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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* 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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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. 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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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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Apparently it’s Printup the senior director of marketing who is assigned the task to make decisions about Metabical. These decisions about Metabical will decide the fate of the drug. If it is observed closely there are many other stakeholders involved that will eventually decide about the fate of this drug. Printup would decide the marketing and public relation strategies to push the drug in the market. But it’s FDA that’s quite active and concerned after few awful events which occurred from usage
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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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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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New Product Launch Marketing Plan‚ Part II New Product Launch Marketing Plan‚ Part II Digital Display Corporation (DDC) is launching an innovative product that will display caller identification of cellular phone calls in the automobile windshield. DDC is in the process of performing a market segmentation of potential consumers of the product. The organization must understand decision motivators and buying behaviors of customers. DDC will develop a tactical plan to manage each stage of the
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