1. PRESENTED BY:
PINKY KUMARI
SWATI CHANDRA
NISSI KUMARI
RASHMI FLORA L
BIRLA INSTITUTE OF TECHNOLOGY

2. METABICAL
 Metabical proved to be safe and effective in stimulating
weight loss for moderately overweight individuals
 CSP focus on developing, manufacturing, and marketing
product that treat metabolic disorders, gastrointestinal
disease, immune deficiencies, as well as other chronic and
acute medical conditions
 Sales over $25 billion in 2007
 Printup had over 20 years of experience marketing

3. 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

4. BMI has three
categories for
adults:
Overweight (25 to 30)
Obese (30 to 40)
Severely obese (over 40)

5. 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

6. 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 cases of sudden cardiac death and
other serious health risk

7. Trial participant reached their weight-loss goals by
week 12
Metabical create
behavior modification
and healthier eating
habit
Metabical not very effective in helping individuals
with BMI of 30 or greater
CSP estimates that Metabical would be prices at $3 - $5 per
day, with the average course of treatment lasting 12 weeks

8. 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
The Support Program Would Include :
•Reference materials
•Online weight-control tools (weight-loss tracker,
food diary, nutritional and calorie calculator)
•Personal support (community forums)
•Meal plans (menu planner, grocery lists,
thousands of recipes)
•Exercise plans (weight training and cardio
routines)

9. Trends : Percentage of Overweight, Obese, and Severely Obese Adults in the U.S.
1976-2001
% of U.S. Adults U.S. Adult 1999-2000 Men Women
(BMI≥25) Prevalence (BMI≥25)
Overweight Obese Severely Obese Population (%) Prevalence (%)
Overall Age
(25 ≤ BMI < 30) (30≤BMI<40) (BMI≥40) (millions) (years)
67.0 62.0
1999 to 2000 34.0 25.8 4.7 209 in 2000 20 to 34
35 to 44
58.0
67.6
51.5
63.6
1988 to 1994 33.0 20.1 2.9 185 in 1990 45 to 54 71.3 64.7
55 to 64 72.5 73.1
1976 to 1980 31.6 14.4 no data 163 in 1980 65 to 74 77.2 70.1
75+ 66.4 59.6
Education Level 2001 Obesity (%)
Income Level 2001 Obesity (%)
Less than high school 27.4 Less than $25000 32.5
High School 23.2 $25000-$40000 31.3
Some College 21.0 $40000-$60000 30.3
College 15.7 More than $60000 26.8

10. Not Satisfied with
Weight
Had tried and failed to
lose weight in past five
35%
years
actively trying to
lose weight Want to change their
30% 70% behavior to live a
healthy lifestyle
15% Visited a health care
using drugs provider
Current weight loss in
the market..

11. Focused heavily on both the end consumer (the patient)
and the healthcare provider
Promotions
and Public
Relation
Sales
Advertising
Force
Marketing
Communication
Strategy

12. Advertising
Objective: Raise awareness and educate patients
CSP’s Direct To Consumer (DTC) Concepts
Those Extra
Losing Weight 20 Pounds
Look Your Best
is Tough could be Killing
You
Included a DTC Television, Online, Radio, Print Media Blitz at
the time of drug’s launch and heavy
advertising throughout the first
year to establish the Metabical name

13. 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
Push
Target Advertising
Featuring
Professional (Less than
Celebrity
Medical 5% of Total
Endorser
Community Marketing
Budget)
Aimed at health care providers

14. Promotion
Social Networking
Direct Mail Viral Marketing
Sites and
Campaign Campaign
Contestant Blogs
• Planned a • The Metabical • Create Buzz
mailing for Challenge about Metabical
100.000 health • On-line contest
care provider
(pamphlet and
reply card
offering a
sample)
done correctly, social and viral marketing had the
If potential to be an
extremely valuable, cost-effectife medium

15. Public Relations
Focusing on health issues for overweight patients
About $4.3 million would be spent for Public Relations

16. Sales Force
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

17. 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

18. QUESTION
• 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?

19. Identify and Establish Brand
Positioning and Values
What, whom, wh Competitor POP & POD
o, why
POSITIONING
TARGETING SEGMENTATION
STATEMENT

20.  What is Metabical ?
 Why Metabical ?
 For whom Metabical ?
 Who are the competitors
?

21. COMPETITORS
Head to Head Competitors Others Competitor
• Herbal
• Alli supplements
products
• Xenical

22. POP AND POD (IN THIS CASE WITH )
Point Of Parity Point Of Differences
Category POP Category POD
 Less severe of gastrointestinal
 Weight-loss drugs
discomfort
 Approved by FDA
Competitive POD
 Have some side-effect
 Weight-loss drug approved by
(associated with excess fat &
calories) FDA specifically for
overweight individual
Competitive POP
 contain ‘calosera’ +
 Few negative side effects
‘meditonan’ = dramatic weight-
 Worked in low-dose loss
formulation  Average course of treatment =
12 weeks

23. SEGMENTING AND TARGETING
Demography
 17 until 70 years old
 education level : less than high
school, high school, some Demography
collage, collage 25 until 65 years old
 income level : $25,000 - $80,000+ Collage
$25,000 ++
Geography
 urban and rural people
Geography
Urban people

24. 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 Psychography
way People who want to
People that fine in the way they are
be healthier
People with BMI’s score :
overweight (25-30), obese (30-40), severely
People with BMI
obese (over 40) score of 25-30
Behavior :
 Choose drugs to lose their weight
 Choose herbal to lose their weight Behavior
 Like sport  Choose drugs to lose
their weight
 Loyal to brand  Like sport
 Value oriented  Loyal to brand
 Health treatment oriented  Value oriented
 Price sensitive  Health treatment
oriented
 Choose drugs based on advice
 Choose drugs based on
 Check their healthy if there is only advice
damage

25. 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

26. 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.

27. POSITIONING STATEMENT

28. Building
MARKET COMMUNICATION Brand
Equity of
Metabical
 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.

29. Visual : TV ads
Non visual :
radio, campaign
Traditional : sales
promotion, event
sponsorship
Non traditional : mobile
marketing, telemarketing, s
Modes ocial media
Paid : TV ads, radio,
Non paid : social media
marketing
Local : TV ads, radio

30. TARGET AUDIENCE
Demographi Psychographic Distribution Media reach
c point
• Primary Male and People who Pharmacy TV (main)
Female ages want to be Drug store Magazine
: 25 – 65 healthier Radio
Urban people Mobile
People who Social network
want to have
proportional
• Secondary weight
Male and People who Medical Sales
Female want to look office representative
doctors best

31. Product
Metabical is a weight-loss
drug with prescription that
only consume 1 pill a day
Price
$4.5 / pill
4P
Promotion
ATL and BTL campaign
Place
Pharmacy and Drug
store

32. Marketing Communication
Strategy Plan
Above The Line
Goals : To introduce metabical;
To communicate the proper positioning of Metabical; inform the benefits of Metabical;
To attrack the attention from target market.
1. Launch the “Loosing Weight is Tough” campaign
 invite the doctors to come in doctor’s conference about Metabical
 talk show for consumers about overweight
 brand endorser
 conference about health and overweight
2. TV commercial
3. Radio

33. 4. Billboard
5. Print ads
6. Mobile Clinic and
Sport Events
7. Magazine/ Newspaper

34. Below The Line
Goals :
To communicate the proper positioning of Metabical;
Inform the benefits of Metabical
1. Personal selling
2. Social media marketing
Facebook & Twitter
3. Email marketing
4. E-advertisement
 E-solution (Web)
 Health care articles
5. Create Contest
“Miss Metabical”

35. FINANCIAL CALCULATION
AND CONTROLS

36. SURVEY RESULT
% of U.S. Adults US Adult
Population
Year Overweight Obese Severely Obese (million)
2008* 35.4 31.5 6.5 230 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
Overweight population in 2008 81,420,000
70% were not satisfied with their weight 56,994,000
35% were actively trying to lose weight 28,497,000
15% were comfortable using drugs 12,213,000

37. CUSTOMER ANALYSIS
Per pill price : $4.5
Per day usage : 1 pill
Per package usage : 84 days
Per customer usage : 84 pills
Customer spending per package :
$4.5 * 84 = $378
If a customer has an income of $25000/year, then
it’s only takes 6% of income/month for 3
months
Potential customer interesting in Metabical: 9.770.400
Total acquiring assumption: 70%: 6.839.280

38. Financial Calculation
Price / Pill (doctors) :
$4
Profit Margin : 50%
Profit / Pill : $2
Potential revenue 2,297,998,080
Marketing cost 23,146,000
RnD and FDA cost 400,000,000
Production and Other Cost 1,148,999,040
Potential Profit $725,853,040
So, in every dollar spent in marketing cost
would gives $31.36 profit for Metabical

39. Controls
1 sales representative for 100 medical
offices
Build relationship with doctors
Discussion about Metabical every 3
months
Insentives for doctors