What is the decision-making process for Metabical? Who is involved in the process?
2.How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer? 3.How should CSP identify and employ the differential advantages that Metabical offers to position itself in the marketplace? 4.Given the positioning strategy you use how would you communicate to each of your target audiences? JOHN It. QUELCH HEATHER sscxuau Metablcal: Pncmg, Packaging, and Demand Forecastlng for a New Weight-Loss Drug In April 2008, after 10 years of testing and $400 million in research and development costs, Cambridge Sciences Phar’maceuticals’ (CSP) newest prescription drug, Metabical (pronounced Meh- tuh-bye-cal), was about to receive its coveted Food and Drug Administration (FDA) approval CSP was an international healthcare company with over $25 billion in sales in 2007. The company, based in Cambridge, Massachusetts, focused on developing, manufacturing, and marketing products that treated metabolic disorders, gastrointestinal diseases, and immune deficiencies, as well as other chronic and acute medical conditions. Metabical was part of a strategic initiative that would allow CSP to enter the $3.74 billion market for weight-control products in the United States.1 CSP’s chief marketing officer, Bernard Long, said of the new product: Metabical is revolutionary. It will be the first and only prescription drug to receive FDA approval to meet the needs of the millions of individuals struggling with moderate weight-loss goals. Previous prescription weight-loss drugs had negative side effects that, in the agency’s judgment, outweighed the benefits provided to individuals who were not considered obese. Metabical will be approved for use by those looking to shed between 10 to 30 pounds. Initial reviews from the medical community indicate a strong endorsement of Metabical. Our product will offer moderately overweight adults a medically proven, effective method to reach a desirable weight and improve their overall health. Barbara Printup, senior director of marketing for CSP, was in charge of managing the upcoming January 2009 launch of Metabical in the United States. Printup had spent over 20 years in the pharmaceutical industry and specialized in developing marketing strategies for new drugs. She had
We Write Essays for Students
Tell us about your assignment and we will find the best writer for your paper
Get Help Now!
PLACE THIS ORDER OR A SIMILAR ORDER WITH ONLY NURSING PAPERS TODAY AND GET AN AMAZING DISCOUNT
The post What is the decision-making process for Metabical? Who is involved in the process? appeared first on Only Nursing Papers.
Welcome to originalessaywriters.com, our friendly and experienced essay writers are available 24/7 to complete all your assignments. We offer high-quality academic essays written from scratch to guarantee top grades to all students. All our papers are 100% plagiarism-free and come with a plagiarism report, upon request
Tell Us “Write My Essay for Me” and Relax! You will get an original essay well before your submission deadline.
