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Meh – Tuh – Bye – Cal
Lukman Kresno O. 29110394Yohanes De Deo Tedo 29110399Anggi Fitrining Tyas 29110400Ronaldo Bagus Putra 29110404Wisnumurti Rahardjo 29110412
METABICAL
Metabical (Meh – tuh – bye –cal)
Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals
CSP focus on developing, manufacturing, and marketing product that treat metabolic disorders, gastrointestinal disease, immune deficiencies, as well as other chronic and acute medical conditions
Sales over $25 billion in 2007
Printup had over 20 years of experience marketing
Medical scheduled launching for January 2009
Today is February 2008 and Printup’s first order of business was to develop a viable positioning strategy and associated marketing communication plan for Metabical
Issue
BMI has three categories for adults:
Overweight (25 to 30)
Severely obese (over 40)
Obese (30 to 40)
• Excess weight approximately 65% of the entire adult population• Being overweight is related to a number of serious health complication• Overweight individual endure a significant social stigma• Laziness and self-indulgence are common stereotypes associated with overweight• The professional life negatively affected the hiring decision, wages, and promotions
Health and Social Issues
Weight Loss Drugs• Only OTC drug named Alli had been
approved by the FDA• Negative side effect of Alli included
gastrointestinal conditions such as loose stools, increased defecation, incontinence, abdominal pain, and liver damage
• Other OTC weight-loss solutions were categorized as herbal or dietary supplements by the FDA and unregulated by the agency
• Herbal remedies and dietary supplements did not require stringent FDA testing and approval
• The dietary supplement ephedra was linked to several cases of sudden cardiac death and other serious health risk
MetabicalAdvantage:
Fat-blockingCalorie-absorption agentReducing stress on heart or liverControlled-release feature
Disadvantage:Gastrointestinal discomfortNot effective to be consumed with excess fat and calories
Metabical create behavior modification and healthier eating habit
Metabical not very effective in helping individuals with BMI of 30 or greater
CSP estimates that Metabical would be prices at $3 - $5 per day, with the average course of treatment lasting 12 weeks
Trial participant reached their weight-loss goals by week 12
The goal was to enable individuals to achieve better result than they would from the pill alone
It would teach lifestyle skills for healthy weight maintenance after the initial weight loss achieved
SUPPORT PROGRAM
• Reference materials
• Online weight-control tools (weight-loss tracker, food diary, nutritional and calorie calculator)
• Personal support (community forums)
• Meal plans (menu planner, grocery lists, thousands of recipes)
• Exercise plans (weight training and cardio routines)
The Support Program Would Include :
MARKET RESEARCH
Overweight (25 ≤ BMI < 30)
Obese (30≤BMI<40)
Severely Obese (BMI≥40)
1999 to 2000 34.0 25.8 4.7 209 in 20001988 to 1994 33.0 20.1 2.9 185 in 19901976 to 1980 31.6 14.4 no data 163 in 1980
U.S. Adult Population (millions)
% of U.S. Adults 1999-2000 Men (BMI≥25) Prevalence
(%)
Women (BMI≥25)
Prevalence (%)Overall Age
(years)67.0 62.0
20 to 34 58.0 51.535 to 44 67.6 63.645 to 54 71.3 64.755 to 64 72.5 73.165 to 74 77.2 70.1
75+ 66.4 59.6Education Level 2001 Obesity (%)Less than high school 27.4
High School 23.2Some College 21.0
College 15.7
Income Level 2001 Obesity (%)Less than $25000 32.5
$25000-$40000 31.3$40000-$60000 30.3
More than $60000 26.8
Trends : Percentage of Overweight, Obese, and Severely Obese Adults in the U.S. 1976-2001
30%
35%actively trying to
lose weight
15%using drugs
70%
Not Satisfied with Weight
Had tried and failed to lose weight in past five years
Want to change their behavior to live a healthy lifestyle
Visit health
care50%
Others50%
Women
Visit Health
care30%
Others70%
Men
Visited a health care provider
Current weight loss in the market..
The level of education
Age
Focused heavily on both the end consumer (the patient) and the healthcare provider
Marketing Communication Strategy
Advertising
Promotion and Public Relation
Sales Force
Advertising Promotion & PR Sales Force
Objective:Raise awareness and educate patients
AdvertisingAdvertising Promotion &
PR Sales Force
CSP’s Direct To Consumer (DTC) Concepts
Losing Weight is Tough Look Your Best
Those Extra 20 Pounds could be Killing You
Included a DTC Television, Online, Radio, Print Media Blitz at the time
of drug’s launch and heavy advertising throughout the first year to
establish the Metabical name
AdvertisingAdvertising Promotion &
PR Sales Force
Featuring Celebrity Endorser
Target Professional
Medical Community
Push Advertising
(Less than 5% of Total
Marketing Budget)
Advertising Concepts• Give your weight patients
a safe alternatives• Your overweight patients
are dying for help• Introducing Metabical –
Short-term drug therapy and comprehensive support program for overweight patients
Aimed at health care providers
PromotionAdvertising Promotion &
PR Sales Force
Direct Mail Campaign
• Planned a mailing for 100.000 health care provider (pamphlet and reply card offering a sample)
Viral Marketing Campaign
• The Metabical Challenge• On-line contest
Social Networking Sites and Contestant
Blogs
• Create Buzz about Metabical
If done correctly, social and viral marketing had the potential to be an
extremely valuable, cost-effectife medium
Public RelationsAdvertising Promotion &
PR Sales Force
Focusing on health issues for overweight patients About $4.3 million would be spent for Public Relations
Firs
t Eve
ntOccur one month before the drug’s launchA roundtable discussion involving prominent through leaders in medical community
Seco
nd E
ventMedical research
symposium that was open to media and to medical professionalsOccur at the same week as the drug’s launch
Sales ForceTo develop sales scripts and presentations providing
clinical information
Advertising Promotion & PR Sales Force
Visited targeted medical offices four times a year to discuss the drug and provide samples
The Methabical sales team consisted of 32 sales representatives who called on approximately
3.200 medical offices
Conclusion
Printup knew that poor positioning of the drug could spell disaster
Printup needed to flesh out the optimal segmentation, targeting, and positioning of the drug
CSP had spent in R&D and on FDA trials for Metabical in 10 years and $400 million
Consumer research showed great promise for Metabical
THE PROBLEMS
Question• Who was the ideal target consumer?• How should each participant in the decision-making process be
addressed?• How could these participants best be reached?• What was the appropriate message to convey to each one of them?• What was the role of the support program?• What was the optimal rollout schedule for key marketing
communications activities?
Identify and Establish Brand Positioning and Values
Plan and implement Brand Marketing Programs
Measure and interpret brand performance
Grow and sustain brand equity
Brand Management Steps
Metabical
STEP 1. Identify and Establish Brand Positioning and Values
4 W
Competitor
POP & POD
SEGMENTATION
TARGETING
COMPETITIVE MAPPING
SWOT
POSITIONING STATEMENT
4W
What :Safe drug for weight-lossHelped with behavior modification & healthier eating habitsCalosera + Meditonan = Dramatic weight-lossIt had a few negative side effects
For whom :Specifically overweight individuals
(BMI of 25 to 30)
Why :Proven by clinical researches as a drug which give significat weight-loss than other and you only need 1 pill a dayIt worked in a low-dose formulationIt had approved by FDAreducing stress on heart or liver functions that other weight-loss drugs tended to produce
Againts who :ALLI, XENICAL, Other OTC drugs
(TrimSpa, Xenadrine EFX, CortiSlim, One-A-Day), herbal or dietary
supplements
4 W METABICAL
Competitors
Head to Head Competitor
• Alli
• Xenical
Others Competitor
• Herbal supplements products
POP and POD(in this case with alli)
Point Of ParityCategory POP• Weight-loss drugs• Approved by FDA• Have some side-effect (associated
with excess fat & calories)Competitive POP• Few negative side effects• Worked in low-dose formulation
Point Of DifferencesCategory POD• Less severe of gastrointestinal
discomfortCompetitive POD• Weight-loss drug approved by FDA
specifically for overweight individual
• contain ‘calosera’ + ‘meditonan’ = dramatic weight-loss
• Average course of treatment = 12 weeks
SEGMENTING and TARGETING
Demography 17 until 70 years old education level : less than high school, high school,
some collage, collage income level : $25,000 - $80,000+
Geography urban and rural people
Behavior : Choose drugs to lose their weight Choose herbal to lose their weight Like sport Loyal to brand Value oriented Health treatment oriented Price sensitive Choose drugs based on advice Check their healthy if there is only damage
Psychography :People who want to look like a movie starPeople who want to be healthierPeople who want to wear the skinny jeansPeople who want to lose weight with easy wayPeople that fine in the way they arePeople with BMI’s score : overweight (25-30), obese (30-40), severely obese (over 40)
Demography25 until 65 years old
Collage$25,000 ++
GeographyUrban people
Behavior Choose drugs to lose their weight Like sport Loyal to brand Value oriented Health treatment oriented Choose drugs based on advice
PsychographyPeople who want to be healthierPeople with BMI score of 25-30
PRIMARY TARGET
Doctor
• specifically for physicians/ doctors, interlace cooperation with those who already have credibility , so that they can be one of brand endorser of our products. This will facilitate the stage of marketing communications
SECONDARY TARGET
Perceptual Mapping
OTC weight loss drugs approved (dietary supplement)
Low m
edical riskHi
gh m
edic
al ri
sk
Approved by FDA: weight loss drugs
Metabical
Strength :FDA approvalFew negative side effectCcombined by : CALOSERA + MEDITONANFirst mover which targeting over weight segment. Worked in a low-dose formulationReducing stress on heart or liver function
Weakness :Gastrointestinal discomfort when users consumed high levels of fat and calories.New player in dietary supplement
Opportunity :65% of the entire adult population categorized as overweight, obese and several obese.Overweight is the 2nd leading cause of preventable death in USSocial stigma for overweight people in USBad experience of Alli and Xenical effects-
Threats :Competition from Alli, Xenical and Herbal supplementsBad experience of dietary drugsLow awareness from consumersOpportunity for new entry players.
SWOT
Positioning Statement Choices
Because of it had approved by FDA as a safe drugs with prescription and suggested by clinical researches.
For men and women who concern about their over weight
Which gives the most dramatic weight-loss, safe drugs and helping you to make a healthy life
Metabical is a weight-loss drug with prescription that only consume 1 pill a day
Positioning Statement
“HEALTHY DIET MEDICINE FOR HEALTHY LIFE”
STEP 2. Plan and implement Brand Marketing Programs
Objectives Modes Implement Measure Adjust
Stage of Brand Communication
Objectives
Messages :For Consumers :
Measure your BMI, go to recommended doctors and get your prescription
For Doctors :It’s all about quality products
Building Brand Equity of Metabical
Modes
Visual : TV adsNon visual : radio, campaign
Traditional : sales promotion, event sponsorshipNon traditional : mobile marketing, telemarketing, social media
Paid : TV ads, radio, Non paid : social media marketing
Local : TV ads, radio
Target Audience
Demographic Psychographic Distribution point
Media reach
Male and Female ages : 25 – 65 Urban people
People who want to be healthier
People who want to have proportional weight
Pharmacy Drug store
TV (main)MagazineRadioMobileSocial network
Male and Female doctors
People who want to look best
Medical office Sales representative
• Primary
• Secondary
Modes
Implement
4P
Product Metabical is a weight-loss drug
with prescription that only consume 1 pill a day
Promotion ATL and BTL campaign
Place Pharmacy and Drug store
Price $4.5 / pill
Marketing Communication Strategy PlanImplement
Above The Line Goals : To introduce metabical; To communicate the proper positioning of Metabical; inform the benefits of Metabical;To attrack the attention from target market.
1. Launch the “Loosing Weight is Tough” campaign invite the doctors to come in doctor’s conference about Metabical talk show for consumers about overweight brand endorser conference about health and overweight
2. TV commercial
3. Radio
Above The Line Goals : To introduce metabical; To communicate the proper positioning of Metabical; Inform the benefits of Metabical;To attract the attention of target market
5. Print ads
4. Billboard
7. Mobile Clinic and Sport Events
8. Magazine/ Newspaper
Below The Line Goals : To communicate the proper positioning of Metabical;
Inform the benefits of Metabical
3. Email marketing
2. Social media marketingFacebook & Twitter
1. Personal sellingSPG & Booth event
4. E-advertisement E-solution (Web) Health care articles
5. Create Contest “Miss Metabical”
6. Buzz Marketing
Timeline ATLNove
mber
2008
Decem
ber
2008
Januar
y
2009
Februa
ri
2009
March
2009
April
2009
May
2009
June
2009
July 2009 August
2009
Septemb
er 2009
October
2009
Novemb
er
2009
Decem
ber
2009
Creating Working
Prototype
Launch Campaign
Talk show
Conference
TV ads
Radio
Magazine
Billboard
Print ads
E-advertisement
Mobile Clinic and
Sport Events
Timeline BTL
Nove
mber
2008
Decem
ber
2008
Januar
y
2009
Februa
ri
2009
March
2009
April
2009
May
2009
June
2009
July 2009 August
2009
Septemb
er 2009
October
2009
Novemb
er
2009
Decem
ber
2009
Creating Working
Prototype
Buzz Marketing
Personal Selling
Social Media
Email Marketing
Mobile Marketing
Contest “Miss
Metabical”
FINANCIAL CALCULATION AND CONTROLS
Measure Adjust
Survey Result
Year
% of U.S. Adults US Adult Population
(million)Overweight Obese Severely Obese
2008* 35.4 31.5 6.5 230 in 2008
1999 - 2000 34 25.8 4.7 209 in 2000
1988 - 1994 33 20.1 2.9 185 in 1990
1976 - 1980 31.6 14.4 - 163 in 1980
Overweight population in 2008 81,420,00070% were not satisfied with their weight 56,994,00035% were actively trying to lose weight 28,497,00015% were comfortable using drugs 12,213,00012% interesting with Metabical 9,770,400
Customer Analysis
Potential customer interesting in Metabical: 9.770.400
Total acquiring assumption: 70%: 6.839.280
Per day usage : 1 pillPer package usage : 84 daysPer customer usage : 84 pillsCustomer spending per package : $4.5 * 84 = $378
If a customer has an income of $25000/year, then it’s only takes 6% of income/month for 3 months
Per pill price : $4.5
Potential revenue 2,297,998,080Marketing cost 23,146,000RnD and FDA cost 400,000,000Production and Other Cost 1,148,999,040
Potential Profit $725,853,040
So, in every dollar spent in marketing cost would gives $31.36 profit for Metabical
Price / Pill (doctors) : $4Profit Margin : 50%Profit / Pill : $2
Financial Calculation
Controls
1 sales representative for 100 medical offices
Build relationship with doctors
Discussion about Metabical every 3 months
Insentives for doctors
THANK
YOU