This involves a lot of information, which is why you might want to present it along with an executive summary -- an additional document, something like a mini-report, that consolidates the most important information.
Given the target market selected by you, how would you position Metabical against its competitors? Women who are ages have money to purchase weight loss products and will spend money for a prescription. Therefore, we must set our pricing competitively.
Its goal is to enable individuals to achieve better results than they would from the pill alone. The drugs pricing is however not finalized yet.
Upon FDA approval, Metabical will be the only weight loss drug that is clinically proven to be effective for moderately obese individuals. The next best campaign that the marketing communication strategy should focus heavily on is the viral marketing campaign in order to reach the market globally.
If we lowered the price, it will affect the brand image of our exclusive product in the target market.
The initial Metabical launch budget is as per Table 2 below: Which communication program do you propose, that is, how would you deploy promotional mix elements to advocate Metabical in the prelaunch, launch, and post-launch phases?
FDA approval Safe and effective in achieving significant weight loss. The rising in the numbers of dietary supplements and herbal products had worsened the situation due to its unregulated condition by the FDA and the products negative side effect such as sudden cardiac death and other serous health risks had reduse people confidence in weight loss drugs.
Thus, CSP need to decide on the best form of packaging by considering what is the number of pills that would be included in each pack. Thus, based on Market Survey and Market research finding we come up with demand forecast as per Table 4 below: In addition, the coverage of these high profile events in the leading news organization shall enhance the marketing communication strategy of Metabical.
Market Research Based on statistic on adult population in United States between and obviously we can see the percentage of obese and overweight steadily increasing. The Senior Executive of CSP did not agree with the idea of celebrity endorser but we strongly believe that this celebrity spokesperson idea is a great idea and able to attract more customers to buy Metabical.
Health care providers went ahead to produce the drug and recommend them to use it besides getting help from diet and 4 exercise schedules.
Many overweight people feel like social outcasts. It is her task to carefully consider the decision-making process of consumers as well as the interaction between the health care provider who prescribes Metabical and the consumer who purchases Metabical. However, there is risk to this one-month packaging whereby there will be no guarantee that the consumers will complete the entire treatment.
Printup still needed to flesh out the optimal segmentation, targeting and positioning of the drug, Then she could move on to assessing her current marketing 2 ommunications strategy and developing a timeline for the key activities.
We have to also come up with several other assumptions such as by assuming that consumers will be ready to pay more for a prescription drug and generally people trust prescribed drug rather than the non-prescribed drugs.Assignment 2 Metabical Positioning and Communications Case Study 1.
End consumer and health provider are the two primary groups involved in this. Transcript of METABICAL CASE STUDY. What is Metabical? Safe and effective weight-loss drug Introduced by CSP Prescription drug Awaiting FDA approval For moderately overweight individuals ISSUE Health and Social Issues Being overweight is a cause of a number of health problems.
case analysis: COMPANY: Cambridge Science Pharmaceutical (CSP) is a well renowned pharmaceutical company, which has earned the confidence and satisfaction of the customers of the company over the period of time by providing its customers with excellent quality products as well as exceptional customer care services.
Metabical - may be first FDA approved prescription drug? Shown to be very effective for slightly overweight individuals The Situation Ideal target customer is a slightly overweight female between the age of Positioning Strategy Losing weight is tough. You don't have to do it alone.
Key Issues Analyzing the market and segmentation, and identifying the needs of the customers. Metabical (Case study) Case Facts • Metabical is a prescription drug produced by Cambridge Sciences Pharmaceuticals (CSP) for weight loss.
• It was the first and only prescription drug to obtain FDA approval for weight loss (overweight category. Key Issues Analyzing the market and segmentation, and identifying the needs of the customers.
Metabical (Case study) Case Facts • Metabical is a prescription drug produced by Cambridge Sciences Pharmaceuticals (CSP) for weight loss.
• It was the first and only prescription drug to obtain FDA approval for weight loss (overweight category.Download