Essay about Metabicalsss 120320225209 Phpapp02

Submitted By a437920
Words: 1964
Pages: 8

Meh – Tuh – Bye – Cal
Lukman Kresno O. 29110394
Yohanes De Deo Tedo
29110399

Anggi Fitrining Tyas

29110400

Ronaldo Bagus Putra
29110404

Wisnumurti 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

Issue
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

BMI has three categories for adults: Overweight (25 to 30)
Obese (30 to 40)
Severely obese (over 40)

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

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

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

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

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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)

MARKET RESEARCH

Trends : Percentage of Overweight, Obese, and Severely
Obese Adults in the U.S. 1976-2001

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

Visited a health care provider Current weight loss in the market..

The level of education

Age

Advertising

Promotion &
PR

Sales Force

Promotion and Public
Relation

Sales Force

Advertising

Marketing Communication Strategy
Focused heavily on both the end consumer (the patient) and the healthcare provider

Advertising

Promotion &
PR

Sales Force

Advertising
Objective:

Raise awareness

and educate patients

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

Advertising

Promotion &
PR…