...Q1: What is the Decision-making process for Metabical? Who is involved in the process? Consumer research over the years has shown that shoppers often follow a relatively common shopping behavior for product purchase. In theory, a shopper is said to go through the following five stages as a process. In reality, sometimes the steps may be switched around or even left out, as not all consumers are by rule, always alike. The decision-making process (DMP) for Metabical, Cambridge Sciences Pharmaceuticals‘ (CSP) new weight-loss drug involves several people. The product end-user is the main subject of the decision-making process, but other external parties interject at different stages, influencing the consumer’s ultimate decision. Below is the flow Metabical’s consumers would go through as part of their shopping behaviors. Stage 1: Need Recognition & Problem Awareness A recognition occurs that consumers are unhappy with their current body image, their weight or their unhealthy lifestyle. This can come from consumers’ existing, continuous dissatisfaction in terms of their weight physical appearance. It can also be triggered by external media sources such as TV, Outdoor, Radio or Magazine advertisements whereby a variety different visuals, articles, messages can lead to consumer awareness that there is a problem, and a need, that must be satisfied. At this point, both the consumer and the respective media agents are involved in process. Stage 2: Information Search In...
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...Le tabelle pivot La tabella pivot deve il suo nome al fatto che le intestazioni di riga e colonna possono essere ruotate intorno all’area dati principale per offrire diverse visualizzazioni dei dati di origine. Una tabella pivot può essere costruita partendo da un elenco di dati di Excel, da una tabella pivot già esistente nella cartella di lavoro o da un’origine esterna, come una tabella di database. Una tabella pivot riepiloga i dati utilizzando i metodi di calcolo come somma e media. In questo articolo, ci limiteremo ad analizzare il caso in cui si voglia utilizzare come origine un elenco in un foglio di Excel: l’elenco non deve contenere righe o colonne vuote e deve essere fornito di intestazioni di colonna. Con dati esterni la procedura sarebbe la stessa: dovremmo solamente specificare dove si trovano i dati e importarli. Utilizzeremo per i nostri esercizi il file vendite.xlsx, visibile in figura 1. Figura 1: un prospetto per costruire una tabella pivot Costruzione di una tabella pivot Vogliamo ora costruire una tabella pivot che riepiloghi il totale del fatturato di ogni agente per categorie di vendita, mese per mese. Anche per la tabella pivot occorre fare clic in una delle celle dell’elenco. Quindi nella scheda Inserisci, nel gruppo Tabelle, premete la freccia sul pulsante Tabella pivot e, dal relativo menu, scegliete Tabella pivot. Excel vi mostrerà la finestra Crea tabella pivot, visibile in figura 2. Figura 2: la finestra Crea tabella pivot La finestra...
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...blood pressure, diabetes, sleep apnea and many more. Furthermore, a research has shown that death rates from cancer were 52% higher in men and 62 % higher in women with excessive weight than in people with normal weight (Eugenia E. Calle 2003). A large proportion of overweight people have been trying 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...
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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...
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...front office manager of hotel Empire. He is facing a situation that a family is looking for two rooms for just one night. They are 4 persons. Parents are regular business traveller but now them with their two kids. They are not as business traveller that night. They are paying for one room $160 but hotels rack rate is $220. We advise Larry to reject the family booking to considering following points, Market Positioning: - Hotel Empire is a very famous hotel in that market. Hotels market position is very high. As they are mention the picked up six walk-in guests and three of them are walked from the Hotel The Astor. This hotel is competitor of Hotel Empire. Maintain loyalty of clients for future is very important for market positioning. Hotel is really having very much goodwill. As case stated the downtown hotels are evidently filling up tonight that means the market demand is there. To maintain Market positioning we must follows the target market and pricing principle. So Larry Tan must be reject this booking if they are not ready to convinced to maintain the market positioning. Target Market: - As mention in case Hotel Empire is nearby to full occupancy. Only two rooms are remained. Hotel has chances to be perfect fill but hotel have most clients...
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...operational effectiveness. But in this way, they move further away from viable competitive positions which can only be achieved by an appropriate strategy. Positioning which was once the way to go about beating competition is now rejected, since its too static. Rivals can easily copy the market position and competitive advantage. However, that is not entirely true as hypercompetition is a self-inflicted wound. It is important to watch out for what your competitors are doing, but improving operational effectiveness alone is not enough, and that cannot be your only strategy. Operational effectiveness and strategy are both important for superior performance which is what a firm aims for. A company can beat rivals if it can stand out, establish a difference it can preserve. Basically a company can either provide greater value to customers or comparable value at low prices, or both. Delivering greater value means higher unit prices, greater efficiency means lower unit costs. Cost arises from performing activities and cost advantage comes from performing activities more efficiently than your competitors. This can be in the choice of the activity or how the activity is performed. So activities are what creates competitive advantage. Operational effectiveness means performing similar activities better than rivals. Strategic positioning means performing different activities or similar activities in a different way. Productivity frontier is the sum of all existing best practices at...
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...UNIT-IV Product positioning concept Although there are different definitions of Brand Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging,and competition). Also positioning is defined as the way by which the marketers creates impression in the customers mind. Positioning concepts More generally, there are three types of positioning concepts: 1. Functional positions o Solve problems o Provide benefits to customers o Get favorable perception by investors (stock profile) and lenders 2. Symbolic positions o Self-image enhancement o Ego identification o Belongingness and social meaningfulness o Affective fulfillment 3. Experiential positions o Provide sensory stimulation o Provide cognitive stimulation Perceptual mapping Perceptual mapping provides answers to these vital questions: • What is your market position relative to your competitors? • What are your strengths and weaknesses? • Where are there gaps in the market? • How do you measure up to the “ideal?” • What strategies will improve your competitive position so that you are both relevant to the market and differentiated from competitors? The process includes developing the attributes—either functional, emotional, or both. Survey respondents rate the client brand and competitive brands on each of the attributes, and attribute importance and ideal...
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...Assignment #1 1. What symptoms exist to suggest that something has gone wrong? There are a few key observerable symptoms that things had gone wrong when Syd Gilman (Vice President of Marketing) was speaking with Rochelle Beauport. The “red flags” that I found in this case are: * Syd failed to recognize Rochelle’s reaction to the news as he was too focused on the belief/expectation that Rochelle would perceive the marketing research coordinator position as a career advancement; * As a result of Syd’s expectation of how Rochelle would respond to the new position, he misinterpreted her negative reaction as a positive “surprised” reaction; * Rochelle viewed the new position offered as a “backroom” job and believed it was due to her visible minority and her gender; * She believed that she was getting sidelined and removed from the company’s bottom-line activities; * She believed that the position of marketing research was not the route to top management; * Syd assumed that Rochelle’s surprised reaction was because of the great career opportunity he was presenting to her when in reality Rochelle perceived this offer in the completely opposite way; * Exit – Rochelle felt dissatisfaction with her previous employer that ultimately lead her to leaving the company, and is now starting to feel the same dissatisfaction and is considering leaving Hy Dairies Ltd.; * Voice - after some reflection she is now contemplating whether or not to talk to Syd...
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...Positioning Strategy: By creating product, service, channel, people and image differentiation Nestle reach the consumer touch point more effectively & efficiently in comparing with their competitors in the highly competitive food processing sector. Product Differentiation: Nestle brings a lot of product for target customers. They provide 25 types of minerals in Nido for children. It also provides Cerelac and Lactogen1 &3 for newly born baby exclusively. Now the doctors prescribe these products for babies to their parents for high nutrition Nescafe is a product which contains 4 types of categories. They offer Nescafe ice for hot weather, classic for all 3 in 1 for those who are busy. They provide Maggi including Maggi instant; Maggi 2 minutes which contain various minerals, vitamins and nutritions.Maggi also provide magi healthy soup and Maggi corn soup but charge the same price. Channel Differentiation: Nestle reach their products to the customers through their expert market salesman and transportation. So that their products are much available to their respective customers. Image differentiation: Nestlé’s logo is totally different from its competitors that are greatly accepted by its customers. For that reason customer easily identify them in the market which is another effective advantage for Nestle. People differentiation: Nestle has a large number of employees that are highly educated and trained. In Bangladesh, 400 employees are working in market Company chairman;...
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...also respond to the questions listed below. • Strategy, mode of entry • Organizational structure • Marketing, sourcing strategies(650s), logistics • International and local staffing policy. ??? DRS defines strategy as “Management’s idea on how to best attract customers, operate efficiently, compete effectively, and create value. Guides building and sustaining the company’s competitive position within its industry” (DRS, p. 809). What factors led to the disappointing performance of Hong Kong Disneyland? Factors leading to Hong Kong Disneyland’s poor performance include: high prices for tickets and food; small park size; inconvenient location too far from primary business and residential areas, product offering, product positioning, cultural gaps, staff issues, bad press, and overcrowding led to the disappointing performance of Hong Kong Disneyland. The case study also adds “lack of unique features, insufficient appeal to adults and missing Chinese elements (Farhoomand, p. 1) as possible reasons for the park’s lackluster performance. Marketing mix = product, price, promotion, brand, and distribution. DRS p. 623 Why did the management team repeatedly offend local people despite its awareness of the importance of observing local culture and customs? Why have the remedial actions taken by management been unsuccessful in revising the Park? What more do you think the Park can do to achieve a successful turnaround? What are some possible arguments for...
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...successfully launching a national brand of fresh Italian sausage could provide the needed profit to meet company objectives. Market Research: Target Market: Themes (emerged from focus groups): 1. Family connection 2. Clever cooking 3. Confidence 4. Appreciation 5. Quick & easy 6. Tradition Concepts (developed based on themes and consumer values) * “Family Connection” * “Clever Cooking” * “Balancing Act” * “Labor of Love” Italian Sausage “Brand Ladder”: Takeaways: Market research tells us who to target for market positioning, but it does not tell us any quantitative numbers to determine any sort of profitability numbers, such as costs and Saxonville/competitor average pricing. 2) Key Issue in the Case: Need successful launch of Italian sausage brand to achieve target profits for following fiscal year, but they need to determine a brand positioning, strategy, and name for launching their Italian sausage segment in the national retail sausage market. 3) Alternatives: a) Launch Vivio brand name nationally with Family Connection...
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...1. What is a brand? Why does Unilever what fewer of them? 2. What was Dove’s market position in the 1950’s? What is it positioning in 2007? 3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? 4. Spend a little time searching blogs, to get a sense of what people are saying about Dove today. What does this discussion contribute to the meaning of the brand? 5. Footnote 1 of the case leads you to a blogger who asks, with reference to the age of YouTube advertising, “Is marketing now cheap, fast and out of control?” Footnote 2 refers to Dove as having started a conversation “that they don’t have control of.” In “When Tush comes to Dove,” Seth Stevenson writes about the “risky bet that Dove is making.” Do you see risks for the Dove brand today? By using YouTube for distributing advertisements, Dove found a cheap way to advertise. Moreover, for people it is a very easy way to watch the advertisements so Dove its way of reaching people is good chosen. On the advertisements there can be placed a reaction directly and some of the results are mentioned below. Some people trust the brand more after the campaign, some people distrust. The distrust comes forth out of the idea that maybe Photoshop and a lot of make-up is used to make the women appear better in front...
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...In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Brand positioning process Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s). Generally, the brand positioning process involves: Identifying the business's direct competition (could include tertiary players that offer your product/service amongst a larger portfolio of solutions) Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.) Documenting the provider's own positioning as it exists today (may not exist if startup business) Comparing the company's positioning to its competitors' to identify viable areas for differentiation Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions. Product positioning process Generally, the product positioning process involves: Defining the market in which the product or brand will compete (who...
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...3:People who are of mid-level income , they don’t want to perform surgery since expensive and want a substitute with is of same quality but at a more acceptable cost. | Targeting Evaluate market segments and choose the target segment.Market attractiveness criteria (segment size, segment growth, segment profitability etc.):Business strength criteria (resources, skills and competencies etc.):How would you rank the segments based on the market attractiveness and business strength (you are not going to use any sophisticated tools at this stage, simply rely on your experience and understanding): * Highest potential: segment x * Medium potential: segment x * Lowest potential: segment xYour target segment (one of the three): | Positioning Think about how you are going to position your product/service. Are you going to...
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...Strategic Option for Industry Leaders Industry Leaders need to use strategies to compete successfully in the market. To continue to stay on top and enjoy the status and income or profit potential, they must be always on the alert. Thomson and Strickland suggest that these companies need to pursue the following strategic moves: a) Stay on the offensive strategy. This attitude means that the business organization must continuously pursue offensive strategies. The following should be done: i) Be a first mover, leading industry change; ii) Best defense is a good defense; iii) Relentlessly pursue continuous improvement and innovation iv) Force rivals to scramble to keep up; v) Launch initiatives to keep rivals off balance; and vi) Grow faster than industry, taking market share from rivals. b) Fortify and defend the strategy. Relates to sealing off areas or cracks that may invite other competitors to attack or challenge the company. i) Increase advertising and research and development ii) Provide higher levels of customer service iii) Introduce more brands to match attributes of rivals iv) Add personalized services to boost buyer loyalty v) Keep prices reasonable and quality attractive vi) Build new capacity ahead of market demand vii) invest enough to remain cost competitive viii) Potent feasible alternative technologies ix) Sign exclusive contracts with best suppliers c) Do muscle Flexing. Muscle flexing...
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