The

Positioning & Communications

Strategy for Metabical
A Case Study Report on a New Weight-Loss Prescription Drug
2011.10.28

Professor: Dr. Malcolm Smith
Group 2: Brenda Chang, Cathy Tan, Chi-Mei Chang, Jessica Cheng, Katie Cheng

This case report is a group report featuring the study of the positioning and
communications strategy for a new weight-loss drug Metabical, co-written by
group 2 members from Baruch-CUNY TPINTAKE 16 for the course of Consumer
Behavior, instructed by Dr. Malcolm Smith.


Q1:

What is the consumer decision-making process for Metabical?

Who is involved in this process?

A1:

Given that Metabical is a prescription drug for overweight consumers,

the consumer decision-making process shall involve:
1) Health care providers, who are willing to provide insured patients
with the coverage of Metabical.
2) Physicians, who are willing to chose Metabical over other drugs,
addressing the similar benefits to their overweight insured patients,
3) Overweight consumers, who are willing to follow physicians
prescription and pay out-of-pocket for weight-loss prescription.

Q2:

How should Barbara Printup segment potential Metabical

consumers? Defend your position.

A2:

Three approaches that Barbara should employ to segment potential

consumers of Metabical.
Firstly, separating potential overweight consumers with BMI of 25-30
from the other 2 obese and severely obsess consumers as Metabical
works clinically best for this group than others.
Secondly, further demographically segmenting 34% overweight
population base on: a) age groups from 35 to 64 with high obsess
prevalence %, b) education level above college, c) household income
level above US$80,00 to come out sub-segments based on data shown
on exhibit 1/2/3.
Thirdly, narrowing down the target segments based on

Group 2: Brenda Chang, Cathy Tan, Chi-Mei Chang, Jessica MH Cheng, Katie Cheng
Version: 10/28/11

psychographic attitudes toward losing weight according to exhibit

2/3 such as expressing strong urge of losing weight to improve
overall health and willingness to pay out of picket for a prescription
weight-loss drug.

Q3:

Who is the optimal target consumer?

A3:

From the geodemographic data and survey results on exhibit 1 /2/3,

the optimal target consumer of Metabical should be profiled as:
Women, aging from 35 to 64 with BMI of 25-30, coming from a
middle social class with household income of US$80,000 above,
received college above education and expressing strong intent of
losing excess weight to feel better and enjoying a healthy lifestyle
by eating healthy and exercising regularly.

Q4:

How should CSP identify and use the different advantages that
Metabical offers to position itself in the market? What should
their positioning statement be?

A4:

5 key advantages of Metabical are identified:

1) First FDA approved prescription drug targeting consumers with
BMI of 25-30.
2) Clinically proven weight loss up to 26 pounds under a 12-week
course treatment.
3) Low-dose formulation to prevent severe side effects on heart and
liver.
4) Controlled-release feature of daily intake of one pill.

Group 2: Brenda Chang, Cathy Tan, Chi-Mei Chang, Jessica MH Cheng, Katie Cheng
Version: 10/28/11

5) Extended support program to help consumers maintain healthy

lifestyle by eating healthily and exercising regularly.
Based on above benefits of Metablic, the positioning statement should
be elaborated as below:
Metabical is the first FDA approved prescription drug available
in the market to deliver clinically proven efficacy and safety and
help overweight consumers with BMI of 25-30 reduce excess
weight easily and significantly without suffering sever side
effects or possible health complications caused by either high-
dose formulation or lack of stringent FDA control found in other
weight-loss solutions available in the market.

Q5:

Given the positioning strategy you chose, what would be your

communication to each of your target audiences? Would you
change the marketing budget or the integrated marketing
communication (IMC) mix? If so, how? If not, why not? What
would the timeline for your communications plan be?

A5:

CSP should communicate effectively the safety, efficacy and

reliability of Metabical with their two target audiences. The first
recommended communication message designated for overweight
consumers is:
The most effective and supportive weight-loss prescription drug
solution available in the market to help you reduce weight
safely, quickly and easily.
The second recommended communication message aiming at health

Group 2: Brenda Chang, Cathy Tan, Chi-Mei Chang, Jessica MH Cheng, Katie Cheng
Version: 10/28/11

care providers is:

The most reliable solution for you to treat your patients safely
and effectively through a short-term daily intake of Metabical
and a long-term Support Program helping your patients
maintain a healthy life style.
And no change should be made for first-year marketing budget
outlined by Barbara, as she is an expert in marketing new drugs in the
market with 6 success track records.
Secondly, a 5-year communication budget plan is recommended and
shall be reviewed and modified yearly to secure the leading position
for Metabical in the market during its 10-years patent period.
Thirdly, a gradually reduced percentage of DTC advertising budget
within next 5 years is recommended, assuming Barbara would
successfully establish the brand awareness in both target audiences
during first year, as well as, an increased percentage in sales force
budget within next 5 years is also recommended in order to secure
Metabical be top choice over other new drugs in mind of health care
providers to keep away from new competition through periodical
sales effort and visits to 320 medical offices.

Group 2: Brenda Chang, Cathy Tan, Chi-Mei Chang, Jessica MH Cheng, Katie Cheng
Version: 10/28/11