Metabical

Positioning & communications strategy for a new

weight loss drug

Submitted By:
Yash Raj (PGP04098)
Vibhum Bhardwaj (PGP04091)
Ankur Keshri (PGP04013)
Harshit Singla (PGP04033)
Divansh Manchanda (PGP04024)
 1.Describe the Decision-making process for
Metabical and define Consumer Buying roles?

• Whom to sell

• Channel identification which will be used to reach the

group

• Identification of target market

• Followed by Segmentation of market, targeting and

positioning
2.How should Printup plan the segmentation of
potential consumers and who would be optimal
target consumers?

• Identification of individual weight loss goals and motivation

behind it

• Based on different income groups, which comprises of

people who are willing and has the ability to pay for the
product

• Based on age groups

• Based on gender

• Optimal target: Overweight conscious educated women of

age in the range of 30-65
 3. Identify a positional strategy and explain how this
will have a differential advantage in the market place?

• Since Metabical will be proven as the best product and hope to give
better result along with less side-effects compared to its competitors.

• It will be very easy for Metabical to differentiate from its competitors

as its a quality product with FDA approval.

• It will be looked as a luxury product that helps people to loose weight

and feel better.

• For a successful promotion, it should be focused on individuals along

with good physicians and celebrity as influencers.

• Further message should highlight importance of health and healthy

life.