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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Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug Case Study Case Article:Click Here Questions for Analysis 1. Metabical is faced with the task of positioning their product in the marketplace. Using the information from the case and your assigned readings‚ who are the key target segments for Metabical and what points of difference should be directed to each segment? Key Segments for Metabical are 1. End consumer(the patient) - Over weight adults
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HBS Case: Metabical: Positioning and Communications Strategy for a New Weight Loss Drug 1. What is the decision-making process for Metabical? Who is involved? Metabical needs to decide whom to sell and what means to use in order to reach this group successfully. This decision has to be taken by Printup and her marketing team. The target market should be identified; first of all‚ the segmentation of the market needs to be done in order to analyze which segment of the market would be more attracted
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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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In 2008‚ a marketing and positioning strategy was needed for Cambridge Sciences Pharmaceutical’s (CSP) new weight loss drug called Metabical. Metabical was touted as being a revolutionary weight loss drug with fewer negative side effects than the usual medicinal weight loss remedies. Metabical has many levels of decision-makers – both internal and external. CSP’s senior director of marketing‚ Barbara Printup likely reports to the company’s board of directors for her ultimate authority. Printup
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Questions for the Harvard case “Metabical: Pricing‚ Packaging‚ and Demand Forecasting for a New Weight-Loss Drug” For March 20‚ write responses to the following questions for the Metabical case. 1) How is Metabical different from the existing weight-loss options? How is it better or worse than the other options? Metabical is the first prescription drug approved specifically for overweight individuals (BMI between 25 and 30)‚ those individuals who have weight-loss goals of approximately 10
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2) How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer? The book of Marketing Management defines “Market Segmentation” as the process of dividing the market into group(s) of similar consumers and selecting the most appropriate to serve. Eventually‚ the selected group will be called the target market. According to this definition and the case on hand‚ Printup must decide on the parameters according to which she should start the segmentation
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INDIVIDUAL CASE STUDY METABICAL: _POSITIONING & COMMUNICATIONS STRATEGY_ _FOR A NEW WEIGHT-LOSS DRUG_ Q1: WHAT IS THE DECISION-MAKING PROCESS FOR METABICAL? WHO IS INVOLVED IN THE PROCESS? Consumer research over the years has shown that shoppers often follow a relatively common shopping behavior for product purchase. In theory‚ a shopper is said to go through the following five stages as a process. In reality‚ sometimes the steps may be switched around or even left out‚ as not all consumers
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1. How does Metabical compare to current weight-loss options? * It was the only prescription drug to achieve the FDA * No side effects * Moderate weight loss for overweight people not the obese like other weightloss drugs * Dual layer controlled realise formulation. First layer appetite suppressant‚ 2nd layer is the fat blocker. Low dose levels of chemicals‚ so doesn’t cause heart or liver diseases. 2. What are the pros and cons of the forecasting methods presented by Printup
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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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