MARK 5320: Samantha Harris, Group F Design an OTC Drug Assignment

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MARK 5320: Samantha Harris, Group F Design an OTC Drug Assignment OTC Drug Assignment: CALMITAL Box Front The overall theme of the CALMITAL box is serene sleep.

1 MARK 5320: Samantha Harris, Group F Design an OTC Drug Assignment OTC Drug Assignment: CALMITAL Box Front The overall theme of the CALMITAL box is serene sleep. The background colors fade from a lighter, daytime blue in the bottom left hand corner to a darker, midnight blue in the upper right hand corner accented with a close up of the moon. Designed to be a quick, visual identifier, a pillow complete with a light green gel tablet releasing a relaxing array of stars is located in the lower left hand side. The box contains 30 gel tablets and is designed for a month of usage. Additionally, the name is a play on Calm It All.

OTC Drug Assignment: CALMITAL Box Front The back of the CALMITAL box is an effort in connecting with our new customers, and is the first step in a (theoretical) one to one marketing campaign.

2 OTC Drug Assignment: CALMITAL Box Front The back of the CALMITAL box is an effort in connecting with our new customers, and is the first step in a (theoretical) one to one marketing campaign. The prose attempts to give the customer a sense of belonging to an elite business group by putting forth a fairly common scenario the anxiety we all face before a big presentation, test, speech, etc. It also is a trust builder based on the idea that we have gone through the exact same thing. The takeaway is that the consumer will no longer feel alone in regards to work related insomnia and will put more trust in the CALMITOL brand and HARRISCOM, INTL. as a whole.

OTC Drug Assignment: CALMITAL Box Side, Ingredients and Directions The side of the box that includes the ingredients and directions of use is basic and to the point to avoid confusion.

3 OTC Drug Assignment: CALMITAL Box Side, Ingredients and Directions The side of the box that includes the ingredients and directions of use is basic and to the point to avoid confusion. When deciding upon the measurements of the ingredients, I took into consideration that some customers may not need the maximum dose of CALMITAL as the mixture is quite potent. The balance of ingredients is enough for the desired effect for most consumers, but not so much that those that need more can take two. Also, because of the strength of the benzodiazepine alprazolam, I made sure to include a maximum dosage of 2 gel tablets per day. Lastly, the bright white font on a midnight blue background is easy to read.

OTC Drug Assignment: CALMITAL Box Side, Warnings While this side of the box was not a requirement, I feel that it is a necessary inclusion to the CALMITAL box.

4 OTC Drug Assignment: CALMITAL Box Side, Warnings While this side of the box was not a requirement, I feel that it is a necessary inclusion to the CALMITAL box. With a benzodiazepine as a main ingredient, this OTC sleep aid does come with significant warnings, some of which have been listed here. The most important warning is in its own paragraph regarding the potential side effect of drowsiness. We at HARRISCOM, INTL. are concerned about the safety of our consumers.

5 MARK 5320: Samantha Harris, Group F Design an OTC Drug Assignment CALMITAL, a flavorless sleep aid for insomnia caused by anxiety, is targeted at individuals, both men and women, which are in high stress occupations that can produce anxiety and panic due to projects, presentations, and the perceived fear of substandard performance. Many times in these situations, the individual has a difficult time turning his or her mind off or slowing down racing thoughts, which can cause a disruption in his or her circadian rhythm. Targeted Market Segment: Business Executives The targeted market segment for CALMITAL is business executives, specifically those that regularly find themselves in situations that cause general anxiety or a fear of failure, such as public speaking, large presentations, project management, projects that affect the company as a whole, and other duties that include a perceived judgment by professional peers. Behavior Segmentation Daily use of medication. Seeking relief of work related insomnia Demographics Segmentation 1, 2 : Median Age: 44.4 years old 2012 Median Pay: $101,650/year Entry Level Education: Bachelor s Degree Racial and Ethnic Breakdown 3 : o Caucasian: 77.20% o African American: 7.99% o Asian: 6.96% o Hispanic and Latino: 7.84% Psychographics Segmentation VALS Identifiers o Innovators o Achievers Lifestyle o Frequent travel that leads to jet lag o Regularly works long hours, including nights and weekends o Under intense pressure to succeed as poor performance leads to loss of job After reviewing the data, our targeted consumer segment is Caucasians with a median age of 44.4, with at least a Bachelor s degree, and fall under VALS Innovators or Achievers. These individuals will also be hardworking, not adverse to long hours or working over weekends, and frequently travel for business. This is a growing segment that is estimated to expand by 11% by Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Edition, Top Executives, on the Internet at 2. "Employed Persons by Detailed Occupation and Age, 2013 Annual Averages." U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics, n.d. Web. 11 Nov < 3. "Employed Persons by Occupation, Race, Hispanic or Latino Ethnicity, and Sex." U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics, n.d. Web. 13 Nov <

Contents. Page. Can t sleep 3. Insomnia 4. Sleep 5. How long should we sleep? 8. Sleep problems 9. Getting a better night s sleep 11

Contents. Page. Can t sleep 3. Insomnia 4. Sleep 5. How long should we sleep? 8. Sleep problems 9. Getting a better night s sleep 11 I Cannot Sleep Contents Page Can t sleep 3 Insomnia 4 Sleep 5 How long should we sleep? 8 Sleep problems 9 Getting a better night s sleep 11 Treatment for insomnia 15 For more information 19 2 Can t sleep