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3. Strength
Weakness
1.
2.
3.
1.
4.
5.
6.
7.
8.
9.
Safe, secured and effective drug
FDA Approved.
Less harmful in comparison with the other
products
Minimum dose required
Average course treatment lasts for 12 weeks.
Mixture of Calosera and meditanan generated
dramatic result for weight loss.
Strong and Widespread marketing strategy
Experience R&D and marketing team
Assign considerable amount of money in the
marketing budget.
2.
Negative side effect, such as gastrointestinal
discomfort.
Properly not effective for the people with
BMI>30
Opportunities
Threats
1.
2.
1.
3.
4.
5.
Widespread support program.
Health care policies to include Metabical in their
medical treatment and prescription drug program
65% of the adult population is considered as
overweight, or severely obese.
No medicinal instruction drug options for the
overweight section (BMI 25-30) available in the
year 2008 except drug Alli approved by FDA.
Market research shows there is a high growth
opportunity of this medicine due to wide
acceptance by the people.
2.
3.
FDA imposed strict regulation due to the negative
side-effect scenarios.
Increasing herbal or dietary supplements.
Misleading marketing claims.

8. ADVERTISING

Direct-to-Consumer (DTC) is a new sensation in advertising in recent
drug industries since it brings together the instructions by the FDA during
1997.

In the very first year, Metabical industry needs to aggressively invest
money on advertising events to DTC which will create knowledge about
the product and awareness about the brand.

The idea of advertising by popular celebrity is a great idea and it will help
to draw attention of more consumers and make eagerness to purchase
Metabical.

The advertising strategy Metabicals will also need to target related
medical communities because they are the providers of healthcare.

These advertising strategies targeting the healthcare providers will
definitely have taglines which will be synopsis of about the Metabicals –
how it is effective to lose excess weight, short term drug therapy and long
term solution of the problem.

9. PROMOTION AND PUBLIC RELATIONS

The overall budget for promotion and public relationship will include both
the end customers as well as the healthcare providers. Approximately
one-third of total budget for this campaign are generally being allotted for
promotional campaign in first year.

Prior to Metabical launch, leaflets along with reply cards have to be sent
through email to all selected healthcare providers for providing a sample
of the support program. These leaflets will have Metabical information.

After the pre-launch email campaign, the next important campaign where
marketing and communication strategy should have to focus is viral
marketing that will help to influence the global market.

On the product launch day different online contests can be planned where
the contestants will be asked to compete to cite best ways of reducing
BMIs at highest extent and how Metabicals contribute in this.

10. SALES FORCE


The Metabical sales team has to be consisted of number well
trained sales representatives who service targeted medical offices.
These sales teams have been suggested to provide product
feature of Metabical to healthcare providers.
For meeting up the objective of creating product knowledge and its
benefits, the sales team provides clinical data and to organize for a
visit to four medical offices per day for end up 3,200 medical
offices which are present in their data base. CSP require to rise
the number of their sales force team for covering up the other
100,000 healthcare providers which are still unexploited by them.
This additional sales force team needs to be present all the
investigations that they may accept after mailing of pamphlets and
distributing sample to almost 100,000 healthcare providers.

12. STRATEGY
 Product strategy
 FDA approved Metabical as the first drug to be prescribed for people with
overweight having BMI ranging between 25 and 30. Metabical has been tested
and proved through clinical as a one of the best safest and effective drug to lose
weight by 12 weeks. So while packaging it is required to build some strategy on
number of pills in a packet.
 Distribution strategy
 Since Metabical pills are prescribed drug it will be distributed in all
conventional distribution channels like drug stores, specialty stores like
pharmacy, healthcare providers and online shops.
 Pricing strategy
 Like any products pricing is also one of the key factors to get success for
Metabical. It is always recommended to compare the price with its closest
competitors.