Case study solutions by top business students.
Hire Writer Table Of Contents 1. CSP had assigned Printup to be in-charged of the upcoming U.
The majority of Metabical trials participants reached their weight-loss goals by week We will then elaborate the issues regarding overweight and obesity in the United States and analyse the market survey done by the company regarding overweight issues in order for us to decide which is the best market segmentation that we should target.
The second focus in this report would be the positioning strategy which we will state the point of parity and point of differences of Metabical and come out with the positioning strategy and target market.
The third focus will be the the SWOT analysis of the product which we will state the strengths, weaknesses, opportunities, and threats of Metabical which lead us in deciding which marketing communication strategy need to be taken next.
Finally, we will discuss on marketing communication strategy which best suit with the product so that CSP able to communicate well with the target consumer. Printup was well aware that in order to recoup this massive investment, the drug need not only a successful launch, but also long term, steady demand.
If Metabical were not successful with initial consumers, credibility of the drug would be in question and FDA approval would mean little. Printup still needed to flesh out the optimal segmentation, targeting and positioning of the drug, Then she could move on to assessing her current marketing 2 ommunications strategy and developing a timeline for the key activities.
The case study had led us in analysing and deciding who was the ideal target consumer? How should each participant in the decision-making process to be addressed? How could these participant best be reached?
What was the appropriate message to convey to one of them? What was the role of the support program?
What was the optimal rollout schedule for the key marketing communications activities? In this report, Printup will provide all recommendations for the successfull marketing communication strategy and to ensure the long-term steady demand for Metabical.
Being overweight is related to a number of serious health complications, and according to the American Obesity Association in ,? In addition to health risks, overweight individuals endure a significant social stigma as well as outright discrimination.
Laziness and self indulgence are common stereotypes associated with this group. Many overweight people feel like social outcasts. The professional life of an overweight individual could also be negatively affected, as excess weight has been found to adversely influence, hiring decisions, wages, and promotions.
The BMI scale, which calculates the relationship between weight and height associated with body fat and health risk, is appropriate for both men and women.
It has three BMI categories of excess weight for adults: People are getting fatter almost everywhere in the world.
The World Health Organization predicts there will be 2. Therefore according to the survey there is a need for a better weight loss drug which is proven and safe to lead a health lifestyle. Market Research Based on statistic on adult population in United States between and obviously we can see the percentage of obese and overweight steadily increasing.
Also the percentage of obesity were rise steadily with age in both gender with the highest occurrence among men age 65 to 74 and women age of 55 to 64 and with overall more prevalence in men rather than women. As we can see the percentage of obese had inversely related with education level and income level.Case study solutions by top business students.
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug Metabical is a revolutionary weight loss drug, which Cambridge Sciences Pharmaceuticals expects to be finally approved soon.
Key Issues Analyzing the market and segmentation, and identifying the needs of the customers. 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. Metabical case study solution - Download as Word Doc .doc /.docx), PDF File .pdf), Text File .txt) or read online.
Cambridge Sciences Pharmaceuticals (CSP) is an international health care company. They captured over $25 billions in sales in /5(4).
Assignment 2 Metabical Positioning and Communications Case Study 1. End consumer and health provider are the two primary groups involved in this. The case study describe the analysis of marketing strategy used to introduce the drug in the Metabical is claimed to be a safe and effective weight loss drug.
Its goal is to enable individuals to achieve better results than they would from the pill alone.