Marketing Management

Case Study
Metabical: Positioning and Communications Strategy
for a New Weight Loss Drug

Kundhan Karunakar Adari

EPGP 14A 063

Q1. What is the target segment and Value Proposition for the Metabical? Using the
Marketing Strategy/ Brand Positioning Strategy Statement template discussed earlier in
the class, develop Marketing strategy statements for Metabical. Using the research data/
case facts, justify your strategy?

Market study shows that 65.4 percent of American individuals have a BMI of 25 or higher. In the
United States, 34% of adults were considered to be "overweight" (BMI of 25 to 30).

First-generation prescription medication for weight loss, Metabical has fewer negative effects
than its rivals. It consists of the brand-new appetite suppressant calosera coupled with the
ground-breaking fat- and calorie-blocking compound meditonan.

People with a BMI of 25 to 30 who are moderately overweight have found it to be safe and
beneficial.

Target Audience Persona -

Geographic
Urban & Rural People
Demographic
● Man & Women with age group of 24 – 65 years
● BMI range 25- 30
● Having income group in between $25,000 to $80,000

Psycho-graphic
● People who want to look like movie star
● People who want to be healthier and fit again in their skinny jeans
● People who want to lose weight with easy way

Behavioral
● People who love to do sports, are health conscious and would lose weight as per advice.
● People who previously used/ tried weight loss programs
● People who are interested in Health.

Value Proposition

● Compliance: about to receive FDA approval and is a prescribed medication

● Less or no negative effects when used as directed
● Working or has demonstrated considerable weight reduction in the given BMI range
● Less frequent tablet use: one per day

Advertising Plan

For obese users between the ages of 35 and 65 who have a BMI of 25 to 30 and want to lose 15
to 26 pounds in a year in order to improve their health and appearance while spending more
money.

Positioning Plan
One "FDA authorised" METABICAL pill taken daily is an efficient and secure way for obese
women who want to drop a lot of weight to do so. It also has less side effects when people
consume large amounts of fat and calories.

Market Scope

● Approximately 216 million adults lived in the US in 2005.

● The number of US adults who fall into the "overweight" category is 200 * 34%, which
equals 73.4 million.
 ● The number of people actively attempting to reduce weight is 73.4 * 35%, which equals
25.7 million.
● The number of people willing to utilize medicines to lose weight is 25.7 * 15%, which
equals 3.9 million.
● Daily dosage is one pill per day, with a minimum cost of $3. The cost per patient is equal
to 84 days times 1 pill per day times $3 per pill, or $252.
● The market potential is equal to $252 times 3.9 million, or $982 million.

Due to the size of the prospective market, the $300 million in R&D and $1.35 million in
marketing expenses for Metabical during the previous ten years have a strong chance of being
profitable.

The drug will become lucrative in 3–4 years even if the company just manages to capture 25% of
the potential market. Due to the size of the prospective market, the $300 million in R&D and
$1.35 million in marketing expenses for Metabical during the previous ten years have a strong
chance of being profitable. The drug will become lucrative in 3–4 years even if the company just
manages to capture 25% of the potential market.

Q2 What do you think would be the better advertising message for consumers, for
caregivers? How is it aligned to the strategy articulated in the statement above?

The public could be educated as much as possible about the weight-loss drug by using
advertising, promotion, and direct selling techniques to increase awareness of Metabical and its
12-week weight-loss guarantee.
For consumers:
● Magical Pill: Lose weight with FDA-approved medication.
● Lose weight in 12 weeks
● Fit back into your skinny jeans!
● A clinically proven weight-loss drug is called Metabical.
● Avoid atherosclerosis,coronary artery disease, hypertension, diabetes, gallbladder disease,
etc. due to overweight
● Metabical with few tools and few exercises is all one needs to get in shape.
● Healthy alternative to fad diets and harmful OTC drugs for overweight patients.
To hit the correct target audience, marketing communication plays a very important role.
Marketers and advertisers always try to sell the problem and its solution rather than the product
itself since fear is a stimulant.
According to the case study, many respondents made a concerted effort to lose weight but were
unsuccessful.
Q3 Comment on the proposed marketing program and examine what is their role in
marketing of Metabical

The marketing campaigns for the following products would be extremely important.
● Ambassador - Employing an influencer or a famous health enthusiast would garner more
traction for the brand. The influencer or the celebrity should be a familiar face that the
general audience could connect with.

● TV Advertising/ Print - This medium will have the highest reach, therefore its important
for the brand to invest and curtain messaging in a crisp manner. Right marketing message
always strikes a chord with the audience.

● Medical Journals - This will make it simpler for people who wish to lose weight quickly
to get access to the appropriate medications. The medicine should be promoted with the
help of an experienced physician.

● Interest/ Affinity towards Weight Loss - Specific target advertising can be done to target
users who are browsing articles or content related to weight loss and therefore, show a
curtailed marketing message to draw the attention of the user and thus drive them towards
a conversion.