...Metabical : Positioning and Communication Strategy for a new Weight-Loss Drug ZOOM Syndicate Gari Nurahman Wahyu Kumoro Santo Rizal Background Time February 2008 Cambridge Sciences Pharmaceuticals (CSP) International health care company Focus on Developing, manufacturing, and marketing product (metabolic disorder, gastrointestinal disease, immune deficiencies, etc.) Barbara Printup, Senior Director of marketing Want to launch Metabical (Meh-tuh-bye-cal) Objective Develop Positioning Strategy Build the Marketing Communication plan Positioning IMC Launch February 2008 January 2009 Analysis United State Issue In 2005, 65% from adult Population is Overweight, Obese and severely obese. The Second cause of preventable death Social Stigma (affect to professional life) Weight loss Drugs characteristic No Prescription drugs for (BMI of 25 30) are available Negative side effects ( gastrointestinal effect, and liver damage) Herbal/ dietary supplement Required an FDA approval except herbal Metabical Approved by FDA Specifically for Overweight (BMI 25 30) Reducing stress on heart and liver Single dose per day (controlled release feature) The side effect (gastrointestinal discomfort) less severe then other (if the patient consumed high level of fat and calories) Not recommended for BMI >30 Support Program Reference material Online weight Control Personal Support Meal Plans Weight loss tracker...
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