Metabical
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The document discusses the development and marketing plan for Metabical, a new weight loss drug launching in January 2009. It outlines the target consumer as overweight individuals with a BMI of 25-30, and describes a marketing strategy focusing on advertising to consumers and healthcare providers, promotions, public relations events, and a sales force visiting doctors' offices. The plan aims to establish Metabical as a safe and effective short-term treatment option supported by a lifestyle program.
Metabical
- 1. Meh – Tuh – Bye – Cal Lukman Kresno O. 29110394 Yohanes De Deo Tedo 29110399 AnggiFitrining Tyas 29110400 RonaldoBagus Putra 29110404 Wisnumurti Rahardjo 29110412
- 2. SUPPORTED BY PINISI BACKPACKER HOSTEL JL. Musaen 192/6A BANDUNG INDONESIA +6222-86868610
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- 5. 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
- 6. 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
- 7. BMI has three categories for adults: Overweight (25 to 30) Severely obese (over 40) Obese (30 to 40)
- 8. • 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
- 9. 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
- 10. Metabical Advantage: Fat-blocking Calorie-absorption agent Reducing stress on heart or liver Controlled-release feature Disadvantage: Gastrointestinal discomfort Not effective to be consumed with excess fat and calories
- 11. 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
- 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
- 13. •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 :
- 15. Overweight (25≤BMI<30) Obese (30≤BMI<40) SeverelyObese (BMI≥40) 1999to2000 34.0 25.8 4.7 209in2000 1988to1994 33.0 20.1 2.9 185in1990 1976to1980 31.6 14.4 nodata 163in1980 U.S.Adult Population (millions) %ofU.S.Adults 1999-2000 Men (BMI≥25) Prevalence (%) Women (BMI≥25) Prevalence (%) Overall Age (years) 67.0 62.0 20 to 34 58.0 51.5 35 to 44 67.6 63.6 45 to 54 71.3 64.7 55 to 64 72.5 73.1 65 to 74 77.2 70.1 75+ 66.4 59.6 Education Level 2001 Obesity (%) Less than high school 27.4 High School 23.2 Some 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
- 16. 30% 35% activelytrying to lose weight 15% using drugs 70% Not Satisfied with Weight
- 17. Had tried and failed to lose weight in past five years Want to change their behavior to live a healthy lifestyle Visit health care 50% Others 50% Women Visit Health care 30% Others 70% Men Visited a health care provider
- 18. Current weight loss in the market.. The level of education Age
- 19. 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
- 20. Objective: Raise awareness and educate patients Advertising Advertising 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
- 21. Advertising Advertising 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
- 22. Promotion Advertising 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
- 23. Public Relations Advertising Promotion & PR Sales Force Focusing on health issues for overweight patients About $4.3 million would be spent for Public Relations FirstEvent Occur one month before the drug’s launch A roundtable discussion involving prominent through leaders in medical community SecondEvent Medical research symposium that was open to media and to medical professionals Occur at the same week as the drug’s launch
- 24. Sales Force To 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
- 25. 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
- 26. THE PROBLEMS
- 27. 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?
- 29. 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
- 30. STEP 1. Identify and Establish Brand Positioning and Values 4 W Competitor POP & POD SEGMENTATION TARGETING COMPETITIVE MAPPING SWOT POSITIONING STATEMENT
- 31. 4W What : Safe drug for weight-loss Helped with behavior modification & healthier eating habits Calosera + Meditonan = Dramatic weight-loss It 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 day It worked in a low-dose formulation It had approved by FDA reducing 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
- 32. Competitors
- 33. Head to Head Competitor • Alli • Xenical Others Competitor • Herbal supplements products
- 34. POP and POD (in this case with alli) Point Of Parity Category 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 Differences Category POD • Less severe of gastrointestinal discomfort Competitive POD • Weight-loss drug approved by FDA specifically for overweight individual • contain ‘calosera’ + ‘meditonan’ = dramatic weight-loss • Average course of treatment = 12 weeks
- 36. 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 star People who want to be healthier People who want to wear the skinny jeans People who want to lose weight with easy way People that fine in the way they are People with BMI’s score : overweight (25-30), obese (30-40), severely obese (over 40) Demography 25 until 65 years old Collage $25,000 ++ Geography Urban people Behavior Choose drugs to lose their weight Like sport Loyal to brand Value oriented Health treatment oriented Choose drugs based on advice Psychography People who want to be healthier People with BMI score of 25-30 PRIMARY TARGET
- 37. 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
- 39. Perceptual Mapping OTC weight loss drugs approved (dietary supplement) Lowmedicalrisk Highmedicalrisk Approved by FDA: weight loss drugs Metabical
- 40. Strength : FDA approval Few negative side effect Ccombined by : CALOSERA + MEDITONAN First mover which targeting over weight segment. Worked in a low-dose formulation Reducing 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 US Social stigma for overweight people in US Bad experience of Alli and Xenical effects - Threats : Competition from Alli, Xenical and Herbal supplements Bad experience of dietary drugs Low awareness from consumers Opportunity for new entry players. SWOT
- 41. 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
- 42. Positioning Statement “HEALTHY DIET MEDICINE FOR HEALTHY LIFE”
- 43. STEP 2. Plan and implement Brand Marketing Programs
- 44. Objectives Modes Implement Measure Adjust Stage of Brand Communication
- 45. 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
- 46. Modes Visual : TV ads Non visual : radio, campaign Traditional : sales promotion, event sponsorship Non traditional : mobile marketing, telemarketing, social media Paid : TV ads, radio, Non paid : social media marketing Local : TV ads, radio
- 47. 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) Magazine Radio Mobile Social network Male and Female doctors People who want to look best Medical office Sales representative • Primary • Secondary Modes
- 48. 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
- 49. 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
- 50. 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
- 51. Below The Line Goals : To communicate the proper positioning of Metabical; Inform the benefits of Metabical 3. Email marketing 2. Social media marketing Facebook & Twitter 1. Personal selling SPG & Booth event 4. E-advertisement E-solution (Web) Health care articles 5. Create Contest “Miss Metabical” 6. Buzz Marketing
- 52. Timeline ATL 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 Launch Campaign Talk show Conference TV ads Radio Magazine Billboard Print ads E-advertisement Mobile Clinic and Sport Events
- 53. 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”
- 54. FINANCIAL CALCULATION AND CONTROLS Measure Adjust
- 55. 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 81,420,000 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
- 56. Customer Analysis Potential customer interesting in Metabical: 9.770.400 Total acquiring assumption: 70%: 6.839.280 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 Per pill price : $4.5
- 57. 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 Price / Pill (doctors): $4 Profit Margin : 50% Profit / Pill : $2 Financial Calculation
- 58. Controls 1 sales representative for 100 medical offices Build relationship with doctors Discussion about Metabical every 3 months Insentives for doctors
- 59. THANK YOU