INTRODUCTION Cambridge Science Pharmaceuticals (CSP) was an International health care company with a focus on developing, manufacturing, and marketing products that treat metabolic disorders, gastrointestinal diseases, immune deficiencies, as well as other chronic and acute medical conditions. The company captured over $25 billion in sales in 2007. Barbara Printup is the senior director of marketing of CSP who is responsible for the most successful product by CSP, Zimistat. CSP had assigned Printup to be in-charged of the upcoming U.S product launch of CSP¶s newest prescription drug, Metabical. Barbara Printup, Senior Director of marketing for Cambridge Sciences Pharmaceuticals (CSP) will be the person who is responsible in the product launch of Metabical which scheduled for January 2009. It was now February 2008, and Printup¶s first order of business was to develop a viable positioning strategy and associated marketing communications plan for Metabical.
Executive Summary Cambridge Science Pharmaceuticals (CSP) came out with the first prescription drug approved by the FDA specifically for overweight individuals called Metabical. The majority of Metabical trials participants reached their weight-loss goals by week 12. Although pricing had not been finalized, CSP estimated the retail price for the drug