PATYA NANDA

29117372
YP 58 B
METABICAL : POSITIONING AND COMMUNICATIONS STRATEGY FOR A NEW
WEIGHT-LOSS DRUG
ELEMENTS DETAILS
Target Market 1. Primary :
Demographic :
 People aged 25-65 years
 People who has income
$25000 or more
Psychography :
 People who want to look
like a movie star
 People who want to be
healthier
 People who want to wear
skinny jeans
 People who want to lose
their weight the easy way
Behavior :
 Choose drugs to lose
weight
 Choose herbal to lose
weight
 Like sport
 Price sensitive
Secondary :
 Targeting the professional and
medical community requires a
different approach

issues  Core Product :

 Need to flesh out the optimal
segmentation, targeting, and
positioning
 Create a marketing plan
 Core Product : Combine a new
appetite-supresant compound,
calosera, fat-blocking,
 Generic Product : Weight loss
drugs
 Expected Product :
 Augmented :

Competitor  Alli
 Xenical
 Other herbal supplements
PATYA NANDA
29117372
YP 58 B
METABICAL : POSITIONING AND COMMUNICATIONS STRATEGY FOR A NEW
WEIGHT-LOSS DRUG
Distinguished from the competitor  Less severe of gastrointestinal
discomfort
 Weight-loss drug approve by
FDA for overweight individual

Points of Parity  Weight-loss pills
 Approved by FDA
 Have some side-effect
 Few negative side effect
 Worked in low doses formulation
Frame of reference