Metabical.docx

Metabical : Positioning and Communication Strategy for a new Weight-Loss Drug case review Metabical :  Metabical is proved to be safe and effective weight loss drug  First prescription drug approved by FDA  Effective in achieving weight loss for overweight individuals  Had few negative effects Problem :  To know the positioning and the ideal market  To know the good communication strategy such a appropriate message to convey market SWOT Analysis:  Strength o Safe and effective o FDA Approved o Few negative effects o First targeting overweight segment o Reducing stress on heart and liver function  Weakness o Gastrointestinal discomfort o New player in dietary supplement  Opportunities o 65% population is overweight/ obesity o Overweight can caused death (and it is a lot of people in US died because of obesity  Threats o Have competitors like allli, xenical, herbal supplements o Bad experience of dietary drugs o Low awareness from consumers Positioning  Metabical can choices positioning for men and women who concern about their weight and willling to get the ideal weight o 1 pill a day can give a dramatic weight loss o Safe drugs also approved by FDA

Perceptual mapping

Low risk

High risk

Weight loss drugs. (Approved by FDA)

Herbal or dietary supplements