METABICAL

Positioning and Communications Strategy for a New Weight Loss Drug

Case Study Analysis

Presented by:
Prachi mathpal - 1628153
Abhinav Sharma - 1628101
Rahul pandey - 1628120
Melroy Peres 1628118
M.Santhose - 1628124

INTRODUCTION
Cambridge Sciences Pharmaceuticals (CSP) is an international health care company.
CSP is planning to launch a new prescription drug in the weight loss market called
Metabical in January, 2009.
Why Metabical?
It is the revolutionary product and would be the first prescription drug in the
overweight segment approved by FDA.
very effective with minimal side-effects(by trials).
retail price is approximately $3-$5 per customer per day.
Planning for Metabical:
heavy marketing budget of approx. $23mn.
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.

AN EDGE OVER ALLI

Alli used to block the bodys absorption of fat
which results into the weight loss.
Alli had side effects like loose stools,
increased defecation, abdominal pain which
could cause dangerous medical conditions.
On the contrary, Metabical can block fat and
it had calorie absorbent agent.
Metabical was focused towards a single
segment i.e.. Over weight segment.

4 PS OF METABICAL
Product : Metabical is a weight losing drug having minimum side effects
with a intake of one medicine per day.
Price : $3 to $5 per day.
Promotion: ATL and BTL campaign
Place: Metabical will be available at the Pharmacy and drug stores

PROBLEMS IDENTIFIED
1.Need to develop a positioning strategy
Metabical should be positioned as a health improving drug for adults (both men and women). The
health conscious segment constitutes the majority of the market, looks being our secondary segment.
Metabical pros:

Effective (weight loss up to 26 pounds) and efficient (in 12 weeks) as per clinical trials
Helps with behaviour modification and healthier eating habits
Safe to use with minimal side-effects
1st prescription drug approved by FDA in overweight market.

Other factors to be considered:

CSPs brand name CSP being a recognized brand, leverage CSPs brand name in
positioning Metabical
Tie ups with leading Health Insurance Companies to include Metabical in their health
coverage plans.
Accompanied by a 24 months Support Program to ensure patients do not gain weight after
completion of medication

 2. Should target the right people.

Solution :
Metabical is only for the over weighted people, not for the obese or
severely obese people.
Metabical is to be consumed once per day, unlike its competitors(Alli,
xenical).
So, Metabical should target the people having BMI in the range of 25-30
Kg/m^2.

PROS AND CONS OF

METABICAL
Pros

Cons
Focus is only on overweight people and not
obese.

It is the only prescription weight loss drug approved by FDA for overweight people in the
BMI 25-30 category.

Contains special fat blocking and have calorie absorption agent.

Much reduced stress on heart and liver than other weight loss drugs.

Only one pill per day.

Significant amount of weight loss within 12 weeks.

It has a 24 month support program for weight loss.

Less severe gastrointestinal discomforts than Alli.

Although less severe but still causes

gastrointestinal discomforts.
The side effects appear when it is consumed
along with fat.
Not covered by health insurance.
Not very effective on individuals with BMIs of
30 or greater.

CONCLUSION
Based on current market segmentation and strategy, CSP can do the
breakeven of the cost even if only 12.5% of the potential buyers buy the
product.
The promotional strategy includes active promotion to the doctors and
health care providers through sales force detailing, sampling and lunch
seminars.
The promotional strategy also includes heavy investments in aggressive
DTC advertisements to increase awareness among the overweight adults
about efficacy of Metabical and budget to promote public relations
especially at the time of launch.
Overall, Metabical seems to be a blockbuster drug for CSP over 10 years.

Evidence of teamwork

THANK YOU