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METABICAL: Positioning and

Communication strategy
Group B15
Rupa Murudkar
T Durgalakshmi
Jinto Jose
Nisarg

Proposed Communication Strategy


Objectives

To make patients aware of the product and increase


knowledge about the product
Increase awareness among the medical fraternity
about the drug and its benefits

Audiences

Primary audience: patient suffering from weight loss


Secondary: health care provider i.e doctor

Messages

Patient: Losing weight is tough; Shed excessive


pounds and lead a healthier and happier life; negative
effects of overweight
Medical fraternity: a safe weight loss method for
patients; FDA approval ; Empowering patient

Proposed Communication Strategy

Marketing Communication Planning


Context Analysis
Promotional goals

Corporate goals,
marketing goals

Promotional
strategy

Push/Pull/Profile

Coordinated
Communication mix
Implementation

Control and
Evaluation

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