Professional Documents
Culture Documents
Marie-Caroline Chapiron
January 22nd
Identified as a high factor of mortality, 64,5% of the U.S adult CSP addresses Metabical to people suffering
population suffered overweight, categorized in 3 groups: of overweight, with a BMI between 25 to 30.
They were 34% of the adult population in the
U.S to potentially be user in 2000. This
number had tend to increase.
Harvard-Business Case Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010 2
Overweight segment of consumers are looking for an effective weight-loss drug
that is not currently available on the market. Here is an opportunity for Metabical
METABICAL
XENICAL
WHAT IS AVAILABLE ON THE MARKET ?
over-the-counter drugs and Herbal and Dietary
supplements. EPHEDRA
Are efficient but provide high negative effects. NON PRESCRIPTION DRUG
Harvard-Business Case Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010 3
1 pill a day treatment is a strong point of differentiation to consider for the
product
Function Secondary Effective Approved Method of
effects ness by the FDA treatment
Metablical A prescription Only perceived in Proved during Yes. 1 pill a day.
Point of differentiation
drug helping case of a heavy product trials
overweight meal with fat. and clinical Strong enough to be
individuals to lose tests. Effective distinctive from
weight. loss of 26 competition.
pounds in 12
Will provide real
weeks.
benefits in terms of lifestyle
Over-the- Helping any kind Yes. Several. Some accused by Alli, approved 1 pill per meal (3 for consumers.
of overweight and FTC of being by the FDA. per day).
counter obese people to unsubstantiated.
drugs lose weight.
Herbal and Helping any kind Yes. Several. Can be Not approved. Depends on
of overweight and challenged recommendation of
dietary obese people to because of the a doctor. Generally
supplement lose weight. consumers pills to take before
s dissatisfaction a heavy meal. Point of parity
and FDA
outright ban on
A solution to lose weight
Ephedra.
Harvard-Business Case Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010 4
Effectiveness of Metabical is justified by the its scientific character, its composition
approved by a high authority and clinical tests
Approved by the Food and Drug Clinic trials revealed the efficiency: 26
Administration pounds in 12 weeks
Justifies the effectiveness
criteria of the product
Metabical.
METABICAL
Meditona agent
A treatment including 1 pill a day only
does not cause any heart of liver stress
Harvard-Business Case Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010 5
Metabical should capitalize on proven effectiveness that is credible and relevant as
well as an easy method of treatment that is unique, and will procure benefits for
customers