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Metabical: Positioning and Communications Strategy for a New Weight Loss Drug Case Solution
Since Metabical is a new product that is being launched in the market, the marketing strategy would include various channels. The marketing communications should highlight the benefits but also highlight that consumers should not associate it with a magic pill. To target the end consumer, the communication should emphasize on helping the consumer look healthy and maintain a good physique. The marketing plan highlighted already includes advertising and sales promotions to increase the awareness of the product. The use of social media should also be taken into account as it is one of the cheapest and fastest ways to increase awareness and enables brands to target their customers specifically based on their online trends. The communication should also work towards building public relations and perhaps include a celebrity brand ambassador to promote the product. The consumer can be targeted through these channels and results will come overtime.
Following questions are answered in this case study solution
How should Printup think about the segmentation of potential Metabical consumers? Who is the target consumer?
Based on your target consumer from above, recommend a positioning strategy for Metabical.
What integrated marketing communications programs would you recommend for
(a) healthcare providers
(b) end consumers?
Case Analysis for Metabical: Positioning and Communications Strategy for a New Weight Loss Drug
1. How should Printup think about the segmentation of potential Metabical consumers? Who is the target consumer?
The research conducted has provided sufficient insight on the target market for the drug and segmentation should be based on this research. 34% of the adult US population i.e. those between 34-65 years of age are obese with women turning to healthcare for physical exams more often than men. The target market should be segmented based on the benefits they can derive from the drug. Exhibit 2 of the case highlights that 40% of those above 35 years of age and 60% of those between 18-35 years of age want to lose weight and look better. These will be the beneficiaries by using the drug. Another form of segmentation should take into account the attitude of the potential consumer and their inclination to reduce weight and look better. From the exhibits, 35% were actively trying to lose weight whereas 70% were concerned about their weight issue. Segmentation based on gender and income levels is also important and should be taken into consideration. Through the data, it is evident that women are more interested in losing weight. Segmentation of the healthcare providers who should be targeted is also important for Printup.
The target market for Metabical should consist, based on the data of educated women from the upper middle class and the upper-class market segments so that affordability is not a concerning issue. As Exhibit 3 shows, the target consumers would be women between 25 and 40 who want to wear skinny jeans and look good at the same time and those between 35 to 65 who are willing to make the change. Targeting the right healthcare providers whom these women approach with their weight loss issues including practitioners, nutritionists and even health and fitness clubs would fall under the secondary target market range for Metabical.
2. Based on your target consumer from above, recommend a positioning strategy for Metabical.
The primary target market is gender specific and also focuses on a certain class level. Although holistically the drug should be made available and should target anyone who is overweight, the primary target market should be specific for Metabical. The product needs to be positioned in a manner that is appealing to both the primary and the secondary target market. The product needs to be positioned in a manner that highlights the benefits and appeals to the psychological side of the patients and simultaneously highlights the various detrimental effects of being overweight. A combination of this both will have a greater impact and help increase awareness in the target market.
Metabical has several advantages and strengths that it can capitalize on and utilize efficiently in its positioning strategy. The fat blocking, calorie absorbent, reduction of stress on heart and liver and controlled release features of the product would be ideal and can be used as the products unique selling point.
The main purpose of the product i.e. to aid in reducing weight should be the highlight of the positioning. Moreover, the positioning should also highlight that the product itself is approved by the FDA as a prescription drug for those individuals who are overweight and have a Body Mass Index (BMI) of 25-30. This is important as other Over the Counter (OTC) products are not approved by the FDA, and this is a major advantage that Metabical has over its competitors. The side effects of the product itself are the least when compared to competitors’ offerings including Alli, a competitor product that produces liver problems.
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