MKTG1103 - Metabical: Marketing Communication Strategy Detailed Report

This report provides a comprehensive marketing communication strategy for Metabical, a weight loss medication. It identifies the target audience as overweight adults and medical professionals, emphasizing the importance of reaching both end consumers and prescribers. The report details strategies for market positioning, highlighting Metabical's advantages over competitors like Alli and Xenical, particularly its FDA approval and a 24-month support program. A product user approach is recommended for marketing campaigns, focusing on the benefits of weight loss. The communication strategy involves direct-to-consumer advertising across print, traditional, and online media, with a proposed budget that includes celebrity endorsement to enhance awareness and credibility. The integrated marketing communication mix is adjusted to incorporate the celebrity endorser, aiming to increase sales and awareness of Metabical.

Executive summary 1
EXECUTIVE SUMMARY
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Executive summary 2
Market
 Target audience
The decision-making process for Metabical will involve majorly on the patients, who
constitute the overweight adults, and the medical personnel who will be responsible for
prescription of this medication. Therefore, the target audience constitutes of the patients, as the
end consumer and the medical fraternity. This group is formed by those who will be involved
with Metabical.
 Target consumer
The target consumer is the group that is likely to benefit directly from Metabical. This
group constitutes anyone facing overweight problems or is obese. This specific group should be
the focus of a marketing strategy campaign because they are the end consumer of Metabical.
Metabical helps with weight loss in individuals with a BMI of 25-30, and therefore the ideal
target consumer is an individual with a BMI of 25-30 since Metabical is not effective to those
with a BMI greater than 30. Latest statistics indicated that 65% of the US population is either
obese, overweight, or severely obese thus these demographics form part of the target group of
the marketing campaign.
Market position
CSP can consider the following aspects in identifying the advantages of Metabical in the
market.
 Target demographics
Metabical targets the age segment of men between the age of 65 to 74 as well as
women between the ages of 55 to 64. Additionally, minor adults especially those in high

Executive summary 3
school showed a high prevalence of overweight issues. This forms part of the population
in the target. The medical fraternity is also a segment that Metabical needs to target. The
health care providers must attain the approval of Metabical as a weight loss pill. The first
step for CSP to position itself is to identify the target demographics to send the right
campaign messages as well as use the right channels.Here the demographics are age and
gender.
 Competitors
Identifying the competitors that CSP have, helps to position itself in the market.
Knowing the weaknesses, the competitors have in the market such as the side effects of
Alli and Xenical in this case, makes Metabical outstanding among its competitors. On the
other hand, the idea of CSP to use a support program alongside Metabical to their patients
for 24 months makes the brand to stand out in the market. The support program acts as an
additional endorsement on using Metabical with the aim of attracting more individuals.
The support program ensures to put customer needs thus portraying customer
consideration. Additionally, this includes evaluating both strengths and weaknesses in the
market and ensuring that CSP repositions Metabical in the mind of end consumers.
 Customer benefits
The benefits that customers receive from the Metabical could create a good
position in the market. Metabical comes with great benefits to the consumer and fewer
side effects. It is the first weight loss pill approved by FDA which creates a significant
advantage in the market. This positive outcomes associated with the drug is capable of
positioning it first in the market.
 Pricing

Executive summary 4
Pricing is significant in establishing the market position. Finding out what the target
consumer thinks about the price of weight loss pills is vital. This makes it easier to know what
consumers think of higher or lower prices.
Positioning strategy
The product user approach strategy is the best when carrying out a marketing campaigning
for Metabical. It will focus on the benefits consumers receive from the product, in this case,
weight loss. It is a critical area, where individuals are usually more interested in the benefits a
product is likely to give. This strategy also focusses on the characteristics of Metabical and how
it will help patients.
 Communication strategy
Establishing a direct to consumer advertising to the target audience would be ideal to
reach out on the benefits of using this product. This communication plan that will run for 12
months would involve using both print media, traditional media such as radio and television, and
online media to reach the audiences. A position statement would be ideal to go along with the
advertisement. It constitutes the tagline for the brand that carries an appealing message, for
instance in “Look your best with Metabical.” It is critical to determine the key messages that go
to the audience through the media outlets. Each communication channel will have its specific
key message depending on the target audience. This key messages should go with every
advertisement that involves this drug.
The use of a celebrity as an endorser is an excellent way to create awareness on Metabical.
People tend to be easily influenced by celebrities they can relate to.Since losing weight is
physical, a celebrity would generate more attention towards the drug because consumers like to
believe something they can see besides testimonials.

Executive summary 5
 Budget and IMC mix
The budget proposed would be altered to cater for the use of a celebrity. Thus the
budget should go up to ensure that the celebrity appears in the advertisements in all media
channels. Boniva would be the ideal celebrity, therefore, more funds will be needed to budget for
this endorser. There are minor changes to the Integrated Marketing Communication mix due to
the addition of a celebrity in the mix. This celebrity should also be included in the personal
selling of Metabical to increase more sales and awareness in different areas.