Metabical: Positioning and Communications Strategy for · PDF fileYeshna Ramessur 8th February...
Transcript of Metabical: Positioning and Communications Strategy for · PDF fileYeshna Ramessur 8th February...
Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug
Yeshna Ramessur
8th February 2016
Revised
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Positioning Statement for Metabical after careful analysis of who the target market is and what it represents
in the market:
For women aged between 35 and 65 years old, with a BMI between 25 and 30, Metabical provides the
only integrated weight loss program that helps to eliminate the last 20 pounds, Metabical has been
clinically proven to help the consumer maintain her goal weight up to 3 years after the treatment, and
is considered the safest FDA approved prescribed weight loss pill on the market.
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A Positioning Statement answers 4 questions:
1. Target Market (page 4)
Moderately overweight individuals
BMI 25-30
Aged above 35 years to 65
Educated – college educated
High income earners - $80,000 and above
Looking forward to a long healthy life so much as they
are willing to change their lifestyle
Health- conscious and start to feel the pressure of
growing old and putting on weight leading to social
awkwardness
Scared and find inconvenience with the side effects
Drained from using other alternatives that just don’t
work.
2. Frame of Reference (page 5)
A revolutionary prescription drug, approved by the FDA,
Metabical is a weight loss pill with a support programme
that will help users develop a working habit helping them
lose and maintain weight goal even after completion of the
pill intake.
Works best with BMI between 25 and 30; the only group
who doesn’t have any diet solution targeted for them.
Metabical will allow them to lose the last 20 pounds and
restore their self-esteem
3. Competitor Analysis (page 6 & 7)
We are better than others
Works in low-dose formulation which reduces stress on
the liver or heart, unlike other products;
Contains a controlled-released feature that reduces the pill
intake to only 1 per day;
Side effects may occur only when high level of fat and
calories are consumed.
4. Benefits (page 5)
Contains an appetite- suppressant agent, called calosera;
Contains a fat-blocking agent and calorie-absorption
agent, meditonan;
Results visible by week 12 of drug intake achieving an
approximate loss of 15-26 pounds;
So far, Metabical is considered the safest drug on the
market.
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Target Market Analysis and Rationale
Description Attributes Rationale Selected Criteria Genre Male Female Men are less likely to buy diet products. They rarely care about their
weight, unless someone, usually the wife, points it out.
Women – they will be buying for themselves
and convince their husband to go to the doctors
BMI
25 – 30
No other option. Metabical represents the only pill that can act on this segment. Besides, it functions well with the last
20 pounds which is usually in this segment. Anything above that, it was clinically proven that it is not efficient.
Metabical was designed for the moderately overweight. Trying to sell to any other BMI group may result in FDA not
giving approval, or pulling out the product due to deceptive marketing. CSP with its remarkable reputation in its
industry should strictly respect that.
Description Demographic Profile
Rationale Age (yo) Education Income ($)
“Movie
Star” 18 – 30
High School
Education Under 40,000
Their main focus is body image. Metabical wants to modify people’s diet so they live
healthier. This target segment has unrealistic goal that Metabical will not be able to fulfill.
It is also expensive and require much-sought investment. Also, they will need to be
educated enough to understand how Metabical works.
“Healthy” 35 – 65 College
educated 80,000 +
A more educated segment who actually understands the importance of a good nutrition and
exercise. They want to lose weight to be healthy and live a longer life, Metabical can help
them achieve and maintain their goal, which comes which comes with sacrifice. They are
self-motivated and are willing to do what it takes.
“Skinny
Jeans” 25- 40
College
educated
50,000 –
80,000
Those represent the ones that once used to be slim. They are willing to put in the effort,
they are more likely to sign up to the support program as well, but their income level is low.
The support program will add up to the cost and they may not be able to keep up after that.
“Only if it’s
easy” 45-65
Some college
education 40,000-60,000
Metabical doesn’t represent what they are looking for. Metabical by scientific description is
a pill (and support program) that represents a lot of sacrifice and will-power. This target
market doesn’t seem they would be willing to put in the effort. Metabical represents a
carefully planned weight loss program and not an impulse consumption.
“Denial” 40-65 Some college
education 30,000- 50,000
Because of their unwillingness to recognise they have a problem, Metabical will have to do
much awareness campaign to change that, which is not our focus. They want to keep their
indulgences of an unhealthy life, and will not take the program seriously.
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Why is Metabical a better choice?
Unique propositions by Metabical:
So far, Metabical is a revolutionary weight loss solution that produces remarkable results. It
1. Contains an appetite- suppressant agent, called calosera;
2. Contains a fat-blocking agent and calorie-absorption agent, meditonan;
3. Results visible by week 12 of drug intake achieving an approximate loss of 15-26 pounds;
4. So far, Metabical is considered the safest drug on the market.
5. Works best with BMI between 25 and 30; the only group who doesn’t have any diet solution targeted for them.
Points of Differentiation of Metabical:
1. Works in low-dose formulation which reduces stress on the liver or heart, unlike other products;
2. Contains a controlled-released feature that reduces the pill intake to only 1 per day;
3. Side effects may occur only when high level of fat and calories are consumed.
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Competitor Analysis: Part 1
Names Segment Category Availability FDA Approval Side Effects Fat Intake Consumers point
of view Gym
Any BMI number.
Results take a
long time to show
(beyond 6
months)
Not applicable Painful, and risky after some age, costly, consistency and
severe diet modification required, especially it varies with
metabolic rate (which is considerably lower for this
target). Cannot allow any indulgence at all.
Personal Trainer
Alli, Xenical,
TrimSpa,
Xenadrine EFX,
Cortislim, One-A-
Day WeightSmart,
Meridia,
Usually the
seriously
overweight
with a BMI
30 to over 40
Less strong than
Xenical
One pill per
meal
Meridia
suppressed
appetite.
OTC ONLY Alli
approved for
weight-loss use
Loose stools,
increased
defecation,
incontinence,
abdominal pain
Serious cases of
liver damage
being
investigated.
Severe side
effects:
Hypertension,
tachycardia, heart
palpitations,
seizures serotonin
syndrome,
Side Effects
worsened
with
increased
fat intake
Loss of credibility for
deceptive marketing
“Jenny Craig”,
“Boniva”
Alendronate.
Nutrisystem
Weight Control
business: not weight
loss.
May lead to
metabolic issues
due to instant diet
modification, may
lead the user to
always be hungry
due to the
controlled-
proportion of food
Uncertain The fact that they used
endorsers who
actually have access
to plastic surgery or
stomach reduction
facilities, it loses
credibility in believing
they used that product
only to shed weight
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Competitor Analysis: Part 1
Weight watchers, Anyone looking to lose some weight
Too much work and
displacement!
Solutions (hoodia,
chromium, green
tea extract,
conjugated linoleic
acid, chitosan,
bitter orange,
Ephedra)
Anyone
looking to
lose some
weight
Herbal or dietary
supplements
OTC Not considered as
an actual pill.
FDA approves of
it as a dietary
supplement and
herbal remedies
(Possible) Cardiac
arrest, and serious
health risk
Metabical BMI
25 – 30
1 pill a day
Controls the
appetite
Safest product so
far
Access to online
program for 24
months
Focus on helping
users achieve
healthy habits
Prescribed
through Health
Care Practioners
Since it doesn’t
claim to be a
magical pill, it
actually modifies
the eating
behaviour,
Metabical will be
approved
It works as a low
– dose
formulation, it
reduces the stress
on the liver,
Less severe
side effects
appear only
when high
levels of fat
is consumed
Clinical Trial:
goals reached by
week 12,
Healthier eating
behaviour
achieved,
Weightloss goals
– maintained up to
3 years
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Ways to reach Target: Health Care Providers
In order to reach the target market, we need to convince Health Care Providers to carry Metabical.
How Why Burden of cost &
Responsibility
Who
Health Care Providers More credibility to sell
diet products.
Professionals who know
how to motivate patients
into trying other pills.
Shifts to Health
insurance carriers
Those patients need a little more help, and belief
in another weight loss solution. They go to health
care providers to seek for motivation and advice.
CSP should be there at the right time.
They have tried possibly all the other products,
and therefore need special persuasive techniques
Concerns Does Metabical has it? What are they looking for?
1. Aid in weight loss Yes
2. Help establish a healthier lifestyle and
exercise habits
Yes
3. Likelihood for patient to regain weight after
loss
Highly unlikely, clinically proven to
maintain weight up to 3 years
4. Support programs Yes
5. Quick progress Compliance made easy, since patients
are motivated, they are more likely to
take their pills, and exercise – Less
stress and burden on health care
practitioners
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Communications Plan: Advertising Plan
Creative objectives:
1. To increase patient’s knowledge about the benefits of CSP’s Metabical pills
2. To accentuate that the revolutionary support program helps to create healthy and long term habits that helps patients to modify
their eating pattern: reference materials, online weight-control tools, personal support, meal plans, and exercise plans. not just
like other diet pills
3. To communicate clearly that Metabical acts best for people whose BMI’s lie between 25 and 30 (so as to avoid being accused
of deceptive marketing).
4. To communicate that Metabical will help achieve long term results so it will resonate best with the defined target audience.
Creative Strategy:
Tone: Informative
Style: “Slice of Life”
Appeal Technique: Factual, Positive, Indirectly comparative
Creative Execution
Testimonials from clinical test participants. No use of celebrity endorser at this point. Focus on “normal people” to show
credibility
Show middle aged men enjoying a healthy family life.
o It’s never too late to be healthy. All smiling and showing the joy of being alive. “Struggling with a pot belly? Call your
doctor now!”
AND/OR middle-aged professional women who can still fit in the social circle, without feeling awkward or sad about growing
old. Help them celebrate their aging process.
o Picture a woman in her 40’s, waking up early to do her exercises (using Metabical’s plan), then she prepares her kids to
go to school, check her food diary and prepares her breakfast, before she runs off to her car and leaves for work.
Focus on how the product works: showing a graphic representation of the human body, and show how the pill acts on targeted
regions.
Product-as-hero: show how Metabical has helped consumer achieve a better lifestyle, it saved them from the misery of carrying
extra weight that made them feel uncomfortable at social gathering.
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Message for DTC:
Message Decision Could this be a selling
concept?
Losing weight is
tough
Appeals to unmotivated lazy target- makes them feel they are powerless - going to a
Healthcare practitioner seems that they can't take care of themselves, this message
tends to make them feel lost and miserable
No
Look your best Although everyone wants to look their best, our target market, is more concerned
about adding years to their lives.
No
Those extra 20
pounds could be
killing you
Our target market is truly concerned about their health. This compelling message is
factual, positive, denotes lifestyle, and fear-inducing BUT it calls to act now.
Yes
Message for Medical Practitioners:
Message Decision Could this be a selling concept?
Give your overweight patients a safe alternative
to fad diets and dangerous OTC drugs.
Introducing Metabical - clinically proven
weight-loss drug.
Too weak - they are already aware of these. Metabical
needs to show its high capacity at achieving results
compared to other products - which medical
practitioners are evidently aware of.
No
Atherosclesis, coronary artery disease, high
blood pressure, diabetes, and gallbladder
disease. Your overweight patients are dying for
help. Introducing Metabical - FDA approved
weight-loss drug.
This shows that Metabical is the only solution to those
problems, and that overweight is the only reason for
those diseases. It is like teaching the medical
professional about his job. Too boastful!
No
Empower your patients to lose excess weight,
change their unhealthy eating habits, and
achieve long-term success. Introducing
Metabical - short term drug therapy and
comprehensive support program for overweight
patients. It gets results.
This is the perfect solution that they are looking for.
They want to shift the burden of losing weight to the
patients who are in fact the first ones who wish to lose
weight. They do not wish to be monitored and
supervised, they need help. They are willing to put
effort, they just need a little help from the experts.
Metabical represents the solution for both groups.
Yes
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Communications Plan: Media Strategy and Sales Promotion
Broadcast Media: Experts and previous patients demonstrating the efficiency of the product in a time-review episode.
Participate in direct TV selling shows, such as “As Seen On TV”: it features finest products, it has credibility, and user-satisfaction.
Offer a price-reduction for the first month for the first callers.
Direct mail: Send mail to 3200 Medical offices available: with the previously selected message.
Social Networks: Blogs, Facebook, Yahoo Geocities, Wordpress
Features: product review or anticipation of Metabical: By food bloggers, lifestyle bloggers, middle-age bloggers who celebrate life.
They will create some anticipated buzz prior to launching and create awareness.
“The Metabical Challenge”: Launch the challenge on Metabicals’ personal page, inviting people to try and participate in the
challenge, and offer 2 months free of charge in the support program.
Viral Marketing: Will help push initial message: A 15-second video to show the before and after of those who tried it. Can go as far
as showing someone whose life is reduced by 15 years, and everything he will be missing because he didn’t take care of himself.
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Sales Force will be able to successfully push Metabical with Medical offices: Health Care Providers, Medical
Personnel, and Researchers
Sales Force Calculations
Total budget $23,146,000.00
Price $4.00
No of pills to be sold 5,786,500
Pills consumption per person over 12 weeks 84
Amount of persons needed 68,887
No. Of Medical offices Needed
Hypothetically, 12% will purchase
Hypothetically, a MO receives 200 patient/ year 24
No. of MO needed 2,870
No. of Patients who will follow Metabical programs 68,887
1 sales person covers 4 MO per day
no. of MO needed 2870
no. of sales person CSP has 32
No. of days needed to cover those MO 90 (All numbers have been rounded to the lower bound.)
Goals to be achieved by Sales team:
To cover 2870 Medical Offices in 90 days
They will also be present at the roundtable and
medical research symposium in Dec 2008 and Jan
2009.
Sales scripts will include elements of the support
claims: clinical results: achieved weightloss of 26
pounds within the first 12 weeks.
The weight of participants were maintained until 3
years.
Repeat frequency of visits every 3 months, to refresh
and be visible
they have great reputation which they achieved from
the past seminars organised
Push the support program and establish it as a
supplement to the pills.
Promotion Strategy: Push Strategy
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Communications Plan: Public Relations
Successfully, creating demand at the Health Care Providers will cause End-Customers to pull demand.
Public Relations Events Roundtable Discussion Medical Research Symposium
Audience Leaders in the Medical Community Members of media, medical professionals
Tools Put forward the sales team to attend, and
network with the audience. Build up a
presentation to show the success of the
remarkable results achieved from clinical
tests.
Distribute a press kit that will expose what
Metabical represents. Invite patients from
the clinical tests to give testimonials.
Value for CSP The chance to establish Metabical as a
revolutionary product that works
Demonstrate how Metabical will reduce
obesity thereby reducing: Atherosclesis,
coronary artery disease, high blood
pressure, diabetes, and gallbladder disease
Customers Why Burden of cost &
Responsibility
Who
Health Care
Providers
More credibility to sell diet
products.
Professionals who know how
to motivate patients into trying
other pills.
Shifts to Health insurance carriers Those patients need a little more help, and belief
in another weight loss solution. They go to health
care providers to seek for motivation and advice.
CSP should be there at the right time.
They have tried possibly all the other products,
and therefore need special persuasive techniques
End- Consumers They will extract value from
use of the product. The support
program will provide tangible
goods that will make it more
reliable.
Shifts to consumers – (out of
pocket)
They will be forced to look for
information and take their
responsibility in sign up for the
support program
They are educated, self- motivated and willing to
lose weight.
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Timeline and budget for advertising and promotion activation
Important Dates Task 1 Task 2
Feb-08 Communications Plan Presentation
Mar-08 Get Approval for launching
Apr-08
Sales force to Medical offices : Repeat every 3 months Heavy DTC promotion May-08
Jun-08
Jul-08 Access current success through market research
Run Social network ads, TV ads, Radio ads, "As seen on TV"
Aug-08
Sep-08
Build Press Release kit and materials Oct-08
Nov-08
Dec-08 Medical Event
Jan-09 Launch & Medical Research Symposium "The Metabical Challenge"
Budget: Budget is achievable
Year 1 Marketing budget
Total Budget $23,146,000
Support program $2,314,600
DTC $1,157,300
Push ad to MO (Sales
persons) $57,865
Promotional Plans $1,300,000
PR Events $4,300,000
Remaining budget $14,016,235