STP AND INTEGRATED

MARKETING

COMMUNICATION FOR

METABICAL

ROOPAN ROY(B13168)

SAIYAM SANGHVI(B13169)

SANTANU MALLICK(B13170)

CSP-25 billion

in sales

Overweight issue in the US

Around 65 % in US are

considered overweight.

Problems due to obesity

Health complications

Social stigma

Stereotypes

Negative impact on

professional life.

Metabical-

scheduled for

launch in JAN

2009.

To prepare a

viable

positioning

and

communicatio

ns strategy.

ANTI-OBESITY DRUGS

METABICAL

Advantages

• Only prescription anti-obesity drug approved by FDA.

• Side-effects are not very harmful.

• 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.

• Alli- FDA

approved OTC.

• Side-effects.

• Herbal and

dietary

supplements-

hoodia, green-

tea, etc .

SUPPORT

PROGRAMME

• The goal of the

programme is to

enable the individual

to achieve better

result than they

would have from

consuming the pill

alone.

• Includes reference

materials, online

weight control tools,

community forums,

nutrition consultants,

exercise plans.

Satisfied 30%

Not Satisfied

70%

Respondents feelings on current weight

Not trying to Lose Weight

65%

Ready to take Drugs 15%

Trying to Lose Weight

35%

Respondents on Losing Weight

65

30

40

30

35

75

50

55

60

65

Dissatisfied with their current weightand appearance

Visited a health care provider yearly

Wanted to change their behaviour fora healthy lifestyle

Tried and failed to lose weight in last5 years

Dissatisfied with current weight lossprograms

Percentage of Respondents Women Men

75

45

25

55

College Degree

High School Diploma

Awareness of Health Risks Aware Unaware

65

40

35

60

18 to 35

35+

Reasons for Losing Weight

To Look Better To Improve Overall Health

5

11

20

<$40000

$40000-$80000

$80000<

Percentage of People with Incomes

Willing to pay out of Pocket

STRENGTHS • FDA Approval

• First authentic mover advantage

• Low dosage formulation

• Lower stress on Heart and Kidney functioning (calosera & meditonan)

• Results within prescribed drug regimen

WEAKNESS • Gastro intestinal discomfort on high fat and calories consumption

• implementation of support programme (monitoring)

OPPORTUNITY • 65% of the entire adult population categorized as overweight, obese and several obese.

•Overweight is the 2nd leading cause of preventable death in US

• Social stigma for overweight people in US

• FDA review of Alli and Xenical

THREAT • Competition from Alli, Xenical and Herbal supplements.

• Low awareness from consumers

• Alternate medical advancements

SWOT ANALYSIS

Segmentation-Targeting-Positioning Demography 17 until 70 years old

education level : less than high school- college

income level : $25,000 - $80,000+

Geography urban and rural people

Behavior Choose drugs to lose their weight

Brand Loyal & Value oriented

Health treatment oriented

Price sensitive

Choose drugs based on advice

Psychography People who want to be healthier

People who want to lose weight with easy way

People with BMI’s score: overweight (25-30)

Want to look like movie star

Want to wear skinny jeans

Demography 25 until 70 years old

$25,000 ++

Geography Urban people

Behavior Choose drugs to lose their weight

Loyal and Value oriented

Health treatment oriented

Choose drugs based on advice

Psychography People who want to be healthier

People with BMI score of 25-30

Positioning METABICAL

Metabical can give the TG the healthy life they have always

aspired. This can boost their confidence at all tasks they

involve in, especially at workplaces.

• The pill in our opinion must be targeted at men and

women who are concerned about their Overweight.

• The key should be to highlight the fact the pill does it work

within the regimen instructed by the prescriber, at a

consumption rate of 1 pill a day only.

• The FDA approval will alleviate the safety concerns, if any.

• Delivers results on time as promised.

Perceptual Map

Approved by FDA: weight loss drugs

OTC weight loss drugs dietary supplement approved

Low medical risk High medical risk

Xenycal

Alli

green tea extract, chromium, hoodia

Metabical

Gyms & Spas

The Modes of Communication

4Ps

Product:

METABICAL

Price:

$ 4.5/ pill

Promotion:

ATL + BTL

Place:

Pharmacy/ Hospitals

The 4Ps

ATL Campaigns

• “Losing weight is tough” campaign

• Health conferences and Talk shows

• TV commercials: Radio

• “The Metabical Challenge”

• Print Ads

• Mobiles Clinics

• Health Magazines

• Billboards

• Sponsorships and Tie-ups

• Direct Mail

• Personal selling

• Social media

marketing

• E-mail and Online

Advertsing

• Buzz in Word of

Mouth Marketing

• Pharmacy stores

BTL Campaigns

ESTIMATED SALES • R&d and fda expenses = $ 400,000,000

• Marketing budget = $ 23,146,000

• Estimated retail price = 4$

• User 1 pill / day

• Treatment 12 weeks = 84 days

• Us adult population (2008) = 230 mil

• Assuming the percentage of overweight people remains

same = 34%

• Overweight people= 0.34*234 mil=78.2 mil

• Now using exhibit 2, no of people actively trying to lose

weight= .35*78.2=27.37 mil

• People ready to use drugs to lose weight= .15*27.37=

4.1055 mil

• Assuming e capture 30% mkt in first year as there is no

competition, no of users=0.30*4.1055=1.23165 mil

• Revenue= 84*4*1.23165=413 mil