Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Group A24 Pooja Sharma PGP/16/036 Priyank Bavishi PGP/16/037 Diksha Bajaj PGP/16/141 Manoj Kumar Meena PGP/16/322
Prescription Drugs
OTC Drugs
New weight-loss drug for people with BMI between 25-30, prescription drug, high success rate in clinical trial, low dose formulation with minimal side effects and affordable
TG Segmentation
Two categories to target
End Consumers Health Care Providers
overweight are magnified due to age Income people who have already tried expensive weight-loss methods but have failed and are ready to spend further Education people rather educated so that they can ask for prescription from doctors (pull marketing) and are aware of side-effects, understand the importance of certain behavioural changes in lifestyle
%age of respondents
Weight-Loss Efforts
Dissatisfied with current weight Visit health care service provider yearly Ready to change behaviour for healthy lifestyle Tried but failed to lose weight Dissatisfied with current weight-loss
Men %age
65% 30% 40% 30% 65%
Women %age
75% 50% 55% 60% 35%
Motive
Demographic Profile (Age, Education, Income) 18-30 years, High School, <$40,000
Part of TG (Yes/No) No
Reason
Unrealistic Expectations
Want to be healthier
Yes
Yes
Yes
No
targetable segment who can be helped with Metabical with realistic weight loss expectations Income level at or above $40,000 -- Metabical will be marketed as a premium price category product which is affordable by certain income level people %age of people ready to buy Metabical out of pocket is higher for this income level
Education Level -- College education is sign of better lifestyle habits
and regimen that can have more positive effect From the exhibit 2 it is clear that females are more conscious than men and are more receptive to weight loss programs
Optimal TG is Females, 35+ years (as their concern is more about health), college educated (better lifestyle habits and capability to support other measures) who are willing for behavioural change, health-oriented, ready for
benefits from weight loss solution Metabical must be positioned as a healthy weight-loss solution for overweight people
Points of Differentiation Under prescription higher credibility, fewer side-effects, fixed length program, effective till three years, first of its kind in the market for people with BMI 25-30
12 week weight-loss program Gentle on your body
Metabical with no side effects is the only drug that helps you get rid of extra weight without any worries of adverse body reaction. So that you take it remain just tension-free.
Metabical 12-week program helps you to reduce weight and you see the benefit for the next three years. One pill a day and you attain ideal health
With high success rate during clinical trials and FDA approval Metabical is the first drug designed to lose those extra pounds in the most effective way.
A promise of better health for health conscious people, lose those extra pounds and celebrate life
Communication Strategy
Objective
Raise awareness about Metabical amongst Health Care Providers and
End Consumers
Create a buzz
Launch a campaign supported by a celebrity that carries the motto
Those extra 20 pounds could be killing you. The focus is not only to introduce Metabical as drug but increase awareness amongst negative effects of being overweight too. Advertising through print media including health magazines (for end consumers),health journals (for medical practitioners), radio channels, TV and online. Spread the motto of the campaign through these channels. For health care providers use Empower your patients.advertising concept. Use it in medical publications and interactive online ads. In leading dailies, publish articles related to adverse effects of being overweight, the overweight individuals and their experiences, the healthy diet and introduce Metabical highlighting the success rate in clinical trials and lesser side effects.
Communication Strategy
For health care providers
Direct mailing which includes brochures for Metabical and all
details E-mail communication with interested health care providers Information pamphlets regarding support program
successful in other brands sales Extra incentives to push Metabical and achieve targets Sponsor lunch and learn seminars for more coverage
The budget allocation, number of sales representatives, various marketing initiatives as planned by Printup are
THANK YOU