Summary Metabical positioning and communications strategy for a new

weight loss drug Case

- Background of the Case

The Adult overweight (approximately 65% of adult population) in U.S which affected into
public health crisis in the U.S. It causes the second death in the U.S Most Overweight feel
not confident because of her body and they felt discrimination in their social. The
overweight segment had no drug option even the weight loss drugs had many side effects
and it cause liver damage.
- Product Information
Cambridge Science Pharmaceuticals (CSP) found the first prescription drug which had
approved by the Food and Drug Administration (FDA). The drug called Metabical, it
specifically for overweight. Metabical created by R&D team and experience marketing.
Metabical safe and effective in weight loss and less side effect compared to other products.
Metabical can be consumed one pill per day.
- Business and Industry Situation
Company wasted $400 million for research and development team that invented metabical
drugs. In medical pharmacy, patent of drug just 10 years, after that the drug can be generic
drug so other can make this prescription. This represented that metabical was wasted time
and money in R&D and on FDA trials for Metabical drugs.
- Competition Situation
The competitor such as Alli, Xenical, and Herbal supplements products. Because of the
founder of this kind of drug, the prospective competitor maybe can be threat to Metabical
too. From point of Parity, Metabical also weight-loss drugs and have some side effect too but
just few negative side effects and worked in low dose formulation compare to each other.
Point of Differences of Metabical is less of gastrointestinal discomfort but Metabical had
approved by the Food and Drug Administration (FDA) also average of treatment just 12
weeks.
- Marketing Mix
o Product

Metabical is a weight-loss that only consume 1 pill a day and less side effect
compare the other.
o Price
Metabical offers the price $4.5 / pill.

o Place

You can get Metabical from pharmacy and drug store with prescription.

o Promotion

Metabical do the promotion above the line (ATL) such as newspaper, magazine,
outdoor, etc and below the Line (BTL) campaign such as selling event, door to
door, trade marketing.

- Problem Definition

Barbara printup as senior director of marketing for Cambridge Science Pharmaceutical

(CSP) will launch a new product called Metabical which scheduled for next year. Now
printup must develop positioning strategy and associated marketing communications
plan for Metabical before product launch.

- Formulate alternatives

Pritup must make segmentation, targeting, positioning of Metabical product. She also
can calculate the potential market and forecast demand to get back the money that used
for R&D team and make profit for company.

Segmentation : Metabical drug specifically for the overweight segment (BMI of 25 to 30).

Targeting : The person who willing to change current behavior and to live healthy
lifestyle, women with age ranging from 25-65, women with college education and above
and actively trying to lose weight.
- Analyze the alternatives
Based on SWOT analysis of Metabical product :
 Internal Analysis

Strengths : only consume 1 pill a day and less side effect compare the other, FDA
approval safe
and effective in weight loss, the average treatment just 12 weeks.

Weakness : effective just for individual with overweight categorize (BMI = 25 to 30) and
have side
effect gastrointestinal discomfort.
 External Analysis

Opportunity : approximately 65% of adult population in U.S categorizes as overweight,

founder
of prescription drug for overweight segment (BMI 25-30) which approved by FDA, having
comprehensive support program Health care campaign, high demand of people wanting
to loss
weight.

Threat : strict regulation due to negative side effect of weight loss drug, Increasing
herbal and
dietary supplements.
- Recommend one solution and prepare the contingency plan

Printup can use push and pull strategy to marketing this product. Push strategy mean
that a promotion strategy that calls for using the sales force and trade promotion to
push the product through channels which can be inform to final consumer. And from pull
strategy, a promotion strategy that spending a lot on consumer advertising and
promotion to induce final consumers.
 Positioning : Approved by FDA

High medical risk Low medical risk

Herbal supplement product and dietary supplement

Approved by OTC weight

loss products