Metabical

Question 2: Describe the methods for marketing planning, including business portfolio analysis, the Boston Consulting Group market

This would help optimize demand of the product, not leaving profits on the table but also not pricing out consumers who are willing to pay a reasonable price for a weight loss drug.

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

What is the main outcome you intend to achieve? Tie it back to the relevant marketing objective.

The MSRP for Allround suggested retail was $5.29, according to the PharmaSim case study, “The manufacturer’s suggested retail price (MSRP) for Allround is relatively high with volume discounts ranging from 25–40%, not including promotional allowances”. Our pricing decision for the PharmaSim simulation we felt was important because consumers have alternatives to choose from and are better informed. Our initial retail price of $5.45 was an increase from the suggested retail of $5.29 to adjust with inflation rate of 3.1%, which boost sales from $355.3 million to $434 million totaling $78.7 million in sales growth. We purchased survey data to help establish the price. Consumers perceived our product being the most effective in cold relief which allowed Allstar to raise the price incrementally and consumers were still willing to purchase the product.

As For Purchase, since health care provider would be the one convincing the patient to take Metabical, he should be totally convinced from the medical sense in terms of short term and long term benefits.

The business overview, current situation analysis and marketing objectives are reviewed in this document as the following briefly details.

Hyman, M. R., & Sierra, J.J. (2010). Marketing research kit for dummies. Wiley Publishing, Inc.

a market review report that includes detailed research organised under the headings listed in the procedure.

Customers will be able to utilize the low pricing structure giving Metabical a better chance to sell its predicted volume. It is important to remember, Metabical’s marketing team cannot always predict how a specific demographic (women ages 35-65) will react to their product and still expect large revenues. Individuals who are ready to take a pill to lose weight can also be included in this demographic along with other similar markets (perhaps a percentage of overweight women of other age groups possibly buying the Metabical product)

However, the problem with this approach is that it is so specific; it limits the possibility of reaching out to other markets. There could be other consumers who would surprisingly commit to Metabical that Printup does not see yet. If I had to estimate demand, I would probably agree with Printup’s first approach. It allows Metabical to get closely as possible to its target market without restricting itself too specifically to the ideal consumer. The approach also considers who would really be interested in a new weight-loss drug and are actively trying to lose weight. This means Metabical has a great chance of introducing something new and effective to these individuals who are open to another solution.

Each team should complete Exhibit #4 “Ad Revenue Calculator” and Exhibit #5 “Estimated Financials for 2006 and 2007” and submit a copy of their team’s work at the beginning of class. A spreadsheet is provided to help you with this assignment.

1. Before beginning any case, students should familiarize themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are designed to work with our OfficeStar examples which are located in the My Marketing Engineering directory, usually installed in My Documents during software installation. The data required for this case is located in two files in the My Marketing Engineering directory (usually located within My

The health care provider is a vital component in patient decision making and in the success of Metabical. As patients begin to ask their doctors about the drug, CSP needs to ensure that physicians are properly educated about Metabical and its benefits. Additionally, doctors can have significant influence not only over their patients but also over insurance companies and the general public by supporting Metabical and substantiating it’s claims. I would position the drug as a supplement to doctors looking to advocate a healthier lifestyle for their patients. It’s important to use all the different advertising concepts so health care providers are able to understand the different elements of Metabical. It is a clinically proven and FDA approved weight-loss drug that is a safe alternative to dangerous OTC drugs. Doctors now have the ability to empower patients to change unhealthy eating habits and achieve long-term success. The simple once-a-day pill in combination with the comprehensive support program can

I’m an undergraduate student majoring in economy prepared the marketing plan for the purpose of learning and experience.