Mai Nguyen New Product Planning Professor Patton 3/5/14 Metabical: Pricing‚ Packaging‚ and Demand Forecasting for a New Weight-Loss Drug Case 1. How does Metabical compare to current weight-loss options? There are only several other weight-loss options in the market competing with Metabical. The first is prescription drugs. These are prescribed for use only by obese and severely obese individuals. This meant that only individuals with BMI of over 30 who were prescribed weight-loss drugs
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Metabical (Case study) Case Facts • Metabical is a prescription drug produced by Cambridge Sciences Pharmaceuticals (CSP) for weight loss. • It was the first and only prescription drug to obtain FDA approval for weight loss (overweight category) drug. • The company had conducted an elaborate market research program for identifying the target segment and positioning the product. • Competitors: FDA approved OTC drug Alli. • Marketing strategy: – DTC advertising- celebrity endorser‚ TV‚ radio‚
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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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towards both men and women; however‚ a focus on women may be more worthwhile. In terms of weight-loss‚ women exhibit more of a desire to change their overall body image‚ and showcase a motivation to eat‚ look‚ and feel healthier. (See Exhibit 3 in Case Book) Metabical’s age demographic segmentation would have a stronger response from the middle 25-34‚ 35-44‚ and 45-54-age sector that is moderately overweight (BMI of 25-30). These age brackets more likely have the financial means to purchase such
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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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Case study : Metabical Positining and communication strategy for a new weight-loss drug Question 1 – How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer? They should target women less than 65 especially (exhibit 2). They seem to be more aware than men to their weight. But most of the population (men and women) are now more conscious that losing weight is important for health. We can talk about normal customers including young
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Case Summary The Cambridge Sciences Pharmaceuticals (“CSP”) is an international healthcare company that had completed successful clinical trials for its newest weight loss prescription drug‚ Metabical. With the final FDA approval expected‚ Metabical’s launch was set for January 2009 and a clear marketing communications strategy needed to be in place before the launch. With 10 years and $400 million spent on research and development‚ it was imperative that CSP positions Metabical correctly in the
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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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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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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
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