Metabical Case

Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug 1- Discuss Metabical’s points of differentiation compared to current weight-loss options? After 10 years of testing and spending a significant amount in research and development. Cambridge Sciences Pharmaceuticals (CSP) discovered one of the best weight- loss drug that called Metabical. Metabical has unique characteristics that make it different in market. People are always concerned about the side effect…

In 2008, a 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 negative side effects than the usual medicinal weight loss remedies. Metabical has many levels of decision-makers – both internal and external. CSP’s senior director of marketing, Barbara Printup likely reports to the company’s board of directors for her ultimate authority. Printup…

upcoming U.S product launch of CSP¶s newest prescription drug, Metabical. Barbara Printup, Senior Director of marketing for Cambridge Sciences Pharmaceuticals (CSP) will be the person who is responsible in the product launch of Metabical which scheduled for January 2009. It was now February 2008, and Printup¶s first order of business was to develop a viable positioning strategy and associated marketing communications plan for Metabical. 2.0 Executive Summary Cambridge Science Pharmaceuticals…

Mai Nguyen New Product Planning Professor Patton 3/5/14 Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug Case 1. How does Metabical compare to current weight-loss options? There are only several other weight-loss options in the market competing with Metabical. The first is prescription drugs. These are prescribed for use only by obese and severely obese individuals. This meant that only individuals with BMI of over 30 who were prescribed weight-loss drugs…

Problem statement Pricing must be decided for Metabical that captures the accurately forecasted demand of the target market. Because of heavy competition such as Alli , it is important to create a package that can be priced accurately to drive up sales and consistency of a 12 week drug. Situation Analysis Cambridge Sciences Pharmaceuticals’ (CSP) is international health care company. Their focus is on developing, manufacturing and marketing products that treat various diseases. They want to…

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…

Questions for the Harvard case “Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug” For March 20, write responses to the following questions for the Metabical case. 1) How is Metabical different from the existing weight-loss options? How is it better or worse than the other options? Metabical is the first prescription drug approved specifically for overweight individuals (BMI between 25 and 30), those individuals who have weight-loss goals of approximately…

Metabical Case: Pricing, Packaging and Demand Forecasting Case Brief Demand Forecasting Packaging and Count Decision Pricing Strategy Introduction of new weight loss drugMetabical What is the expected demand? What are the factors deciding packaging count decisions? How many tablets in a packet of drug? What should be the pricing strategy? ROI Demand Forecastin g Case Brief Packaging and Count Decision Pricing Strategy ROI Demand Forecast: Option One Population Actively Overweight trying…

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…

2) How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer? The book of Marketing Management defines “Market Segmentation” as the process of dividing the market into group(s) of similar consumers and selecting the most appropriate to serve. Eventually, the selected group will be called the target market. According to this definition and the case on hand, Printup must decide on the parameters according to which she should start the segmentation…