THE METABICAL MARKETING MAZE

ANIRBAN CHAKRABORTY
RAMASWAMY SUHAS KINI

THE PROBLEM AT HAND

Identifying the ideal target consumer Reaching out to the consumer Extracting the best out of sales support program Schedule for marketing communications Making the message to reach the consumer

STRATEGY FOR MARKETING AND COMMUNICATION

The incumbent customer segment must be one that has the maximum impact
Identify the best target

Come up with a participatory campaign for volunteers to share their experiences as it would increase credibility

Make the message clear

Sustain the captured market

A Pulsing form of marketing so that people do not forget the product and sales are sustained.

COMPARISON OF MEN AND WOMEN ON BMI

The prevalence in Men is higher than Women
Overall
Men Women

67
58 67.6 71.3 72.5 77.2 66.4

62
51.5 63.6 64.7 73.1 73.7 59.6

An exception would be the women in the age group of 55- 64

20 to 34 35 to 44

The female psychographic segmentation shows that those with household income greater than $40000 and age of 25- 40 would be willing to change

45 to 54 55 to 64

This demographic represents the maximum kind of people available in USA the ideal target segment

65 to 74 75+

BREAK EVEN ANALYSIS

The product will help the company to break even in 5 years under the following assumptions:
Growth rate of marketing expense (growth phase) Margin/pill Population growth rate % of those with Income > 40 % % of those with Income < 40 % and earning Number of days of consumption Margin for support programme / 2 years 10% 0.25 4% 40% 25% 60 40

1000 800 600 400 200 0 1 2 3 4 5 Total Sales Total Cost

MIRACLES DO HAPPEN PROGRAM

An unique platform where the participants can share their experiences of amazing weight losses. A dedicated facebook page for the people to share their experiences containing first person accounts of the same.

Introduction
Publishing articles in health magazines, podcasts & Conducting Medical Symposia

Growth
Launch of intensive Marketing & communications through celebrity, launch of support program

Maturity
Get as many consumers on board through the Miracles do happen program and increase prescriptions

Decline
Spend less on promotions

THANK YOU
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