Metabical Drug: Positioning and Communication Strategy Analysis

This report provides a strategic analysis of CSP's new weight loss drug, Metabical, focusing on its positioning and communication strategy. The report identifies the target audience as patients and healthcare providers, emphasizing the importance of understanding their needs. It details the marketing communication strategies, including pricing, promotional budgets, and the use of a celebrity endorser in DTC advertisements. The report highlights the drug's affordable pricing and the potential for significant weight loss within 12 weeks, aiming to differentiate Metabical in the market. It outlines the communication plan's objectives, the involvement of key stakeholders in decision-making, and the role of support programs in encouraging healthy weight maintenance. The report also covers the sales force strategy, budget allocation, and the overall timeline for the communication plan, emphasizing the drug's potential for market success.

Metabical Positioning and
Communications strategy
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TABLE OF CONTENTS
EXECUTIVE SUMMARY ............................................................................................................3
REFERENCES ...............................................................................................................................6
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TOPIC :- METABICAL : POSITIONING AND COMMUNICATION
STRATEGY FOR A NEW WEIGHT LOSS DRUG
EXECUTIVE SUMMARY
CSP is an leading international health care company that gives emphasis on developing,
manufacturing and marketing different health care products. Recently company is planning for
launching a New weight loss drug so that better ways could be provided to people for loosing
their weight. This drug is effective in achieving the significant weight loss for individuals that
are suffering from overweight.
(Source - Christiansen, 2013)
Communication strategy for the Metabical will focus on two target groups and it
comprise of Patients and health care providers. All the action plans and strategies will be formed
considering the needs and requirement of these two target consumer groups. Marketing
communication strategies for the drug will also focus on the post purchasing behavior of buyers.
Decision making process for the Metabical will involve participation of all the key stakeholders.
Top management and marketing department is involved in the process.
Segmentation of potential consumers will be done by considering the features of drugs
and requirement of patients. Target consumer includes people who are suffering from excessive
weights and obesity (Copic, 2015). Target consumers also includes health acre professionals that
will be involved for selling the drug and target audience are end consumer who will use the drug
for their weight loss purpose.
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Illustration 1: Metabical

CSP needs to identify and employ differential advantages that Metabical will offer to
position itself in market. It is the drug that is available in affordable price range and so it will be
easier for medium and lower group consumers for purchasing the drug. It offers opportunity for
reducing weight in the time period of 12 weeks which is considerably a short time span for
reducing weight.
It is critical that this drug product should be differentiated in the market so that this drug
product should be launched successfully and positioned in market. Pricing will be considered as
significant attribute that will be used for positioning the drug. This drug is available in vary
lower price range that is $ 3 to $ 5 and it is affordable price ranges. Lower price strategy will be
used so that buyers can be attracted towards selling the drugs. Target audience will be
communicated that the drug is available in reasonable price range (Behairy, Rafaat and
Bassiouny, 2014). All the advertisement and promotional strategy will be focused on depicting it
as a lower priced drug. This budget is sufficient and there is no need for making improvements
in existing budget. Currently promotional budget for promotional campaign is $ 1.3 Million.
Timeline for the overall communication plan has been set to be 12 months and it is
sufficient for accomplishing the overall marketing objectives of the firm. The product New
weight drug is likely to gain success in market as the company is offering it in affordable price
range. Major objective of the communication plan is to make the buyers aware about the features
and attributes of the drugs.
Involvement of all the participants will be taken in the decision making process and it
comprise of Patients and other health care professionals. It is considered for featuring a well
known celebrity as endorser for promoting the New drug who have struggle with her weight in
the DTC advertisement. With this advertisement strategy will target the professional medical
community. Print advertisements will be given in the leading newspapers and leading medical
publications.
Role of support program is to complement the Metabical pill so that individuals could be
enabled for achieving better results. Support program will also teach lifestyle skills for
encouraging healthy weight maintenance after the initial weight loss has been achieved
(Häussinger, 2009). Presently Budget of $ 200, 000 for the development of support program and
yearly associated program has been expected to be $ 2 Million.
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Sales force comprise of CSP sales team that will be accountable for two gastrointestinal
drugs will be directed for detailing Metabical to health care providers in their respective
territories and it will add it to their existing Portfolios. Sales scripts and presentations will be
prepared for providing clinical information to the patients. With this, Budget split reflect about
the objectives and it shows that organization is keen for launching the new weight loss tablet
successfully in market. Launch milestone for this new drug program will be outcomes that will
be received through this drug launch program. Total budget that has been kept for this is $
23,146,000 and it will be sufficient for accomplishing the required marketing objectives for the
company.
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REFERENCES
Books and journals
Behairy, N.H.E.D., Rafaat, T.A. and Bassiouny, M.I., 2014. PET/CT in initial staging and
therapy response assessment of early mediastinal lymphoma. The Egyptian Journal of Radiology
and Nuclear Medicine. 45(1). pp.61-67.
Christiansen, A., 2013. MKTG 479 Strategic Marketing Management.
Copic, M., 2015. MKTG 772 Strategic Brand Management.
Häussinger, D., 2009. Regulation of hepatic metabolism by extracellular nucleotides and
eicosanoids: the role of cell heterogeneity. Journal of hepatology. 8(2). pp.259-266.
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