Table Of Contents 1.0 2.0 3.0 Introduction Executive Summary Situation Analysis 3.1 Identification Of The Problem 3.2 Market Analysis 3.3 SWOT Analysis 3.

4 Target Market Marketing Communication Strategy 4.1 Marketing Communication Plan/Objectives 4.2 Marketing Budget 4.3 Schedule for Key Marketing Communication Activities 4.4 Promotional Strategies 4.4.1 Advertising Strategies 4.4.2 Promotion and Public Relations 4.4.3 Sales Force 4.4.4 Comprehensive Support Program 4.5 Product Strategies 4.6 Distribution Strategies 4.7 Pricing Strategies 4.7.1 Potential Customer 4.7.2 Sales Forecast 4.7.3 Return on Investment (ROI) Conclusion




CSP had assigned Printup to be in-charged of the upcoming U. we will discuss on marketing communication strategy which best suit with the product so that CSP able to communicate well with the target consumer. In this report. Metabical. The company captured over $25 billion in sales in 2007. Barbara Printup is the senior director of marketing of CSP who is responsible for the most successful product by CSP. and threats of Metabical which lead us in deciding which marketing communication strategy need to be taken next. Senior Director of marketing for Cambridge Sciences Pharmaceuticals (CSP) will be the person who is responsible in the product launch of Metabical which scheduled for January 2009. Finally. To decide the best positioning strategy and marketing communication plan. Although pricing had not been finalized. immune deficiencies. gastrointestinal diseases. CSP estimated the retail price for the drug would be approximately $3 to $5 per day. targeting and positioning of the drug.S product launch of CSP¶s newest prescription drug. as well as other chronic and acute medical conditions. opportunities. but also long term. and marketing products that treat metabolic disorders. Printup still needed to flesh out the optimal segmentation. We will then elaborate the issues regarding overweight and obesity in the United States and analyse the market survey done by the company regarding overweight issues in order for us to decide which is the best market segmentation that we should target. The second focus in this report would be the positioning strategy which we will state the point of parity and point of differences of Metabical and come out with the positioning strategy and target market.0 Executive Summary Cambridge Science Pharmaceuticals (CSP) came out with the first prescription drug approved by the FDA specifically for overweight individuals called Metabical. with the average course treatment lasting 12 weeks. The third focus will be the the SWOT analysis of the product which we will state the strengths.1. 2. Printup was well aware that in order to recoup this massive investment. the drug need not only a successful launch. The majority of Metabical trials participants reached their weight-loss goals by week 12. and Printup¶s first order of business was to develop a viable positioning strategy and associated marketing communications plan for Metabical. credibility of the drug would be in question and FDA approval would mean little. Barbara Printup. Metabical starting from the analysis of the industry.0 INTRODUCTION Cambridge Science Pharmaceuticals (CSP) was an International health care company with a focus on developing. If Metabical were not successful with initial consumers. steady demand. Then she could move on to assessing her current marketing 2 . manufacturing. It was now February 2008. weaknesses. we will conduct an analysis for CSP¶s product. CSP had spent so much time and money in R&D and on FDA trials for Metabical. Zimistat.

2 3 . breast and colon cancer. overweight individuals endure a significant social stigma as well as outright discrimination. The case study had led us in analysing and deciding who was the ideal target consumer? How should each participant in the decision-making process to be addressed? How could these participant best be reached? What was the appropriate message to convey to one of them? What was the role of the support program? What was the optimal rollout schedule for the key marketing communications activities? In this report.000 men and 1. Researchers and health care professionals measure excess weight using the Body Mass Index (BMI) scale. ³the second leading cause of preventable death in U. 1.S. with approximately 65% of the entire adult population categorized as overweight. endometrial.S. 3.9 from various socioeconomics levels.1 IDENTIFICATION OF THE PROBLEM OVERVIEW OF OVERWEIGHT ISSUES IN THE UNITED STATE Excess weight is considered a public health crisis in the U. Laziness and self indulgence are common stereotypes associated with this group. It has three BMI categories of excess weight for adults:overweight (25 to 30). wages. hiring decisions. 3. According to CDC National Centre for Health Statistics in 2002. stroke. sleep apnea and respiratory problems. gynecological problem. and promotions.3 billion overweight adults in the world by 2015 and more than 700 million of them will be obese. or severely obese. Overweight can give negative impact to the people¶s life such as coronary heart disease. is appropriate for both men and women.communications strategy and developing a timeline for the key activities. Printup will provide all recommendations for the successfull marketing communication strategy and to ensure the long-term steady demand for Metabical. In addition to health risks. liver disease. obese (30 to 40). and severely.6 billion adults in the world are overweight while 400 million are obese. which calculates the relationship between weight and height associated with body fat and health risk.000 women age ranging from 18 to 70 with BMIs of 25 to 29. The objective of the market survey is for CSP to understand the consumer¶s behaviour and what they actually want. and according to the American Obesity Association in 2005. The BMI scale. The World Health Organization predicts there will be 2. 65% adults age 20-74 are overweight. as excess weight has been found to adversely influence. MARKET ANALYSIS Marketing survey An extensive market survey had been conducted in 2007 which included 1. People are getting fatter almost everywhere in the world. In 2005. Being overweight is related to a number of serious health complications. hyper tension and many other diseases. Many overweight people feel like social outcasts. or morbidly obese (over 40). The professional life of an overweight individual could also be negatively affected. obese.

65% of 18 to 35 years old respondents said that they wish to lose weight to look better and the rest (35%) of the same age group respondents said that they wish to lose weight to improve their overall health. 12 % of them immediately ask us to make an appointment with health care providers and request a prescription. whereas 50% of women and just 30% of men visited a health care provider for annual physical test. Therefore according to the survey there is a need for a better weight loss drug which is proven and safe to lead a health lifestyle. The percentage of overweight population who had BMI between 25 and 30 which categorized in overweight group was 34% in year 2000.000 and more than$80.At first 70% of respondents surveyed were not satisfied with their current weight. In terms of satisfaction with their current weight in each gender. populations categorized as obese and 4. When we described the benefits of Metabical to participants. While 60% of women and 30% of men said tried and failed to lose weight in past five years. 75% of women and 65% of men mentioned were dissatisfied with their current weight and appearance. Based on respondents¶ report.while in the same year 25.000 respectively mention that they would be willing to pay ³out of pocket ³for a prescription weight-loss drug. In our data pool educational level of respondents as they mentioned was that 75% hold a college degree and 45% hold high school diploma and they were aware of the health risks associated with being moderately overweight. between $40. The highest obesity percentages were in less than $25. Base on survey which respondents mentioned 55% of women and 40% of men wanted to change their behavior to live a healthy lifestyle. Market Research Based on statistic on adult population in United States between 1976 and 2000 obviously we can see the percentage of obese and overweight steadily increasing. Health care providers went ahead to produce the drug and recommend them to use it besides getting help from diet and 4 .S. The survey results reveal 65% and 35% of respondents were dissatisfied with current weight-loss options on the market for women and men respectively. As we can see the percentage of obese had inversely related with education level and income level. health care providers saw their potential customers in them who want to lose unhealthy pounds. Also the percentage of obesity were rise steadily with age in both gender with the highest occurrence among men age 65 to 74 and women age of 55 to 64 and with overall more prevalence in men rather than women.8% of U.7% into severely obese.35% 0f them said were actively trying to lose weight but just 15% of them mentioned that were comfortable using drugs to help their weight-loss goals. According to survey results 5%.000 with 32. Through this experience and strong need to cater the moderately overweight people.4%. While respondents with 35 years old and above have percentages 40% answers for good looks and 60% for better health.5% and level of education less than high school with 27. 11% and 20% of respondents who have income level less than $40000.

000 To support the above findings. While age 35 to 65 with college education plus and more than $80. TYPICAL DEMORGRAGPHIC PROFILE Age 35 to 65. we feel that CSP should focus into two of it segmentation which is as follows: SEGMENT ³I want to be healthier´ DESCRIPTION Want to lose weight to feel better and live longer. According to research which was done on females. Knowledgeable about the importance of nutrition and exercise.000 want to lose weight but if it is easy. Out of five psychographic profiles. And in age group between 25 to 40 with college education and income level $50. Printup also commissioned a study to analyse psychographic segmentation of overweight individuals. Focused on gold of reclaiming former weight.000 they accepted their overweight and they don¶t want to change the lifestyle. In age group 45 to 65 with some college education and income $40.000 .000+ ³I want to wear my skinny jeans´ Age 25 to 40. The study revealed that women demonstrated the most distinct segmentation.000 said willing to alter current behavior to get back to their old physic.000 income mentioned ready to make change to be healthier.000 to $60. household income $80. 5 .exercise schedules. In age 18 to 30 with high school education and under $40000 income have low self-esteem and unrealistic expectation to look like a movie star.000-$50. In age group 40 to 65 with some college education and income $30. Ready to make a change.000$80. in February 2008 focus group study revealed their dissatisfaction with current weight-loss options and the desire for a proven and safe way to drop excess weight. college education. We try to achieve psychographic segmentation of overweight. they have verity of aims to lose weight. Motivated and willing to alter current behaviour. college education plus. Based on reports which were obtained from health care providers one of their major concerns about weight-loss drug was that patients would get back weight when they stopped taking pills. This focus group participants also expressed the desire for a prescription±strength drug with FDA approval and clinical result to back up weight-loss claim.$60. household income $50.

Table 1 : SWOT Analysis STRENGTHS i. opportunities and threats of a business. thereby reducing stress on heart or liver function than other weight loss drugs tended to produce. ii. CSP has developed a comprehensive marketing strategies and have allocated substantial amount of money in marketing budget. The combination of calosera and meditonan produced dramatic weight loss for overweight individuals and it is find to be less harmful as compared to other weight loss drugs.3 SWOT ANALYSIS SWOT Analysis is a Strategic Planning method that is used to evaluate the strengths.3. vi. Increasing herbal / dietary supplements Deceptive marketing claims. WEAKNESSES Negative side effect-gastrointestinal discomfort. CSP is an international company with a strong and experienced marketing and R&D team. FDA approval Safe and effective in achieving significant weight loss. THREATS FDA imposed stringent regulation due to negative side-effect cases.e. is far more superior than any weight-loss solution on the market because Metabical would be the first prescription drug approved by the FDA specifically for overweight individuals (i.3. ii. One pill per day Average course treatment lasting12 weeks Combination of Calosera and meditanan created dramatic effect for weight loss. 6 . ii. 3. those with BMI of 25 to 30). i. No prescription ± drug options for overweight segment (BMI 25-30) available in 2008 except drug Alli approved by FDA Market research indicated of high indication of people wanting to loss weight. iii. It involves monitoring the internal and external marketing environment. It also helps in changing people behavior to a healthier eating habits. iii. iii. vii. Comprehensive support program Health care plans to include Metabical in their prescription drug program 65% of adult population categorized as over weight. Metabical. obese or severely obese. iv. weaknesses. v. Strong and Comprehensive marketing strategy Experience marketing and R&D team Allocate substantial amount of money in marketing budget i. iv. It worked in a low dose formulation. Less harmful compared to other products. v. Metabical also contained a controlled release feature that required only one pill to be taken per day with average course of treatment lasting 12 weeks. ii. ix. Not effective for individual with BMI>30 OPPORTUNITIES i.1 STRENGTH CSP believed that its prescription drug. viii..

Meaning there will be no strong competitor for Metabical for the time being.2 WEAKNESSES Despite of its strength. 3. Metabical¶s formulation however is not very effective in helping individuals with BMIs of 30 or greater and was.4 TARGET MARKET In developing a viable positioning strategy in order to determine the right target market. Barbara Printup also carried out a study to analyze psychographic segmentation of the overweight individuals and they found out that women demonstrated the most distinct segmentation. These side effects were similar to the gastrointestinal discomfort caused by Alli. no prescription drug option specifically for the overweight segment (BMI of 25 to 30) were available in 2008 except for drug Alli had been approved by the FDA for weight loss used. the support program would teach lifestyle skills for healthy weight maintenance after the initial weight loss was achieved. therefore. Metabical has few negative side effects associated with excess fat and calories in the diet. it showed high indication of people actively wanting to lose weight and live a healthy life style with comprehensive support program will enable individuals to achieve better results than they would from the pill alone. From the market survey and market research conducted by CSP. Under the market analysis. With these large population. This deceptive marketing claim had damaged the industry credibility and to regain consumer¶s confidence would be another big challenge to the drug industries.S and approximately 65% of the entire adult population categorized as overweight. In addition. not recommended for this group. market research and the psychographic segmentation.3 OPPORTUNIES Excess weight is considered a public health crisis in the U.3. The rising in the numbers of dietary supplements and herbal products had worsened the situation due to its unregulated condition by the FDA and the products negative side effect such as sudden cardiac death and other serous health risks had reduse people confidence in weight loss drugs. CSP had conducted an extensive market survey of overweight individuals in the year 2007. we suggest that the target market for Metabical are as the following: 7 . it creates an even bigger market share for Metabical. In addition. Based on these findings from the market survey.3. 3. It occurs when users consumed high level of fat and calories. obese or severely obese.3. only less severe.4 THREAT The drug industry faced several safety concerns with regard to weight-loss drugs and had been accused of deceptive marketing claims that dempened enthusiasm for the products.3. 3.

000 $ 12.000 -------------------$ 13.1) 2) 3) 4) 5) 6) 4. the Healthcare Providers and secondly direct to consumers who would be prescribing the medication.000 .000 $ 200.$80.000 $ 1. Women with age ranging from 25-65 Women with household income between $50.000.000 $ 600. the communication strategy must focus on two main targets firstly.000 $ 255.000 -------------------$ 3.000 PROMOTION Development of Support Program Lunch & Learn Seminars / Other Promo Production of Support Program Training / Promotion Materials Direct Mailing To Health Care Providers Total Promotion PUBLIC RELATIONS Medical Education Meeting and Event Press Release / Materials Total Public Relations Market Research Sales Force Allocation Product Management Allocation TOTAL BUDGET It is also very important for the marketing communication strategy to have the timeline for the key marketing activities and we proposed the optimal roll out schedule for key marketing communications activities to be as follows: 8 .000 $ 2. As far the end consumers the communication process must address their concern which is µwant to lose weight to feel better and live longer¶.000 $ 3. 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.000 $ 800.000.000.000 Women with college education and above Concern with health issues caused by overweight and actively trying to lose weight Willing to change current behavior and to live healthy lifestyle MARKETING COMMUNICATION STRATEGY The communication strategy of a prescription weight loss drug such as Metabical had to address all participants in the decision making process. The initial Metabical launch budget is as per Table 2 below: Table 2 : Marketing Budget YEAR 1 ADVERTISING Push (Prescriber) Pull (Direct To Customer) Total Advertising $ 1. Therefore.000 $ 200.000 $ 600.000 -------------------$ 4.500.000 $ 500.500.146.491.300.0 Specifically for overweight individuals with BMI of 25 to 30.000 $ 23.000.

Metabical¶s advertising strategy should also target the professional medical community which is the healthcare provider. In order to meet its objective we propose that the advertisement strategy must go with the tagline ³Losing weight is tough. The Senior Executive of CSP did not agree with the idea of celebrity endorser but we strongly believe that this celebrity spokesperson idea is a great idea and able to attract more customers to buy Metabical. Let Metabical and your healthcare provider start you on the road to a healthy weight and better lifestyle´. You don¶t have to do it alone. As we know that celebrities have become the trend setter and very influential in terms of their style of dressing. online (website). Thus.Table 3 : Schedule of Marketing Communication Activities TIME LINE Sales Force Road show On Clinical Information by sales Pharmacies Team Advertising To Create Brand Awarenes & Knowledge Advertising Branding Image Promotion & Public Relation Product Launch Continues Support Program YEAR 1 YEAR 2 FEB 2008 JAN 2009 4. 9 . The first year. their car model and even what they eat. radio advertisements and press conference during the product launch in January 2009. cosmetic that they are wearing. For example. CSP should aggressively spend on the advertising activities to DTC in order to create product knowledge and brand awareness which include television. a celebrity like Oprah Winfrey can be very influential in attracting more customers especially when she endorse Metabical in her talk show program.1 ADVERTISING A sum of $13. Direct-to-consumer (DTC) advertising is a new phenomenon in the drug industry due to the introduction of guidelines by the FDA in 1997 that opened up the flood gates to the drug advertisements. hairstyle.4.0 million had been allocated for these push and pull advertising. they could create a campaign by print ads in leading medical publications and interactive ads online related to health issues in order to raise awareness about the drug and its benefits.

It gets results´ 4. Change their unhealthy eating habits and achieve long term success. people want to see results and testimonial on the drugs. ` We consider the Public Relations efforts to include pre-launch and atlaunch press release is a good more because it can act as a teaser ad and to inform the public at large that Metabical is the newly safe weight loss drug in the market.3 mil with $1. This viral marketing involves internet sales. These pamphlets contain information about Metabical. CSP should set up a team on this viral marketing campaign in order to reach customers faster and cheaper globally. is an important strategy because in order for the weight loss products to be successful. Normally in the weight loss industry. The plan to launch an online contest during Metabical launching day is a good idea whereby Metabical users would have the chance to compete who could reduce their BMI¶s by the highest percentage. the coverage of these high profile events in the leading news organization shall enhance the marketing communication strategy of Metabical. In addition.This advertising concepts which aimed to healthcare provider must go along with the tagline ³Empower your patients to lose excess weight. The next best campaign that the marketing communication strategy should focus heavily on is the viral marketing campaign in order to reach the market globally. Before the Metabical launch. Infact.2 PROMOTION AND PUBLIC RELATIONS The promotion and public relations budget also included campaign aimed at both healthcare providers and the end consumers. The total budget allocated for this campaign is $4. twitter and blogs in order to create buzz for Metabical. Introducing Metabical short-term drug therapy and comprehensive support program for overweight patients.4. The roundtable discussion involving prominent leaders member of media and medical professional in the medical community and medical research symposium to members of media and medical professional.3 mil was allocated for promotional campaign in the first year. an endorsement by expert is very likely to increase the confidence level of the customers.000 health care providers as a direct mail campaign. A series of breakout sessions focusing on health issues for overweight patients shall further strengthening the communication strategy in product effectiveness and awareness. 10 . social network such as facebook. pamphlets and reply card for sample of support program should be mailed to 100.

5 PRODUCT STRATEGY Metabical is the first prescription drug approved by FDA specifically for overweight individual with BMI of 25 to 30. Thus.000 will be spent on the development of the support program and the cost in Year 1 associated with producing the program is approximately $2 million. The majority of trial participants reached their weight-loss goals by week 12. In addition. 11 . The sales force team also need to include this support program in their presentation in order to convey its benefits to the healthcare providers. It must also be well stated in the pamphlets and flyers which they are distributing. In order for the sales team to be effective in meeting objective of creating product knowledge and its benefits.000 healthcare providers. the support program would teach lifestyle skills for healthy weight maintenance after the initial weight loss was achieved. Its goal is to enable individuals to achieve better results than they would from the pill alone. CSP planned to create a comprehensive support program to complement the Metabical pill. They can also put it in their website and to other form of social network. Realising this issue.3 SALES FORCE The Metabical sales team consisted of 32 sales representatives who service approximately 3. It is recommended that CSP to add this comprehensive support program in their packaging in the form of a CD in each pack so as to enhance the ability of Metabical users to reach and maintain their weight-loss goals.000 healthcare providers which are still untapped by them. These sales team had been instructed to give product detail of Metabical to the healthcare providers. 4. Clinical trials proved Metabical to be safe and effective in achieving significant weight loss for overweight individuals. This additional sales force team need to attend all the inquiries that they might receive after the mailing of pamphlets and sample to the said 100.200 medical offices which are already in their data base.4.4.200 medical offices. $200. 4. they providing clinical information and to arrange for a visit to at least four medical offices per day in order to finish up the 3.4 COMPREHENSIVE SUPPORT PROGRAM The most common problem among the weight loss drug company is that people will start regaining weight once they stop taking the pill and in some cases. these people will gain even more weight then their initial weight. CSP also need to increase the number of their sales force team in order to cover the other 100. CSP need to decide on the best form of packaging by considering what is the number of pills that would be included in each pack.4.

To capture a larger group the price should not as high as $150 per month. Therefore. Specialty Store such as Watson. 4.440 $150 $1.7 PRICING STRATEGY Pricing is another important factor in determining the success of Metabical. there is risk to this one-month packaging whereby there will be no guarantee that the consumers will complete the entire treatment. healthcare Providers.000. In order to determine the price for Metabical. We have to also come up with several other assumptions such as by assuming that consumers will be ready to pay more for a prescription drug and generally people trust prescribed drug rather than the non-prescribed drugs. it is advisable to pack Metabical with one pack for four week supply which can make it affordable for everyone.Packing the whole twelve week supply in one package will cause higher pricing and it will effect the number of potential customers. So.080 $120 $1. Pharmacy such as Guardian and the latest trend is the Internet Sales. As such.800 $180 $2. 12 . we come-up with price simulation as per Table 4 below: Table 4: Pricing Simulation METABICAL ALLI Estimated Retail Price Dosage Treatment $3 to $5 Per pill 1 Pill Per Day 12 Weeks (90 Days) $120 Per Pack / $2. $120 per month would be the right price for a four weeks supply. By attaching the comprehensive support program to the 3 pack of twelve week supply it can definitely attract more customers especially those with higher income bracket of more than $80. Based on Table 4 above. first we compare with its closest competitor which is Alli¶s pricing model. to set higher price for Metabical would not be a problem and would be acceptable by the consumers. However. a CD contain comprehensive support program is attached to it.40 Per Pill 1 Pill Per Day 50 Days $2 Per Pill Revenue Per Month Revenue Per Year   ESTIMATED RETAIL PRICE $3 Per Pill $4 Per Pill $5 Per Pill $6 Per Pill $60 $720 $90 $1. 4.160  To sell at $90 per month is to low because Metabical is a prescription drug. it is also suggested to have another packaging with 3 pack for 12 weeks supply and as value added.6 DISTRIBUTION STRATEGY Being a prescribed weight loss drugs definitely the distribution channels are limited to places such as Drug store. we set Metabical price at $120 per month which we assume would be the right price for a four week supply. Therefore. Even though the twelve-week supply will enable the customers to complete the twelve-week cycle in 3 months in a row but it will limit the potential customers only to those who can afford the entire medication program with one-time pay.

Thus.24 Mill (Say On Average 2. we then come up with the sales forecast as per Table 6: 4.06 2008 230 39% 89.2 SALES FORECAST Table 6 : Sales Forecast ESTIMATED TOTAL NUMBER OF PACK TO BE SOLD From : 2.85 Mill 10.Respondents Immediately Make an Appointment With Their Health Care Provider and Request a Prescription YEAR 2000 YEAR 2008 71.40 (75.7.76 Mill Say Only 10% Consumers Can Be Reached In The First Year 8.97 429% INTERNAL RATE OF RETURN (IRR) NET PRESENT VALUE (NPV) PAYBACK PERIOD y ASSUMTIONS Product Price : $120 Per Pack (For 1 Month Treatment ± 30 pills) Estimated Product Sold in Year 1 : From 2.7.06 Mill X 12% = 8.72 1.70 Mill X 12% = 10.03 300% YEAR 5 517.18 732.75) -19% : : : YEAR 2 383.94 1.85 Mill X 3 Packs) To : 3.15 Mill.88 308. based on Market Survey and Market research finding we come up with demand forecast as per Table 4 below: 4.27 YEARS YEAR 4 468.65 MILL 1.31 183% 515% $2.24 Mill Packs (1.13 77% YEAR 3 424.623. Investment Cost $423.201.718.7.15) YEAR 1 347.3 RETURN ON INVESTMENT (ROI) Table 7 : Return on Investment (ROI) INITIAL YEAR SALES TURNOVER ($ Mill) ACUMULATIVE CASHFLOW ($ Mill) RETURN ON INVESTMENT (ROI) ( % ) (423.55 Mill Packs (0.70 FROM MARKET SURVEY 12% .55 Mill ± 3. Turnover Increase by 10% Every Year.90 Mill Packs).08 Mill X 3 Packs) Consider Price @ $120 Per Pack CSP WOULD EARN BETWEEN $306 Mill to $389 Mill 4.53 Mill X 10% = 0.Pricing strategy is also directly ties with the demand forecast and sales forecast.1 POTENTIAL CUSTOMER Table 5 : Potential Customer POPULATION OVERWEIGHT POTENTIAL USER (Million) (25 < BMI < 30) (MILLION) 2000 209 34% 71.76 Mill X 10% = 1.15) (423.08 Mill YEAR From the above demand forecast. 13 .53 Mill 89.

0 CONCLUSION Print-up had come up with a strong and comprehensive marketing communication strategy which focus on the brand awareness and Metabical benefits to the targeted group. Based on the extensive market survey and market research as well as the focus group findings. the marketing communication strategy of Metabical will be successfully creating demand for Metabical. Furthermore. being known as the only prescription drug with FDA approval and clinical results to back up weight-loss claims will definitely attract a lot more customers and steady demand in the future.5. 14 .

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