Metabical | | 1st Approach | | | | | # of People | | | | | | | Number of Overweight Individuals BMI between 25 and 30 | | 4,104,474 | (230,000,000 of which 65% are overweight, obese, or morbidly | | | obese and 35% are overweight, 34/64.5, and 15% who would use drugs) | | | | | | | | | Year one capture 10% | | | | 410,447 | Year two capture +5% | | | | 615,671 | Year three capture +5% | | | | 820,895 | Year four capture +5% | | | |
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SUPPORT PROGRAM BETTER SOLUTION – Group 7 -AJINKYA-DIVYANGANA-KETAKI-SUHAIL-TEAM- OBJECTIVES: – ™ Product benefits ™ Target customers ™ Packaging strategy ™ Forecasting demand ™ Pricing strategy ™ Profitability and ROI Metabical – only through a ™ FDA approved and can be bought prescription ™ Lesser negative effects as compared to other available drugs ™ Only 1 tablet per day ™ Promotes a healthier lifestyle (behavioural modifications) ™ Came with a support plan
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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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abuse Transcript of Metabical Case Study Presented by: The Lever Group Metabical - Case Study Goal? Targeting and Positioning: How to market Metabical to the correct audience to maximize sales Who are we? The Lever Group An independent market research group specializing in the balance between exercise and diet for overweight individuals Cambridge Sciences Pharmaceuticals (CSP) International health care company $25 billion in sales in 2007 Makers of Zimistat Metabical - may be first FDA approved
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Problem statement Pricing must be decided for Metabical that captures the accurately forecasted demand of the target market. Because of heavy competition such as Alli , it is important to create a package that can be priced accurately to drive up sales and consistency of a 12 week drug. Situation Analysis Cambridge Sciences Pharmaceuticals’ (CSP) is international health care company. Their focus is on developing, manufacturing and marketing products that treat various diseases. They want to
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METABICAL CASE ANALYSIS Metabical is a prescription drug produced by Cambridge Sciences Pharmaceuticals (CSP) for weight loss, which was the first and only prescription drug to obtain FDA approval. The drug was developed to help aid people in the overweight segment to lose 10 to 30 pounds. Barbara Printup is the marketing director in charge of selecting a price for the new prescription drug. In a study CSP did with Metabical, people with a body mass index (BMI) of 28 to 30 had an average weight
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international health care company that develops, manufactures and markets products that treat metabolic disorders, gastrointestinal diseases, immune deficiencies and other chronic and acute medical conditions. In April of 2008, CSP’s latest product Metabical, which was a new drug that had been clinically proven to be effective at achieving weight-loss in moderately overweight individuals, had just received FDA approval as the first prescriptive drug of its kind. At the time of Metabical’s FDA approval
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Informacion Relevante 0. Quien soy? BARBARA PRINTUP 0.Cual es el objetivo? LOGRAR PARTICIPACION EN EL MERCADO CON METABICAL DE 3724 MUSD$ (15%) 1. Cual es el problema? Cambiar los habitos de los pacientes con sobrepeso, no les gusta tomar los medicamentos, no todos terminan el tratamiento y cambien sus habitos alimenticios para que no recuperen su peso perdido, no hacen deporte. No inclusión en medicamentos prescritos para perder peso en las HMOs y PPOs - OUT OF POCKET Tiene que competir con medicamentos
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Reinald Nathaniel 29115153 – Syndicate 1 Metabical Case According to the data and our calculation, there are two methods that could be used to be consider in Metabical’s pricing strategy. First we would narrow the population into a niche market by filtering the numbers. It is done by taking the number of people who tries to lose weight, then the next filter that we put is: to sort out by the number of people who are comfortable in using pills (Method 1). The other method is to get the number from
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