. Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug Case Study Case Article:Click Here Questions for Analysis 1. Let Metabical and your health care provider start you on the road to a healthy weight and better life. How should each participant in the decision-making process to be addressed? As a result, official obesity rates for women are much lower than are the true obesity rates. I think the best package size for consumers would be to have enough pills for 6 weeks in a package similar to birth control packages.
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 reasons that resource imitation is costly are historical conditions, casual ambiguity and social complexity. The disadvantage with this pricing strategy is that it is difficult for a new product to enter the market and generate sales with an expensive pricing. Metabical is faced with the task of positioning their product in the marketplace. Normally in the weight loss industry, people want to see results and testimonial on the drugs.
They can also put it in their website and to other form of social network. It involves monitoring the internal and external marketing environment. Metabical is a revolutionary weight loss drug, which Cambridge Sciences Pharmaceuticals expects to be finally approved soon. Therefore, the communication strategy must focus on two main targets firstly, the Healthcare Providers and secondly direct to consumers who would be prescribing the medication. There could be other consumers who would surprisingly commit to Metabical that Printup does not see yet. This usually results from its loss due to frequent urination, because potassium is readily passed in the urine.
It is used for the purpose of identifying business opportunities and advance threat warning. One explanation for the difference? Health Care Providers The ideal target customer is a slightly overweight female. The results showed that there was a considerable amount of consumer interest in a prescription weight-loss drug for the overweight. The majority of trial participants reached their weight-loss goals by week 12. The sales force team also need to include this support program in their presentation in order to convey its benefits to the healthcare providers. The knowledge of the health aspect to obesity plays into the strength of Metabical as a something that is not just a weight-loss drug, but a life-changing experience. However, the problem with this approach is that it is so specific; it limits the possibility of reaching out to other markets.
Printup can use demographics age, gender, Education, Income as the framework for her decision and jointly use that information with the answers from the Marketing survey that assesses the opinions and behaviours of individuals in regards to body image and weight loss. The study revealed that women demonstrated the most distinct segmentation. Consumers pay for the value and will be willing to pay if they see positive results with Metabical but if price is set too high, consumers will choose a cheaper alternative and not use Metabical. Pharmaceutical industry, of the countries that will become a part of this deal. The combination of calosera and meditonan produced dramatic weight loss for overweight individuals and it is find to be less harmful as compared to other weight loss drugs. In addition, it also helps to avoid activities and actions that will be harmful for the company in future, including projects and strategies. In order for the sales team to be effective in meeting objective of creating product knowledge and its benefits, they providing clinical information and to arrange for a visit to at least four medical offices per day in order to finish up the 3,200 medical offices which are already in their data base.
What would the timeline for your communications plan look like? How does Metabical compare to current weight-loss options? However, resources should also be perfectly non sustainable. There is much skepticism with new drugs if consumers are unaware of its benefits and side effects. What package size would you recommend? The article is broken down into three basic sections. 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? Yet, the supplement industry has… and promoting strategy should although be adjusted based on the change of the unique selling point so that finally we can have a brand new Calvin Klein campaign with positive and fresh topic that can. Their obesity rate is lower than men in the 18-59 age group. After defining the problems and constraints, analysis of the case study is begin. These pamphlets contain information about Metabical.
The individuals prefer to follow diet plans, conduct exercise guide plans, and follow precautionary measures while taking meal and search for replacements. What was the role of the support program? According to Cyert and March, the firm can be thought of as a coalition of various interest groups: different departments, different levels of management, different groups of workers, suppliers and consumers, shareholders, etc. There are only several other weight-loss options in the market competing with Metabical. This section will analyze the advantages and disadvantages of each method individually. . Alli is basically a reduced strength version of Orlistal, which was also a fat reducing drug however it had failed to capture the market due to its harmful side effects.
Based on respondents¶ report, 65% of 18 to 35 years old respondents said that they wish to lose weight to look better and the rest 35% of the same age group respondents said that they wish to lose weight to improve their overall health. However, placing enough Metabical pills for a 12-week program would deem costly for most individuals and automatically be dismissed if the individual felt it was too expensive. It must also be well stated in the pamphlets and flyers which they are distributing. Product will be packaged in a blister-style package as a 12-week treatment plan. However, if there are many suppliers alternative, suppliers have low bargaining power and company do not have to face high switching cost. When considering a price for Metabical, Printup has to make sure that the return on investment will be quick enough to prevent the company from completely failing on this new drug. This also reduces costs for consumers since a package of pills for 12 weeks would be too expensive for most consumers.
What are the pros and cons of forecasting methods presented by Printup? Before the Metabical launch, pamphlets and reply card for sample of support program should be mailed to 100,000 health care providers as a direct mail campaign. In addition will the slight shift from pharmaceuticals to service and content demand organizational adjustments. The case study had led us in analysing and deciding who was the ideal target consumer? With premium pricing, it may take a while for Metabical to gain high profit margins. The final business segment could be considered the most important as it has the potential to be the most lucrative: the almighty insurance company. For example, using Aquafina in substitution of tap water, Pepsi in alternative of Coca Cola.
There are many potential side effects of Xenical, which include liver damage, kidney stones and severe stomach pain. Moreover, it is also called Internal-External Analysis. So what we recommend is to divide the treatment in three, so the package would be sold as a monthly treatment. Reaching a high product and brand awareness is the number one priority for the launch. These criteria make our segmented market measurable, meaningful, and marketable which in turns makes it a viable segment.