CAMBRIDGE SCIENCES

PHARMACEUTICALS
( CSP )

METABICAL

CASE STUDY

C U S T O M E R B E H AV I O U R G R O U P 5 S U B M I S S I O N

ANSHIKA PRASHANT ABHISHEK VATSAL MEGHANA SUNIL

NAME MEHROTRA GAUTAM KHURANA MAHESHWARI CHAVAN SHAKTHIDHAR B

ROLL NO PGP/23/076 PGP/23/160 PGP/23/251 PGP/23/306 PGP/23/398 PGP/23/420

" INTRODUCTION

CAMBRIDGE SCIENCES
P H A R M A CGE U T I C A L S
M E T A gB I C A L

International Healthcare company with focus upon CSP’s newest prescription drug
developing, manufacturing and marketing product that Product launch schedule for 2009 along with support
treats acute and chronic diseases. program.
Inclusion of cost of Metabical under few subscription
h drug plans.
$25 billion in sales in 2007.
MERITS :
Barbara Printup, senior director of marketing at CSP Works with low dosage.
took in charge of “Metabical” launch. Consumption requires healthier eating habits.
DEMERITS :
Not effective in individuals with BMI ≥ 30.

PA R E N T
PRODUCT
C O M PA N Y
" DECISION MAKING PROCESS FOR MEDICAL

PROBLEM OR POST
INFORMATION EVALUATE PURCHASE
NEED PURCHASE
SEARCH ALTERNATIVES DECISION
RECOGNITION BEHAVIOUR

• Alternatives : OTC • COST : • Customer would

• Post recognition of
• From Maslow’s Hierarchy weight loss solutions : Metabical was priced at experience the
needs collection of
of needs, Metabical ties Plethora, Alli and a fair price of 3$ - 5$ repercussions of his
information from:
with : Xenical. along the facility of 24 decision, whether or not
A. E-platforms and •
1. The need of belongingness They had more side- months support they are satisfied with
public sources like
because overweight people effects with cases program their purchase.
newspapers.
perceive themselves as leading to liver failure • INSURANCE : • Credibility of Metabical
B. Published research
social outcasts. and abdominal pain. Metabical was under will be decided at this
papers •
2. The need of self-esteem Intake is in regard to consideration to be stage.
C. Health care providers
and the need of self- per meal whereas in included in few • This stage would decide
D. Friends and family
actualisation because the Metabical is per day. subscription drug plans the long-term demand
who have had the past
appearance of the person unlike any other weight- of the product.
medical record for the
effects their job status loss drugs.
same.
" CONSUMER BUYING ROLES

I N I T IGA T O R I N F L UGE N C E R D E CGI D E R GE R

BUY UG
SER

Healthcare provider The user itself would A moderately

In case of Metabical, Friends and Family
would be a major be buying the drug on overweight individual
the user itself would be who have used the
decider as Metabical is the prescription of who is looking for a
the initiator. He/she drug in the past and the
a prescription drug. his/her healthcare safe and effective way
would be initiating the Healthcare providers
Also, user would
h be a provider of weight loss
decision of going for a whom the user decides
secondary decider
weight loss solution. to visit would be
influencing the
decision to go for a
weight loss drug
" S E G M E N TAT I O N

DEMOGRAPHIC GEOGRAPHICAL
POTENTIAL CUSTOMERS
Age (years):  17-70
Age (years) : 25-65
Urban & Rural
Income (USD) : 25,000-80,000
Education: Income (USD) : 25,000+
No school to greater than high school Education : College level and above
Urban People
A
People preferring a healthy lifestyle and BMI range 25-30
People willing to take drugs to lose weight
People willing to take drugs based on advice from HCP
People willing to involve in Sports
PSYCHOGRAPHIC People preferring healthier lifestyle
People comfortable in status quo People who are loyal towards brand Behavioural
People willing to shed away extra pounds but method
should be easy People willing to take drugs to lose weight
People preferring a healthier lifestyle and want to be People willing to take drugs based on advice from
healthier
Healthcare providers
BMI based bifurcation-  Overweight (25-30), Obese
People who are price sensitive
(30-40) and severely obese (40+)
People using Herbal to lose extra pounds
People want to emulating personalities (actresses,
actors etc.)
People willing to involve in Sports
Brand Conscious
" S E G M E N TAT I O N
PUSH APPROACH FOR THE
S E C O N D A RY TA R G E T S :
H E A LT H C A R E P R O V I D E R S

• By partnering with Healthcare providers such as Physicians,

Dieticians , major Hospitals having good reputation, Metabicle can
have a good start
• Patients develop a trust with Doctors and hence it is a good strategy
to partner with the reputed Doctors
• Apart from the drug, Doctors should be told about the whole
wellness programme too
• Endorsement by Doctors can reap huge benefits and pave way
forward for a good marketing and communication strategy
" TA R G E T I N G

COMPETING PRODUCTS FDA APPROVAL HEALTH RISK

MARKET
Alli & Xenical Yes High
People preferring FDAAapproved and safe to
Metabical Yes Low use synthetic weight-loss drugs
Other OTC (Herbal) No Low

TARGETING TARGETING
MODE

A
DEMOGRAPHIC PSYCHOGRAPHIC MEDIA DISTRIBUTION DISTRIBUTION DISTRIBUTION

People who AGE 35-65

TV ads AGE 25-35
Age: 25+ want a healthy Radio Pharmacies
PRIMARY Area: Urban lifestyle and TV ads, Radio,
Social Media Drug stores Social Media, Word of
Income: 25,000+ improve their Word of Mouth,
Pamphlets Print Media Mouth, Digital Ads
BMI

People who Product launch event, Online Order and contracts

HCPs in Urban Sales Private clinics &
SECONDARY areas
support proper
Representative Private Hospitals Seminars, Sales Rep. for smaller clinics
BMI for health
 " P O S I T I O N S T R AT E G Y

LOW SIDE EFFECTS • Metabical should be positioned as a health improving

drug for adults (both men and women).
• The health-conscious segment constitutes most of the
M E TA B I C A L market, looks being our secondary segment.
HERBAL SUPPLEMENTS
• CSP’s brand name – CSP being a recognised brand,
leverage CSP’s brand name in positioning Metabical
• Tie ups with leading Health Insurance Companies to
include Metabical in their health coverage plans.
OTC WEIGHT
• Accompanied by a 24 months Support Program to
FDA APPROVED
LOSS DRUGS WEIGHT LOSS DRUGS ensure patients do not gain weight after completion
WITH EXCEPTIVE WITH
S U P P O RT I V E COMPREHENSIVE
S U P P O RT P L A N
of medication
PLAN

XENYCAL

ALLI

HIGH SIDE EFFECTS

“To the overweight man and women aged between 45 to 65 who want to lose weight with easy way, Metabical is a prescription drug that will help
people reach their weight-loss goals effectively and safely!”
"
P O S I T I O N I N G S TAT E M E N T

POSITIONING STATEMENT FOR METABICAL

Overweight men and women aged between 45 to 65 who trust doctors and make
TARGET health-conscious choices for themselves

CATEGORY Prescription Drug – An elite product that is effective

BENEFIT Loose weight easily, Comprehensive Support Program

Clinically approved to be safe and effective in achieving weight loss for overweight
SUPPORT individuals

“For overweight health-conscious consumers who are who are looking for a clinically tested and
doctor recommended weight loss solution along with comprehensive guided support program for
ensuring easy weight loss and overall good health”
"D I F F E R E N T I A L A D VA N T A G E S

a SUPERIOR CREDIBILITY
a
Metabical is the only prescription drug that is FDA approved. This makes it the preferred choice for all customers as they trust
their doctors and the additional assurance from FDA gives Metabical an unique advantage in the market

COMPREHENSIVE SUPPORT PROGRAM FOR SUSTAINABLE WEIGHT LOSS

a
Customers increasingly desire to shift to healthier diet and exercise habits and are concerned about gaining weight once they stop taking the drug.
Metabical’s comprehensive support program addresses this issue by teaching customers lifestyle skills for healthy weight maintenance after the initial
weight loss and provides access to their support program for 24 months

CLINICALLY PROVEN AND EFFECTIVE ALTERNATIVE FOR HEALTH CARE PROVIDERS

a
Health care providers look for a long-term solution that helps their patients lose weight and thereby helps prevent diabetes and heart diseases. Metabical’s
clinically proven results along with a solid support program that helps patients maintain their weight will thus be preferred by most health care providers
over other weight loss drugs since they can be assured of satisfactory results in patients

INCLUSION IN HEALTHCARE PLANS

a
Inclusion of Metabical in few prescription drug plans, and health care plans would differentiate the drug from its competitors as it would
then be accessible to patients at no extra cost and would also become a trusted and recommended option for weight loss
" GROUP 5

THANK YOU
G
h

M E TA B I C A L
ASSIGNMENT