10 Step Marketing Plan for

Orlistat (Xenical)
Junnosuke Kato
January 25, 2011
The Print Ad

Taken from YES!

Magazine, December
2009 Issue, p. 187
Outline
1. Primary Target Market (PTM)
2. Needs, Wants &Demands of the Primary Target
Market
3. Competition &Competitive Position Map
4. Gap, Opportunity & Positioning
5. Market Size
Outline
6. Product
7. Promotion
8. Price
9. Distribution
10. Generic Winning Strategy
1. Who is it intended for?
Over-the-Counter Clients
Individuals who self-medicate w/ the intention of
losing weight regardless of reason (but primarily
aesthetic)
Patients
Obese (BMI 25 kg/m2)
Obese w/ risk factors (high blood cholesterol,
hypertension & cardiovascular disease)
Doctors
Physicians who handle such patients
2. What does it satisfy?
Psychological Needs:
Reduction of weight at a desired
level boosts confidence and self-
esteem, and somehow has a
favorable impact on certain
relationships.

Basic Needs:
Reduction of excess body
fat also decreases the
chances of a person to
develop certain types of
illnesses
3. Who competes w/ Xenical?
Lesofat
Main competitor after expiry
of patent
Smuggled generic
formulations
Counterfeit products
Other anti-obesity agents
(Sibutramine HCl)
3. How does its competitors fair?
PRICE/QUALITY LOW-END MID-RANGE PREMIUM
MATRIX QUALITY QUALITY QUALITY

HIGH PRICE
Salbutramine HCl

Xenical
LOW PRICE
Lesofat

Generics

Counterfeit
4. Where is the gap?
Xenical patented Orlistat
Greatest exposure time to clients among its
competitors
A certain level of quality & trust is perceived to the
original producer
5. What is the size of its market?
No information was extracted from the print ad
Given the sheer number of distributors (e.g.
Mercury Drug Store), a relatively huge market
size primarily from over-the-counter clients is
expected
6. What is the product?
Anti-obesity agent
Taken once a day during meals
Prevents the absorption of fat from diet
Reduces caloric intake
Moderately lowers blood pressure
Moderately decreases risk of diabetes
7. How much is it?
Not in the print ad
1 capsule (120 mg) costs P41 (MIMS)
8. Adopting the across-the-line
promotion
Internet-based marketing
Social network
Other media
Magazine and newspaper print ads
TV commercials
Billboard posters
Text contact
9. Where to buy?
All major drug stores in the country
10. The generic winning strategy
Indicate more studies to back up claims
Maintain marketing the aesthetic benefits of the
product
Bank on the fact that Xenical was the patent
holder of Orlistat
The Print Ad

Taken from YES!

Magazine, December
2009 Issue, p. 187
Outline
1. Primary Target Market (PTM)
2. Needs, Wants &Demands of the Primary Target
Market
3. Competition &Competitive Position Map
4. Gap, Opportunity & Positioning
5. Market Size
Outline
6. Product
7. Promotion
8. Price
9. Distribution
10. Generic Winning Strategy
10 Step Marketing Plan for
Orlistat (Xenical)
Junnosuke Kato
January 25, 2011