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    Metabical - Positioning and Communication Assignment

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    Sandipan Chowdhury
    The proposed marketing program for Metabical includes: 1. Establishing brand positioning around safety, efficacy, and fewer side effects compared to alternatives like Alli. 2. Developing an advertising campaign targeting both consumers and healthcare providers to raise awareness of Metabical. 3. Implementing an above and below the line marketing strategy using channels like TV, print, conferences, and social media to introduce the brand and communicate its benefits to the target overweight segment.

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    Metabical - Positioning and Communication Assignment

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    Sandipan Chowdhury
    435 views6 pages
    The proposed marketing program for Metabical includes: 1. Establishing brand positioning around safety, efficacy, and fewer side effects compared to alternatives like Alli. 2. Developing an advertising campaign targeting both consumers and healthcare providers to raise awareness of Metabical. 3. Implementing an above and below the line marketing strategy using channels like TV, print, conferences, and social media to introduce the brand and communicate its benefits to the target overweight segment.

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    Metabical - MM

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    The proposed marketing program for Metabical includes: 1. Establishing brand positioning around safety, efficacy, and fewer side effects compared to alternatives like Alli. 2. Developing an advertising campaign targeting both consumers and healthcare providers to raise awareness of Metabical. 3. Implementing an above and below the line marketing strategy using channels like TV, print, conferences, and social media to introduce the brand and communicate its benefits to the target overweight segment.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    435 views6 pages

    Metabical - Positioning and Communication Assignment

    Uploaded by

    Sandipan Chowdhury
    The proposed marketing program for Metabical includes: 1. Establishing brand positioning around safety, efficacy, and fewer side effects compared to alternatives like Alli. 2. Developing an advertising campaign targeting both consumers and healthcare providers to raise awareness of Metabical. 3. Implementing an above and below the line marketing strategy using channels like TV, print, conferences, and social media to introduce the brand and communicate its benefits to the target overweight segment.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

    Indian Institute of Management Kozhikode

    MBA
    (Academic Year 2018-20)

    Case Assignment: Metabical Positioning and Communications


    Date of submission: 29th August, 2019
    Submitted to: Dr. Keyoor Purani

    Submitted by:
    SANDIPAN CHOWDHURY
    EPGP-11-209
    Q1. 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.

    Ans: Metabical is CSP's First weight loss prescription drug approved by FDA specialy for overweight
    individuals. CSP is an international health care company with products that treat metabolic disorders,
    gastrointestinal diseases, immune deficiencies etc.

    Printup had over 20 years of experiencing marketing. The issue being faced by her are as following -

    ● Only a year to launch "Metabical"


    ● Need to cover promotion and marketing communication strategy along with market segmentation
    ● Recovery of $400 million spent on R&D and FDA approval

    Metabical SWOT analysis


    Strength:

    ● FDA approval
    ● a prescribed drug
    ● few negative side effects

    Weakness

    ● Gaestrointetinal discomfort

    Opportunity:

    ● 34% of total U.S. population is overweight


    ● Bad experience of Alli and Xenical effects

    Threats:

    ● herbal or dietary supplements


    ● Bad experience of dietary drugs
    ● New entry

    Researches show that -


    ● 34% of U.S adult population are over weight
    ● Age Group 34-65 years old
    ● Annual Salary range $25,000 to $60,000.
    ● 50% of women and 30% of men visits health care yearly for physical exam
    Based on these findings from the market survey, market research and the psychographic segmentation,
    we suggest that the target market for Metabical are as the following: -

    1) Specifically for overweight individuals with BMI of 25 to 30.


    2) Women with age ranging from 25-65
    3) Women with household income between $50,000 - $80,000
    4) Women with college education and above
    5) Concern with health issues caused by overweight and actively trying to lose weight
    6) Willing to change current behavior and to live healthy lifestyle

    Hence, there are two target segments identified -

    Primary:

    ● Age group of 35 to 65 years old mostly women

    Secondary:

    ● Health care providers and 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.

    Q2. 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.

    Ans: The communication strategy of a prescription weight loss drug such as Metabical had to address all
    participants in the decision making process. Therefore, the communication strategy must focus on two
    main targets firstly, the Healthcare Providers and secondly direct to consumers who would be prescribing
    the medication. The marketing communication strategy should also address the concern of the healthcare
    providers which is µthe patient would regain weight after they stop taking the pills¶ and to include in the
    communication process by providing solution through Metabical and its continuous support program. As
    far the end consumers the communication process must address their concern which is µwant to lose
    weight to feel better and live longer

    The advertising objective for CSP’s direct consumer is to raise awareness and educate consumers. This
    can be communicated by promotions in DTC television, online, radio, print media blitz at the time of
    launch and with heavy advertisement throughout first year to establish METABICAL name.

    For the healthcare providers, a professional endorser can be used to target professional medical
    community. Following concepts can be used -

    1) Give your patients a safer alternative


    2) Overweight patients need your immediate help
    3) Short-term drug therapy and comprehensive support program
    Q3. Comment on the proposed marketing program and examine what is their role
    in marketing of Metabical.

    Two most important brand management steps towards proposed marketing program are discussed
    below.

    Step 1: Identify and establish brand positioning and values

    Identify 4W

    What Why
    - Safe drug for weight loss - Proven by clinical research
    - Fewer negative side effects - Only 1 pill a day low dose
    - Helps in behavior formulation
    modification and healthier - Approved by FDA
    eating habits - Reduces stress on heart
    and liver

    For Whom Against Whom


    - - ALLI
    Targeted at overweight individuals with BMI 25 - XENICAL
    to 30 - Herbal & dietary
    supplements

    POP and POD (in this case with ALLI)

    Category POP
    - Weight-loss drug
    - Approved by FDA
    - Have some side effects
    Competitive POP
    - Few negative side effects
    - Works in low dose formula

    Category POD
    - Less severe gastrointestinal discomfort
    Competitive POD
    - Only drug Approved by FDA for overweight individual
    - Average course of treatment = 12 weeks
    - Dramatic weight loss using ‘calosera’ & ‘meditonan’
    PERCEPTUAL MAPPING

    SWOT ANALYSIS

    Strength: FDA approval, Few negative side effect Combined by: CALOSERA + MEDITONAN, First
    mover which targeting over weight segment, Worked in a low-dose formulation Reducing stress on heart
    or liver function

    Weakness: Gastrointestinal discomfort when users consumed high levels of fat and calories. New player
    in dietary supplement

    Opportunity: 65% of the entire adult population categorized as overweight, obese and several obese.
    Overweight is the 2nd leading cause of preventable death in US Social stigma for overweight people in
    US Bad experience of Alli and Xenical effects
    Threats: Competition from Alli, Xenical and Herbal supplements Bad experience of dietary drugs Low
    awareness from consumers Opportunity for new entry players.
    POSITIONING STATEMENT CHOICE

    For men and women who are concerned about their weight, Metabical is a weight-loss drug with
    prescription when consumed only 1 pill a day, results in dramatic weight helping you to make a healthier
    life, because it is approved by FDA as a safe drugs with prescription as suggested by clinical
    researches.

    Marketing Communication Strategy Plan

    Above the line goals


     Introduce Metabical
     Communicate proper positioning of Metbical
     Inform benefits of Metabical
     Attract attention of target market

    Medium/Channels to be used for above the line goals


     Campaigns such as doctors conference, talk show, endorser
     TV commercials
     Radio
     Magazine/newspaper
     Print ads
     Bilboards

    Below the line goals


     To reach out to targeted segment
     Communicate value of Metabical over other substitutes

    Medium/Channels to be used for below the line goals


     Buzz marketing
     Personal selling, SPG and booth events
     Social media marketing
     Email marketing
     E-advertisements, Web

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