[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]
Premium Obesity
METABICAL Problem Statement Cambridge Sciences Pharmaceuticals (CPS) wishes to determine the best possible target market in order to launch Metabical‚ the new weight-loss prescription drug that’s stipulated to be included in their portfolio. Importance of Positioning Strategies It’s important to note that finding the accurate positioning for any product within the market is crucial‚ given that historically when a product is incorrectly placed it tends to lack
Premium Obesity Health care
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
Premium Obesity Pharmacology
• What is the decision making process for Metabical? ◦ Who is involved? ◦ What role do they play? ◦ What are the stages in the process? In the launch of Metabical for the US market‚ several marketing decisions need to be made to bring a viable product into the market to maximize market penetration and gross margins over the PLC and to best serve the needs of the customers The players are • Health Care Professionals ◦ Will prescribe Metabical to their patients ◦ Can influence Insurance Companies
Premium Marketing
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
Premium Price Marketing Price point
business performance and how to better serve clients. The CRM data system developed by RBC could capture millions of daily client transactions; the final goal is to serve the customer at the individual level. This RBC’s vision was confirmed by a study realized in 1997 which revealed that customers wanted banking where they were: Well understood‚ their needs anticipated and their business was valued. In this Environment‚ mass marketing to huge customer segments simply wouldn’t work. In order
Premium Customer relationship management Marketing Customer service
Desventaja: por la independecia del nicho‚ el precio depende del comportamiento del consumidor. Aprovechar el posicionamiento de Metabical. Ventaja: buena valoración del producto Desventaja: ya que el mercado es bastante amplio‚ los consumidores podrían no pagar por el producto Compared to the competition: Advantage: fixed prices serve as a benchmark for pricing of metabical Disadvantage: The product would be similar to the competition for the consumer. Measure the own value: Advantage: It would
Premium Marketing Competition Market
Metabical Analysis 1) Benefits: * All other Weight-Loss Options in Exhibit 2 are more expensive that the target $30/ month out of pocket cost. * No other weight loss option offers cost containment cards. * No other product combines two mechanisms for weight loss: Metabical combines two pharmacologic mechanisms to produce weight loss: Fat blocker‚ meditonan and appetite suppressant‚ calosera. Due to the dual mechanism‚ the medications can be dosed in lower levels and therefore have
Premium Obesity Prescription drug Pharmacology
Harvard Case Study Analysis What is an ANALYSIS? analysis Function: noun Inflected Form(s): plural analy·ses \- s z\ Etymology: New Latin‚ from Greek‚ from analyein to dissolve (from ana- + lyein to loosen‚ dissolve) + -sis -1 : separation or breaking up of a whole into its fundamental elements or component parts 2 a : a detailed examination of anything complex (as a novel‚ an organization‚ a race) made in order to understand its nature or to determine its essential features : a thorough study
Premium Case study Marketing Strategic management
Metabical is a prescription drug produced by Cambridge Sciences Pharmaceuticals (CSP) for weight loss‚ which was the first and only prescription drug to obtain FDA approval. The drug was developed to help aid people in the overweight segment to lose 10 to 30 pounds. Barbara Printup is the marketing director in charge of selecting a price for the new prescription drug. In a study CSP did with Metabical‚ people with a body mass index (BMI) of 28 to 30 had an average weight loss of 26 pounds over a
Premium Obesity Marketing