Metabical Case Study

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Case Study

Metabical

Introduction
Cambridge Sciences Pharmaceuticals’ (CSP) is
international health care company
Focus on developing, manufacturing and
marketing products that treat various deceases
Want to enter the market for weight-control
products in the US
Sucessfully managed to develop Metabical, new
revolutionary product for weight lost

SWOT Analysis
Strenghts
First prescription drug
Has Food and Drug Administration
approval
Good results in clinical trials and market
research
Revolutionary dual layer formulation
Better characteristics than other
products in the market

Opportunities
Potentially huge market
Constant rise in the number of
overweight and obese adults
Substitute for other methods
Additional health program development

Weaknesses
Potential side effects
Effective mainly for individuals whose
BMI is between 25 and 30
Has to be consumed with no breaks
No support from health insurance
From research to reality

Threats
Negative experience with similar
products and methods
Health concerns
No trust in marketing claims
Yo-yo effect

Market Segmentation

Demographic
Segmentation
Obesity, Age, Gender,
Education, Income

Psychographic
Segmentation
Physical Activity, Portion
Control, Food preferences,
Self-image

Target Market
Main target group
• Women age 35 to 65
• Women with household income 50,000 – 80,000
• Women with college education and above
• Willing to change current behavior and live a healthy
lifestyle
• Concern with health issues and actively try to loose
weight
Additional targeting
• Overweight individuals with BMI between 25 – 30
• Men age 40 to 60

Forecasting methods
Method 1
Population (BMI between 25 and 30)
actively trying to lose weight (35%
according to the CSP Study

Method 2
Population of overweight individual
(BMI between 25 and 30) willing to
take over the counter prescription
drugs

Pros:
• Focus remains strictly on the overweight people trying
to loose weight
• Metabical may have more positives results from this
broad pool
• More marketing options. Most data comes form
market research
•The whole over-weight market is considered in the
forecast and very little data is assumed

Pros:
• Focus on people willing to take some form of
medical treatment
• Metabical has more aggressive strategy
• Competes mainly with prove inferior prescribed
medications

Cons:
Cons:
•Does not have focus on the people really willing to
take weight-loss drugs
•Direct competition with similar products
•First of its kind, ( might not be appreciated by the
market)
•Hard to predict the behavior of such a broad segment
•Difficult to establish a brand name

• The strategy relies on the appeal of Metabical to the
scientific society
• People with high incomes, are more likely to spend
money for pills but they are the minority
•It is hard to predict the behavior of such a broad
segment of customers

Forecasting methods
looking at the number of overweight individual in the
United State (BMI between 25 and 30) and narrowing
down the population to those who were actively trying
to lose weight (35% according to the CSP Study

looking at the number of
overweight individual in the
United State (BMI between
25 and 30) willing to take
over the counter
perscription drugs

Pros:
• Focus remains strictly on the overweight people
trying to loose weight.
•Metabical may have more positives results from this
broad pool.
•More marketng options

Pros:
• Focus targets people
willing to take some form of
treatment.
•Metabical has more
aggressive strategy.
•Competes mainly with
perscribed medications
Cons:
•The strategy relies on the
appeal of metabical to the
scientific society
•People with high incomes,
are more likely to spend
money for pills buth they
are the minority

Cons:
•Focus on the population who were actively trying to
lose weight but not have focus on the people who...
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