...QUELCH HEATHER BECKHAM Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug “I have tried countless diets and every new weight-loss pill that has come on the market. Nothing seems to take off those extra pounds. With diets, I am miserable because I am starving all the time, and none of the weight-loss pills seem to work. I might lose a couple pounds, but I never reach my weightloss goals and I usually end up gaining more back. I would give anything to lose this extra 20 pounds, so that I can live a longer, happier life.” — Tamara Jinkens: focus group participant, age 42 Barbara Printup, senior director of marketing for Cambridge Sciences Pharmaceuticals (CSP), listened as overweight focus group participants recounted their lifelong struggles with weight loss. Printup had just been placed in charge of the upcoming U.S. product launch of CSP’s newest prescription drug, Metabical (pronounced Meh-tuh-bye-cal). In clinical trials, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals. 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. Printup had over 20 years of experience marketing prescription drugs for CSP. She had led six new drug campaigns and had just...
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...Metabical: Pricing, Packaging &Demand Forecasting For A New Weight Loss Drug Metabical: Pricing, Packaging &Demand Forecasting For A New Weight Loss Drug Abstract Metabical will be the only weight loss drug clinically proven to be effective for moderately overweight people, also recognized by the FDA. The CSP’s (Cambridge Sciences Pharmaceuticals) drug Metabical got its final approval from the FDA. The senior marketing director for CSP-Barbara Printup must develop the marketing communication and positioning strategy for a successful launch of the new drug Metabical. The main points to be stressed on by Barbara are consumer decision making concept and understanding between the consumer who is purchasing the drug and the health care provider who prescribes the medicine. Poor positioning of the drug in a highly competitive market for weight loss solutions could prove to be disastrous despite promising medical studies and consumer research. CSP wanted to base their new product comparably to Alli, but felt Metabical could be priced at a premium due to the need of a prescription to get the drug. Pricing was the main concern with this product and several scenarios were run to try and project and forecast where the pricing would give the best returns on investment. Objective * Develop Positioning Strategy for the drug. * Build the marketing communication plan in order to create a strong level of understanding between the consumer and the prescriber of the drug...
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...Classes: Section 03 CASE STUDY: METABICAL POSITIONING AND COMMUNICATIONS STRATEGY FOR A NEW WEIGHT LOSS DRUG PREPARED FOR: DR. FAUZIAH SH. AHMAD GROUP MEMBERS STUDENT NUMBERS SHENBAGAM RAMAN (MR131131) SYAHIRAH BINTI ISMAIL (MBS141154) MUZAMMIL BIN ZOLKARNAIN (MR131142) HUZAIMAH YAHYA (MBS141112) OKEKE EMMANUEL (MBS141163) 1.0 Company Background Metabical is a weight loss drug that has been proven to be safe and effective for moderately overweight individuals in clinical trials. FDA approval is expected for January 2009, which gives the Marketing team around Barbara Printup a little less than a year to develop an effective positioning strategy for Metabical, as well as a full marketing communications plan to be ready for the launch. It is clear that the product will have to amortize extensive R&D costs and secure excess profits in order to be a success for CSP, all that in a market environment characterized by diverse competition and low consumer trust. 2.0 Issue and Problem Statement The issue in Metabical can be carried out from the case study is the company required to discover the market positioning for that particular product which is the weight-loss drug named Metabical. In addition, the issues arise that the company less clarity by the way of the communication tools or method to deliver the good messages regarding the product of weightloss drug. 3.0 Possible Solutions ...
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...QUELCH HEATHER BECKHAM Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug “I have tried countless diets and every new weight-loss pill that has come on the market. Nothing seems to take off those extra pounds. With diets, I am miserable because I am starving all the time, and none of the weight-loss pills seem to work. I might lose a couple pounds, but I never reach my weightloss goals and I usually end up gaining more back. I would give anything to lose this extra 20 pounds, so that I can live a longer, happier life.” — Tamara Jinkens: focus group participant, age 42 Barbara Printup, senior director of marketing for Cambridge Sciences Pharmaceuticals (CSP), listened as overweight focus group participants recounted their lifelong struggles with weight loss. Printup had just been placed in charge of the upcoming U.S. product launch of CSP’s newest prescription drug, Metabical (pronounced Meh-tuh-bye-cal). In clinical trials, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals. 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. Printup had over 20 years of experience marketing prescription drugs for CSP. She had led six new drug campaigns and had just...
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...Metabical : Positioning and Communication Strategy for a new Weight-Loss Drug ZOOM Syndicate Gari Nurahman Wahyu Kumoro Santo Rizal Background Time February 2008 Cambridge Sciences Pharmaceuticals (CSP) International health care company Focus on Developing, manufacturing, and marketing product (metabolic disorder, gastrointestinal disease, immune deficiencies, etc.) Barbara Printup, Senior Director of marketing Want to launch Metabical (Meh-tuh-bye-cal) Objective Develop Positioning Strategy Build the Marketing Communication plan Positioning IMC Launch February 2008 January 2009 Analysis United State Issue In 2005, 65% from adult Population is Overweight, Obese and severely obese. The Second cause of preventable death Social Stigma (affect to professional life) Weight loss Drugs characteristic No Prescription drugs for (BMI of 25 30) are available Negative side effects ( gastrointestinal effect, and liver damage) Herbal/ dietary supplement Required an FDA approval except herbal Metabical Approved by FDA Specifically for Overweight (BMI 25 30) Reducing stress on heart and liver Single dose per day (controlled release feature) The side effect (gastrointestinal discomfort) less severe then other (if the patient consumed high level of fat and calories) Not recommended for BMI >30 Support Program Reference material Online weight Control Personal Support Meal Plans Weight loss tracker...
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...Q1: What is the Decision-making process for Metabical? Who is involved in the process? Consumer research over the years has shown that shoppers often follow a relatively common shopping behavior for product purchase. In theory, a shopper is said to go through the following five stages as a process. In reality, sometimes the steps may be switched around or even left out, as not all consumers are by rule, always alike. The decision-making process (DMP) for Metabical, Cambridge Sciences Pharmaceuticals‘ (CSP) new weight-loss drug involves several people. The product end-user is the main subject of the decision-making process, but other external parties interject at different stages, influencing the consumer’s ultimate decision. Below is the flow Metabical’s consumers would go through as part of their shopping behaviors. Stage 1: Need Recognition & Problem Awareness A recognition occurs that consumers are unhappy with their current body image, their weight or their unhealthy lifestyle. This can come from consumers’ existing, continuous dissatisfaction in terms of their weight physical appearance. It can also be triggered by external media sources such as TV, Outdoor, Radio or Magazine advertisements whereby a variety different visuals, articles, messages can lead to consumer awareness that there is a problem, and a need, that must be satisfied. At this point, both the consumer and the respective media agents are involved in process. Stage 2: Information Search In...
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...School Scenario 1: Clean Edge Razor: Splitting Hairs in Product Positioning description After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to lift the hair from the skin, allowing for a closer shave. The company has already decided to introduce Clean Edge into the men's market where it has a strong presence. Jackson Randall, the product manager for Clean Edge, struggles with how best to position the product for the launch. One strategy is to release Clean Edge as a "niche" product, targeting the high-end market of fastidious groomers looking for superior skin care products. Another strategy is to release the product into the highly competitive mainstream razor market where the product can be positioned as the most effective razor available. Randall meets internal resistance to the mainstream strategy from the product manager for the company's current, but aging, mainstream razor products and he must consider the effects of cannibalization in his plan. Randall must recommend an optimal strategy and provide supporting economic analysis of his decision--not just for Clean Edge, but for its effect on the entire company. Learning objective: Explore issues associated with strategic product positioning. Review new product development process and understand the importance of...
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...Metabical: Positioning and Communications Strategy for a new Weight-Loss Drug Q & A 1. Who is involved in the decision making process? What is the decision making process for Metabical? Since Metabical is a prescription drug for weight loss which can only be bought via a prescription, the overweight patients are not the only decision makers involved. The health care providers are also decision makers in this process for they are the ones who prescribe the drug. The consumer decision making process (J.Paul Peter & Donnelly, Ch3, p.49) for Metabical goes through five stages: a) Perceiving or recognizing a need. According to the case, 65 % of Americans are overweight. Many perceive themselves as social outcasts. Here Metabical ties in with a variety of needs in Maslow’s hierarchy of needs: the need for belongingness and love for companionship. After all no one likes being excluded. Exclusion can also negatively impact one’s self esteem. So it also ties in with the need for self esteem and self actualization since excess weight negatively impacts hiring, wages, and job promotion. b) Alternative Search: Once the need for love and belonging, and self esteem is recognized the overweight individual collects information from marketing sources like ads, or public sources like newspapers and magazines. The consumer might even ask his health care provider about it. He/she might even ask their overweight friends i.e. group sources who tried many diet drugs...
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...METABICAL CASE STUDY REPORT INTRODUCTION Excess weight had become a big crisis in the US, affecting about 65% of the adult population leading to different kinds of health complications. In the past, several manufacturers had introduced various weight loss products like over-the-counter (OTC) drugs, herbal products, supplementary fad diets, etc. All of these have proven to be unsuccessful because of their ineffectiveness, severe side effects and lack of credibility among consumers. At this juncture, Barbara Printup, the Senior Marketing Director of Cambridge Sciences Pharmaceuticals (CSP) wants to introduce CSP’s newest revolutionary prescription drug, Metabical. It is the only FDA approved prescription drug for overweight people, which has minimal side effects and long term benefits. PURCHASING DECISION MAKING PROCESS (Q1) The communication strategy of Metabical targets both the health care provider and the consumer. Depending on the initiators there are two different purchase decision processes in the purchase of Metabical for the overweight problem. 1. For Customer: a. Problem identification: The various health awareness programs, BMI table etc help a health conscious or beauty conscious individual to identify the overweight problem. b. Information search: Once the problem is identified the individual decides on the course of action. He/She may decide to either ignore the problem or work on it. Metabical is interested in the group of individuals who are ready to...
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...CSP focus on developing, manufacturing, and marketing product that treat metabolic disorder, gastrointestinal disease, immune deficiencies, as well as other chronic and acute medical conditions. Metabical is one of CSP’s new prescription drugs, Metabical proved to be safe and effective in stimulating weight loss for moderately overweight individuals. Printup first order of business was to develop viable positioning strategy and associated marketing communication plan for Metabical. Advertising concepts such as giving overweight patients a safe alternatives, introducing Metabical as a short-term drug therapy and comprehensive support program. Promotion from direct mail, viral marketing campaign, and social networking sites and contestant blogs. If done correctly, socail and viral marketing had the potential to be an extremely valuable, cost-effective medium. Lastly public relations, occurs one month before the drug’s launch. Metabolic’ s head to head competitors include Alli and Xenical, other competitors include herbal supplement products.Trial participant reached their weight-los goals by week 12, Metabical create behavior modification and healthier eating habit, however Metabical is not very effective inhelping individuals with BMI of 30 or greater. Another weight loss drugs that was approved by the FDA is Alli, however Alli has some negative side effect including gastrointestinal conditions such as loos stools, increased defecation, incontinence, abdominal pain, and...
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...Obesity is a public health challenge throughout the world (1). Ongoing monitoring of trends in obesity is important to assess interventions aimed at preventing or reducing the burden of obesity. Since the 1960s, measured height and weight have been collected in the United States as part of the National Health and Nutrition Examination Survey (NHANES). In 2007–2008 more than one-third of United States adults were obese (2). Obese individuals are at increased risk of diabetes mellitus, cardiovascular disease, hypertension, and certain cancers, among other conditions (3). Some studies have shown a relationship between obesity prevalence and socioeconomic status measured as educational level or income (4). Results from the 2007–2008 National Health and Nutrition Examination Survey (NHANES), using measured heights and weights, indicate that an estimated 34.2% of U.S. adults aged 20 years and over are overweight, 33.8% are obese, and 5.7% are extremely obese. Body mass index (BMI), expressed as weight in kilograms divided by height in meters squared (kg/m2), is commonly used to classify overweight (BMI 25.0–29.9), obesity (BMI greater than or equal to 30.0), and extreme obesity (BMI greater than or equal to 40.0). One of the USA national health objectives is to reduce the prevalence of obesity among adults to less than 15%. The NHANES 2007–2008 data for adults aged 20 and over suggest an increase in obesity between the late 1980s and today in the United States, with the estimated...
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...and other chronic and acute medical conditions. The company captured over $25 billion in sales in 2007. CSP created Metabical, what would be the first prescription drug approved by the FDA specifically for overweight individuals (those with a BMI of 25 to 30). Its compounds produce dramatic weight loss for overweight individuals. It works on a low-dose formulation, therefore reducing damages to heart and liver functions. Negative effects of the drug occurred when taken while consuming high levels of calories and fat. Metabical is intended to be taken during a 12-week treatment. The estimated retail price for the drug would be approximately $3 to $5 per day, so that would sum up to $1,800. Many health care insurance companies don’t cover weight-loss drugs in their plans. Direct competition includes over-the-counter (OTC) drug Alli (a reduced-strength version of the prescription drug Xenical), approved by the FDA for weight-loss use. There are a number of liver damage reports of people who have been taking Alli and Xenical being currently investigated by the FDA. Because of its recommended intake treatment, Metabical helps with behavior modification and healthier eating habits. In order to take maximum advantage of this, its planned to create a comprehensive support program for patients. This would enable them not only to lose weight, but to learn and achieve a new lifestyle based on habits changes. This program wasn’t included in the trial testing. It...
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...METABICAL In this case, Cambridge Sciences Pharmaceuticals (CSP) developed a new weight-loss drug named Metabical. In order to manufacture Metabical and launch it into market successfully, CSP had made market research, product experiment, and market communications strategy. Based on my analysis, CSP’s plan should be a medium risk strategy. The reasons were, it would be a little difficult to target the right customers in overweight segmentation, and people did not have any measuring standards for Metabical. The first reason was it would be a little difficult to target the right customers in overweight segmentation. Metabical was the first prescription drug which targeted at overweight group. Before Metabical was developed, there was no drug for the Body Mass Index (BMI) between 25 and 30 (Gonzalez, 2014, p. 25). Until CSP noticed in this segment that would be a potential market, then they advanced Metabical. But there were different preference customers in the overweight group which could divide by age, gender, psychographic data and educational level. In other words, if CSP wanted to locate the right customers accurately, it would have to do amount market surveys. The second reason was people did not have any measuring standards for Metabical, which indicated they were not familiar with this new product that might lead people not to trust Metabical at the first place. To build credibility and good reputation always needed...
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...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 to the success of Metabical. Barbara Printup, senior director of marketing for CSP, needs to analyze the market critically in order to decide the pricing and packaging strategy and forecast the demand for the product before it is launched. The demand forecast and the pricing and packaging strategies all plays a significant role in determining the long-term success of Metabical because the drug market is intensely competitive and only those products which are marketed with innovative strategies can survive in the market. Packaging decision is the first thing that needs to be taken care of. Since FDA trials showed that most of the people were able to achieve their weight loss goals by week twelve, the drug would be approved as a twelve- week treatment plan. The major issue that Printup needs to consider is the number of pills that would be included in each pack. Packing the entire twelve- week supply in one package does sound like a good plan but CSP should not forget that packaging plan directly ties in with the...
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