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G5 Metabalic Case Study

This document discusses a case study about Metabical, a new prescription weight loss drug. Some key points: 1. Metabical is the first drug approved for overweight individuals with a BMI between 25-30 to aid in weight loss. It can also help those who are obese or severely obese. 2. Its main points of difference are being the first drug approved for those with a BMI of 25-30, and having fewer side effects than other drugs based on clinical trials. 3. The support program aims to help patients maintain lifestyle changes for long-term weight control. It includes educational materials, online tools, meal/exercise plans and community support. 4. The optimal target audience

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Hassan Ahmed
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91 views2 pages

G5 Metabalic Case Study

This document discusses a case study about Metabical, a new prescription weight loss drug. Some key points: 1. Metabical is the first drug approved for overweight individuals with a BMI between 25-30 to aid in weight loss. It can also help those who are obese or severely obese. 2. Its main points of difference are being the first drug approved for those with a BMI of 25-30, and having fewer side effects than other drugs based on clinical trials. 3. The support program aims to help patients maintain lifestyle changes for long-term weight control. It includes educational materials, online tools, meal/exercise plans and community support. 4. The optimal target audience

Uploaded by

Hassan Ahmed
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Management

MARKETING MANAGEMENT
GROUP ASSIGNMENT G5

METABICAL CASE STUDY

DR. ADNAN BASHIR

Submitted by: G5
1. Syed Hassan Ahmed Naqvi 20121-14135
2. Sajjad Hussain Khanani 20191-26411
3. Fahad bin Faisal 20171-22722
4. Faraz Ahmed 20191-25792
5. Sufyan Zafar 20181-24802

1
Metabical Case Study
Marketing Management
1. What is Metabical?
Metabical is the very first prescription drug which was specially approved for those overweight
individuals whose BMI are between 25-30. This is also for those who has weight loss goals especially
for those individuals who are obese whose BMI >30 and severely obese whose BMI > 40.
2. What are the PODs of Metabical?
The point of difference (POD) for the Metabical is that it is the drug that has been approved by the FDA
and is specially for the overweight individuals who have a BMI between 25-30. Metabical has the
privilege of being the first prescription drug that has ever been made for the overweight individuals
having a BMI between 25-30 and has been approved by the FDA, as no such drug was available at that
time for this chunk of population. Another major thing is that it has very less side effects and the
clinical trials have proved its results quite significant as compared to other drugs.
3. What are the objectives behind the support program? And what is included in the support
program?
The main idea behind the support program was to make sure that the individuals can get maximum
results as a combined effect of pills and the healthy lifestyle practices. The main intention was to have
a long lasting impact on the weight of the individuals by bringing change in their living habits as well.
The support program included additional support for the clients once they achieved the initial weight
loss. This support program mainly comprises healthy lifestyle practices. The support program would
include reference materials; online weight-control tools (e.g., weight-loss tracker, food diary,
nutritional and calorie calculator); personal support (e.g., community forums); meal plans (e.g., menu
planner, grocery lists, and thousands of recipes); and exercise plans.
4. What is the optimal target audience for Metabical? How should Printup think about the
segmentation of potential Metabical consumers? Who is the, optimal target consumer?
The optimal targeted audience of Printup are those individuals who are overweight (BMI of 25 to 30)
and those individuals are potential Metabical consumers, they mainly target those overweight
individuals who also have financial problems. Printup has also been forming a campaign that will be
able to convince the health care programs to prescribe Metabical in their prescriptions.
They specially target consumers with BMIs of 25 to 30 because Metabical is most effective at that rate
of BMI as an individual may lose an average of 26 pounds by taking the drug, while it won’t be
effective to those individuals whose BMIs are greater than 30.
5. What is the optimal positioning of Metabical?

The optimal positioning of Metabical is that it is an effective, safe healthy and economical product,
their first priority is always the consumer and they always emphasis on small dosage which have less
side effects.
Small dosage formulation which means taking one pill a day so there will be lesser stress on the heart
and livers of the consumers while other weight loss drugs have much greater impact. Moreover, as
told in the previous question about the campaign of Printups so because of that in future, Metabical
will be prescribed in health care programs so consumers will be able to get reimbursement from the
health insurance.
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Metabical Case Study

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