CHAPIRON Metabical Positioning .pdf

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Positioning the weight-loss prescription drug Metabical
Marie-Caroline Chapiron
January 22nd

Brand Strategy – Semester 2 / Bob Carroll

Metabical is intended for individuals in overweight, aged 35 and + with a strong
desire of losing kilos for health and medical reasons
§

Identified as a high factor of mortality, 64,5% of the U.S adult
population suffered overweight, categorized in 3 groups:

34.0%
35.5%

64.5%

§ CSP addresses Metabical to people suffering
of overweight, with a BMI between 25 to 30.
They were 34% of the adult population in the
U.S to potentially be user in 2000. This
number had tend to increase.
§ Both genders women and men are
concerned about overweight. Market
Research revealed that it affects in majority
individuals aged 35 and + .

25.8%

4.7%

Overweight

Obese

Severe Obesity

§ 35% of overweight individuals are actively
trying to lose weight:
Positive attitude among overweight
individuals who would like to lose weight
for health and medical reasons.

Harvard-Business Case – Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010

2

Overweight segment of consumers are looking for an effective weight-loss drug
that is not currently available on the market. Here is an opportunity for Metabical
§ Desired perception of Metabical:
Metabical has no equivalent in terms of
weight-loss prescription drug in the overweight
segment (BMI 25 to 30).

PRESCRIPTION DRUG

◉
WHAT CONSUMERS ARE LOOKING FOR ?
An effective and safe weight-loss drug helping
them to achieve a better weight for their health
and that is a supplement to a healthy diet.
WHAT IS AVAILABLE ON THE MARKET ?
“over-the-counter” drugs and “Herbal and Dietary
supplements”.
à Are efficient but provide high negative effects.

POSSIBILITY OF
RISKS

◉
◉

ALLI

METABICAL

SAFE AND
EFFECTIVE

XENICAL

◉ EPHEDRA

Harvard-Business Case – Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010

NON PRESCRIPTION DRUG

3

“1 pill a day” treatment is a strong point of differentiation to consider for the
product
Function

Secondary
effects

Effective
ness

Approved
by the FDA

Method of
treatment

Metablical

A prescription
drug helping
overweight
individuals to lose
weight.

Only perceived in
case of a heavy
meal with fat.

Proved during
product trials
and clinical
tests. Effective
loss of 26
pounds in 12
weeks.

Yes.

1 pill a day.

Over-thecounter
drugs

Helping any kind
of overweight and
obese people to
lose weight.

Yes. Several.

Some accused by
FTC of being
unsubstantiated.

Alli, approved
by the FDA.

1 pill per meal (3
per day).

Herbal and
dietary
supplement
s

Helping any kind
of overweight and
obese people to
lose weight.

Yes. Several.

Can be
challenged
because of the
consumers
dissatisfaction
and FDA
outright ban on
Ephedra.

Not approved.

Depends on
recommendation of
a doctor. Generally
pills to take before
a heavy meal.

Harvard-Business Case – Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010

Point of differentiation
Strong enough to be
distinctive from
competition.
à Will provide real
benefits in terms of lifestyle
for consumers.

Point of parity
“A solution to lose weight”

4

Effectiveness of Metabical is justified by the its scientific character, its composition
approved by a high authority and clinical tests

§ Justifies the effectiveness
criteria of the product
Metabical.

Approved by the Food and Drug
Administration

Clinic trials revealed the efficiency: 26
pounds in 12 weeks

METABICAL

Meditona agent
does not cause any heart of liver stress

A treatment including 1 pill a day only

§ Highlights the advantageous
method of treatment.

Harvard-Business Case – Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010

5

Metabical should capitalize on proven effectiveness that is credible and relevant as
well as an easy method of treatment that is unique, and will procure benefits for
customers

“

For individuals suffering of an

overweight and that are fighting against kilos,

Functional benefit

Metabical is the first prescription drug requiring
only 1 pill a day and that is scientifically proven
effective among all weight-loss treatment, because

A prescription drug
helping individuals to
lose weight.

of its revolutionary composition made of meditona
agent clinically tested.

Emotional benefit
Provides serenity and
optimism to the patient
because of an easy pill
administration and
positive clinical tests
results.

”

Harvard-Business Case – Metabical; Positioning and Communications Strategy for a New Weight-Loss Drug, July 2010

6



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