Strategic Marketing Communication: A Metabical Case Analysis

This case study analyzes the marketing communication strategies for Metabical, a new FDA-approved weight-loss drug by CSP. It emphasizes the importance of a well-defined marketing theme, suggesting "Less struggle Lose weight" to address consumer trust issues. The study includes a SWOT analysis, highlighting Metabical's strengths (FDA approval, first-mover advantage), weaknesses (mild side effects), opportunities (large overweight adult population), and threats (competition from herbal supplements). The target market is identified as overweight adults, particularly women, and the product positioning focuses on its prescriptive nature and effectiveness. The communication plan spans 12 months, involving market surveys, evaluations, direct marketing to doctors, and product launch, with continuous monitoring and control. The case study underscores the need for a strategic approach to market entry and sustained growth in the weight-loss market.

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Marketing communication
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Marketing communication
Executive summary
METABICAL is a revolutionary weight-loss drug in the market, a product of CSP which is a well-
respected pharmaceutical company with well-established brand. Metabical is the most recent alternative weight-
loss product that is approved by FDA. Metabical has no side effects except mild gastro-intestinal discomfort
after more intake calories. It is proved to be safe and effective in weight management. The company focus on
market communication to spur growth of the product in the targeted market. To strategically position Metabical
in the market, properly defined market theme is needed. Also, at the entry level, it is critical to understand the
market need and expectation of the users. Following are the key strategies in market communication.
Theme in marketing communication
The company should take “Less struggle Lose weight” as its marketing strategy theme for Metabical
product. The study shows that, people have less trust with over the counter drugs as they have been proved to
have negative side effects. To address this setback, Metabical has been introduced as a prescribed drug, and
since people trust their doctors they will accept to purchase the drug as opposed to other alternatives. A good
marketing communication theme should convey a solution to the client’s struggles by providing the most
effective and safe weight-loss product.
SWOT analysis
The CSP should undertake a SWOT analysis on Metabical as part of marketing communication. From
the analysis, the manager should be able derive the strengths, the weaknesses, the opportunities and the threats
to the product. Metabical has the following strengths in the market; It is the only weight-loss product approved
by FDA, it has the first mover advantage, it is effective and safe as per the prescription with one pill per day for
12 months. Metabical also faces various weaknesses in the market which include the mild side effect of

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gastrointestinal discomfort on high fat and calories consumption and the need for monitoring programs. On the
other hand, the product has various opportunities in the market. 65% of adults are categorized as overweight
and obese. It is claimed that overweight may lead to a preventable death. Obese persons are socially
stigmatized. These factors create an opportunity for Metabical to thrive in the market. However, the product is
faced with some threats. First, competition from herbal supplements which are already in supply. secondly,
people are not aware of Metabical as a solution to weight-loss. Thirdly, there is the presence of alternative
medical advancements. The SWOT analysis should act as a guiding principle towards formulating a marketing
plan and also the strategic plan.
The Market decision-making process.
Metabical is a new entrant in a market where generics and herbal weight-loss products exist. According
to the research, the over-the-counter drugs exhibited negative adverse effects to the clients. Metabical been the
only FDA approved drug in the market becomes a prescription drug for weight- loss. Therefore, the marketing
decisions should focus on the users and doctors. A product accepted by medical practitioners as a suitable
remedy to the clients’ problems is more likely to be prescribed to them. Therefore, the decision-making process
is dependent on the influence to the doctors and response from the users. Proper tracking and control after
introduction to the market is a key part to a successful venture for Metabical product.
Target market
According to Ms. Printup research study, Adults are the most affected victims of overweight. Thus, the
target market for Metabical is the overweight adults. The study further establishes that most of the affected
adults are willing to take prescriptions on weight loss. In addition, women were found to care more about their
image. They have shown preference to Metabical which is able to keep their style, shape and image. The
psycho-graphic behaviors are consistent with the marketing message of Metabical. Thus, the target market

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should be the direct beneficiaries of the product who in this case are the adults and more attention should be
given to women adults.
Product positioning
Before embarking on the marketing plan, it is important to place Metabical in the weight loss market.
Metabical comes with uniqueness, which is, being a prescriptive drug. Its approval by FDA creates an image of
efficiency and effectiveness. Most people prefer the doctor’s prescription which gives Metabical an added
advantage to over-the-counter drugs. The company should adopt the first-mover position strategy to take
advantage of the prescriptive nature of Metabical. The target market for Metabical as outlined above include
adults with higher preference on women. It is important to reach them using diverse communication methods to
increase the purchasing power. A mix of print media, advertising, radio and television was used to the reach
target market. Targeting professionals requires a different approach. Marketers of Metabical uses print ads in
journals and magazines to raise awareness about the drug and its benefits.
Timeline for communication plan
The timeline for marketing communication of Metabical will run for 12 months. For the first six months,
the company will conduct market surveys, market materials and strategies. Six months before the actual launch,
the company will do the market evaluation to measure how the market has responded to the tools used in early
introduction. Three months to the actual launch, depending on the findings of market evaluation, the marketers
will do direct marketing to the doctors. The last month of the marketing period will be for launching the product
in the market. The launching is dependent on the previous findings and solutions. Market targeting,
segmentation and positioning are important at this stage. When the product is in the market, proper controls and
follow up are made to track of the performance, need satisfaction and response from the users.