Metabical
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Metabical : Positioning and Communication
Strategy for a new Weight-Loss Drug
ZOOM Syndicate
Gari Nurahman Wahyu Kumoro Santo Rizal
Background
Time February 2008
Cambridge Sciences Pharmaceuticals (CSP)
International health care company Focus on Developing, manufacturing, and marketing product (metabolic disorder, gastrointestinal disease, immune deficiencies, etc.) Barbara Printup, Senior Director of marketing Want to launch Metabical (Meh-tuh-bye-cal)
Objective
Develop Positioning Strategy Build the Marketing Communication plan
Positioning
IMC
Launch
February 2008
January 2009
Analysis
United State Issue
In 2005, 65% from adult Population is Overweight, Obese and severely obese. The Second cause of preventable death Social Stigma (affect to professional life)
Weight loss Drugs characteristic
No Prescription drugs for (BMI of 25 30) are available Negative side effects ( gastrointestinal effect, and liver damage) Herbal/ dietary supplement Required an FDA approval except herbal
Metabical
Approved by FDA Specifically for Overweight (BMI 25 30) Reducing stress on heart and liver Single dose per day (controlled release feature) The side effect (gastrointestinal discomfort) less severe then other (if the patient consumed high level of fat and calories) Not recommended for BMI >30
Support Program
Reference material Online weight Control Personal Support Meal Plans
Weight loss tracker Food diary Nutritional and calorie calculator
Goals
Community Forums
Menu Planner Grocery list Thousands of recipes Enable Individuals to achieve better results than they would from the pill alone (Teach lifestyle skill for healthy weight maintenance after the initial weight loss was achieve)
Exercise Plans
Weight training Cardio routines
The Magic
Reach the goal by week 12
BMI 25 28 28 30
Metabical
(Pounds)
Other
(Pounds)
15 26
2 6
Market Research...
Strategy for a new Weight-Loss Drug
ZOOM Syndicate
Gari Nurahman Wahyu Kumoro Santo Rizal
Background
Time February 2008
Cambridge Sciences Pharmaceuticals (CSP)
International health care company Focus on Developing, manufacturing, and marketing product (metabolic disorder, gastrointestinal disease, immune deficiencies, etc.) Barbara Printup, Senior Director of marketing Want to launch Metabical (Meh-tuh-bye-cal)
Objective
Develop Positioning Strategy Build the Marketing Communication plan
Positioning
IMC
Launch
February 2008
January 2009
Analysis
United State Issue
In 2005, 65% from adult Population is Overweight, Obese and severely obese. The Second cause of preventable death Social Stigma (affect to professional life)
Weight loss Drugs characteristic
No Prescription drugs for (BMI of 25 30) are available Negative side effects ( gastrointestinal effect, and liver damage) Herbal/ dietary supplement Required an FDA approval except herbal
Metabical
Approved by FDA Specifically for Overweight (BMI 25 30) Reducing stress on heart and liver Single dose per day (controlled release feature) The side effect (gastrointestinal discomfort) less severe then other (if the patient consumed high level of fat and calories) Not recommended for BMI >30
Support Program
Reference material Online weight Control Personal Support Meal Plans
Weight loss tracker Food diary Nutritional and calorie calculator
Goals
Community Forums
Menu Planner Grocery list Thousands of recipes Enable Individuals to achieve better results than they would from the pill alone (Teach lifestyle skill for healthy weight maintenance after the initial weight loss was achieve)
Exercise Plans
Weight training Cardio routines
The Magic
Reach the goal by week 12
BMI 25 28 28 30
Metabical
(Pounds)
Other
(Pounds)
15 26
2 6
Market Research...