...qwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmqwertyuiopasdfghjklzxcvbnmrtyuiopasdfghjklzxcvbnmqwer...
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...Printup go about segmenting the Metabical market? What do you think is the optimal target market? Segmentation Different segments as identified by Printup, based on different studies conducted can be classified as follows: • Psychographic segmentation It is based on a wide variety of attitudes towards physical activity, portion control, food preferences, nutrition, self-image, and overall health. Five discrete psychographic profiles identified in case of women can be classified as follows: Segment Typical demographic profile I want to look like a movie star Age 18 to 30, high school education, household income under $40,000 I want to be healthier Age 35 to 65, college education plus, household income $80,000+ I want to wear my skinny jeans Age 25 to 40, college education , household income $50,000-$80,000 I want to lose weight, but only if it is easy Age 45 to 65, some college education, household income $40,000-$60,000 I am fine the way I am Age 40 to 65, some college education, household income $30,000-$50,000 • BMI scale classification The customers can also be segmented based on the relationship between their weight and height associated with body fat and health risk and appropriate both for men and women. Three categories of excess weights for adults: overweight (25 to 30); obese (30 to 40); and severely, or morbidly, obese (over 40). • Gender segmentation Both men and women who are overweight can be the segment for Metabical. Targeting a particular gender...
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...MARKETING MANAGEMENT (MBSA 1313) Semester II/2014/2015 Weekdays Classes: Section 03 CASE STUDY: METABICAL POSITIONING AND COMMUNICATIONS STRATEGY FOR A NEW WEIGHT LOSS DRUG PREPARED FOR: DR. FAUZIAH SH. AHMAD GROUP MEMBERS STUDENT NUMBERS SHENBAGAM RAMAN (MR131131) SYAHIRAH BINTI ISMAIL (MBS141154) MUZAMMIL BIN ZOLKARNAIN (MR131142) HUZAIMAH YAHYA (MBS141112) OKEKE EMMANUEL (MBS141163) 1.0 Company Background Metabical is a weight loss drug that has been proven to be safe and effective for moderately overweight individuals in clinical trials. FDA approval is expected for January 2009, which gives the Marketing team around Barbara Printup a little less than a year to develop an effective positioning strategy for Metabical, as well as a full marketing communications plan to be ready for the launch. It is clear that the product will have to amortize extensive R&D costs and secure excess profits in order to be a success for CSP, all that in a market environment characterized by diverse competition and low consumer trust. 2.0 Issue and Problem Statement The issue in Metabical can be carried out from the case study is the company required to discover the market positioning for that particular product which is the weight-loss drug named Metabical. In addition, the issues arise that the company less clarity by the way of the communication tools or method to deliver the good messages...
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...Metabical: Pricing, Packaging &Demand Forecasting For A New Weight Loss Drug Metabical: Pricing, Packaging &Demand Forecasting For A New Weight Loss Drug Abstract Metabical will be the only weight loss drug clinically proven to be effective for moderately overweight people, also recognized by the FDA. The CSP’s (Cambridge Sciences Pharmaceuticals) drug Metabical got its final approval from the FDA. The senior marketing director for CSP-Barbara Printup must develop the marketing communication and positioning strategy for a successful launch of the new drug Metabical. The main points to be stressed on by Barbara are consumer decision making concept and understanding between the consumer who is purchasing the drug and the health care provider who prescribes the medicine. Poor positioning of the drug in a highly competitive market for weight loss solutions could prove to be disastrous despite promising medical studies and consumer research. CSP wanted to base their new product comparably to Alli, but felt Metabical could be priced at a premium due to the need of a prescription to get the drug. Pricing was the main concern with this product and several scenarios were run to try and project and forecast where the pricing would give the best returns on investment. Objective * Develop Positioning Strategy for the drug. * Build the marketing communication plan in order to create a strong level of understanding between the consumer and the prescriber of the drug...
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...–Features) to use skimming pricing strategy and thus we suggest pricing the Metabical at $150 for 1 months supply, with this price Metabical will be able to achieve their objective to enter $ 3.74 billion market for weight control products in the United states and more than 5% ROI within 5 years. For ROI refer (Ex-8(a)(b)(c)(d)) and for pricing and Economic Value Analysis (Ex 7). This recommendation is based on the economic value comparison against other competitors such as Alli and OTC Orlistat. In addition to selling a monthly supply of Metabical for $150, we recommend selling a value pack consisting of 3 months supply – One complete 12 week course for $300, with a notion – “Get 3 for the price of 2”; without compromising net revenue –(Ex 7-pkging- pricing). We also recommend using Blister packaging with numbers so that people do not forget taking their pills. In order to achieve their objective CSP should use new product development and market differentiation as their Product Marketing strategy. With a positioning statement --“THE RIGHT PRODUCT FOR RIGHT YOU”. Metabical should target college educated, heath conscious females ages 35-65 looking to shed few extra pounds and thereby raising their self-esteem. Each product in the weight control market has a unique product and marking strategy, strengths and weaknesses (Ex-5) including Metabical, e.g. Alli- Product Differentiation, 1st OTC, FDA approved product VS, Metabical: Product and Marketing differentiation, 1st FDA approved...
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...CSP focus on developing, manufacturing, and marketing product that treat metabolic disorder, gastrointestinal disease, immune deficiencies, as well as other chronic and acute medical conditions. Metabical is one of CSP’s new prescription drugs, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals. Printup first order of business was to develop viable positioning strategy and associated marketing communication plan for Metabical. Advertising concepts such as giving overweight patients a safe alternatives, introducing Metabical as a short-term drug therapy and comprehensive support program. Promotion from direct mail, viral marketing campaign, and social networking sites and contestant blogs. If done correctly, socail and viral marketing had the potential to be an extremely valuable, cost-effective medium. Lastly public relations, occurs one month before the drug’s launch. Metabolic’ s head to head competitors include Alli and Xenical, other competitors include herbal supplement products.Trial participant reached their weight-los goals by week 12, Metabical create behavior modification and healthier eating habit, however Metabical is not very effective inhelping individuals with BMI of 30 or greater. Another weight loss drugs that was approved by the FDA is Alli, however Alli has some negative side effect including gastrointestinal conditions such as loos stools, increased defecation, incontinence, abdominal pain, and...
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...Metabical : Positioning and Communication Strategy for a new Weight-Loss Drug ZOOM Syndicate Gari Nurahman Wahyu Kumoro Santo Rizal Background Time February 2008 Cambridge Sciences Pharmaceuticals (CSP) International health care company Focus on Developing, manufacturing, and marketing product (metabolic disorder, gastrointestinal disease, immune deficiencies, etc.) Barbara Printup, Senior Director of marketing Want to launch Metabical (Meh-tuh-bye-cal) Objective Develop Positioning Strategy Build the Marketing Communication plan Positioning IMC Launch February 2008 January 2009 Analysis United State Issue In 2005, 65% from adult Population is Overweight, Obese and severely obese. The Second cause of preventable death Social Stigma (affect to professional life) Weight loss Drugs characteristic No Prescription drugs for (BMI of 25 30) are available Negative side effects ( gastrointestinal effect, and liver damage) Herbal/ dietary supplement Required an FDA approval except herbal Metabical Approved by FDA Specifically for Overweight (BMI 25 30) Reducing stress on heart and liver Single dose per day (controlled release feature) The side effect (gastrointestinal discomfort) less severe then other (if the patient consumed high level of fat and calories) Not recommended for BMI >30 Support Program Reference material Online weight Control Personal Support Meal Plans Weight loss tracker...
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...to lose their weight in every possible way. However, not every attempt was successful. Due to that, the pharmaceutical industry has been developing and testing a large variety of medicines that are specifically made to help people with weight issues. One of the newest drugs on the market is Metabical, a prescription drug developed by Cambridge Sciences Pharmaceuticals (CSP). Based on the results from clinical trials, Metabical has been proven effective for weight loss of overweight people. The question is how willMetabicalbe introduced to the market? PULL MARKETING The main idea was to advertise Metabical directly to consumers in order to increase the awareness of the product. This strategy was based on pull marketing where the purpose was to attract the customers and make them approach the supplier or seller first. It is not an assertive way of marketing in comparison to push marketing where a seller calls potential customers on the telephone asking whether they would like to purchase a product they might not actually need. In 1997, the Food and Drugs Administration (FDA) has reduced restrictions on direct-to-consumer-advertising concerning drugs. Therefore, the effect of the pull marketing was tremendously positive for the pharmaceutical industry. (Buckley 2003). It is also visible in a study made by Prevention magazine, where doctors whose patients came and asked for a medicine that they had...
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...Metabical After spending millions of dollars for ten years in research and development, Metabical was finally able to receive FDA approval, making it the first and only drug to receive FDA approval to meet the needs of customers who have been trying to lose weight. Like with any other new product, numerous issues need to be considered before Metabical is actually introduced in the market. Decisions about pricing, packaging and demand forecast of the product are key to the success of Metabical. Barbara Printup, senior director of marketing for CSP, needs to analyze the market critically in order to decide the pricing and packaging strategy and forecast the demand for the product before it is launched. The demand forecast and the pricing and packaging strategies all plays a significant role in determining the long-term success of Metabical because the drug market is intensely competitive and only those products which are marketed with innovative strategies can survive in the market. Packaging decision is the first thing that needs to be taken care of. Since FDA trials showed that most of the people were able to achieve their weight loss goals by week twelve, the drug would be approved as a twelve- week treatment plan. The major issue that Printup needs to consider is the number of pills that would be included in each pack. Packing the entire twelve- week supply in one package does sound like a good plan but CSP should not forget that packaging plan directly ties in with the...
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...METABICAL Situational Analysis and SWOT Situational Analysis Item | Issues-Facts | Implications to Situation | SWOT | Organization Structure | | | | 1 | Barbara Printup has over 20 years of experience marketing prescription drugs | Experience helps in the marketing and launch strategy for s new product to market | S | Leadership | | | | 1 | $25B in sales in 2007 | Brand recognition is key | S | 2 | Clinical trials performed to show majority of individuals reached weight-loss goals by week 12 and minimal weight loss after that | By generating data through clinical trials, FDA clearance is a route which is an opportunity over its OTC and supplement competitors | S | Functional Areas | | | | 1 | 10 years of testing and $400 million in R&D costs | A great deal of time and resources invested into product | W | 2 | Researchers at CSP combined an appetite suppressant (calosera) with a fat-blocking agent (meditonan) to for Metabical | The strong R&D team at CSP gives the company a competitive advantage in inventing revolutionary products | S | 3 | Negative side effects occur when users consume high levels of fat and calories | People tend to eat "junk" because they believe diet pills will cancel it out | W | Political, Legal &Ethical | | | | 1 | No prescription-drug options available specifically for the overweight segment (BMI 25-30) | Entering the market first will undoubtedly come with a large market share in the future | O | ...
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...4240 JULY 22, 2010 JOHN A. QUELCH HEATHER BECKHAM Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug “I have tried countless diets and every new weight-loss pill that has come on the market. Nothing seems to take off those extra pounds. With diets, I am miserable because I am starving all the time, and none of the weight-loss pills seem to work. I might lose a couple pounds, but I never reach my weightloss goals and I usually end up gaining more back. I would give anything to lose this extra 20 pounds, so that I can live a longer, happier life.” — Tamara Jinkens: focus group participant, age 42 Barbara Printup, senior director of marketing for Cambridge Sciences Pharmaceuticals (CSP), listened as overweight focus group participants recounted their lifelong struggles with weight loss. Printup had just been placed in charge of the upcoming U.S. product launch of CSP’s newest prescription drug, Metabical (pronounced Meh-tuh-bye-cal). In clinical trials, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals. CSP was an international health care company with a focus on developing, manufacturing, and marketing products that treat metabolic disorders, gastrointestinal diseases, immune deficiencies, as well as other chronic and acute medical conditions. The company captured over $25 billion in sales in 2007. Printup had over 20 years of experience marketing prescription drugs for CSP. She had led six new drug...
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...Metabical: Positioning and Communications Strategy for a new Weight-Loss Drug Q & A 1. Who is involved in the decision making process? What is the decision making process for Metabical? Since Metabical is a prescription drug for weight loss which can only be bought via a prescription, the overweight patients are not the only decision makers involved. The health care providers are also decision makers in this process for they are the ones who prescribe the drug. The consumer decision making process (J.Paul Peter & Donnelly, Ch3, p.49) for Metabical goes through five stages: a) Perceiving or recognizing a need. According to the case, 65 % of Americans are overweight. Many perceive themselves as social outcasts. Here Metabical ties in with a variety of needs in Maslow’s hierarchy of needs: the need for belongingness and love for companionship. After all no one likes being excluded. Exclusion can also negatively impact one’s self esteem. So it also ties in with the need for self esteem and self actualization since excess weight negatively impacts hiring, wages, and job promotion. b) Alternative Search: Once the need for love and belonging, and self esteem is recognized the overweight individual collects information from marketing sources like ads, or public sources like newspapers and magazines. The consumer might even ask his health care provider about it. He/she might even ask their overweight friends i.e. group sources who tried many diet drugs...
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...JULY 22, 2010 JOHN A. QUELCH HEATHER BECKHAM Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug “I have tried countless diets and every new weight-loss pill that has come on the market. Nothing seems to take off those extra pounds. With diets, I am miserable because I am starving all the time, and none of the weight-loss pills seem to work. I might lose a couple pounds, but I never reach my weightloss goals and I usually end up gaining more back. I would give anything to lose this extra 20 pounds, so that I can live a longer, happier life.” — Tamara Jinkens: focus group participant, age 42 Barbara Printup, senior director of marketing for Cambridge Sciences Pharmaceuticals (CSP), listened as overweight focus group participants recounted their lifelong struggles with weight loss. Printup had just been placed in charge of the upcoming U.S. product launch of CSP’s newest prescription drug, Metabical (pronounced Meh-tuh-bye-cal). In clinical trials, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals. CSP was an international health care company with a focus on developing, manufacturing, and marketing products that treat metabolic disorders, gastrointestinal diseases, immune deficiencies, as well as other chronic and acute medical conditions. The company captured over $25 billion in sales in 2007. Printup had over 20 years of experience marketing prescription drugs for CSP. She had led six new drug...
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...expressed as weight in kilograms divided by height in meters squared (kg/m2), is commonly used to classify overweight (BMI 25.0–29.9), obesity (BMI greater than or equal to 30.0), and extreme obesity (BMI greater than or equal to 40.0). One of the USA national health objectives is to reduce the prevalence of obesity among adults to less than 15%. The NHANES 2007–2008 data for adults aged 20 and over suggest an increase in obesity between the late 1980s and today in the United States, with the estimated age-adjusted prevalence moving upward from a previous level of 23% in NHANES III (1988–1994) to approximately 34% in 2007–2008. The scale of the obesity epidemic, combined with the evolution of obesity management to longer-term treatment strategies, has made the sector exceptionally attractive to drug developers. The demanding risk-benefit profile required to get US or European approval...
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...Introduction Cambridge Sciences Pharmaceuticals (CSP) is an international health care company that focus on developing, manufacturing, and marketing products that treat metabolic disorders, gastrointestinal diseases, imm une deficiencies, and other chronic and acute medical conditions. The company captured over $25 billion in sales in 2007. CSP created Metabical, what would be the first prescription drug approved by the FDA specifically for overweight individuals (those with a BMI of 25 to 30). Its compounds produce dramatic weight loss for overweight individuals. It works on a low-dose formulation, therefore reducing damages to heart and liver functions. Negative effects of the drug occurred when taken while consuming high levels of calories and fat. Metabical is intended to be taken during a 12-week treatment. The estimated retail price for the drug would be approximately $3 to $5 per day, so that would sum up to $1,800. Many health care insurance companies don’t cover weight-loss drugs in their plans. Direct competition includes over-the-counter (OTC) drug Alli (a reduced-strength version of the prescription drug Xenical), approved by the FDA for weight-loss use. There are a number of liver damage reports of people who have been taking Alli and Xenical being currently investigated by the FDA. Because of its recommended intake treatment, Metabical helps with behavior modification and healthier eating habits. In order to take maximum advantage of this, its planned to create a comprehensive...
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