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