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
SSU
UP
PP
PO
OR
RTT P
PR
RO
OG
GR
RA
AM
M
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
