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    Cambridge Sciences Pharmaceuticals: Metabical: Positioning and Communications Strategy For A New Weight Loss Drug

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    Shalini Sreedeepthi
    Cambridge Sciences Pharmaceuticals is developing a positioning and communications strategy for their new weight loss drug Metabical, which will launch in February 2009. The strategy has two prongs: attract consumers through advertising focusing on easy weight loss and health, and attract health providers through advertising emphasizing clinical proof and FDA approval. For consumers, advertising will use TV, radio, social media and billboards, with promotions like coupons and contests. For providers, advertising will use medical journals and websites, with seminar lunches and product samples as promotions. A support program including reference materials, online tools, meal plans and personal support will also play a role. The communications rollout plan will be implemented starting in February 2009.

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    Cambridge Sciences Pharmaceuticals: Metabical: Positioning and Communications Strategy For A New Weight Loss Drug

    Uploaded by

    Shalini Sreedeepthi
    40 views7 pages
    Cambridge Sciences Pharmaceuticals is developing a positioning and communications strategy for their new weight loss drug Metabical, which will launch in February 2009. The strategy has two prongs: attract consumers through advertising focusing on easy weight loss and health, and attract health providers through advertising emphasizing clinical proof and FDA approval. For consumers, advertising will use TV, radio, social media and billboards, with promotions like coupons and contests. For providers, advertising will use medical journals and websites, with seminar lunches and product samples as promotions. A support program including reference materials, online tools, meal plans and personal support will also play a role. The communications rollout plan will be implemented starting in February 2009.

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    Positioning and Communications Strategy for a new Weight Loss Drug

    Original Title

    Metabical

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    Cambridge Sciences Pharmaceuticals is developing a positioning and communications strategy for their new weight loss drug Metabical, which will launch in February 2009. The strategy has two prongs: attract consumers through advertising focusing on easy weight loss and health, and attract health providers through advertising emphasizing clinical proof and FDA approval. For consumers, advertising will use TV, radio, social media and billboards, with promotions like coupons and contests. For providers, advertising will use medical journals and websites, with seminar lunches and product samples as promotions. A support program including reference materials, online tools, meal plans and personal support will also play a role. The communications rollout plan will be implemented starting in February 2009.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    40 views7 pages

    Cambridge Sciences Pharmaceuticals: Metabical: Positioning and Communications Strategy For A New Weight Loss Drug

    Uploaded by

    Shalini Sreedeepthi
    Cambridge Sciences Pharmaceuticals is developing a positioning and communications strategy for their new weight loss drug Metabical, which will launch in February 2009. The strategy has two prongs: attract consumers through advertising focusing on easy weight loss and health, and attract health providers through advertising emphasizing clinical proof and FDA approval. For consumers, advertising will use TV, radio, social media and billboards, with promotions like coupons and contests. For providers, advertising will use medical journals and websites, with seminar lunches and product samples as promotions. A support program including reference materials, online tools, meal plans and personal support will also play a role. The communications rollout plan will be implemented starting in February 2009.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7

    Cambridge Sciences Pharmaceuticals

    METABICAL:
    Positioning and Communications
    Strategy for a new Weight Loss
    Drug

    Presented By:
    Group 5
    Rucha Badhe 04 M. Shalini 085
    3
    Nikhil Sahakari 04 Shivam 120
    5 Jaiswal
    Problem + Objectives

    Problem
    A new Product launch Metabical in Feb 2009

    Objectives

    Develop a viable Positioning Strategy

    Design Associated Marketing communication


    Ideal Target Consumer

    I want to be healthier Female Age 35 65, college education plus, household


    income $80,000+
    Twin Pronged Communication
    Strategy
    Attract Consumers Attract Health Providers

    Easy weight loss, look Clinically proven, FDA


    your best, get healthy approved, gets results
    Communication Direct to Consumer (Pull Communication Modest Push Advertising
    Strategy Advertising) Strategy
    Communication Knowledge and Communication Awareness
    Objective Awareness Objective
    Advertising TV, Radio, Social Media, Advertising Journals,
    Medium Billboards Medium Medical Websites
    Promotions Coupons, Rebates, Promotions Seminar Lunches,
    Contests, Viral Product Samples
    Marketing, Social Media
    Role of Support Program

    Referenc
    e
    material
    s

    Online
    Exercise weight
    plans Suppor control
    tools
    t
    progra
    m

    Meal Personal
    plans support
    Marketing Communication Rollout
    Thank You

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