A Case Study On

Metabical:Positioning and Communications

Strategy for a New weight –Loss Drug

Presented By:
Abhishek Singh
Rahul Singh
Bikash
Ankur Kumar
Vijay Yadav
Sonali Singh
Anish Gupta
Deepak
Introduction
Cambridge Sciences Pharmaceuticals (CSP) is an international health care company. They
captured over $25 billions in sales in 2007. CSP is planning to launch a new prescription
drug in the weight loss market called Metabical in January, 2009.

Metabical would be the first prescription drug in the overweight segment approved by
FDA. From the clinical trials, the drug comes out as very effective with minimal side-
effects. The planned retail price is approximately $3-$5 per customer per day, which would
amount to a maximum of $420 treatment (assuming a 12 week treatment).

CSP plans to promote Metabical with a heavy marketing budget of approx. $23million.
Since CSP has invested a lot of time (10 years) and R&D funds(~$400million) on
Metabical, they want to have a viable positioning strategy and marketing communications
plan, so that the drug is not just successful but also has a long term and steady demand in
the market
Case Analysis
Metabical

 FDA Approved and can be brought only through a prescription

 Lesser negative effects as compared to other available drugs
 Only 1 tablet per day
 Promotes a healthier lifestyle (behavioral modifications)
 Came with a support plan
 First drug in the overweight segment
Who was the ideal targeting consumer?

 Age group 18-35 years

 BMI Index 25 to 30
 Income level of $50,000-$80,000
 Education level less than high school
 Income Level : 25000 to 40000
How should each participant in the decision-making process
be addressed?

 By Direct to consumer advertising

 Using Interactive ads in net to raise awareness about drug and its benefit.
 By using promotion and public relations
 By sales force(face to face or personal marketing)
How could these participants best be reached?

 Using celebrity endorser (advertising for awareness)

 Using print media (for professional)
 By organizing health camp
 By using social media sites
 By support program
What was the appropriate message to convey to each one of
them?
 Teach life style skills for healthy weight maintenance after initial weight loss
 For brand awareness and brand equity
What was the role of the support program?

 Become healthy in less efforts with no negative effects. It is clinical proven .

What was the optimal rollout schedule of key marketing
communications activities?
 The communication strategy should be finished by the middle of July 2008.
 The support program components which are to be added after conducting some
market research should be finished by end of August 2008
 The sales rep should know everything about Metabical by end of September 2008
Thank you