METABICAL

GROUP 12: KUMAR ABHISHEK (15PGP118) ANURAG SAI (15PGP070) PRAJAKTA (15PGP032) ABHISHEK
SOLANKI (15PGP126) ABHISHEK TIGGA (15PGP145) ROHIT KAWADE (15PGP131)

ABOUT METABICAL
FDA approved and can be bought only through a prescription
Lesser negative effects as compared to other available drugs
Only 1 tablet per day
Promotes a healthier lifestyle (behavioural modifications)
Came with a support plan
First drug in the overweight segment

THE ISSUE
Medical scheduled launching for
January 2009.
February 2008 , Print up's first order
of business was to develop a viable
positioning strategy and associated
marketing communication plan for
Metabical

BMI CLASSIFICATION & OUR PRIORITY

OUR PRIORITY
BMI has three categories for adults:
Overweight (25 to 30)

Overweight females (BMI 25-30)

Obese (30 to 40)

Age group of 35-65 years

Severely obese (over 40)

Income level of $50,000 - $80,000

College-educated

The group of women wanted to lose 10- 30 po

Ready to change their lifestyle to stay healthy

HEALTH AND SOCIAL ISSUES

Excess weight approximately 65% of the entire adult

population

Being overweight is related to a number of serious health complication

Overweight individual endure a significant social stigma
Laziness and self-indulgence are common stereotypes associated with overweight
The professional life negatively affected the hiring decision, wages, and promotions

WEIGHT LOSS DRUGS

Only OTC drug named Alli had been

approved by the FDA

Negative side effect of Alli included gastrointestinal

conditions such as loose stools, increased defecation, incontinence,
abdominal pain, and liver damage
Other OTC weight-loss solutions were categorized as herbal or
dietary supplements by the FDA and unregulated by the
agency
Herbal remedies and dietary supplements did not require stringent
FDA testing and approval
The dietary supplement ephedra was linked to several
of sudden cardiac death and other serious health risk

cases

METABICAL- PROS & CONS

PROS
Fat-blocking
Calorie-absorption agent
Reducing stress on heart or liver
Controlled-release feature
CONS
Gastrointestinal discomfort
Not effective to be consumed with excess fat and calories

SUPPORT PROGRAM
The goal was to enable individuals to
achieve better result than they would from
the pill alone
It would teach lifestyle skills for healthy
weight maintenance after the initial weight
loss achieved

SUPPORT PROGRAM WOULD INCLUDE

Reference materials
Online weight-control tools (weight-loss tracker,
nutritional and calorie calculator)

food diary,

Personal support (community forums)

Meal plans (menu planner, grocery lists, thousands of recipes)
Exercise plans (weight training and cardio routines)

MARKET RESEARCH
Trends : Percentage of Overweight, Obese, and Severely
Obese Adults in the U.S. 1976-2001

MARKETING COMMUNICATION STRATEGY

Advertisi
ng

Focused heavily on both

the end consumer (the
patient) and the
healthcare provider

Sales
Force

Marketi
ng
Commu
nication
Strateg
y

Promotio
ns and
Public
Relation

ADVERTISING
Advertising Concepts
Give your overweight patients a safe
alternatives

Featuring
Celebrity
Endorser

Your overweight patients are dying for help

Introducing Metabical Short-term drug
therapy and comprehensive support program
for overweight patients

Target
Professional
Medical
Community

Push
Advertising
(Less than 5%
of Total
Marketing
Budget)

Aimed at health care providers

PROMOTION
Direct Mail
Campaign
Planned a
mailing for
100.000 health
care provider
(pamphlet and
reply card
offering a
sample)

Viral Marketing
Campaign
The Metabical
Challenge
On-line
contest

Social Networking
Sites and
Contestant Blogs
Create Buzz
about Metabical

If done correctly, social and viral marketing had the potential

to be an extremely valuable, cost-effective medium

Focu
PUBLIC RELATIONS
sing
on
healt
h
issue
s for
over
weig
ht
patie
Medical research
symposium that was
nts

open to media and to

medical professionals
Occur at the same week
as the drugs launch

Se
co
nd
Ev
en
t

Fir
st
Ev
en
t

Occur one month before

the drugs launch
A roundtable discussion
involving prominent
through leaders in
medical community

About
$4.3
millio
n
would
be
spent
for
Public
Relati
ons

SALES FORCE
To develop sales scripts and presentations providing clinical
information
Visited targeted medical offices four times a year to discuss the
drug and provide samples
The Metabical sales team consisted of 32 sales representatives who
called on approximately 3.200 medical offices

CONCLUSION
CSP had spent in R&D and on FDA trials for Metabical in 10 years
and $400 million
Consumer research showed great promise for Metabical
Printup knew that poor positioning of the drug could spell disaster
Printup needed to flesh out the optimal segmentation, targeting,
and positioning of the drug

QUESTIONS

QUESTIONS
Who was the ideal target consumer?
How should each participant in the decision-making process be
addressed?
How could these participants best be reached?
What was the appropriate message to convey to each one of them?
What was the role of the support program?
What was the optimal rollout schedule for key marketing
communications activities?

BRAND POSITIONING
What, whom,
who, why

Competitor

POP & POD

POSITIONING
STATEMENT

TARGETING

SEGMENTATION

Identify and Establish Brand

Positioning and Values

COMPETITORS

Others Competitor

Head to Head Competitors

Alli
Xenical

Herbal
supplements
products

POP & POD W.R.T ALLI

Category POP

Category POD

Weight-loss drugs

Less severe of gastrointestinal

discomfort

Approved by FDA
Have some side-effect
(associated with excess fat &
calories)
Competitive POP
Few negative side effects
Worked in low-dose
formulation

Competitive POD
Weight-loss drug approved by
FDA specifically for overweight
individual
contain calosera + meditonan
= dramatic weight-loss
Average course of treatment =
12 weeks

SEGMENTATION & TARGETING

PRIMARY TARGET
Demography
17 until 70 years old
education level : less than high
school, high school, some collage,
collage
income level : $25,000 - $80,000+

Demography
25 until 65 years
old
Collage
$25,000 ++

Geography
urban and rural people
Geography
Urban people

Psychography

People who want to look like a movie

star
People who want to be healthier
People who want to wear the skinny
jeans
People who want to lose weight with
easy way
People that fine in the way they are
People with BMIs score :
overweight (25-30),
obese (30-40), severely obese (over 40)

Psychography
People who want
to be healthier
People with BMI
score of 25-30

Behavior :

Choose drugs to lose their weight

Choose herbal to lose their weight
Like sport
Loyal to brand
Value oriented
Health treatment oriented
Price sensitive
Choose drugs based on advice
Check their healthy if there is only
damage

Behavior

Choose drugs to lose

their weight
Like sport
Loyal to brand
Value oriented
Health treatment
oriented
Choose drugs based
on advice

SECONDARY TARGET
Doctors specifically for
Physicians/ doctors, interlace cooperation with those who already
have credibility, so that they can be one of brand endorser of our
products. This will facilitate the stage of marketing communications

Positioning Statement Choices

For men and women who concern about their over weight
Metabical is a weight-loss drug with prescription that only
consume 1 pill a day
Which gives the most dramatic weight-loss, safe drugs and helping
you to make a healthy life
Because of it had approved by FDA as a safe drugs with
prescription and suggested by clinical researches.

MARKETING COMMUNICATION
Increase the percentage of target customers using simple yet
catchy messages.
Create awareness about Metabical
To increase the number of target customers who prefer Metabical
rather than competing product .
To generate positive feeling about the product and to build
favorable attitudes by conveying useful product information.
To increase Metabical usage rate among existing customers.
Encouraging our product trial among non-users/users of
competitive brands.

Visual : TV ads
Non visual : radio,
campaign

Modes

Traditional : sales
promotion, event
sponsorship
Non traditional :
mobile marketing,
telemarketing, social
media
Paid : TV ads, radio,
Non paid : social media
marketing

Local : TV ads, radio

TARGET AUDIENCE

Primary

Secondary

Demograp
hic

Psychograp
hic

Male and
Female
ages : 25
65
Urban
people

People who
want to be
healthier

Male and
Female
doctors

People who
want to look
best

Distributi
on point
Pharmacy
Drug store

People who
want to have
proportional
weight
Medical
office

Media reach
TV (main)
Magazine
Radio
Mobile
Social network

Sales
representative

MARKETING COMMUNICATION
STRATEGY PLAN
Above The Line
Goals : To introduce Metabical;
To communicate the proper positioning of Metabical; inform the benefits of Metabical;
To attract the attention from target market.
1. Launch the Loosing Weight is Tough campaign
invite the doctors to come in doctors conference about Metabical
talk show for consumers about overweight
brand endorser
conference about health and overweight
2. TV commercial
3. Radio

 Billboards
Print-ads
Mobile clinic and Sport events
Magazine/Newspaper

BELOW THE LINE

Goals
To communicate the proper positioning of Metabical;
Inform the benefits of Metabical
Personal selling
Social media marketing (Facebook & Twitter)
E-mail marketing
E-advertising
Content Marketing