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Metabical

Positioning and Communications Strategy for a New Weight-Loss Drug

Introduction
CSP is an International Healthcare company with a focus on
developing, manufacturing, and marketing products that treat
metabolic disorders, gastrointestinal disease, immune
deficiencies, as well as other chronic and acute medical
conditions. The company had a Sales of over $25 billion in 2007.
Barbara Printup, senior director of marketing for CSP is in charge
for launch of the product Metabical, scheduled for January 2009.

OBESITY and WEIGHT LOSS ISSUES


Body Mass Index
The BMI scale calculates relationship between weight and
height associated with body fat and health risk
Three categories of excess weight for adults:
1. Overweight (25 to 30)
2. Obese (30 to 40)
3. Severely obese (over 40)

METABICAL
Advantages
Only prescription anti-obesity drug approved by FDA
Reduce stress on heart and liver
Has a 24 month weight loss support programme
Has demonstrated significant weight loss in the trials in just 12 weeks
Disadvantages
Caters only overweight not obese
Gastrointestinal discomfort
Not effective when consumed with excess fats
Not covered by health insurance

DECISION MAKING PROCESS AT METABICAL


Step 1: Identify and establish brand positioning and values.
Step 2: Execute the planned marketing programs.
In Step 1:

Identify the market


Know the possible competitors
Analyze USP in comparison to competitors
Substantiate the analysis with a SWOT analysis

Market Trend

Competition in Market
Only OTC drug named Alli had been approved by the FDA
Negative side effect of Alli included gastrointestinal conditions
such as loose stools, increased defecation, incontinence,
abdominal pain, 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

USP of Metabical
Approved by FDA
Worked in low dose formulation
One pill to be taken per day
Average course of treatment was 12 weeks

Huge potential
market
Social stigma for
overweight people
in US
FDA review of Alli
and Xenical
65% of the adult
population is
considered as
overweight, or
strictly obese

THREATS

Gastro intestinal
discomfort on high
fat and calories
consumption
New player in
dietary supplement
Properly not
effective for the
people with BMI>30

WEAKNESS

Safe, secured &


effective drug
FDA approved
First mover
targeting
overweight segment
Minimum dose
required
Average course
treatment lasts 12
weeks
Experienced R & D
and marketing team

OPPOURTUNITY

STRENGTHS

SWOT Analysis

Low awareness from


consumers
Competition from
OTC and herbal
products
Bad experience of
dietary products
Strict regulation by
FDA due to negative
side effect scenarios

SEGMENTATION and TARGETING AT METABICAL