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METABICAL CASE STUDY

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by

Visakh Vijayakumar

on 10 December 2013

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Transcript of METABICAL CASE STUDY

Positioning and Communication Strategy for a new
Weight-Loss Drug
What is Metabical?
Safe and effective weight-loss drug
Introduced by CSP
Prescription drug
Awaiting FDA approval
For moderately overweight individuals
ISSUE
Product scheduled to launch in January 2009

Awaiting FDA approval

Need to develop viable positioning strategy

Create marketing plan
INTRODUCTION
Cambridge Sciences Pharmaceuticals
Develops, manufactures and markets products that treat metabolic disorders, immune infections and other acute medical conditions
Annual sales of over $ 25 billion
Barbara Printup, Director of marketing
25 years of marketing experience
Body Mass Index





Overweight (25-30)

Obese (30-40)

Severely Obese (above 40)
Health and Social Issues
Being overweight is a cause of a number of health problems

Overweight individuals endure a significant social stigma

Professional life is negatively affected
OBESITY AND WEIGHT LOSS ISSUES
US Population
69.2 % of the population above 20 years of age are overweight

35.9 % of them are obese

18.4 % of the population between 12 and 19 years of age are obese
Diet
Excercise
Surgical intervention
OTC pills
Prescription drugs
MOST POPULAR METHODS OF WEIGHT LOSS
METABICAL
GOALS
To enable individuals to achieve better results than they would with other pill

It would teach lifestyle skills for healthy weight maintainance after the initial weight loss is achieved
ADVANTAGES
Fat blocking

Calorie absorption agent

Reduced stress on heart and liver

Controlled release feature
SUPPORT PROGRAMS
Reference materials

Online weight control tools (weight loss tracker, food diary, nutritional and calorie calculator)

Personal support (Menu planner, grocery lists, thousands of healthy recipies)

Exercise plans (weight training and cardio routines)

FEATURES
Guaranteed weight loss in 12 weeks

Leads to healthier lifestyle

Not effective in helping idividuals of BMI of 30 or greater

Prices at $3- $5 a day (avg $350 for the entire course)
DISADVANTAGES
Gatsrointestinal discomfort

Not effective to be consumed with excess fat and calories
SEGMENTATION AND TARGETING
PRIMARY TARGET
DEMOGRAPHIC
25-65 years of age

Income level ($25000+ p.a)
PSYCHOGRAPHY
People who want to look like movie stars

People who want to be healthier

People who wanna wear skinny jeans

People who want to lose weight the easy way
BEHAVIOR
Choose drugs to lose weight

Likes sport

Health treatment oriented

Price sensitive

Choose drugs based on advice
GEOGRAPHY
Urban and rural people
SECONDARY TARGET

DOCTOR

Specifically for physicians/ doctors, interlace coorporations with those who already have credibility, so that they can be one of the brand endorsers of the product
ADVERTISING
Aimed at raising awareness andeducate patients

DTC television, Online, Radio, Print media hype at early stage

Heavy advertising in the first year to establish the brand

Using push and pull strategy to establish the brand and then rely on the pull from the consumers and minimizing the push
MARKETING COMMUNICATION STRATEGY
PROMOTION
Direct mail

Viral marketing campaign

Social networking sites and blogs
1 YEAR PRIOR - Develop advertising c campaigns and marketing materials

6 MINTHS PRIOR - Utilize focus groups to test effectiveness


3 MONTHS PRIOR - Direct marketing to doctors and healthcare providers

LAUNCH DATE - Press release, Viral media campaign
MARKETING TIMELINE
COMPETITORS
Alli (Orlistat 60mg)

Xenical (Orlistat 120mg)

Other herbal supplements

CONCLUSION
Consumer research showed great promise

Great opportunity if the product is positioned correctly ( Weight loss market in US generates revenues of over 59 billion USD)



Group 2 :
Anoop T. Vincent(1321107)
Ken Mohan (1321123)
Nithin Thomas (1321129)
Visakh Vijayakumar (1321141)
Sudeepthi Reddy (1321158)
Sindhuja M (1321153)

STRENGTHS
FDA approval

Few negative side effects

Works in low dose

Reduces stress on heart and liver
WEAKNESS
Gastrointestinal discomfort when users consumed high levels of fat and calories

New player
OPPORTUNITY
Huge potential market

Social stigma for overweight people

Bad experience from Alli and Xenical
THREATS
Competition from OTC and herbal products

Bad experience of dietary drugs

Low awareness among consumers
Full transcript