Sweta Agarwal-EPGP-13A-114
Read the case and answer the following questions with supporting arguments and
case facts:
Question 1) What is the target segment and Value Proposition for the Metabical?
Using the Marketing Strategy/ Brand Positioning Strategy Statement template
discussed earlier in the class, develop Marketing strategy statement for Metabical.
Using the research data/ case facts, justify your strategy.
Answer-
Major Target segmentation can be done on below basis-
1) Demography
1) Age from 20 to 75 years old including both Men and Women
2) Education level: less than high school, high school, some college, collage
3) Income level: $20,000 - $85,000
2) Psychograph
1)People who want to look like a movie star
2) People who want to be healthier
3) People who want to wear the skinny jeans
4) People who want to lose weight easily without much efforts
5) People that fine in the way they are be healthier
6) People with BMI’s score: overweight (25-30), obese (30-40), severely People with BMI
obese (over 40)
7) Choose drugs to lose their weight
8) Choose herbal to lose their weight Behavior
9) Like sport
10) Choose drugs to lose their weight
11) Loyal to brand
12) Like sport
13) Value oriented
14) Loyal to brand
15 Health treatment oriented
16) Value oriented
17) Price sensitive
18) Health treatment oriented
19) Choose drugs based on advice
20) Check their healthy if there is only advice damage
4) Geography: urban and rural people Geography Urban people
Brand Positioning Strategy:
Positioning Statement Choices (Value preposition)
1) For men and women who care that overweight can be problem in looks and other health
issues.
2) Metabical is a weight-loss drug with prescription to take only 1pill a day.
3) Gives the most dramatic weight-loss, safe drugs and helping you to make a healthy life
4) It was FDA approved safe drug
5) People eat healthy as it was prescribed that to take non-oily healthy food with this drug.
6) As it was FDA approved, so Doctor were also favor to promote this weight-loss drug.
Positing:
1)Building Market communication & Brand Equity of Metabical – As target customer were
raising in US and it was most safe and FDA approved drug. So we can promote this drug by
creating awareness, by generating positive feel about the product, behavioral changes in
mind of consumers.
2)Advisements: Visuals TV ads, Non visual: radio, campaign Traditional: sales promotion,
event sponsorship Nontraditional: mobile marketing, telemarketing, Modes social media.
3) Demographic Psychographic Distribution.
4)Product Metabical is a weight-loss drug with prescription that only consume 1 pill a day
Price $4.5 / pill4P Promotion
5)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.
2) What do you think would be the better advertising message for consumers, for
caregivers? How is it aligned to the strategy articulated by in the statement above.
Ans 2): Marketing Communication Strategy Plan Above The Line Goals : To introduce
Metabical communicate the proper positioning of Metabical; inform the benefits of Metabical;
To attract the attention from target market.
1. Launch the “Losing Weight is Tough” – You don’t have to do alone. Let Metabical and
your healthcare provider start you on the road to a healthy weight and better life.
2. Look your best- Shed excess pound with Metabical and look healthier and more
attractive.
3. Those extra 20 pounds could be killing you- Being overweight leads to heart disease,
high blood pressure, diabetes, and gallbladder disease.
4. invite the doctors to come in doctor’s conference about Metabical talk show for
consumers about overweight brand endorser conference about health and
overweight
2. TV commercial
3. Radio
4. Social Media marketing
5. Digital Marketing
We can take Adnan Sani or any actor like Arjun Kapoor, or sports men/women who
lost weight just to achieve better in life.
Above advertisements will motivate the target customers and will motivate to take medicines
for some times as losing weight take time and they can achieve as stars.
3) Comment on the proposed marketing program and examine what is their role in
marketing of Metabical.
Ans 3):
The Metabical has already prepared there marketing plan. They were targeting all the customers
of the drug in the following ways:
1. Consumers- To target customers, Overweight individuals with BMI 25-30. The most
extensive marketing was planned directed to this segment, investing almost half of the
total 1st year marketing cost. To establish the Metabical name and brand, Direct to
Consumers marketing through TV, radio, internet, and print media was planned. The ads
were planned to make people trust Metabical as a helping agent in weight loss along with
a healthy exercise filled lifestyle.
A celebrity endorser was also planned to be featured in the D2C ads.
2. Medical community- This was targeted in such a way so that doctors prescribe the drug
to their patients. This involved print ads in leading medical journals and interactive ads in
physician-resource information. Two high profiled medical education events and a series
of podcasts for the physicians were also planned.
3. Pre-launch and at-launch press releases and follow it up in leading news portals
4. Mailing pamphlets to leading healthcare providers with the drug information
5. Social media marketing with viral challenges to compete consumers on the least time to
weight loss with the drug.
6. CSP sales reps would visit nearly 3200 medical offices to spread the word on the drug.
Lunch and learn events for health care providers was also planned.
This in-depth marketing, covering all customer segments was a good well taken out step. It all
depends on how smoothly the implementation is carried out.
Above marketing program will have following advantage in Metabical business
1) Faster communication
2) Market share gain
3) Cutting edge over competitors
4) Enhanced brand equity
5) Wide range of customers
6) Doctor’s network which may help in success of new products
7) Customer will see value for money
