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    Metabical CB

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    Kumar Abhishek
    Metabical is a new prescription weight loss drug developed by CSP Pharmaceuticals to target overweight and obese adults, especially women aged 35-65 earning $50,000-$80,000. It works by blocking fat absorption and reducing calorie intake. Metabical offers advantages over existing drugs like Alli by causing fewer gastrointestinal side effects. CSP developed an extensive marketing plan including print, television, and online advertising targeting both consumers and healthcare providers. The plan aimed to position Metabical as the safest and most effective FDA-approved weight loss drug option through an integrated marketing communications strategy.

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    Metabical CB

    Uploaded by

    Kumar Abhishek
    194 views31 pages
    Metabical is a new prescription weight loss drug developed by CSP Pharmaceuticals to target overweight and obese adults, especially women aged 35-65 earning $50,000-$80,000. It works by blocking fat absorption and reducing calorie intake. Metabical offers advantages over existing drugs like Alli by causing fewer gastrointestinal side effects. CSP developed an extensive marketing plan including print, television, and online advertising targeting both consumers and healthcare providers. The plan aimed to position Metabical as the safest and most effective FDA-approved weight loss drug option through an integrated marketing communications strategy.

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    Metabical

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    Metabical Cb

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    Metabical is a new prescription weight loss drug developed by CSP Pharmaceuticals to target overweight and obese adults, especially women aged 35-65 earning $50,000-$80,000. It works by blocking fat absorption and reducing calorie intake. Metabical offers advantages over existing drugs like Alli by causing fewer gastrointestinal side effects. CSP developed an extensive marketing plan including print, television, and online advertising targeting both consumers and healthcare providers. The plan aimed to position Metabical as the safest and most effective FDA-approved weight loss drug option through an integrated marketing communications strategy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    194 views31 pages

    Metabical CB

    Uploaded by

    Kumar Abhishek
    Metabical is a new prescription weight loss drug developed by CSP Pharmaceuticals to target overweight and obese adults, especially women aged 35-65 earning $50,000-$80,000. It works by blocking fat absorption and reducing calorie intake. Metabical offers advantages over existing drugs like Alli by causing fewer gastrointestinal side effects. CSP developed an extensive marketing plan including print, television, and online advertising targeting both consumers and healthcare providers. The plan aimed to position Metabical as the safest and most effective FDA-approved weight loss drug option through an integrated marketing communications strategy.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 31

    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

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