This document discusses Metabical, a new prescription weight loss drug scheduled for launch in January 2009. It provides an overview of Metabical, including its advantages such as being the only FDA-approved prescription anti-obesity drug and demonstrating significant weight loss in trials. The document also discusses target audiences for Metabical and proposed marketing strategies, including ATL campaigns like TV commercials and BTL campaigns. It concludes with an estimated sales projection of $413 million in the first year based on the number of potential Metabical users and treatment costs.

1. STP AND INTEGRATED
MARKETING
COMMUNICATION FOR
METABICAL
ROOPAN ROY(B13168)
SAIYAM SANGHVI(B13169)
SANTANU MALLICK(B13170)

2. CSP-25 billion
in sales
Overweight issue in the US
Around 65 % in US are
considered overweight.
Problems due to obesity
Health complications
Social stigma
Stereotypes
Negative impact on
professional life.
Metabical-
scheduled for
launch in JAN
2009.
To prepare a
viable
positioning
and
communicatio
ns strategy.

3. ANTI-OBESITY DRUGS
METABICAL
Advantages
• Only prescription anti-obesity drug
approved by FDA.
• Side-effects are not very harmful.
• Has a 24 month weight loss support
programme.
• Has demonstrated significant weight
loss in the trials in just 12 weeks.
Disadvantages
• Caters only overweight not obese.
• Gastrointestinal discomfort.
• Not effective when consumed with
excess fats.
• Not covered by health insurance.
• Alli- FDA
approved OTC.
• Side-effects.
• Herbal and
dietary
supplements-
hoodia, green-
tea, etc .
SUPPORT
PROGRAMME
• The goal of the
programme is to
enable the individual
to achieve better
result than they
would have from
consuming the pill
alone.
• Includes reference
materials, online
weight control tools,
community forums,
nutrition consultants,
exercise plans.

4. Satisfied
30%
Not
Satisfied
70%
Respondents feelings
on current weight
Not trying to
Lose Weight
65%
Ready to take
Drugs
15%
Trying to
Lose Weight
35%
Respondents on Losing Weight
65
30
40
30
35
75
50
55
60
65
Dissatisfied with their current weight
and appearance
Visited a health care provider yearly
Wanted to change their behaviour for
a healthy lifestyle
Tried and failed to lose weight in last
5 years
Dissatisfied with current weight loss
programs
Percentage of Respondents
Women Men

5. 75
45
25
55
College Degree
High School Diploma
Awareness of Health Risks
Aware Unaware
65
40
35
60
18 to 35
35+
Reasons for Losing Weight
To Look Better To Improve Overall Health
5
11
20
<$40000
$40000-$80000
$80000<
Percentage of People with
Incomes
Willing to pay out of Pocket

6. STRENGTHS
• FDA Approval
• First authentic mover
advantage
• Low dosage formulation
• Lower stress on Heart and
Kidney functioning (calosera &
meditonan)
• Results within prescribed
drug regimen
WEAKNESS
• Gastro intestinal discomfort
on high fat and calories
consumption
• implementation of support
programme (monitoring)
OPPORTUNITY
• 65% of the entire adult
population categorized as
overweight, obese and several
obese.
•Overweight is the 2nd leading
cause of preventable death in
US
• Social stigma for overweight
people in US
• FDA review of Alli and
Xenical
THREAT
• Competition from Alli,
Xenical and Herbal
supplements.
• Low awareness from
consumers
• Alternate medical
advancements
SWOT ANALYSIS

7. Segmentation-Targeting-Positioning
Demography
17 until 70 years old
education level : less than high school- college
income level : $25,000 - $80,000+
Geography
urban and rural people
Behavior
Choose drugs to lose their weight
Brand Loyal & Value oriented
Health treatment oriented
Price sensitive
Choose drugs based on advice
Psychography
People who want to be healthier
People who want to lose weight with easy way
People with BMI’s score: overweight (25-30)
Want to look like movie star
Want to wear skinny jeans
Demography
25 until 70 years old
$25,000 ++
Geography
Urban people
Behavior
Choose drugs to lose their weight
Loyal and Value oriented
Health treatment oriented
Choose drugs based on advice
Psychography
People who want to be healthier
People with BMI score of 25-30

8. Positioning METABICAL
Metabical can give the TG the healthy life they have always
aspired. This can boost their confidence at all tasks they
involve in, especially at workplaces.
• The pill in our opinion must be targeted at men and
women who are concerned about their Overweight.
• The key should be to highlight the fact the pill does it work
within the regimen instructed by the prescriber, at a
consumption rate of 1 pill a day only.
• The FDA approval will alleviate the safety concerns, if any.
• Delivers results on time as promised.

9. Perceptual Map
Approved by FDA: weight loss drugs
OTC weight loss drugs dietary supplement approved
Low medical riskHigh medical risk
Xenycal
Alli
green tea extract,
chromium, hoodia
Metabical
Gyms & Spas

10. The Modes of Communication
4Ps
Product:
METABICAL
Price:
$ 4.5/ pill
Promotion:
ATL + BTL
Place:
Pharmacy/
Hospitals
The 4Ps

11. ATL Campaigns
• “Losing weight is
tough” campaign
• Health conferences and
Talk shows
• TV commercials: Radio
• “The Metabical
Challenge”
• Print Ads
• Mobiles Clinics
• Health Magazines
• Billboards
• Sponsorships and Tie-
ups
• Direct Mail
• Personal selling
• Social media
marketing
• E-mail and Online
Advertsing
• Buzz in Word of
Mouth Marketing
• Pharmacy stores
BTL Campaigns

12. ESTIMATED SALES
• R&d and fda expenses = $ 400,000,000
• Marketing budget = $ 23,146,000
• Estimated retail price = 4$
• User 1 pill / day
• Treatment 12 weeks = 84 days
• Us adult population (2008) = 230 mil
• Assuming the percentage of overweight people remains
same = 34%
• Overweight people= 0.34*234 mil=78.2 mil
• Now using exhibit 2, no of people actively trying to lose
weight= .35*78.2=27.37 mil
• People ready to use drugs to lose weight= .15*27.37=
4.1055 mil
• Assuming e capture 30% mkt in first year as there is no
competition, no of users=0.30*4.1055=1.23165 mil
• Revenue= 84*4*1.23165=413 mil