Metabical Case Study Essay Example
Case Study
Metabical
Introduction
Cambridge Sciences Pharmaceuticals’ (CSP) is international health care company
Focus on developing, manufacturing and marketing products that treat various deceases
Want to enter the market for weight-control products in the US
Sucessfully managed to develop Metabical, new revolutionary product for weight lost
SWOT Analysis
Strenghts
First prescription drug
Has Food and Drug Administration approval Good results in clinical trials and market research Revolutionary dual layer formulation
Better characteristics than other products in the market
Opportunities
Potentially huge market
Constant rise in the number of overweight and obese adults
Substitute for other methods
Additional health program development
Weaknesses
Potential side effects
Effective mainly for individuals whose
BMI is between 25 and 30
Has to be consumed with no breaks
No support from health insurance
From research to reality
Threats
Negative experience with similar products and methods
Health concerns
No trust in marketing claims
Yo-yo effect
Market Segmentation
Demographic
Segmentation
Obesity, Age, Gender,
Education, Income
Psychographic
Segmentation
Physical Activity, Portion
Control, Food preferences,
Self-image
Target Market
Main target group
• Women age 35 to 65
• Women with household income 50,000 – 80,000
• Women with college education and above
• Willing to change current behavior and live a healthy lifestyle • Concern with health issues and actively try to loose weight Additional targeting
• Overweight individuals with BMI between 25 – 30
• Men age 40 to 60
Forecasting methods
Method 1
Population (BMI between 25 and 30) actively trying to lose weight (35% according to the CSP Study
Method 2
Population of overweight individual
(BMI between 25 and 30) willing to take over the counter prescription drugs Pros:
• Focus remains strictly on the overweight people
Metabical
Introduction
Cambridge Sciences Pharmaceuticals’ (CSP) is international health care company
Focus on developing, manufacturing and marketing products that treat various deceases
Want to enter the market for weight-control products in the US
Sucessfully managed to develop Metabical, new revolutionary product for weight lost
SWOT Analysis
Strenghts
First prescription drug
Has Food and Drug Administration approval Good results in clinical trials and market research Revolutionary dual layer formulation
Better characteristics than other products in the market
Opportunities
Potentially huge market
Constant rise in the number of overweight and obese adults
Substitute for other methods
Additional health program development
Weaknesses
Potential side effects
Effective mainly for individuals whose
BMI is between 25 and 30
Has to be consumed with no breaks
No support from health insurance
From research to reality
Threats
Negative experience with similar products and methods
Health concerns
No trust in marketing claims
Yo-yo effect
Market Segmentation
Demographic
Segmentation
Obesity, Age, Gender,
Education, Income
Psychographic
Segmentation
Physical Activity, Portion
Control, Food preferences,
Self-image
Target Market
Main target group
• Women age 35 to 65
• Women with household income 50,000 – 80,000
• Women with college education and above
• Willing to change current behavior and live a healthy lifestyle • Concern with health issues and actively try to loose weight Additional targeting
• Overweight individuals with BMI between 25 – 30
• Men age 40 to 60
Forecasting methods
Method 1
Population (BMI between 25 and 30) actively trying to lose weight (35% according to the CSP Study
Method 2
Population of overweight individual
(BMI between 25 and 30) willing to take over the counter prescription drugs Pros:
• Focus remains strictly on the overweight people