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
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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
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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
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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
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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
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analyzing the HBS cases Metabical Positioning Case 1. What is the decision making process at Metabical? Who is involved in the process? 2. How should Printup think about the segmentation of potential Metabical customers? Who is the optimal target customer? 3. How should CSP identify and employ the differential advantages that Metabical offers, to position itself in the marketplace? 4. Given the positioning strategy you chose, what would be your communications strategy to each of the target
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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
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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
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Sample Case Scenarios Via: Harvard Business School Scenario 1: Clean Edge Razor: Splitting Hairs in Product Positioning description After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to lift the hair from the skin, allowing for a closer shave. The company has already decided to introduce
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