272593 BUS 474 A 02/14/2011 Metabical After spending millions of dollars for ten years in research and development‚ Metabical was finally able to receive FDA approval‚ making it the first and only drug to receive FDA approval to meet the needs of customers who have been trying to lose weight. Like with any other new product‚ numerous issues need to be considered before Metabical is actually introduced in the market. Decisions about pricing‚ packaging and demand forecast of the product are key
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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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Executive Summary Situation Analysis 3.1 Identification Of The Problem 3.2 Market Analysis 3.3 SWOT Analysis 3.4 Target Market Marketing Communication Strategy 4.1 Marketing Communication Plan/Objectives 4.2 Marketing Budget 4.3 Schedule for Key Marketing Communication Activities 4.4 Promotional Strategies 4.4.1 Advertising Strategies 4.4.2 Promotion and Public Relations 4.4.3 Sales Force 4.4.4 Comprehensive Support Program 4.5 Product Strategies 4.6 Distribution Strategies 4.7 Pricing Strategies 4.7.1 Potential
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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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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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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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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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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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B Problem Statement Barbara Printup must 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
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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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