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This drug was introduced by CSP (Cambridge Science Pharmaceuticals) and is waiting to get approval from FDA. This would be basically prescribed to individuals who are moderately overweight. CSP was an international health care company with a focus of marketing and manufacturing 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. CSP had assigned Printup to be in-charge of the upcoming U.S product launch of CSP’s newest prescription drug, Metabical. Barbara Printup, Senior Director of marketing for CSP will be the person who is responsible in the product launch of Metabical scheduled for January 2009. February 2008 soon approached, and Printup’s first agenda of business was to develop a feasible positioning strategy and associated marketing communications plan for Metabical.
CSP introduced first prescription drug approved by FDA specifically for overweight individuals called Metabical. The majority of Metabical testing participants reached their weight loss goals within a time frame of 12 weeks. But until now the pricing was not finalized, CSP estimated the price would be approximately $3 - $5 per day, with the average course lasting 12 weeks.
This paper comprises of an analysis of CSP’s product. The analysis of issues related to overweight in United States. Also, analyze the market survey done by the company regarding overweight issues in order to decide what would be the appropriate segmentation to target.
The second purpose of this paper is to focus positioning strategy, which will state the point of uniformity and point of differences of Metabical and come out with the positioning strategy and a potential target market.
The third thing in this paper would include the SWOT analysis of the product that will determine the strengths, weaknesses, opportunities and threat of Metabical. This will determine what market communication strategy needs to be taken next.
Printup still needed to amplify the optimal positioning, targeting, and segmentation of the drug. Then only she could have moved on to assessing her marketing communications strategy and developing a timeline for the key activities. This case study will lead to analyzing and deciding who are the target consumers of this supplement. How should each participant in the decision-making process be addressed? What could be the optimal schedule for the ...