Metabical Marketing Positioning Strategy Essay

1797 Words Jan 16th, 2013 8 Pages
In 2008, a marketing and positioning strategy was needed for Cambridge Sciences Pharmaceutical’s (CSP) new weight loss drug called Metabical. Metabical was touted as being a revolutionary weight loss drug with fewer negative side effects than the usual medicinal weight loss remedies. Metabical has many levels of decision-makers – both internal and external. CSP’s senior director of marketing, Barbara Printup likely reports to the company’s board of directors for her ultimate authority. Printup receives her directions for the Board and then delegates them amongst her subordinates in marketing and sales. During the development phase of the product, Printup was likely constantly in touch with the research and development (R&D) department at …show more content…
Taking weight-loss pills has a certain connotation to it that might cause potential customers to have an aversion to the product. In advertisements, the medicine needs to be mentioned so the brand doesn’t get confused with weight-loss programs such as Jenny Craig or Weight Watchers, but the focus should be on the fact that the customer won’t be alone throughout the process. I wouldn’t be comfortable solely segmenting my product to women in the 35-65 year old range because a huge slice of the market – men in the same age range – would immediately be discounted by the company. My positioning statement might read something like this: “For the overweight person with a BMI of 25-30, between the ages 35-65, who is looking to make a permanent lifestyle change with the help of the effective and safe weight-loss program and pill – Metabical.” In terms of the company’s initial advertising initiative, I believe they are on the right track. The money has already been spent on the R&D, now the consumer public needs to be made aware of the product itself. Spending about half the budget on television advertising during segment-appropriate morning shows and afternoon talk shows might grab the right audience. I might even look into the potential for an infomercial hosted by someone (non-celebrity) who was part of the clinical trials who can attest to the life change Metabical had on them. Additionally, I agree that it is a bad idea to kickoff the product by hiring a

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