...population explosion in Bangladesh a non-profit organization Population Services International started with a project, SMP(Social Marketing Project) funded by another welfare body USAID. Under this project PSI introduced 2 birth control products in Bangladesh: Raja Condoms for Men and Maya Oral Contraceptive pills for females. Both products were marketed using the same Social Marketing Strategy where direct contact was made with the customers to educate them about family planning, birth control measures and make available birth control products at subsidized price. . Initially The 2 products experienced a good response with increasing sales, but later the sales of Raja condoms continued increasing and the sales of Maya contraceptive pills decreased drastically by 43.6% from 1980 to 1983 whereas Raja condoms experienced a growth of 95.5% in the same period. Objective of the study: This situation us with a case to understand why a similar strategy for 2 products, both aimed at preventing unwanted child birth could result in such different outcomes. This understanding will allow us to develop solutions to increase the sales of Maya Contraceptive pills. Strengths of the Marketing Strategy for both- * Creating a demand for the birth control products by spreading awareness about the importance of birth control through a vast network of field workers and by extensive marketing through radio, billborads, tshirts etc. * Making the product available to all rural and urban areas through...
Words: 631 - Pages: 3
...|2013/11/18 | TO: Philip Harvey FROM: Zhijie Bai RE: Population Services International: The Social Marketing Project in Bangladesh DATE: 11/18/2013 As part of the population control program in Bangladesh, PSI introduced two products - Raja condoms and Maya contraceptive pills. Unlike traditional marketing, PSI was involved in societal marketing. Over the time the sales of Raja increased tremendously and we were successful in grabbing a major part of market share in Bangladesh. But in case of Maya the sales started declining after a period. Even though we were selling Maya at a cheaper price, the competitors with higher price became successful in the market. The profit margin earned by retailers and wholesalers was very low for Maya compared to similar products in the market so they did not promote sales of the product. Earlier when Maya was introduced, it was a successful in terms of sales. But as time passed, people developed various bad notions about the pill. They associated the pill with birth control, considered it as an inferior drug because of its low price & the side effects caused by external factors were also related to it. Even the doctors advised not to use Maya because they thought it...
Words: 1599 - Pages: 7
...Marketing Plan: Ralont Pill Bottle by Pills R’ US Keller Graduate School of Management MM522: Marketing Management Bojlur Rahman Alex Garcia Donald Weston Taiwo Adenuga Executive Summary The Ralont Pill Bottle is dedicated to producing newly redesigned pharmaceutical medicine bottles that offer an “at a glance” view of “what medicine” belongs to “what person” in a medicine cabinet. This redesign came about after careful years of market research against the conventional “brown bottle” used for 90% of all medicine dispensed. We believe that our “color coordinated” bottles for Male Adults, Female Adults, Male Children and Female Children are exactly what the public has been asking for, thereby meeting market demand as well as metrics for predictable revenue. In addition, a patented “dosage control” mechanism will allow for “as needed pills” to be properly dispensed. Included you will find a SWOT analysis including redesign Strengths, Weakness, Opportunities and Threats. The Ralont Pill Bottle will offer customers a new shift in paradigm in the way medicine is identified, dispensed and maintained in storage. No longer will there be any kind of confusion as to what medicine belongs to what person and most importantly the differences between adult and child medication. Our goal is simple, to change public perception and trust in medication bottles and create a “new standard” which will in and of itself become a product by which other products can offspring. Pricing...
Words: 7285 - Pages: 30
...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...
Words: 4967 - Pages: 20
...Q1. How should 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...
Words: 912 - Pages: 4
...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...
Words: 5300 - Pages: 22
...Traditional teacher-directed approaches to physical education have centred on skill-drills rather than non-linear approaches, reducing student’s movement variability. Dynamic systems theory (DST) acknowledges that movement performance is constant, fluid and non-linear, meaning it response to the environment and task restraints (Magias & Pill, 2013). Teaching Games for Understanding (TGfU) and Game Sense (GS) both acknowledge DST and encourage physical educators to implement non-linear frame works which are centred around tactical concepts, providing conceptual understanding to students (Chow et al., 2009). The crucial component of this student-centred approach is to create learners that can self-adjust as a consequence of the interactions and...
Words: 2085 - Pages: 9
...The Responsible Parenthood and Reproductive Health Act of 2012 (Republic Act No. 10354), informally known as the Reproductive Health Law, is a law in the Philippines which guarantees universal access to methods on contraception, fertility control, sexual education, and maternal care.[1] While there is general agreement about its provisions on maternal and child health, there is great debate on its key proposal that the Philippine government and the private sector will fund and undertake widespread distribution of family planning devices such as condoms, birth control pills (BCPs) and IUDs, as the government continues to disseminate information on their use through all health care centers. On October 2012, a revised version of the legislation was renamed the Responsible Parenthood Act and was filed in the House of Representatives as a result of re-introducing the bill under a different impression after overwhelming opposition in the country, especially from the Catholic Bishops' Conference of the Philippines.[2][3] The law is highly divisive and controversial, with experts, academics, religious institutions, and major political figures supporting and opposing it, often criticizing the government and each other in the process. Debates and rallies proposing and opposing the bills, with tens of thousands of opposition particularly those endorsed by the bishops of the Roman Catholic Church and various other conservative groups, have been happening nationwide. History According...
Words: 709 - Pages: 3
...Drug Trafficking In the United States Angela Nicholson English 122: English Composition II William Johnson Date: 08/23/2011 Drug trafficking is an illegal drug trading system to which drugs are brought from other countries into the United States; to list just a few of these drugs; cocaine, heroin, hashish, marijuana, LSD, ecstasy, methamphetamines, and opiates. Terrorists are being funded by many of these drug trafficking operations in America. Another huge issue in The United States is the drug trafficking inside our country. In Florida and Texas, it is epidemic, the pill mills and grow houses are a major concern because they are supplying the entire United States with access to these drugs at a steady rate. As a result, there are many individuals and families that are being affected by addiction, illness, overdose, and death. The United States Government believes they have this under control and are helping to solve the situation, but in reality, drug trafficking in the United States is out of control. “Drug Trafficking is an activity that involves the cultivation, manufacturing, processing, importation and distribution of drugs” (Desroches, 2007). Going down the line of drug trade you have what is similar to an assembly line. You have the manufacturer or grower who grows and makes the actual drug which then is processed and packaged to be smuggled into the country. Eventually, making its way into America’s neighborhoods, by which is called the dealers. This is a process...
Words: 2437 - Pages: 10
...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...
Words: 2593 - Pages: 11
...bulimia, which is a type of eating disorder. A person with bulimia eats a lot of food in a short amount of time which is binging and then tries to prevent weight gain by purging or getting rid of the food. Purging might be done by: * Making yourself throw up * Taking laxatives, which you have found in her room. Laxatives can pills or liquids and speed up the movement of food through your body to produce a bowel movement more quickly, making it an easy and appealing way to lose weight. * Exercise excessively, as you have described People with bulimia often fall within the normal range for their age and weight. But their weak points are that they: * Fear gaining weight * Want desperately to lose weight * Are very unhappy with their body size and shape A person with bulimia may be thin, overweight, or have a normal weight. A person with bulimia is often very private so they can do things such as throwing up because the person with bulimia feels shame or disgust. This makes it hard to know if someone has bulimia. The warning signs to look out for are extreme weight loss through: * Using diet pills, or taking pills to urinate or have a bowel movement * Going to the bathroom all the time after eating (to throw up) * Exercising a lot, even in bad weather or when hurt or tired You may be able to recognize the signs of frequent throwing up by looking for: * Swollen cheeks or jaw area * Calluses or scrapes on the knuckles (if using...
Words: 1607 - Pages: 7
...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...
Words: 1774 - Pages: 8
...But it is more than simply selling a product. Advertisers not only just sell products, they sell ideals, values and normalcy. They also help to create or express consumers' identity, including gender (Van den Bulck, Van Hellemont 623). Gender roles are defined as the behavioural patterns indicating to others you are a male or a female. In other word, this is also linked to masculinity and femininity. In North America, advertising labels masculinity with traits such as dominance, assertiveness and independence. In contrast, we have femininity in which advertising labels as passive, beautiful and co-dependant. These two images advertisers try to paint normalize the stereotypes of different gender roles. Different companies use different strategies to sell products and encourage consumers to part with their hard earned money. Advertising reinforces particular gender norms. Through an analysis of a case study of anti-aging cream aimed towards women, this paper will argue that all advertising fundamentally plays on dominant ideologies to make people believe that in order to be “normal” or “successful”, they must buy product X. In particular, it will focus on how dominant norms surrounding masculinity and femininity are encouraged. These norms suggest what is considered an acceptable male and female appearance. It will also focus in particular on gender norms which female attractiveness is above all else, while men are valued for their other characteristics. The following case study...
Words: 1237 - Pages: 5
...General strategy: Be aggressive as it’s a zero-sum game. I think the first pitfall comes from teams who listen to the professor and treat it as a friendly competition, or take the advice to be a quality niche player. It’s possible to take over the market and grab every segment, which has the benefit of choking revenue from other companies while making yours look better. Since you’re trying to be first, your scorecard will establish the class curve and automatically give your team an A. Yes, for probably the only opportunity you will have in college, you receive an A by lowering the grades of your fellow classmates. Enjoy the ride. Round 1: Borrow long term debt to the hilt, and issue max stock and you should have around $56 million to play with. You’ll zoom ahead of your classmates as they’re too timid to fully commit and go all-in. College students in their early twenties have this misconception that low debt is a good thing, probably because they’ve been traumatized by student loans. Companies use debt for positive things such as growth and plant investment, similar to homeowners who take on a mortgage or take out equity on their home; it shouldn’t be seen as a bad thing. Before starting your practice rounds, read your capstone student guide a couple times to familiarize yourself with the game. It’s a desperate situation when you try to intuit or “feel” your way through the game. We had a few teams who didn’t do the research and lost their shirts. Remember what it felt...
Words: 1347 - Pages: 6
...| Zero Tolerance for Ineffective Zero Tolerance Policies | Can Zero Tolerance be Tolerated? | | Terrance Baker | LAWS310 | 12/14/2009 | Students are being handcuffed, arrested and expelled for possession of a butter knife or water gun, punishment that disproportionately targets African-American students, students being alienated and never returning to school after being suspended or expelled are all byproducts of the zero tolerance policies adopted by their school district. School administrators have abandoned common sense due to their adherence to zero tolerance policies by applying the same discipline to students that are guilty of minor offenses and non-violent rules violations, or just poor judgment as they due to students that are repeat offenders that pose serious threats to the safety of the school. Under the Zero Tolerance policies African-American students are suspended at an approximate rate of 2.3 times that of Caucasian students nationally even when socio-economic factors are taken into consideration. These one-size fits all policies are also contributing to the elevated dropout rates related to repeated use of suspension and expulsion. The illusion that zero tolerance policies are making our schools safer has blinded school administrators to the fact that these draconian policies are contributing to the education problem in America. | Abstract . The Zero Tolerance policies that have been implemented in public school systems has eliminated...
Words: 2331 - Pages: 10
