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 marketplace. Optimal segmentation‚ targeting‚ and positioning were important factors to consider in order to ensure
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"Brand positioning is an attempt to create and maintain a unique representation of the brand in customer’s mind‚ a representation that is expected to stimulate choice of that brand" (Rossiter‚ 2005‚ p.42). Positioning‚ in fact‚ refers to how customers think about different brands in a market. Through brand positioning a company attempts to build a sustainable competitive advantage on product attributes in the consumer’s mind. Nevertheless‚ developing a successful positioning strategy is not easy
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design a customer driven marketing strategy. In the next steps‚ marketers construct a marketing program that actually deliver superior value through building profitable customer relationships by capturing value from customers. Here we will focus on customer driven marketing strategy of launching a product or service. Customer – driven marketing strategy and marketing management orientations that guide marketing strategy: To design a winning marketing strategy ‚ the company must first decide who
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Positioning Strategies in Business Markets An executive summary for managers and executive readers can be found at the end of this article Positioning strategies in business markets Stavros P. Kalafatis Markos H. Tsogas Charles Blankson Professor of Business Marketing‚ Kingston Business School‚ Kingston-upon-Thames‚ Surrey‚ UK Senior Lecturer‚ Kingston Business School‚ Kingston-upon-Thames‚ Surrey‚ UK Assistant Professor‚ Grand Valley State University‚ Allendale‚ Michigan‚ USA Keywords
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WEIGHT OBSESSED WOMAN Media and celebrities place extreme amount of pressure on women to maintain a slender figure. Through childhood to adulthood‚ we are bombarded with images of stick skinny woman and this is the way almost everyone wants to look. Although there are other factors the media is the primary source of obsession with being thin. Why has this become such a popular trend? Is this what society says is acceptable? Prove has shown that ladies exposed to pictures of thin models experience
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determine the packaging for Metabical that will best capture the accurately forecasted demand of the target market. With many substitutes for weight loss in a variety of packages and price points‚ it will be important to create a package that can be priced in a way to both drive sales and continued use of the 12-week drug. Printup must also develop a pricing model to align with the packaging and the price expectations of the target market. Since this is the first prescription drug for overweight people
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Weight loss hypnosis is fast gaining popularity with searches in Yahoo! alone hitting an amazing 5500. Why not join the thousands of people on this planet to embark on a journey of weight loss using hypnosis. Try this method with no side effects at all unlike the drugs people take. When you use weight loss hypnosis‚ you have nothing to lose except for that few minutes. That few minutes a day can create wonders in your life. The next time you see those delicious food in any magazines or books‚ you
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the wrestler must decide what the best weight class is for him to wrestle at‚ most of the time this means losing weight to wrestle at a lower class and although it is not seen that often bumping up a weight class may occur. Wrestlers will lose weight at any costs and this has been proven to be very fatal in the cases of Billy Saylor‚ Joseph LaRosa‚ and Jeff Reese. These three athletes died from malnutrition‚ dehydration‚ and over exercises while cutting weight in order to meet the dead line to wrestle
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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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VIEW Strategic Human Resource Management Taken from: Strategic Human Resource Management‚ Second Edition by Charles R. Greer Copyright © 2001‚ 1995 by Prentice-Hall‚ Inc. A Pearson Education Company Upper Saddle River‚ New Jersey 07458 Compilation Copyright © 2003 by Pearson Custom Publishing All rights reserved. This copyright covers material written expressly for this volume by the editor/s as well as the compilation itself. It does not cover the individual selections herein that
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