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Meh – Tuh – Bye – Cal

Lukman Kresno O. Yohanes De Deo Tedo

29110394 29110399

Anggi Fitrining Tyas
Ronaldo Bagus Putra

29110400 29110404

Wisnumurti Rahardjo 29110412

Metabical (Meh – tuh – bye –cal)
Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals CSP focus on developing, manufacturing, and marketing product that treat metabolic disorders, gastrointestinal disease, immune deficiencies, as well as other chronic and acute medical conditions Sales over $25 billion in 2007 Printup had over 20 years of experience marketing

Issue
Medical scheduled launching for January 2009

Today is February 2008 and Printup’s first order of business was to develop a viable positioning strategy and associated marketing communication plan for Metabical

BMI has three categories for adults:
Overweight (25 to 30)
Obese (30 to 40)

Severely obese (over 40)

Health and Social Issues
• Excess weight approximately 65% of the entire adult population • Being overweight is related to a number of serious health complication • Overweight individual endure a significant social stigma • Laziness and self-indulgence are common stereotypes associated with overweight • The professional life negatively affected the hiring decision, wages, and promotions

incontinence.Weight Loss Drugs • • • • • Only OTC drug named Alli had been approved by the FDA Negative side effect of Alli included gastrointestinal conditions such as loose stools. abdominal pain. increased defecation. and liver damage Other OTC weight-loss solutions were categorized as herbal or dietary supplements by the FDA and unregulated by the agency Herbal remedies and dietary supplements did not require stringent FDA testing and approval The dietary supplement ephedra was linked to several cases of sudden cardiac death and other serious health risk .

Metabical Advantage: Fat-blocking Calorie-absorption agent Reducing stress on heart or liver Controlled-release feature Disadvantage: Gastrointestinal discomfort Not effective to be consumed with excess fat and calories .

Trial participant reached their weight-loss goals by week 12 Metabical create behavior modification and healthier eating habit Metabical not very effective in helping individuals with BMI of 30 or greater CSP estimates that Metabical would be prices at $3 . with the average course of treatment lasting 12 weeks .$5 per day.

The goal was to enable individuals to achieve better result than they would from the pill alone It would teach lifestyle skills for healthy weight maintenance after the initial weight loss achieved .

thousands of recipes) •Exercise plans (weight training and cardio routines) .The Support Program Would Include : •Reference materials •Online weight-control tools (weight-loss tracker. nutritional and calorie calculator) •Personal support (community forums) •Meal plans (menu planner. grocery lists. food diary.

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5 77.4 High School 23.0 20.0 College 15.6 14.4 62.5 $25000-$40000 31.1 59.2 Some College 21. 1976-2001 % of U.6 64.3 72. Adult Population (millions) 209 in 2000 185 in 1990 163 in 1980 1999-2000 Men Women (BMI≥25) Prevalence (BMI≥25) (%) Prevalence (%) Overall Age (years) 20 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75+ 67.6 Education Level 2001 Obesity (%) Less than high school 27. and Severely Obese Adults in the U.S.2 66.0 58. Adults Overweight Obese Severely Obese (25 ≤ BMI < 30) (30≤BMI<40) (BMI≥40) 1999 to 2000 34.5 63.0 51.8 . Obese.7 73.7 1988 to 1994 33.3 More than $60000 26.0 25.9 1976 to 1980 31.4 no data U.1 2.3 $40000-$60000 30.8 4.0 67.7 Income Level 2001 Obesity (%) Less than $25000 32.S.1 70.Trends : Percentage of Overweight.S.6 71.

Not Satisfied with Weight 35% actively trying to lose weight 30% 70% 15% using drugs .

Had tried and failed to lose weight in past five years Visited a health care provider Women Others 50% Visit health care 50% Want to change their behavior to live a healthy lifestyle Men Visit Health care 30% Others 70% .

Age The level of education ..Current weight loss in the market.

Advertising Promotion & PR Sales Force Promotion and Public Relation Sales Force Advertising Marketing Communication Strategy Focused heavily on both the end consumer (the patient) and the healthcare provider .

Print Media Blitz at the time of drug’s launch and heavy advertising throughout the first year to establish the Metabical name .Advertising Promotion & PR Sales Force Advertising Objective: Raise awareness and educate patients CSP’s Direct To Consumer (DTC) Concepts Losing Weight is Tough Included a DTC Look Your Best Those Extra 20 Pounds could be Killing You Television. Online. Radio.

Advertising Promotion & PR Sales Force Advertising Featuring Celebrity Endorser Advertising Concepts • Give your weight patients a safe alternatives • Your overweight patients are dying for help • Introducing Metabical – Short-term drug therapy and comprehensive support program for overweight patients Push Advertising (Less than 5% of Total Marketing Budget) Target Professional Medical Community Aimed at health care providers .

cost-effectife medium . social and viral marketing had the potential to be an extremely valuable.Advertising Promotion & PR Sales Force Promotion Direct Mail Campaign • Planned a mailing for 100.000 health care provider (pamphlet and reply card offering a sample) Viral Marketing Campaign • The Metabical Challenge • On-line contest Social Networking Sites and Contestant Blogs • Create Buzz about Metabical If done correctly.

3 million would be spent for Public Relations .Advertising Promotion & PR Sales Force Public Relations First Event Second Event Occur one month before the drug’s launch A roundtable discussion involving prominent through leaders in medical community Medical research symposium that was open to media and to medical professionals Occur at the same week as the drug’s launch Focusing on health issues for overweight patients About $4.

Advertising Promotion & PR Sales Force Sales Force To develop sales scripts and presentations providing clinical information Visited targeted medical offices four times a year to discuss the drug and provide samples The Methabical sales team consisted of 32 sales representatives who called on approximately 3.200 medical offices .

and positioning of the drug . targeting.Conclusion CSP had spent in R&D and on FDA trials for Metabical in 10 years and $400 million Consumer research showed great promise for Metabical Printup knew that poor positioning of the drug could spell disaster Printup needed to flesh out the optimal segmentation.

THE PROBLEMS .

Question • Who was the ideal target consumer? • How should each participant in the decision-making process be addressed? • How could these participants best be reached? • What was the appropriate message to convey to each one of them? • What was the role of the support program? • What was the optimal rollout schedule for key marketing communications activities? .

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Brand Management Steps Identify and Establish Brand Positioning and Values Plan and implement Brand Marketing Programs Metabical Measure and interpret brand performance Grow and sustain brand equity .

Identify and Establish Brand Positioning and Values 4W POP & POD Competitor SEGMENTATION TARGETING COMPETITIVE MAPPING SWOT POSITIONING STATEMENT .STEP 1.

One-A-Day).4W What : Safe drug for weight-loss Helped with behavior modification & healthier eating habits Calosera + Meditonan = Dramatic weight-loss It had a few negative side effects For whom : Specifically overweight individuals (BMI of 25 to 30) 4W METABICAL Why : Proven by clinical researches as a drug which give significat weight-loss than other and you only need 1 pill a day It worked in a low-dose formulation It had approved by FDA reducing stress on heart or liver functions that other weight-loss drugs tended to produce Againts who : ALLI. XENICAL. Xenadrine EFX. Other OTC drugs (TrimSpa. herbal or dietary supplements . CortiSlim.

Competitors .

Head to Head Competitor • Alli • Xenical Others Competitor • Herbal supplements products .

POP and POD (in this case with alli) Point Of Parity Category POP • Weight-loss drugs • Approved by FDA • Have some side-effect (associated with excess fat & calories) Competitive POP • Few negative side effects • Worked in low-dose formulation Point Of Differences Category POD • Less severe of gastrointestinal discomfort Competitive POD • Weight-loss drug approved by FDA specifically for overweight individual • contain ‘calosera’ + ‘meditonan’ = dramatic weight-loss • Average course of treatment = 12 weeks .

SEGMENTING and TARGETING .

000+ PRIMARY TARGET Demography 25 until 65 years old Collage $25.Demography    17 until 70 years old education level : less than high school. high school.000 . severely obese (over 40) Psychography People who want to be healthier People with BMI score of 25-30 Behavior          : Choose drugs to lose their weight Choose herbal to lose their weight Like sport Loyal to brand Value oriented Health treatment oriented Price sensitive Choose drugs based on advice Check their healthy if there is only damage Behavior       Choose drugs to lose their weight Like sport Loyal to brand Value oriented Health treatment oriented Choose drugs based on advice . collage income level : $25.$80. some collage.000 ++ Geography Urban people Geography  urban and rural people Psychography : People who want to look like a movie star People who want to be healthier People who want to wear the skinny jeans People who want to lose weight with easy way People that fine in the way they are People with BMI’s score : overweight (25-30). obese (30-40).

SECONDARY TARGET Doctor • specifically for physicians/ doctors. so that they can be one of brand endorser of our products. interlace cooperation with those who already have credibility . This will facilitate the stage of marketing communications .

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Perceptual Mapping Approved by FDA: weight loss drugs High medical risk Low medical risk Metabical OTC weight loss drugs approved (dietary supplement) .

Strength : FDA approval Few negative side effect Ccombined by : CALOSERA + MEDITONAN First mover which targeting over weight segment. Xenical and Herbal supplements Bad experience of dietary drugs 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 - Low awareness from consumers Opportunity for new entry players. New player in dietary supplement Opportunity : SWOT Threats : Competition from Alli. . 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.

safe drugs and helping you to make a healthy life  Because of it had approved by FDA as a safe drugs with prescription and suggested by clinical researches.Positioning Statement Choices  For men and women who concern about their over weight  Metabical is a weight-loss drug with prescription that only consume 1 pill a day  Which gives the most dramatic weight-loss. .

Positioning Statement “HEALTHY DIET MEDICINE FOR HEALTHY LIFE” .

Plan and implement Brand Marketing Programs .STEP 2.

Stage of Brand Communication Objectives Modes Implement Measure Adjust .

Objectives Building Brand Equity of Metabical Messages : For Consumers : Measure your BMI. go to recommended doctors and get your prescription For Doctors : It’s all about quality products .

Visual : TV ads Non visual : radio. telemarketing. radio. radio . event sponsorship Non traditional : mobile marketing. campaign Traditional : sales promotion. Non paid : social media marketing Local : TV ads. social media Modes Paid : TV ads.

Modes Target Audience Demographic Male and Female ages : 25 – 65 Urban people Psychographic People who want to be healthier Distribution point Pharmacy Drug store Media reach TV (main) Magazine Radio Mobile Social network • Primary People who want to have proportional weight • Secondary Male and Female doctors People who want Medical office Sales representative to look best .

5 / pill Promotion ATL and BTL campaign Place Pharmacy and Drug store .Implement Product Metabical is a weight-loss drug with prescription that only consume 1 pill a day 4P Price $4.

Launch the “Loosing Weight is Tough” campaign  invite the doctors to come in doctor’s conference about Metabical  talk show for consumers about overweight  brand endorser  conference about health and overweight Above The Line Goals : To introduce metabical. Radio . To attrack the attention from target market.Implement Marketing Communication Strategy Plan 1. TV commercial 3. 2. inform the benefits of Metabical. To communicate the proper positioning of Metabical.

Inform the benefits of Metabical.Above The Line Goals : To introduce metabical. Mobile Clinic and Sport Events 5. Print ads . To communicate the proper positioning of Metabical. Magazine/ Newspaper 4. To attract the attention of target market 8. Billboard 7.

Personal selling SPG & Booth event Below The Line Goals : To communicate the proper positioning of Metabical. Email marketing . Create Contest “Miss Metabical” 1.6. Buzz Marketing 5. Social media marketing Facebook & Twitter 4. Inform the benefits of Metabical 2.   E-advertisement E-solution (Web) Health care articles 3.

Timeline ATL Nove mber 2008 Decem ber 2008 Januar y 2009 Februa ri 2009 March 2009 April 2009 May 2009 June 2009 July 2009 August 2009 Septemb er 2009 October 2009 Novemb er 2009 Decem ber 2009 Creating Working Prototype Launch Campaign Talk show Conference TV ads Radio Magazine Billboard Print ads E-advertisement Mobile Clinic and Sport Events .

Timeline BTL Nove mber Decem ber Januar y Februa ri March 2009 April 2009 May 2009 June 2009 July 2009 August 2009 Septemb er 2009 October 2009 Novemb er Decem ber 2008 2008 2009 2009 2009 2009 Creating Working Prototype Buzz Marketing Personal Selling Social Media Email Marketing Mobile Marketing Contest Metabical” “Miss .

Measure Adjust FINANCIAL CALCULATION AND CONTROLS .

000 28.2000 1988 . Adults Year 2008* 1999 .5 4.000 12.5 25.1980 Overweight 35.994.Survey Result % of U.4 34 33 31.7 2.213.6 Obese 31.8 20.S.420.000 .000 56.9 - US Adult Population (million) 230 in 2008 209 in 2000 185 in 1990 163 in 1980 Overweight population in 2008 70% were not satisfied with their weight 35% were actively trying to lose weight 15% were comfortable using drugs 81.497.4 Severely Obese 6.1994 1976 .1 14.

then it’s only takes 6% of income/month for 3 months Potential customer interesting in Metabical: 9.5 * 84 = $378 If a customer has an income of $25000/year.280 .770.5 Per day usage : 1 pill Per package usage : 84 days Per customer usage : 84 pills Customer spending per package : $4.400 Total acquiring assumption: 70%: 6.839.Customer Analysis Per pill price : $4.

in every dollar spent in marketing cost would gives $31.36 profit for Metabical .148.000 400.000.853.040 So.Financial Calculation Price / Pill (doctors) : $4 Profit Margin : 50% Profit / Pill : $2 Potential revenue Marketing cost RnD and FDA cost Production and Other Cost 2.000 1.999.998.297.146.040 Potential Profit $725.080 23.

Controls 1 sales representative for 100 medical offices Build relationship with doctors Discussion about Metabical every 3 months Insentives for doctors .

THANK YOU .