Roll No: EPGCMM-11-024

Name: MANJUNATH N

Case Assignment: Metabical Positioning and Communications

1. What is the target segment and Value Proposition for the Metabical? Using the
Marketing Strategy/ Brand Positioning Strategy Statement template discussed earlier in
the class, develop Marketing strategy statement for Metabical. Using the research data/
case facts, justify your strategy.
Based on the findings from the market research and marketing survey carried out by CSP,
we suggest that the target market for Metabical are as following:

The table shows the type of different segments that we will focus to market Metabical.
From the table above depicts two main target markets which are End User and Health
Care Provider. The end user will focus on overweight female who has BMI of 25 to 30; age
between 25 to 40 years old; with college education and income level between $50,000 to
$80,000. The health care provider will focus on physician and medical care practitioners.
These practitioners will act as CSP agents who would prescribe Metabical for the patients.
From the analysis above it shows that Metabical has low threats compared with
many opportunities of the products. Other than that, the weaknesses of the products also
low if compare with the strength of the products itself. From analysis above give hints
that this product will help CSP to gain more profits and benefits in the future.
This analysis gives the value proposition of Metabical that it is better than the other
options available on multiple counts of FDA approval, Proven trials, Less Side effects, Less
pills required as well as its prescribed by doctors.

This also helps us to develop the marketing strategy statement for Metabical.
2. What do you think would be the better advertising message for consumers, for
caregivers? How is it aligned to the strategy articulated by in the statement above?
Direct to consumer (DTC) advertising is the way how to influence people to buy the
products. In drug industry, it was quite uncommon and DTC was the new phenomena
for the industry. Printup strategy included a DTC television, online, radio and print
media blitz at the time of the drug lunch for the first year to establish the Metabical
names. The primary target was patient’s knowledge and the awareness of Metabical
products that can help to solve all their weight problems. Example of initial concepts for
the DTC ads are:
 1. “Losing weight is though”. You don’t have to do it alone. Let Metabical and your
health care provider start you on the road to a healthy weight and better life.

2. “Look your best”. Shed excess pounds with Metabical and discover a happier, more
attractive you. Metabical- all you need to succeed.

3. “Those extra 20 pounds could be killing you”. Being overweight leads to heart disease,
high blood pressure, diabetes, and gallbladder disease. It’s time to get healthy-
Metabical can help.

As per the marketing strategy statement and the target segment, I would suggest the
second adverting option given above as that is the one which target the young women
who want to lose to look good and wear their skinny jeans.

3. Comment on the proposed marketing program and examine what is their role in
marketing of Metabical?
Printup needs to expose the information and benefits to their Primary and Secondary
target:

Physician and medical care both of these two parties will be exposed on Metabical
information during the public relation strategy. Under this program will have two
events, first is roundtable discussion about the drugs with prominent thought leaders in
the medical community. Printup will also discussed coverage of this event with several
leading news organizations to ensure they will gain the information and publish the
information to publics.
Second event would be a medical research symposium that was open to members of the
media and to medical professional. This event would occur the same week as the drug’s
lunch.

Advertising will be also use to target the professional medical community. This part of the
campaign would include print ads in leading medical publications.
Through this campaign will aim at both the health care providers and the end consumers.
Approximately $1.3 million will be earmarked for these promotional activities during this
phase year. Other than that, the mailing strategies for 100,000 health care providers will
also include during this campaign which included an information pamphlet about the drug
and reply card offering a sample of the support program.
 Advertising will be also use to target the professional medical community. This part of the
campaign would include print ads in leading medical publications.
Through this campaign will aim at both the health care providers and the end consumers.
Approximately $1.3 million will be earmarked for these promotional activities during this
phase year. Other than that, the mailing strategies for 100,000 health care providers will
also include during this campaign which included an information pamphlet about the drug
and reply card offering a sample of the support program.

65% Obesity
2005 American Obesity association 2nd leading death cause
No prescription drug for overweight (25 to 30) in 2008
Only Alli was approved, Alli was a reduced strength version of Xenical(>BMI 30)
One pill each meal-Alli
FDA reviewing 30 reports of Side effects
OTC - Herbal or dietary supplements by the FDA hence not regulated
Ephedra – herbal supplement – cardiac arrests
$25 million fine – 2007
Metabical – one pill per day, 12 week
Ngative side effects when ppl consumed high fat & calorie food

Avg of 26 pounds, BMI 28 to 30 --- 6 pounds with placebo (control group

25 to 28 BMI – 15 pounds vs 2 pounds in control group
Support program
2000 – 34% overweight