Article|McKinsey Quarterly The dawn of marketing’s new golden age Marketers are boosting their precision, broadening their scope, moving more quickly, and telling better stories. February 2015| byJonathan Gordon and Jesko Perrey Science has permeated marketing for decades. Fans of the television drama Mad Men saw a fictionalized encounter when an IBM System/360 mainframe computer physically displaced the creative department of a late-1960s advertising agency. In reality, though, the 1960s through
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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
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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
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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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as well as 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
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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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Positioning and Communications for Weight Loss Drug *plus size clothing stores (Findings, alternatives and recommended implementation) In clinical trials, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals, being more effective than over the counter weight loss products like “Alli” being the only OTC accepted by the FDA, but this drug came with negative side effects like incontinence, abdominal pain, increased defecation and this worsened
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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 Communications Strategy for a new Weight-Loss Drug Q & A 1. Who is involved in the decision making process? What is the decision making process for Metabical? Since Metabical is a prescription drug for weight loss which can only be bought via a prescription, the overweight patients are not the only decision makers involved. The health care providers are also decision makers in this process for they are the ones who prescribe the drug. The consumer decision
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