Metabical Case Section B Group4 Essay

Assumptions: 1. As per the case, unit cost for producing each bottle of acetaminophen-based tablets (including Tylenol and Datril) is 60 cents 2. The trade cost for Approach 1 was assumed to be $1.69 in order for the pricing scenario to be perfectly equal to that of Tylenol (i.e. unit cost, trade cost, and ultimately selling price to end customers). 3. For simplicity, advertising is the only fixed

Billions of dollars per year are made from the weight loss industry. There are so many different types of products to choose from, that it can be confusing to choose the right one. This article's purpose is to break down some of those choices for you, so that you can make the best decision. First, we must realize that there are two different categories of weight loss pills. On one side, we have weight loss supplements, and on the other side, we have diet pills. Usually, supplements can be bought over the counter at a GNC or other nutritional supplement retailer. Diet pills, however, must be bought with a prescription at a pharmacy, or from a trusted source online. One very important factor to realize is that the Food and Drug Administration

Today in America, being thin is the latest fashion statement. Numerous Americans, are impacted by the media and the ads, which is where the ideal of being skinny is coming from. Every day, Americans are affected by the images of thin actresses, actors, and models. Young adults are starting to have lower self-esteem and disapprove of themselves since they can’t resemble those in the media. Most organizations that make diet supplements, target individuals who are powerless and vulnerable. These are people who need to look fit and healthy, yet would prefer not to invest the effort of counting calories and working out. Diet pills are a quick fix to the issues of getting more fit. In the article “The Shocking Secrets Everyone Should Know about Diet

Since the beginning of time, weight loss has been a concern for people throughout the world. In the Nineties, it has become the focus of numerous advertisements, articles, and media scams. Infomercials selling everything from exercise equipment to magical creams promising results of cellulite-free thighs are plastered across late-night television in perfect view for anyone. Along with all of this, diet pills once again became the fad in 1994 with phen/fen. This was the first time since the 1960s. Then, in 1996 Redux hit the market (http://www.mesomorphosis.com/obesityclinics.htm). The advertisements for these pills were aimed towards those people who were obese and wanted

Each year, tens of thousands of Americans purchase an array of diet and exercise pills. After fatness is one of the most well-known health issues in the U.S, the marketplace for such products increased quickly and in an uncontrolled way. By bad luck, every year quite a few of such products is found to have a damaging impact on the health of the patient taking them. In the same way; also what do you consider when you disclose that your diet pills are suffering you?

By 2030, obesity will cost the United States 956.9 billion dollars (O’Neil). Data from the National Health and Nutritional Examination Survey (2007) revealed that 27.5% of men and 34% of women between ages 20-39 were obese, with minority groups having a greater prevalence. Obesity can be caused by a conglomerate of physical, behavioral, and socio demographic aspects.

Barbara Printup, Senior Director of Marketing for CSP, is in charge of managing the upcoming launch for Metabical. After an analysis of a 2007 survey of overweight individuals, it concluded that 70 percent of respondents are not satisfied with their current weight, 35 percent are actively trying to lose weight, and 15 percent are comfortable using prescription drugs to help reach their weight-loss goals. Out of these respondents, 12 percent said they would immediately make an appointment with their health care provider and request a prescription. The ideal Metabical consumer was determined by Printup and found to be overweight college-educated females ages 35 to 65.

While the pharmaceutical industry received much attention amiss ethical issues, a similar industry, the supplement industry receives little to no attention. America's obesity epidemic is one of the leading causes of death and a large public health crisis (CDC). Overall, Americans are one of the most unhealthy countries in the world. With the looming health crisis, many Americans have decided to take control of their lives and try to improve their health. However, a worrisome trend has occurred in America in the past few years. The rise of large supplemental companies promising “magic results” has led to Americans putting their trust in companies who do not have to pass FDA testing, and oftentimes have no scientific backing of improving the quality of life of the customer. Another facet of the American obesity crisis is the personal image issues relating to mental health. It has been proven that as people become obese they have problems relating to their appearance (Weinberger). Having the supplement industry telling them they can look thin with one pill, is potentially

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.

UMUC Haircuts has been doing business since 1995 and has seen a few other shops open in the area. Recently there has been news that a Hair Cuttery, offering men and women haircuts and styles, will be opening about 5 miles away. Also a spa has opened in the shopping center across the street, offering hair styling and manicures. Although UMUC Haircuts continues to grow and profits increase, the owner would like to improve operations in the areas of scheduling, supply ordering, inventory management, collecting customer information and marketing.

Stated in the research, 70% consumer respondents are unhappy with their weight. Therefore, this shows that current drugs are not working well for this market, and a new drug like Metabical can be of assistance. However, when looking at the most appropriate target market Metabical would be most suited for college educated women between the ages of 35 to 65 because this market was more conscious to their health and the health industry. This is a differentiation because this drug would be able to identify a specific area of assistance that is not usually market by the competitors. However, after careful research Metabical can state that their specific target consumer would be an individual who didn’t regularly fluctuate with different weight loss fads because this consumer was statistically looking for better ways to protect their health and boost their self-esteem which has a projected population of 4.3 million women. This is an idea that Metabical competitors in and out of the weight loss bracket struggle reaching and with the company identifying this consumer they could become a leading

The diet pills being used are increasing exponentially. The Qsymia Obesity Drug sold $128 million in 2013, and Thomson Reuters Pharma Company determined that Qsymia’s sales will rise to $1.2 billion

4. How important is the health care provider for the weight-loss product decision? What proposed advertising concept to health care providers would you implement?

One of the biggest and most concern threats are the health concerns of managing obesity. Therefore this can reduce the demand of some of the company’s merchandise in the industry. Nonetheless the market value of the products and advance spending is internationally worldwide.

Based on several researches held by Baker IDI Heart and Diabetes Institute, the ‘Fat Bomb’ is ticking in Australia. It is stated in one report that ‘Numerous reports from various sources provide undeniable evidence that the prevalence of overweight and obese Australians has continued to increase at alarming rates in the last few decades.’ (Tikellis et al. 2008) Also, there is a growing concern among people. What’s more, McCluskey (2014) said that ‘the pills that claim to make you slim and trim are an integral part of Australia 's billion-dollar weight-loss industry.’ So, it is obvious that macro environment implies a large market for our product.