METABICAL ASSIGNMENT 1. This is an individual assignment. Each student must turn in a one-page worksheet for the Metabical case. Use the template on page 2 of this document. The document may be typed or handwritten. You are welcome to use bullet points. 2. While you may interact with other students on this case‚ the worksheet must be turned in on an individual basis. Your worksheet will impact your class participation grade. 3. The questions under “Points to Ponder” below may be treated as suggested
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METABICAL Problem Statement Cambridge Sciences Pharmaceuticals (CPS) wishes to determine the best possible target market in order to launch Metabical‚ the new weight-loss prescription drug that’s stipulated to be included in their portfolio. Importance of Positioning Strategies It’s important to note that finding the accurate positioning for any product within the market is crucial‚ given that historically when a product is incorrectly placed it tends to lack
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Desventaja: por la independecia del nicho‚ el precio depende del comportamiento del consumidor. Aprovechar el posicionamiento de Metabical. Ventaja: buena valoración del producto Desventaja: ya que el mercado es bastante amplio‚ los consumidores podrían no pagar por el producto Compared to the competition: Advantage: fixed prices serve as a benchmark for pricing of metabical Disadvantage: The product would be similar to the competition for the consumer. Measure the own value: Advantage: It would
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upcoming U.S product launch of CSP¶s newest prescription drug‚ Metabical. Barbara Printup‚ Senior Director of marketing for Cambridge Sciences Pharmaceuticals (CSP) will be the person who is responsible in the product launch of Metabical which scheduled for January 2009. It was now February 2008‚ and Printup¶s first order of business was to develop a viable positioning strategy and associated marketing communications plan for Metabical. 2.0 Executive Summary Cambridge Science Pharmaceuticals
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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 loss of 26 pounds over a
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aware of how excess weight is affecting their well-being. These individuals would likely provide personal encouragement to undergo the Metabical process and move from the “think” to the “do” stage. Metabical’s advertisements also provide the “pull” by providing information that is needed to educate consumers on the benefits and points of differentiation that Metabical offers its customers. Health care professionals provide the “push” for individuals to begin taking a prescription drugs for weight
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an age group of 25-54 would have a stronger response rate. Metabical aims to be affordable‚ but since it is a prescription drug that is not covered by most insurance plans‚ individuals with an annual income of $40‚000 or more would be more financial able to cover the costs of the drug. Focusing on potential consumers needs‚ benefits‚ and attitudes can help behaviorally segment the consumer market. The need that the ideal Metabical consumer is looking to achieve should be weight-loss with the
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Bibliography: Bhaskar Chakravorti. (2010). Finding competitive advantage in adversity. Harvard Business Review 103-108. Prepared by: Abie89
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1. How does Metabical compare to current weight-loss options? Answer: Metabical is revolutionary product and forecasted to be the first FDA approved prescriptive drug for overweight individuals with weight-loss goals. The previous prescriptive drugs have a negative side effects that out weighed its positives. Metabical‚ on the other hand‚ did not display as many negative effects in its trail runs and thus was being strongly endorsed by the medical community. The current weight-loss drugs can be
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Hello Metabical Positioning And Communications Strategy For a New Weight Loss Drug Harvard Business Essays and Term Papers Search Results for ’metabical positioning and communications strategy for a new weight loss drug harvard business ’ Displaying 1 - 30 of 1‚500 * Metabical: Positioning And Communications Strategy For a New Weight-Loss Drug Metabical: Positioning and Communications Strategy for a new Weight-Loss Drug Q & A 1. Who is involved in the decision making process? What
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