Metabical case study analysis

Metabical case study analysis

• 1.
  GROUP 10 Ayasha Banka(1627942) Swati Roy (1627961) Himanshu Singh (1627912) Surbhi Joshi (1627960) Utkarsh (1627934) Hitesh Rathod (1627913)
• 2.
  METABICAL:  Safe andeffective weight loss drug.  First weight loss drug introduced by Cambridge Science Pharmaceuticals (CSP)  For moderately overweight individuals.  CSP is an international health care company that develops, manufactures and market products which treat metabolic disorders, immune infections and other acute medical conditions.  Issue is to develop a viable positioning strategy and business plan.  It is scheduled to launch in January 2009.
• 3.
  HEALTH AND SOCIALISSUES  Overweight is related to number of serious health complications  Overweight individuals endure social stigma and outright discriminations.  Professional life is also negatively affected.  Laziness and self-indulgence are common stereotypes.
• 4.
  SUPPORT PROGRAMS:  Comprehensivesupport plans were created to complement Metabical pills.  Online weight control tools ( weight loss tracker, food diary, nutrition and calorie calculator) were used.  Support programs were developed to teach lifestyle skills for healthy maintenance of weight after the weight loss was achieved also.  Personal support and meal plans like menu planner, grocery list, thousands of healthy recipes was also provided.  Exercise plans (weight training and cardio routines) was also developed.
• 5.
  MARKET RESEARCH
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  SWOT ANALYSIS OF METABICAL(1/2)STRENGTH:  FDA approval  Only a few negative side effect  Prescribed drug  Reducing stress on heart and liver  Fat blocking as well as calorie absorption agent  Control release feature  Less harmful compared to other similar products  Strong and comprehensive marketing strategy  Experienced marketing R&D team  Allocate substantial amount of money in marketing budget WEAKNESS:  Gastrointestinal discomfort  Not effective to be consumed with excess fat and calories
• 7.
  SWOT ANALYSIS OF METABICAL:(2/2) OPPORTUNITIES:  Comprehensive support program  Health care program to include Metabical in their prescription program.  65% of the US population categorised as obese, overweight and severe obese.  Market research showed higher indication of people wanting to loss weight.  Bad experience of Alli and Xenical effects.  THREATS:  FDA imposed stringent regulation due to negative side-effect cases of similar drugs.  Deceptive marketing claims.  Increasing herbal supplements.  Bad experience of dietary drugs  New entry
• 8.
  MARKETING COMMUNICATION STRATEGY:ADVERTISING  It isaimed to raise awareness and educate patients.  Direct-to-consumer(DTC) advertising is trendy in drug industry now.  Some of the CSP’s DTC concepts are: a. Loosing weight is tough b. Look your best c. Those extra 20 pounds would be killing you.  It included DTC television, Online, Radio, Print Media Blitz at the time drug’s launch.
• 9.
  PROMOTION AND PUBLICRELATIONS: 1. Direct mail campaign 2. Viral marketing campaign 3. Social networking sites and blogs
• 10.
  FOUR P’S ANALYSIS Product:Metabical is a weight loss drug prescribed to be consumed only one pill a day. Price: $3-$4 per pill Promotion: ATL and BTL campaign Place: Pharmacy and drug store
• 11.
  USP’S OF METABICAL: FirstFDA approved drug Less severe negative effect Support program Printup has 20 years of experience Forecasting methods are structured and less possibility of failure Average course of treatment is only 12 weeks.
• 12.
   Points ofParity:  With respect to ALLI, both are FDA approved  OTC drugs and Metabical are all Weight loss drugs  Negative effects are common among weight loss drugs  Points of Differentiation:  Not only a weight loss pill but also helps customers into have behaviour modification and encourage healthy eating habits.  Targeting only overweight segment  Less severe negative effects
• 13.
  SEGMENTATION AND TARGETINGPRIMARY TARGETS DEMOGRAPHIC: 25-65 YEARS OF AGE  INCOME LEVEL ($25,000+PA)  Education level: less than high school, high school, some college, college PSYCHOGRAPHY:  People who want to look like movie stars  People who want to be healthier  People who want to wear skinny jeans  People who want to lose their weight  People with BMI score: overweight, obese, and severely obese BEHAVIOUR:  Price sensitive  Likes sport  Health treatment oriented  Choose drugs based on advice  Loyal to brand  Value oriented SECONDARY TARGETS DOCTOR: Specifically for doctors, physicians, interlace corporations Those who already have credibility To make them one of the brand endorsers of the product
• 14.
  MARKETING COMMUNICATION STRATEGY PLAN: Above the line-  Goals:  To introduce the product  To attract target market  To communicate proper positioning of the Metabical  To aware people about benefits of the product  Strategies:  Launch the “losing weight is tough” campaign through talk show, doctors communication, brand endorser, health-related conference  TV commercials  Radio  Magazines/ newspapers  Print ads  Mobile clinic and sport events  Billboards  Below the line-  Goals:  To communicate the proper positioning of the product  Inform customers about the benefits of the product  Strategies:  Email marketing  E-advertisement (E-solution and health care articles)  Buzz marketing  Personal selling and SPG & Booth event  Social media marketing
• 15.
  CONCLUSION Consumer research resultshowed great potential for Metabical in the market. There is a great opportunity for the product in a market if it is positioned correctly. Average cost $350 for the course is quite affordable for the customers if the products come to be promising. The company has spent $400 million in 10 years of R&D and FDA approval. The plan of STP and marketing communication is promising.