Metabical
Download as PPTX, PDF5 likes22,056 views
The document summarizes a marketing plan for Metabical, a new weight loss drug. It discusses target consumers as moderately overweight individuals, and competitors include Alli and herbal supplements. The plan outlines advertising focusing on health risks of excess weight, a sales force of 32 representatives, and supporting programs to encourage lifestyle changes. The budget allocates most funds to marketing in the drug's first year to establish brand awareness and trial among the target segment.
Metabical
- 1. PRESENTED BY: PINKY KUMARI SWATI CHANDRA NISSI KUMARI RASHMI FLORA L BIRLA INSTITUTE OF TECHNOLOGY
- 2. METABICAL 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
- 3. ISSUE Medical scheduled launching for January 2009 February 2008 , Print up's first order of business was to develop a viable positioning strategy and associated marketing communication plan for Metabical
- 4. BMI has three categories for adults: Overweight (25 to 30) Obese (30 to 40) Severely obese (over 40)
- 5. Health and Social Issues • 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
- 6. 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
- 7. Trial participant reached their weight-loss goals by week 12 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
- 8. SUPPORT PROGRAMS 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 The Support Program Would Include : •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)
- 9. Trends : Percentage of Overweight, Obese, and Severely Obese Adults in the U.S. 1976-2001 % of U.S. Adults U.S. Adult 1999-2000 Men Women (BMI≥25) Prevalence (BMI≥25) Overweight Obese Severely Obese Population (%) Prevalence (%) Overall Age (25 ≤ BMI < 30) (30≤BMI<40) (BMI≥40) (millions) (years) 67.0 62.0 1999 to 2000 34.0 25.8 4.7 209 in 2000 20 to 34 35 to 44 58.0 67.6 51.5 63.6 1988 to 1994 33.0 20.1 2.9 185 in 1990 45 to 54 71.3 64.7 55 to 64 72.5 73.1 1976 to 1980 31.6 14.4 no data 163 in 1980 65 to 74 77.2 70.1 75+ 66.4 59.6 Education Level 2001 Obesity (%) Income Level 2001 Obesity (%) Less than high school 27.4 Less than $25000 32.5 High School 23.2 $25000-$40000 31.3 Some College 21.0 $40000-$60000 30.3 College 15.7 More than $60000 26.8
- 10. Not Satisfied with Weight Had tried and failed to lose weight in past five 35% years actively trying to lose weight Want to change their 30% 70% behavior to live a healthy lifestyle 15% Visited a health care using drugs provider Current weight loss in the market..
- 11. Focused heavily on both the end consumer (the patient) and the healthcare provider Promotions and Public Relation Sales Advertising Force Marketing Communication Strategy
- 12. Advertising Objective: Raise awareness and educate patients CSP’s Direct To Consumer (DTC) Concepts Those Extra Losing Weight 20 Pounds Look Your Best is Tough 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
- 13. Advertising Advertising Concepts Give your overweight patients a safe alternatives Your overweight patients are dying for help Introducing Metabical – Short-term drug therapy and comprehensive support program for overweight patients Push Target Advertising Featuring Professional (Less than Celebrity Medical 5% of Total Endorser Community Marketing Budget) Aimed at health care providers
- 14. Promotion Social Networking Direct Mail Viral Marketing Sites and Campaign Campaign Contestant Blogs • Planned a • The Metabical • Create Buzz mailing for Challenge about Metabical 100.000 health • On-line contest care provider (pamphlet and reply card offering a sample) done correctly, social and viral marketing had the If potential to be an extremely valuable, cost-effectife medium
- 15. Public Relations Focusing on health issues for overweight patients About $4.3 million would be spent for Public Relations
- 16. Sales Force SALES FORCE To develop sales scripts and presentations providing clinical information Visited targeted medical offices four times a year to discuss the drug and provide samples The Metabical sales team consisted of 32 sales representatives who called on approximately 3.200 medical offices
- 17. CONCLUSION 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 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
- 18. 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?
- 19. Identify and Establish Brand Positioning and Values What, whom, wh Competitor POP & POD o, why POSITIONING TARGETING SEGMENTATION STATEMENT
- 20. What is Metabical ? Why Metabical ? For whom Metabical ? Who are the competitors ?
- 21. COMPETITORS Head to Head Competitors Others Competitor • Herbal • Alli supplements products • Xenical
- 22. POP AND POD (IN THIS CASE WITH ) Point Of Parity Point Of Differences Category POP Category POD Less severe of gastrointestinal Weight-loss drugs discomfort Approved by FDA Competitive POD Have some side-effect Weight-loss drug approved by (associated with excess fat & calories) FDA specifically for overweight individual Competitive POP contain ‘calosera’ + Few negative side effects ‘meditonan’ = dramatic weight- Worked in low-dose loss formulation Average course of treatment = 12 weeks
- 23. SEGMENTING AND TARGETING Demography 17 until 70 years old education level : less than high school, high school, some Demography collage, collage 25 until 65 years old income level : $25,000 - $80,000+ Collage $25,000 ++ Geography urban and rural people Geography Urban people
- 24. Psychography : People who want to look like a movie star People who want to be healthier People who want to wear the skinny jeans People who want to lose weight with easy Psychography way People who want to People that fine in the way they are be healthier People with BMI’s score : overweight (25-30), obese (30-40), severely People with BMI obese (over 40) score of 25-30 Behavior : Choose drugs to lose their weight Choose herbal to lose their weight Behavior Like sport Choose drugs to lose their weight Loyal to brand Like sport Value oriented Loyal to brand Health treatment oriented Value oriented Price sensitive Health treatment oriented Choose drugs based on advice Choose drugs based on Check their healthy if there is only advice damage
- 25. 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
- 26. Positioning Statement Choices For men and women who concern about their over weight Metabical is a weight-loss drug with prescription that only consume 1 pill a day Which gives the most dramatic weight-loss, safe drugs and helping you to make a healthy life Because of it had approved by FDA as a safe drugs with prescription and suggested by clinical researches.
- 28. Building MARKET COMMUNICATION Brand Equity of Metabical Increase the percentage of target customers using simple yet catchy messages. Create awarness about metabical To increase the number of target customers who prefer Metabical rather than competing product . To generate positive feeling about the product and to build favourable attitudes by conveying useful product information. To increase Metabical usage rate among existing customers. Encouraging our product trial among non-users/users of competitive brands.
- 29. Visual : TV ads Non visual : radio, campaign Traditional : sales promotion, event sponsorship Non traditional : mobile marketing, telemarketing, s Modes ocial media Paid : TV ads, radio, Non paid : social media marketing Local : TV ads, radio
- 30. TARGET AUDIENCE Demographi Psychographic Distribution Media reach c point • Primary Male and People who Pharmacy TV (main) Female ages want to be Drug store Magazine : 25 – 65 healthier Radio Urban people Mobile People who Social network want to have proportional • Secondary weight Male and People who Medical Sales Female want to look office representative doctors best
- 31. Product Metabical is a weight-loss drug with prescription that only consume 1 pill a day Price $4.5 / pill 4P Promotion ATL and BTL campaign Place Pharmacy and Drug store
- 32. Marketing Communication Strategy Plan 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
- 33. 4. Billboard 5. Print ads 6. Mobile Clinic and Sport Events 7. Magazine/ Newspaper
- 34. Below The Line Goals : To communicate the proper positioning of Metabical; Inform the benefits of Metabical 1. Personal selling 2. Social media marketing Facebook & Twitter 3. Email marketing 4. E-advertisement E-solution (Web) Health care articles 5. Create Contest “Miss Metabical”
- 36. SURVEY RESULT % of U.S. Adults US Adult Population Year Overweight Obese Severely Obese (million) 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 81,420,000 70% were not satisfied with their weight 56,994,000 35% were actively trying to lose weight 28,497,000 15% were comfortable using drugs 12,213,000
- 37. CUSTOMER ANALYSIS Per pill price : $4.5 Per day usage : 1 pill Per package usage : 84 days Per customer usage : 84 pills Customer 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 Potential customer interesting in Metabical: 9.770.400 Total acquiring assumption: 70%: 6.839.280
- 38. Financial Calculation Price / Pill (doctors) : $4 Profit Margin : 50% Profit / Pill : $2 Potential revenue 2,297,998,080 Marketing cost 23,146,000 RnD and FDA cost 400,000,000 Production 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
- 39. Controls 1 sales representative for 100 medical offices Build relationship with doctors Discussion about Metabical every 3 months Insentives for doctors