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
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METABICAL CASE STUDY REPORT INTRODUCTION Excess weight had become a big crisis in the US, affecting about 65% of the adult population leading to different kinds of health complications. In the past, several manufacturers had introduced various weight loss products like over-the-counter (OTC) drugs, herbal products, supplementary fad diets, etc. All of these have proven to be unsuccessful because of their ineffectiveness, severe side effects and lack of credibility among consumers. At this juncture
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Obesity is a public health challenge throughout the world (1). Ongoing monitoring of trends in obesity is important to assess interventions aimed at preventing or reducing the burden of obesity. Since the 1960s, measured height and weight have been collected in the United States as part of the National Health and Nutrition Examination Survey (NHANES). In 2007–2008 more than one-third of United States adults were obese (2). Obese individuals are at increased risk of diabetes mellitus, cardiovascular
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METABICAL In this case, Cambridge Sciences Pharmaceuticals (CSP) developed a new weight-loss drug named Metabical. In order to manufacture Metabical and launch it into market successfully, CSP had made market research, product experiment, and market communications strategy. Based on my analysis, CSP’s plan should be a medium risk strategy. The reasons were, it would be a little difficult to target the right customers in overweight segmentation, and
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$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
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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
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Metabical: Positioning and Communication Strategy for a New Weight Loss Drug -Ennam Pathak CSP, Health Care Company with a focus on developing, manufacturing and marketing products that treats chronic and acute medical conditions. It came up with a new weight loss drug, Metabical, FDA approved and can be bought through a prescription. The drug has lesser negative effects, as compared to other available drugs, associated with excess fat and calories in diet promoting a healthier life style. One tablet
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Executive Summary: Pricing and Packaging Recommendation We recommend CSP (Ex 6 –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
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custserv@hbsp.harvard.edu Web: hbsp.harvard.edu C ASES Cases, slices of business life, focus on actual problems and decisions facing a company. Students are challenged to put themselves in the protagonist’s place and suggest business strategies, tactics, and solutions. New Cases ABICI The co-founder of an Italian bicycle manufacturer evaluates whether reducing
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