Professional Documents
Culture Documents
Karanjeet singh
Abhishek gautam
Kashish sethi
Mohit gupta
Harpreet kaur
BIRLA INSTITUTE OF TECHNOLOGY
METABICAL
ISSUE
Medical scheduled launching for January 2009
Metabical
Trial participant reached their weight-loss goals by week 12.
Metabical create behavior modification and healthier eating habit.
Advantage:
Fat-blocking
Calorie-absorption agent
Reducing stress on heart or liver
Controlled-release feature
Disadvantage:
Gastrointestinal discomfort
Not effective to be consumed with
excess fat and calories
SUPPORT PROGRAMS
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
Trends : Percentage of Overweight, Obese, and Severely Obese Adults in the U.S.
1976-2001
(MARKET RESEARCH)
Exhibit:1
U.S. Adult
% of U.S. Adults
Overweight Obese Severely Obese Population
(25 BMI < 30) (30BMI<40) (BMI40) (millions)
1999 to 2000 34.0
25.8
4.7 209 in 2000
1988 to 1994 33.0
20.1
2.9 185 in 1990
1976 to 1980 31.6
14.4
no data 163 in 1980
1999-2000 Men
Women
(BMI25) Prevalence
(BMI25)
(%)
Prevalence (%)
Overall Age
(years)
67.0
62.0
20 to 34
35 to 44
45 to 54
55 to 64
65 to 74
75+
58.0
67.6
71.3
72.5
77.2
66.4
51.5
63.6
64.7
73.1
70.1
59.6
35%
actively trying to
lose weight
30%
70%
15%
using drugs
Visit
health
care
50%
Others
50%
Visit
Health
care
30%
Others
70%
Age
Focused heavily on both the end consumer (the patient) and the healthcare
provider.
Promotions
and Public
Relation
Advertising
Sales Force
Marketing
Communication
Strategy
Advertising
Advertising
Advertising Concepts
Give your overweight patients a safe alternatives.
Your overweight patients are dying for help.
Introducing Metabical Short-term drug therapy and comprehensive
support program for overweight patients.
Featuring
Celebrity
Endorser
Target
Professional
Medical
Community
Push
Advertising
(Less than 5% of
Total Marketing
Budget)
Promotion
Viral Marketing
Campaign
The Metabical
Challenge
On-line contest
Social Networking
Sites and Contestant
Blogs
Create Buzz about
Metabical
Second Event
First Event
Public Relations
Medical research
symposium that
was open to media
and to medical
professionals
Occur at the same
week as the drugs
launch
Sales Force
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
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?
Competitor
USP
POSITIONING
STATEMENT
TARGETING
SEGMENTATION
What is Metabical ?
Why Metabical ?
For whom Metabical ?
Who are the competitors ?
COMPETITORS
Others Competitor
Herbal supplements
products
Differences
ALLI
Weight-loss drugs
Approved by FDA
Have some side-effect (associated
with excess fat & calories)
Few negative side effects
Worked in low-dose formulation
METABICAL
Less severe of gastrointestinal
discomfort
Weight-loss drug approved by FDA
specifically for overweight
individual
contain calosera + meditonan =
dramatic weight-loss
Average course of treatment = 12
weeks
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 :
Behavior
Doctor
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
Perceptual Mapping
Approved by FDA: weight loss drugs
Metabical
Low medical risk
ALLI
xenicol
SWOT
Market Communication
Increase the percentage of target customers using simple yet
catchy messages.
Create awarness 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
favourable 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
Target Audience
Primary
Secondary
Demographic
Psychographic
Distribution
point
Media reach
Male and
Female ages :
25 65
Urban people
Pharmacy
Drug store
TV (main)
Magazine
Radio
Mobile
Social network
Male and
Female
doctors
Product
Metabical is a weight-loss drug
with prescription that only
consume 1 pill a day
4PS
Price
$3 to 4.5 / pill
Promotion
campaign
Place
Pharmacy and Drug store
Marketing Communication
Strategy Plan
Goals : To introduce metabical;
To communicate the proper positioning of Metabical;
To inform the benefits of Metabical;
To gain the attention from target market.
1.
2. TV commercial
3. Radio
4. Billboard
5. Print ads
Personal selling
4.
E-advertisement
E-solution (Web)
Health care articles
5.
Create Contest
Miss Metabical
FINANCIAL CALCULATION
AND CONTROLS
Survey Result
2008*
Overweight
35.4
Obese
31.5
Severely Obese
6.5
US Adult
Population
(million)
230 in 2008
1999 - 2000
34
25.8
4.7
209 in 2000
1988 - 1994
33
20.1
2.9
185 in 1990
1976 - 1980
31.6
14.4
163 in 1980
% of U.S. Adults
Year
8,14,20,000
5,69,94,000
2,84,97,000
1,22,13,000