Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug

Metabical: Positioning and Communications

Strategy for a New Weight-Loss Drug

Consumer Behavior(MKT303)

Fall 2016

About decision-making process

 In Metabical's decision-making process, the first, must focus BMI index over than the standard person. Let them realize that obesity is likely to seriously affect the health problem, then, they aware of feeling of weight loss, they will want to search for weight loss methods. After that they will find the metabolic information, and believe that the data provided by the Metabical. Finally, buying Metabical’s products to achieve the purpose of weight loss. According to the data provided analysis, the people involved in this decision are 15% of overweight persons, health care providers, sale representatives of CSP.

To have these overweight people, and let them clearly aware of the problem of obesity, and then by health care providers to strengthen their feeling of weight loss, recommend them Metabical products. Finally, the sale representatives of CSP sell Metabical's products to overweight person again. This whole process constitutes a decision-making process of diet pills.

Segmentation and Target

 The clinical experience shows that Metabical is effective for the people whose BMI is in the 25 to 30. They are all the target consumers of Metabical. In addition, Printup has done a lot of research to find out the target consumers. During the 1999-2000 period, 67% of Americans are overweight and most of them care about their BMI. So we can speculate that they can lose weight by taking Metabical and be willing to use it. We can find out that there are 70% of overweight people were not satisfied with their weight, 35% of them actively want to lose weight, and 15% of them felt comfortable with using drugs to lose weight under the research. They are Metabical’s potential consumers and we think it is a huge market.

 Our group consider to target to target the female with higher income and education tends to pay for the drug to lose weight. Because according to the research, 20% of them have high income, 36.7% of them have high education and females pay more attention to their weight and health.

The differential advantages of Metabical

 There are three main advantages of Metabical which CSP should identify and employ. First, Metabical is the only prescription drug in its market position. People have bad image of weight-loss drugs, but when people get Metabical from doctors, they will think Metabical is much more reliable than others. Second, Metabical has almost no negative side effect for its target customers (BMI of 25 to 30). Metabical’s biggest competitors are OTC drugs and Alli and Xenical, but all of them causes negative side effect. Third, CSP provides a comprehensive support program to complement the Metabical pill. It would significantly enhance the ability of Metabical users to reach and maintain their weight-loss goals by teaching lifestyle skills. It also can build good reputation and a long-term relationship with customers. Therefore, according to the differential advantages of Metabical above, CSP has big chance to be successful in the marketplace.