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 (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


Medical scheduled launching
for January 2009


Today is February 2008 and
Printups first order of
business was to develop a
viable positioning strategy and
associated marketing
communication plan for
Metabical


Issue
BMI has three
categories for
adults:
Overweight (25 to 30)
Severely obese (over 40)
Obese (30 to 40)
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
Health and Social Issues
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
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
Trial participant reached their
weight-loss goals by week 12

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
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)
The Support Program Would Include :
Overweight
(25 BMI < 30)
Obese
(30BMI<40)
Severely Obese
(BMI40)
1999 to 2000 34.0 25.8 4.7 209 in 2000
1988 to 1994 33.0 20.1 2.9 185 in 1990
1976 to 1980 31.6 14.4 no data 163 in 1980
U.S. Adult
Population
(millions)
% of U.S. Adults
1999-2000 Men
(BMI25) Prevalence
(%)
Women
(BMI25)
Prevalence (%)
Overall Age
(years)
67.0 62.0
20 to 34 58.0 51.5
35 to 44 67.6 63.6
45 to 54 71.3 64.7
55 to 64 72.5 73.1
65 to 74 77.2 70.1
75+ 66.4 59.6
Education Level 2001 Obesity (%)
Less than high school 27.4
High School 23.2
Some College 21.0
College 15.7
Income Level 2001 Obesity (%)
Less than $25000 32.5
$25000-$40000 31.3
$40000-$60000 30.3
More than $60000 26.8
Trends : Percentage of Overweight, Obese, and Severely
Obese Adults in the U.S. 1976-2001
30%
35%
actively trying to
lose weight
15%
using drugs
70%
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
Visit
health
care
50%
Others
50%
Women
Visit
Health
care
30%
Others
70%
Men
Visited a health care
provider
Current weight loss in the market..
The level of education
Age
Focused heavily on both the end consumer (the patient) and the
healthcare provider
Marketing Communication Strategy
Advertising
Promotion
and Public
Relation
Sales Force
Advertising
Promotion &
PR
Sales Force
Objective:
Raise awareness and educate patients
Advertising
Advertising
Promotion &
PR
Sales Force
CSPs 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 drugs launch and heavy advertising throughout the first year to
establish the Metabical name
Advertising
Advertising
Promotion &
PR
Sales Force
Featuring
Celebrity
Endorser
Target
Professional
Medical
Community
Push
Advertising
(Less than 5% of
Total Marketing
Budget)
Advertising Concepts
Give your weight patients
a safe alternatives
Your overweight patients
are dying for help
Introducing Metabical
Short-term drug therapy
and comprehensive
support program for
overweight patients
Aimed at health care providers
Promotion
Advertising
Promotion &
PR
Sales Force
Direct Mail Campaign
Planned a mailing
for 100.000 health
care provider
(pamphlet and reply
card offering a
sample)
Viral Marketing
Campaign
The Metabical
Challenge
On-line contest
Social Networking
Sites and Contestant
Blogs
Create Buzz about
Metabical
If done correctly, social and viral marketing had the potential to be an
extremely valuable, cost-effectife medium
Public Relations
Advertising
Promotion &
PR
Sales Force
Focusing on health issues for overweight patients
About $4.3 million would be spent for Public Relations
F
i
r
s
t

E
v
e
n
t

Occur one month
before the drugs
launch
A roundtable
discussion involving
prominent through
leaders in medical
community
S
e
c
o
n
d

E
v
e
n
t

Medical research
symposium that
was open to media
and to medical
professionals
Occur at the same
week as the drugs
launch
Sales Force
To develop sales scripts and presentations providing
clinical information
Advertising
Promotion &
PR
Sales Force
Visited targeted medical offices four times a
year to discuss the drug and provide samples
The Methabical sales team consisted of 32 sales
representatives who called on approximately
3.200 medical offices
Conclusion
Printup knew that poor positioning of the drug
could spell disaster
Printup needed to flesh out the optimal
segmentation, targeting, and positioning of the drug
CSP had spent in R&D and on FDA trials for Metabical in 10
years and $400 million
Consumer research showed great promise for
Metabical
THE PROBLEMS
Question
Who was the ideal target consumer?
How should each participant in the decision-making process be
addressed?
How could these participants best be reached?
What was the appropriate message to convey to each one of them?
What was the role of the support program?
What was the optimal rollout schedule for key marketing
communications activities?
Identify and Establish Brand
Positioning and Values
Plan and implement Brand
Marketing Programs
Measure and interpret
brand performance
Grow and sustain brand
equity
Brand Management Steps
Metabical
STEP 1. Identify and Establish Brand
Positioning and Values
4 W
Competitor
POP &
POD
SEGMENTATION
TARGETING
COMPETITIVE
MAPPING
SWOT
POSITIONING
STATEMENT
4W
What :
Safe drug for weight-loss
Helped with behavior modification &
healthier eating habits
Calosera + Meditonan =
Dramatic weight-loss
It had a few negative side effects
For whom :
Specifically overweight individuals
(BMI of 25 to 30)


Why :
Proven by clinical researches as a
drug which give significat weight-loss
than other and you only need 1 pill a
day
It worked in a low-dose formulation
It had approved by FDA
reducing stress on heart or liver
functions that other weight-loss
drugs tended to produce

Againts who :
ALLI, XENICAL, Other OTC drugs
(TrimSpa, Xenadrine EFX, CortiSlim,
One-A-Day), herbal or dietary
supplements




4 W
METABICAL
Competitors
Head to Head
Competitor

Alli

Xenical


Others
Competitor
Herbal supplements
products
POP and POD
(in this case with alli)
Point Of Parity
Category POP
Weight-loss drugs
Approved by FDA
Have some side-effect (associated
with excess fat & calories)
Competitive POP
Few negative side effects
Worked in low-dose formulation
Point Of Differences
Category POD
Less severe of gastrointestinal
discomfort
Competitive POD
Weight-loss drug approved by FDA
specifically for overweight
individual
contain calosera + meditonan =
dramatic weight-loss
Average course of treatment = 12
weeks



SEGMENTING and TARGETING

Demography
17 until 70 years old
education level : less than high school, high school,
some collage, collage
income level : $25,000 - $80,000+

Geography
urban and rural people


Behavior :
Choose drugs to lose their weight
Choose herbal to lose their weight
Like sport
Loyal to brand
Value oriented
Health treatment oriented
Price sensitive
Choose drugs based on advice
Check their healthy if there is only damage

Psychography :
People who want to look like a movie star
People who want to be healthier
People who want to wear the skinny jeans
People who want to lose weight with easy way
People that fine in the way they are
People with BMIs score :
overweight (25-30), obese (30-40), severely obese (over 40)
Demography
25 until 65 years old
Collage
$25,000 ++
Geography
Urban people
Behavior
Choose drugs to lose their weight
Like sport
Loyal to brand
Value oriented
Health treatment oriented
Choose drugs based on advice
Psychography
People who want to be healthier
People with BMI score of 25-30

PRIMARY TARGET
Doctor
specifically for physicians/ doctors, interlace
cooperation with those who already have
credibility , so that they can be one of brand
endorser of our products. This will facilitate the
stage of marketing communications
SECONDARY TARGET
Perceptual Mapping
OTC weight loss drugs approved (dietary supplement)

L
o
w

m
e
d
i
c
a
l

r
i
s
k

H
i
g
h

m
e
d
i
c
a
l

r
i
s
k

Approved by FDA: weight loss drugs
Metabical

Strength :
FDA approval
Few negative side effect
Ccombined by : CALOSERA + MEDITONAN
First mover which targeting over weight
segment.
Worked in a low-dose formulation
Reducing stress on heart or liver function

Weakness :
Gastrointestinal discomfort when users
consumed high levels of fat and calories.
New player in dietary supplement




Opportunity :
65% of the entire adult population
categorized as overweight, obese and
several obese.
Overweight is the 2
nd
leading cause of
preventable death in US
Social stigma for overweight people in US
Bad experience of Alli and Xenical effects
-
Threats :
Competition from Alli, Xenical and Herbal
supplements
Bad experience of dietary drugs
Low awareness from consumers
Opportunity for new entry players.


SWOT
Positioning
Statement
Choices
Because of it had approved by FDA as a safe drugs with
prescription and suggested by clinical researches.
For men and women who concern
about their over weight
Which gives the most dramatic weight-loss,
safe drugs and helping you to make a
healthy life
Metabical is a weight-loss drug with
prescription that only consume 1 pill a day
Positioning Statement
HEALTHY DIET MEDICINE FOR
HEALTHY LIFE
STEP 2. Plan and implement Brand
Marketing Programs

Objectives Modes Implement Measure Adjust
Stage of Brand Communication
Objectives






Messages :
For Consumers :
Measure your BMI , go to
recommended doctors
and get your prescription

For Doctors :
Its all about quality products






Building Brand Equity of Metabical
Modes
Visual : TV ads
Non visual : radio, campaign
Traditional : sales promotion,
event sponsorship
Non traditional : mobile
marketing, telemarketing, social
media
Paid : TV ads, radio,
Non paid : social media marketing
Local : TV ads, radio
Target Audience
Demographic Psychographic Distribution
point
Media reach
Male and
Female ages :
25 65
Urban people
People who want
to be healthier

People who want
to have
proportional
weight
Pharmacy
Drug store
TV (main)
Magazine
Radio
Mobile
Social network
Male and
Female
doctors
People who want
to look best
Medical office Sales representative



Primary





Secondary
Modes
Implement
4P
Product
Metabical is a weight-loss drug
with prescription that only
consume 1 pill a day


Promotion
ATL and BTL campaign



Place
Pharmacy and Drug store
Price
$4.5 / pill
Marketing Communication
Strategy Plan
Implement
Above The Line
Goals : To introduce metabical;
To communicate the proper
positioning of Metabical; inform the
benefits of Metabical;
To attrack the attention from target
market.
1. Launch the Loosing Weight is Tough
campaign
invite the doctors to come in
doctors conference about Metabical
talk show for consumers about
overweight
brand endorser
conference about health and
overweight




2. TV commercial





3. Radio

Above The Line
Goals :
To introduce metabical;
To communicate the proper
positioning of Metabical;
Inform the benefits of Metabical;
To attract the attention of target
market
5. Print ads
4. Billboard

7. Mobile Clinic
and Sport Events


8. Magazine/
Newspaper

Below The Line
Goals :
To communicate the proper
positioning of Metabical;

Inform the benefits of Metabical
3. Email marketing
2. Social media marketing
Facebook & Twitter
1. Personal selling
SPG & Booth event
4. E-advertisement
E-solution (Web)
Health care articles
5. Create Contest
Miss Metabical
6. Buzz Marketing
Timeline ATL
Nove
mber
2008
Decem
ber
2008
J anuar
y
2009
Februa
ri
2009
March
2009
April
2009
May
2009
J une
2009
J uly
2009
August
2009
Septemb
er 2009
October
2009
Novemb
er
2009
Decem
ber
2009
Creating Working
Prototype
Launch Campaign
Talk show
Conference
TV ads
Radio
Magazine
Billboard
Print ads
E-advertisement
Mobile Clinic and
Sport Events
Timeline BTL
Nove
mber
2008
Decem
ber
2008
J anuar
y
2009
Februa
ri
2009
March
2009
April
2009
May
2009
J une
2009
J uly
2009
August
2009
Septemb
er 2009
October
2009
Novemb
er
2009
Decem
ber
2009
Creating Working
Prototype
Buzz Marketing
Personal Selling
Social Media
Email Marketing
Mobile Marketing
Contest Miss
Metabical
FINANCIAL CALCULATION
AND CONTROLS
Measure Adjust
Survey Result
Year
% of U.S. Adults
US Adult
Population
(million) Overweight Obese Severely Obese
2008*
35.4 31.5 6.5 230 in 2008
1999 - 2000
34 25.8 4.7 209 in 2000
1988 - 1994
33 20.1 2.9 185 in 1990
1976 - 1980
31.6 14.4 - 163 in 1980
Overweight population in 2008 81,420,000
70% were not satisfied with their weight 56,994,000
35% were actively trying to lose weight 28,497,000
15% were comfortable using drugs 12,213,000
Customer Analysis
Potential customer interesting in Metabical: 9.770.400
Total acquiring assumption: 70%: 6.839.280
Per day usage : 1 pill
Per package usage : 84 days
Per customer usage : 84 pills
Customer spending per package :
$4.5 * 84 = $378
If a customer has an income of $25000/year, then its
only takes 6% of income/month for 3 months
Per pill price : $4.5
Potential revenue 2,297,998,080
Marketing cost 23,146,000
RnD and FDA cost 400,000,000
Production and Other Cost 1,148,999,040
Potential Profit $725,853,040
So, in every dollar spent in marketing cost
would gives $31.36 profit for Metabical
Price / Pill (doctors) : $4
Profit Margin : 50%
Profit / Pill : $2
Financial Calculation
Controls
1 sales representative for 100 medical offices
Build relationship with doctors
Discussion about Metabical every 3
months
Insentives for doctors
THANK
YOU