general. There was no evidence to

support these claims, proving that using

the candy was not practical. Since the

health and weight loss industry has not

been fully explored yet, there is not

significant secondary competition.

Secondary competition: Vitamins

Objective: Health

Since Slim·Fast uses a plan, there are many aspects of the plan that have competition.

TV dinners are competition because they are appealing to housewives by offering a quick, easy solution

to hunger.

Daily vitamin pills are also a competitor in a health aspect.

Other beverages such as soda or juice that are low in sugar are competitors in a taste aspect.

Eating disorders are also competition because they deliver weight loss results and are free.

Strengths:

• Quick

• Easy

• Healthy

Weaknesses:

• Can be expensive

• Not filling

• Ambiguous opinions

Page 9 Competition (cont.)

Opportunities:

• Direct supplement

• Relatively undeveloped market

Threats:

• Consumer apprehension

Secondary competition: TV Dinners

Objective: Lifestyle

TV Dinners are competition to Slim·Fast because they offer a quick and easy solution to the

homemaker’s lifestyle. However, the health aspect of TV dinners is no comparison to the Slim·Fast

shake.

Strengths:

• Full meal

• Quick & Easy

• Compact, moveable

Weaknesses:

• Less nutritious

• More expensive

• Can’t take it “on-the-go”

Opportunities:

• Able to take advantage of housewife lifestyle

Threats:

• Frozen food alters taste

• May be ahead of its time, lessens “family time”

Page 10 Historical Overview

Slim·Fast History

• Slim·Fast was started by S. Daniel Abraham as part of the Thompson Medical Group

• Once low-carb diets came on the market, Slim·Fast began to struggle

• Slim·Fast regained success with a line of low-carb items to get their sales back up

• Slim·Fast introduced Slim·Fast Optima products which were lower in sugar and designed to help

with hunger control than the standard Slim·Fast products. Other new products include Low-

Carb, High Protein, and Easy-to-Digest

• Slim·Fast now has a more flexible system with the addition of other health foods such as snack

bars, meal bars, and powders

• Slim·Fast was integrated into Bob Greene’s BestLife Program

• A later study confirmed that Slim·Fast can indeed help consumers with long term weight loss

• Slim·Fast is now a part of Unilever

Page 11 Target Market

Our target market are multicultural women ages 18 – 38 years who desire to maintain a healthy lifestyle,

achieve their ideal figure, and look to dieting as their solution.

Primary Market

Our primary target market consists of women ages 27 – 38 years. Women of all races are targets within

this market, and those women who are housewives are of major importance. These women represent

the target market for dieters in 1955. They are the primary buying agents within the household and have

disposable income. In addition to that, they are concerned with their appearance, health, physical

presence, and societal perception. Based on our research, these women strive to be strong influences

within their respected communities by raising children, running the household, and most importantly,

maintaining their beauty.

Weight loss devices are still a relatively new idea, and there are very few choices among brands.

Weight loss devices are, however, perceived as innovative and promoters of a positive lifestyle.

Women will have access to Slim·Fast at most local grocery stores, and will have the option of

purchasing either a single can or a package of six cans. In addition to that, Slim·Fast offers several great

tasting flavors and flexible regimens to accommodate many different lifestyles. Based on our research,

healthy foods are becoming prominent here in the 1950s. Moreover, the healthy meal alternative

Slim·Fast offers is congruent with current consumer attitudes and trends. Also, our primary target

market will enjoy the proven effectiveness, affordability, and minimal change of lifestyle that Slim·Fast

offers.

Secondary Market

Our secondary market consists of multicultural women ages 18 – 26 years. Following World War II and

the recent baby boom, these women are looking to regain their former figures and improve their

appearance and health. They fall just below the target market and have high potential of becoming

primary targets. These women idolize such celebrities as those depicted in our advertisements

endorsing Slim·Fast. Essentially, Slim·Fast is likely to become their ideal dieting solution.

Undeveloped/Potential Market

Our undeveloped/potential market consists of minority women (especially African Americans) ages 18

– 38 years. The realization of how lucrative this market can be has become apparent in the past few

years. By advertising in Ebony Magazine (among other minority themed periodicals), we hope to reach

this vast growing market. Also, these consumers are looking to improve their image in society, and be

considered natural consumers in congruence with the dominant white consumer society. Slim·Fast

hopes to break the social barrier within consumption and improve sales among all races and ethnicities.

Page 12 Media Distribution

Short term goals:

Media Distribution

1

10

100

Television Magazines Direc t Mail Billboards PR

Series1

Media Distribution

Magazines 30%

Billboards 5%

Television 45%

PR 10%

Direct Mail 10%

Television

Magazines

Direct Mail

Billboards

PR

Page 13 Advertising Strategy

• Brand awareness with in-store promotions

• Provide education through informational pamphlets

• Make trial phases available

• Advertise flavors

Long term goals:

• Develop brand loyalty through rebates

• Brand extension

• Clinical studies

• Sustain: create a community

These are further explained throughout the planbook.

Page 14 Creative Brief

Product: Slim·Fast Shake

Product Description: Slim·Fast is for people who want to lose weight and don't know where to start. It

has customized meal plans, expert advice; and weight loss tools. Slim·Fast believes that one size does

not fit all. The Slim·Fast plan is as follows:

- Replace breakfast with a Slim·Fast shake

- Combine lunch (turkey sandwich) with a Slim·Fast shake

- Snack on an apple, 1/2 grapes, 1/2 banana, 1 mini-bag light popcorn, 1 oz. mini-pretzels, or 1

"Slim·Fast Optima" muffin bar (a product extension)

- Dine with sensible meals (1/4 protein, 1/4 starch, 1/2 vegetables, can be found on website)

Target Customer: Women ages 27 – 38

Product Benefits:

- Flavor variety

- Nutritious (24 vitamins and minerals)

- Agreeable taste

- Quick and easy

- Encourages healthier lifestyle

- Lose weight the health way

Consumer Benefits:

- Convenient

- Availability in local grocery stores

- Energy to perform all household chores

- Keep slim figure without extreme exercise

Page 15 Creative (cont.)

Tone of Advertising:

- Informational

- Vignette

- Personal stories

Brand Character:

- Embracing all women

- Flexible to fit lifestyles

- A healthier future

Advertising Themes Ideas: a series of active women that don’t have time for themselves to slim down,

get their energy up, have time to do everything they need to do

Page 16 Creative Strategy

To reach the Target Market, we plan to use a mixture of soft sell and hard sell. We do not

believe we can reach our audience with either one alone. First off, the hard sell will allow us to present

the facts about Slim·Fast such as, the 24 vitamins and minerals we offer to help our audience maintain a

healthy lifestyle. The soft sell will allow us to inform our Target Market how Slim·Fast has worked for

many other women through testimonials. We believe that testimonials are the best way to reach our

audience because many women will be able to recognize and sympathize.

To do this we plan to focus majority of the budget on television commercials and print ads. The

print ads will consist of a photo of a celebrity on the left and a vignette that discusses how Slim·Fast has

helped the actress maintain a slim figure while working in a fast-paced environment.

The two ads displayed here display Dorothy Dandridge and Audrey

Hepburn. We choose these two actresses because they have both been

nominated for the Oscars for Leading Actress in various movies. Through

these two women, we will be able to show that Slim·Fast is not only a

drink but also a lifestyle that fits to every woman’s schedule.

We plan to run these ads on the bottom of the main articles in the

magazines. This will allow our ads to be reinforced as they continue to flip

through the magazine, they idea of Slim Fast will be reinforced into the

readers mind. The ads will run in Ebony and Good Housekeeping. We

choose these two magazines because Ebony is a great way to reach our

primary market. Ebony and Good Housekeeping are two major magazines

to which readers from all lifestyles subscribe.

We choose Ebony because its audience has a stable job, cars, houses, and disposable income.

The audience holds itself to a high standard, which makes them more likely to purchase Slim·Fast

because it allows them to keep up with their fast-paced lifestyles.

Slim·Fast is about improving oneself and this community up holds this

idea.

We choose Good Housekeeping as our other magazine because it

allows us to reach a demographic that fits out target markets. The

magazine is about women's interests, product testing by The Good

Housekeeping Institute, recipes, diet, health as well as literary articles.

Page 17 Creative Strategy (cont.)

This product is all about staying and maintaining a healthy lifestyle, so this would definitely

peak the audience’s interests. Good Housekeeping has a history of advocating for pure food since 1905,

and Slim·Fast promotes pure food with the Slim·Fast plan.

The commercial will be of a situation in which many homemakers find themselves. It is of a

homemaker trying to fulfill her household duties but finds it hard because she has so much to do at once.

To solve this dilemma, the announcer hands her a can of Slim·Fast

allowing her to look fabulous, do her work, and maintain a healthy diet.

This commercial will have a professional voice of a male and

will air during the “I Love Lucy”. We choose this show because it

would most effective to an audience that appreciates comedy. In

addition, Nielsen ranks “I Love Lucy” number two for having the

largest amount of viewers according to the Nielsen ratings. The “I Love

Lucy” show is also about the fun life of a trendy married couple with a disposable income, which is

exactly what we are targeting. The lifestyle of Lucy is crazy and humorous, which generates a good and

happy mood in the viewers. We want to take advantage of this in our audience and have them associate

good thoughts with our product. This commercial will not only reach our primary market, but our

secondary and undeveloped market as well because “I Love Lucy” is a very popular show for all ages

and backgrounds.

To tie this all in, we have chosen the slogan, “Don’t Weight;

Slim·Fast.” We choose this slogan because it’s:

• A Call To Action

• A Clever Pun

• Extremely Memorable

In addition, the slogan ties in all aspects of our campaign while reminding the audience of their desire to

maintain a healthy lifestyle while losing weight fast.

Page 18 Art Elements (Commercial)

The Setting

We choose to shot the commercial in a kitchen setting because the kitchen is where the

homemaker spends the most time. This is where the cleaning, cooking, and eating takes place. We want

the audience to be able to recognize the setting immediately.

The Characters

The homemaker is multi-tasking by failing because she has her hands full. She is wearing a

gingham dress that has a full skirt to accentuate her waist. The fashion style is to have a tiny waist and a

large bust because after the war ended, it was important to dress extremely feminine to emphasize the

gender roles of male and female. She is dressed in the colors of red and white to resemble Slim·Fast

colors and also to stand out from the dreary kitchen setting.

Even though the target market is towards women, we are still using a male voice as an

announcer because we want to the commercial to be professional. We want the audience to see the

credibility behind the commercial and go out and try the product themselves.

The Actions

The homemaker is trying to take care of baby, cook food for herself, talk on the phone and

vacuum all at the same time because she doesn’t have the time to do the tasks all separately. However,

when the announcer in the commercial throws her a bottle of Slim·Fast she is able to do everything all at

once. Most importantly, it shows her cleaning the house which is a part of the Slim·Fast plan, in which

housework is considered moderate exercise.

The Music

We choose the Benny Hill Theme song because it helps portray the homemaker accomplishing

her chores extremely fast while still looking fabulous. The Benny Hill was not very popular in America

yet, but it debuted this year in Britain.

Page 19 Art Elements (Print Ads)

Color Scheme

Both print ads are black, white and pale pink. We feel that this promotes femininity,

sophistication, and credibility. Pale pink stands for femininity. Black background and white text match

the black and white photographs. We feel our modest use of color promotes credibility. It silently says,

“We don’t need flashy graphics. Slim·Fast just works.”

Logo

We choose to use a silhouette of the Slim·Fast can with a white measuring tape wrapped around

it. The measuring tape flows from the can like a ribbon or a sash that flows from a woman’s dress. The

can resembles a woman’s body, featuring a trim waist line.

Typeface

We choose to use PMingLiU for the headline, body copy, and tagline. We feel this font has

character as well as class and that is also draws the eye along the line of type to promote easy readership

of ads. For the logo we choose Free Script because it is italicized, flowing, and curvy, which matches

the logo image.

Copy

The copy consists of a headline, body copy, tagline, and logo. Each ad features a unique

vignette that explains how each celebrity has benefited from using Slim·Fast. Following the vignettes is

a short description containing where to purchase Slim·Fast, additional benefits of Slim·Fast, and how

Slim·Fast works. Starting with the headline, the copy descends from left to right subtly throughout the

page. The reader’s eye is drawn from the bold headline to the body copy and then to the tagline and

logo.

Celebrity Photographs

We love this image of Dorothy Dandridge. She appears coy, sexy, and slim. She looks at the

audience and subtly displays the curve of her shoulder. Her face and skin appear to glow with radiance,

and her lips and hair shine. Her bashful smile promotes the modest headline, “I couldn’t have done

without Slim·Fast!” We feel that she represents a strong and confident Negro woman who’s not afraid

to show a little shoulder or admit to her reliance on Slim·Fast.

We decided to depict Audrey Hepburn as a busy woman. Our target audience is flooded with

images of Hepburn in moving pictures and magazines, and we wanted to show another side of Audrey: a

behind-the-scenes look. Audrey is shown applying makeup between takes. This enhances the body

copy which says she “doesn’t have time for a healthy meal on set.”

Page 20 Art Elements (cont.)

Ad Placement within Magazines

The ad is shaped in order to fit at the bottom of a magazine page. Ideally, these ads will be

placed following articles about health, dieting, and fitness.

Example:

MAIN ARTICLE

Text text text text text text text text

text text text text text text text text





























text text text (ARTICLE CONT —>)

Page 21 Media Plan

We believe that the best way to reach our potential consumers is to allocate our advertising

through four different outlets. In the best interest of Slim·Fast and our budget, we plan to devote 50% of

spending to television, 30% to magazines, 15% to public relations and promotions, and 5% to direct

mail. The largest percentage will be devoted to television because it has substantially grown in

popularity the past few years and through increased ratings and our market research we will be able to

better reach our target consumers. Also, we have created an interesting and enticing television spot to

be shown during select commercial breaks. The second bulk of our budget will be used to advertise in

magazines. We have chosen several select magazines to have our ads appear in, including: Ebony and

Good Housekeeping. The remaining 20% of our advertising budget will be devoted to public relations,

promotions, and direct mail. Using these three outlets to reach consumers, we hope to engage the

consumer with the Slim·Fast product and educate them on its benefits and healthy lifestyle goals.

50%

30%

15%5%

Television

Magazines

Promotions

Direct Mail

0

10

20

30

40

50

60

Television Magazines Promotions Direct Mail

Medium

Percentage

Series1

Page 22 Commercial Storyboard

SFX: Whomp whomp

Announcement: Does this look familiar?

SFX: pan clanking

Dianna: Ahh! With taking care of my

family, the dog, and the home, I have no

time to take care of myself!

Page 23 Commercial Storyboard (cont.)

Announcer: Here, try this!

SFX: can whoosh

Announcer: with 24 vitamins and minerals,

a can of Slim·Fast makes the perfect meal

for busy homemakers like yourself! The

taste is uncanny!

Announcer: Slim·Fast gives you the

energy you need to perform all of your

household duties while keeping your body

healthy and slim.

Page 24 Commercial Storyboard (cont.)

Dianna: [Takes a drink and starts doing

housework in fast forward with song]

Dianna: Thanks, Slim·Fast

Announcer: Don’t wait, Slim·Fast

Page 25 Print Ad

Page 26 Print Ad

Page 27 Promotions & Public Relations

Strategy

Because Slim·Fast is a new product without much competition in its way, its biggest concern is brand

awareness. With the debut of fat-free foods, people need to be educated on what Slim·Fast is and how it

works – especially because it is ineffective when used incorrectly, the product needs to be presented

correctly. Instead of spend most of the budget on television and print, we decided to make more person-

to-person contact with a heavy spend on promotions. Television has a limited time to which it is show

and print ads have limited space to share information. But with sales representatives present, these

problems are taken care of.

Rebates

Because Slim·Fast needs to be used regularly over a period of time, having continuous users is

absolutely necessary. In order to keep consumers using your product, we encourage rewarding those

that try Slim·Fast with rebates. With 40 can tops mailed in, reward product users with a free 6-pack of

Slim·Fast to continue their use. Receiving the product free in the home will give consumers incentive to

use the product, and when signs of a slimmer, healthier physic appear, she will credit Slim·Fast and

continue purchasing the product.

Pamphlets and coupons

In order to get the word out, in-store promotions at local grocery stores focuses on our target market –

mainly housewives. Here, free samples can be handled out and the product can be explained.

Informational pamphlets describing how Slim·Fast is different from competition, Ayds candy, the actual

process of use, and results including quotes (like the print advertisements). At the end of pamphlet, a

coupon (buy one, get one free) will be provided.

Trade Shows and Conferences

Later as Slim·Fast becomes a household name, re-introducing the product as a beauty regiment is also a

possibility pushing the fact that it is more important to think about what you put into your body than

what you put on your body. This new image can be presented at beauty supply conventions and a

beauty campaign can be created around this idea.

In addition to the Slim·Fast Shake, to truly fit into every woman’s lifestyle, the same technology can be

applied to production of Slim·Fast snacks and bars. This way, whatever obstacles

Page 28 Packaging

Here at La Femme, we believe that a slimmer can shape would best reflect Slim·Fast’s identity, and so

we propose a can design as depicted in the figure below. It matches our logo, emphasizes the desired

trim waist, resembles the curves of a woman’s body, and is easier to grip.

Page 29 Appendix

Appendix

Documents

Slim Fast Plan Book