1.) Metabical’s initial focus should be on consumer segmentation. The drug can be targeted 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
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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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Over the last few decades‚ the percentage of the population that is overweight has increased. But even with this trend‚ a significant portion of these individuals are unhappy with their body image. Many are looking to lose weight but don ’t know how to go about it (where to start‚ who to turn to‚ what will work for them). There are different motivations for losing weight (e.g. to look better‚ feel better‚ become more healthy‚ etc.). The decision making process under the hierarchy of effects model
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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 University of Technology‚ Jamaica Module Outline 2013 – 2014 CREDIT VALUE: NUMBER OF HOURS: UNIVERSITY COORDINATOR: Office Hours: SCIT CSP COORDINATOR’S NAME: YOUR LECTURER’S NAME: Office Hours: 1 45 Courtney Palmer ……………………………………………………... Stanford Graham Office Hours: Michelle March Thursday 11 am – 12pm & Friday 10 – 11am MODULE DESCRIPTION: This module covers the importance of volunteerism in contributing to an improvement in the quality of life in communities around UTech and Community
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How companies can position their products for competitive advantage in the marketplace? Discuss. HOW TO GAIN A COMPETITIVE EDGE Examine your business and its key operations‚ policies and relationships with customers to determine what you should work on to compete more effectively. What You Should Know Before Getting Started Gaining a Competitive Advantage Marketing Position Company Resources and Opportunities Evaluation of Opportunities Defining the Process Choosing a Competitive Edge What
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CSP 101 Notes reading I. Lesson 1- Power Actions/Partnering with Arise A. Control Background noises B. Avoid personal Phone calls Make sure cell phone is on silent C. Excellent customer service D. Polite holding Let customers know how long they will be on hold E. Punctuality Always service the schedule you choose‚ if not‚ the customer will wait and other CSPs would not get all the hours they wanted F. Follow information security standards Use appropriate computer security Do not print
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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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[pic] Business Case Metabical Version 1.0 ● October 21th‚ 2010 [pic] Work Group Metabical – Business Case |VERSION: 1 |REVISION DATE: 10/21/2010 | |Team Members | |Eduardo Lins |[Email] |[Telephone]
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service/ volunteerism means to you? I define volunteerism as the act of carrying out activities for the greater benefit of a community with little or no benefit to the party carrying out the action. Volunteerism may be done for a number of reasons but should not include to receive an income or to gain publicity for the individual or group initiating the activity. There are a few benefits that the initiating individuals have from carrying out a voluntary action such as: growing one’s knowledgebase about
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