They can also put it in their website and to other form of social network. Printup also commissioned a Marketing metabical case to analyse psychographic segmentation of overweight individuals.
Based on the extensive market survey and market research as well as the focus group findings, the marketing communication strategy of Metabical will be successfully creating demand for Metabical. These pamphlets contain information about Metabical.
It has three BMI categories of excess weight for adults: Therefore, we come-up with price simulation as per Table 4 below: It must also be well stated in the pamphlets and flyers which they are distributing.
The BMI scale, which calculates the relationship between weight and height associated with body fat and health risk, is appropriate for both men and women. Ready to make a change. Even though the twelve-week supply will enable the customers to complete the twelve-week cycle in 3 months in a row but it will limit the potential customers only to those who can afford the entire medication program with one-time pay.
In addition, the coverage of these high profile events in the leading news organization shall enhance the marketing communication strategy of Metabical.
Laziness and self indulgence are common stereotypes associated with this group. Finally, we will discuss on marketing communication strategy which best Marketing metabical case with the product so that CSP able to communicate well with the target consumer.
What was the optimal rollout schedule for the key marketing communications activities? So, to set higher price for Metabical would not be a problem and would be acceptable by the consumers.
Based on reports which were obtained from health care providers one of their major concerns about weight-loss drug was that patients would get back weight when they stopped taking pills. It worked in a low dose formulation, thereby reducing stress on heart or liver function than other weight loss drugs tended to produce.
Direct-to-consumer DTC advertising is a new phenomenon in the drug industry due to the introduction of guidelines by the FDA in that opened up the flood gates to the drug advertisements.
This viral marketing involves internet sales, social network such as facebook, twitter and blogs in order to create buzz for Metabical.
What was the appropriate message to convey to one of them? Market Research Based on statistic on adult population in United States between and obviously we can see the percentage of obese and overweight steadily increasing.
Being overweight is related to a number of serious health complications, and according to the American Obesity Association in ,? Under the market analysis, Barbara Printup also carried out a study to analyze psychographic segmentation of the overweight individuals and they found out that women demonstrated the most distinct segmentation.
We have to also come up with several other assumptions such as by assuming that consumers will be ready to pay more for a prescription drug and generally people trust prescribed drug rather than the non-prescribed drugs.
Knowledgeable about the importance of nutrition and exercise. Out of five psychographic profiles, we feel that CSP should focus into two of it segmentation which is as follows: In addition to health risks, overweight individuals endure a significant social stigma as well as outright discrimination.
Focused on gold of reclaiming former weight. Change their unhealthy eating habits and achieve long term success.
How could these participant best be reached? The next best campaign that the marketing communication strategy should focus heavily on is the viral marketing campaign in order to reach the market globally. Thus, based on Market Survey and Market research finding we come up with demand forecast as per Table 4 below: The case study had led us in analysing and deciding who was the ideal target consumer?
Through this experience and strong need to cater the moderately overweight people, health care providers saw their potential customers in them who want to lose unhealthy pounds. It also helps in changing people behavior to a healthier eating habits. According to research which was done on females, they have verity of aims to lose weight.
The first year, CSP should aggressively spend on the advertising activities to DTC in order to create product knowledge and brand awareness which include television, online websiteradio advertisements and press conference during the product launch in January In addition, the support program would teach lifestyle skills for healthy weight maintenance after the initial weight loss was achieved.
From the market survey and market research conducted by CSP, it showed high indication of people actively wanting to lose weight and live a healthy life style with comprehensive support program will enable individuals to achieve better results than they would from the pill alone.
Therefore according to the survey there is a need for a better weight loss drug which is proven and safe to lead a health lifestyle. It involves monitoring the internal and external marketing environment. Table Of Contents 1.The Lever Group Metabical - Case Study Goal?
Targeting and Positioning: How to market Metabical to the correct audience to maximize sales Who are we? The Lever Group An independent market research group specializing in the balance between exercise and diet for overweight individuals Cambridge. Metabical Case study 1. Do you remember 2. CURRENT SOLUTIONS WEIGHT LOSS DRUGS DIET PLAN EXERCISE PLAN WEIGHT MANAGEMENT SUPPORT PROGRAM.
Metabical Case Solution,Metabical Case Analysis, Metabical Case Study Solution, PROBLEM STATEMENT: What pricing, marketing and positioning strategy should be developed in order to strengthen the overall market position of the company?
Harvard case Metabical: Pricing, Packaging, Metabical Marketing Positioning Strategy Essays Words | 8 Pages. Ina marketing and positioning strategy was needed for Cambridge Sciences Pharmaceutical’s (CSP) new weight loss drug called Metabical.
Metabical was touted as being a revolutionary weight loss drug with fewer. Oct 30, · Metabical Case solution Havard Business School review. Metabical.
Schedule & Implementation The schedule of the Metabical marketing launch can be demonstrated with the AIDA-model. It is followed by the one.
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paroengineer. Metabical Case. MARKETING STRATEGY Based on the Metabical case study, Barbara Printup forecasting three types of marketing style that she will applies for the first year of January Advertising Direct to consumer (DTC) advertising is the way how to influence people to buy the products.Download