SWOT ANALYSIS OF

METABICAL

WHAT IS SWOT ANALYSIS?

SWOT analysis is a strategic planning

usually applied to evaluate the Strength,

Weakness, Opportunities, and Threats of

the business of Metabical which is widely

used effective anti-obesity drug approved

by FDA for the overweight individuals

having BMR ranging between 25 to 30. It

includes observing the internal and

external marketing milieu.

Strength

1. Safe, secured and effective drug

2. FDA Approved.

3. Less harmful in comparison with the other

products

4. Minimum dose required

5. Average course treatment lasts for 12 weeks.

6. Mixture of Calosera and meditanan generated

dramatic result for weight loss.

7. Strong and Widespread marketing strategy

8. Experience R&D and marketing team

9. Assign considerable amount of money in the

marketing budget.

Weakness

1. Negative side effect, such as gastrointestinal

discomfort.

2. Properly not effective for the people with

BMI>30

Opportunities

1. Widespread support program.

2. Health care policies to include Metabical in their

medical treatment and prescription drug program

3. 65% of the adult population is considered as

overweight, or severely obese.

4. No medicinal instruction ± drug options for the

overweight section (BMI 25-30) available in the

year 2008 except drug Alli approved by FDA.

5. Market research shows there is a high growth

opportunity of this medicine due to wide

acceptance by the people.

Threats

1. FDA imposed strict regulation due to the negative

side-effect scenarios.

2. Increasing herbal or dietary supplements.

3. Misleading marketing claims.

TARGET MARKET FOR METABICAL

Specifically for the overweight people with BMI of 25

to 30.

The women with age ranging between 25-65.

The women with household revenue between

$50,000 - $80,000.

The women along with college education and above.

Concern with the health issues produced by

overweight and vigorously trying to lose weight.

Willing to alter current attitude and to live healthy

lifestyle with healthy feeding habits.

FOCUS ON PATIENT AND HEALTHCARE PROVIDER

MARKETING COMMUNICATION STRATEGY The marketing strategy of a Metabical needs to concentrate upon following targets:

• The Healthcare Suppliers

• The Consumers to whom the medication will be prescribed.

This communication strategy will also speak about the concerns of associated healthcare providers

to whom the patient raises their claims for having problems after stopping medication and strategy

will also include the continuous support program to provide solution. It is most essential that this

marketing communication strategy will definitely have the proper timeline for each of the vital

marketing activities which include the following steps:

• Advertising – To build awareness, knowledge and image of the brand

• Promotion and Establishing Public Relationship

• Product Launch

• Sales Force – such as organizing Road show sales Team upon

Clinical Information

• Supporting Program

MARKETING COMMUNICATION ACTIVITIES

Advertising

Promotion and Establishing

Public Relationship

Product Launch

Sales Force Supporting

Program

ADVERTISING

Direct-to-Consumer (DTC) is a new sensation in advertising in recent drug

industries since it brings together the instructions by the FDA during 1997.

In the very first year, Metabical industry needs to aggressively invest money

on advertising events to DTC which will create knowledge about the product

and awareness about the brand.

The idea of advertising by popular celebrity is a great idea and it will help to

draw attention of more consumers and make eagerness to purchase

Metabical.

The advertising strategy Metabicals will also need to target related medical

communities because they are the providers of healthcare.

These advertising strategies targeting the healthcare providers will definitely

have taglines which will be synopsis of about the Metabicals – how it is

effective to lose excess weight, short term drug therapy and long term

solution of the problem.

PROMOTION AND PUBLIC RELATIONS

The overall budget for promotion and public relationship will include both the

end customers as well as the healthcare providers. Approximately one-third of

total budget for this campaign are generally being allotted for promotional

campaign in first year.

Prior to Metabical launch, leaflets along with reply cards have to be sent

through email to all selected healthcare providers for providing a sample of

the support program. These leaflets will have Metabical information.

After the pre-launch email campaign, the next important campaign where

marketing and communication strategy should have to focus is viral

marketing that will help to influence the global market.

On the product launch day different online contests can be planned where

the contestants will be asked to compete to cite best ways of reducing BMIs

at highest extent and how Metabicals contribute in this.

SALES FORCE The Metabical sales team has to be consisted of number well trained

sales representatives who service targeted medical offices. These sales teams have been suggested to provide product feature of Metabical to healthcare providers.

For meeting up the objective of creating product knowledge and its benefits, the sales team provides clinical data and to organize for a visit to four medical offices per day for end up 3,200 medical offices which are present in their data base. CSP require to rise the number of their sales force team for covering up the other 100,000 healthcare providers which are still unexploited by them. This additional sales force team needs to be present all the investigations that they may accept after mailing of pamphlets and distributing sample to almost 100,000 healthcare providers.

CONTINUOUS SUPPORT PROGRAM

People are required to be educated about the better consequences of Metabical in

place of other anti-obesity drugs.

What lifestyle people can have

once they achieve the initial

benefit of the Metabical pill.

Presentations of the sales force

team such that they can convey

profits of it to all healthcare

providers

STRATEGY

Product strategy

FDA approved Metabical as the first drug to be prescribed for people with

overweight having BMI ranging between 25 and 30. Metabical has been tested and

proved through clinical as a one of the best safest and effective drug to lose weight

by 12 weeks. So while packaging it is required to build some strategy on number of

pills in a packet.

Distribution strategy

Since Metabical pills are prescribed drug it will be distributed in all conventional

distribution channels like drug stores, specialty stores like pharmacy, healthcare

providers and online shops.

Pricing strategy

Like any products pricing is also one of the key factors to get success for

Metabical. It is always recommended to compare the price with its closest

competitors.

CONCLUSION

This communication strategy related

marketing of Metabical should

successfully create demand of

Metabical drugs because this strategy

is based on market research and

market survey extensively and also

clinically tested. Also since FDA

approved Metabical as the only

prescribed drug for weight loss it will

attract a huge number of consumers

and a uprising demand in near future.

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