1. What is the decision-making process for Metabical? Who is involved in the process? Market research: investigating into the overall adult overweight situation in U.S. fand overweight population and consumers’ perception of the currently existed weight-loss drugs. Analyzing differential advantages: CSP should recognize the Metabical’s competitive factors first. Metabical is the first prescription drug approved by FDA and has less negative side effect and can magically loss weight. Recognizing
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* Weight-loss drugs Market before Metabical * Prevailing Safety Concerns; limiting options for patients * No prescription-drug option for the overweight segment (BMI 25-30) * Many OTC drugs available for patients with BMI 30+ including FDA-approved ‘Alli’ but various negative side effects reported‚ e.g.‚ 30 liver damage cases in Alli & Xenical during ‘99-‘08 * Other solutions categorized as herbal or dietary supplements were not regulated by the FDA i.e.‚ safety not warranted
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1. What makes Metabical different from the other weight-loss products on the market? Medibical is the first FDA-approved prescription drug for the overweight segment (BMI 25-30). It is a low-dose formula that reduces stress on heart and liver functions. Metabical also contains a controlled-release feature that requires only one pill be taken per day which leads to better patient compliance. Participants experience dramatic weight loss with an average 26 pounds for BMI 28-30 and 15 pounds for BMI
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Overview Quelch and Beckham present a break down of the weight-loss product called “Metabical”. Quelch and Beckham show that “Metabicals” optimal target customer are Over Weight United States demographic. Premises “Excess weight is considered a public health crisis in the U.S.‚ with approximately 65% of the entire adult population categorized as overweight‚ obese‚ or severely obese.” True This premises supports the claim the question presents in showing evidence that authors of the case
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Answer 1 - Each customer will need to answer the following questions: 1. Am I obese . One needs to analyze BMI data for finding an answer to this. 2. Do I want to change The answer to this question depends upon the following criteria. 1. Looks consciousness 2. Health consciousness 3. If the answer to both the above questions is yes then there will be 3 options for the customer for Exercise | OTC | Prescribed drugs | Pros1. Healthy@ naturalGood habitLifestyleCons:Time consuming
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Case Questions for: John A. Quelch and Heather Beckham (2010)‚ “Metabical: Pricing‚ Packaging‚ and Demand Forecasting for a New Weight-Loss Drug‚” Harvard Business Case #: 4183‚ Harvard Business Publishing. Instructions for answering the below questions: * Provide your answers in form of a memo addressed to me. * Use a bullet format (use approximately one to two sentence per bullet). * Use approximately five to eight bullets per question (when appropriate). * You must
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global pharmaceutical company with over $25 billion in global sales. It has extensive experience bringing drugs to market including its most profitable drug‚ Zimistat. Metabical‚ is CSP’s new weight loss drug that is being brought to market by CSP and is targeted to individuals categorized as overweight (BMIs 25-30). Metabical is the culmination of 10 years and $400 million dollars in R&D and is uniquely positioned as the only prescription weight loss pill to target the overweight population.
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Syllabus as of October 10‚ 2012 NYU/Stern Executive MBA Program B01.2310.87: Marketing Spring‚ 2013 Professor Priya Raghubir Office: Tisch 809; Phone: 212.998.0727; Fax: 212.995.4006 e-mail: raghubir@stern.nyu.edu; Web: www.stern.nyu.edu/~raghubir Course Objectives As the core Marketing course in the EMBA program‚ the objectives of this course are: 1. To introduce you to the role of marketing in organizations; 2. To teach the basic concepts and tools used in marketing‚ including: - Elements of
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your solution? c) Is there any relationship between economic indicators and demand for Wilkins’ products? d) How to forecast new products such as new fixed-pressure fire valves? Metabical: Pricing‚ Packaging and Demand Forecasting for a New Weight-Loss Drug (Rozman‚ Rugelj‚ Šivec‚ Vuković) e) How does Metabical compare to current weight-loss options? f) What are pros and cons of the forecasting methods presented by Pintup? How would you do it? Make your own forecasts. g) What considerations
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Integrated Marketing Communications Assignment: Georgina Tilbrook (7619740) Introduction: All organisations‚ whether large or small‚ commercial or independent need to communicate in order to run a profitable and successful business. Marketing communications provides the means for brands and organisations to present themselves to their target audiences and therefore vital in promoting the right message. As competition increases‚ communication develops both with respect to direct competition and
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