Summary Metabical positioning and communications strategy for a new weight loss drug Case

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Summary Metabical positioning and communications strategy for a new weight loss drug Case -Background of the case The adult overweight (approximately 65% of adult population) in U.S which affected ... into public health crisis in the U.S. It causes the second death in the U.S. Most Overweight feel not confident because of her body and they felt discrimination in their social. The overweight segment had no drug option even the weight loss drugs had many side effect and it cause liver damage. - Product Information Cambridge Science Pharmaceuticals (CSP) found the first prescription drug which had approved by the The Food and Drug Administration (FDA). The drug called Metabical, it specifically for overweight. Metabical created by R&D team and experience marketing. Metabical safe and effective in weight loss and less side effect compared to other products. Metabical can be consumed one pill per day. - Business / Industry Situation Company wasted $400 million for research and development team that invented metabical drugs. In medical pharmacy, patent of drug just 10 years, after that the drug can be generic drug so other can make this prescription. This represented that metabical was wasted time and money in R&D and on FDA trials for Metabical drugs. - Competition Situation The competitor such as Alli, Xenical, and Herbal supplements products. Because of the founder of this kind of drug, the prospective competitor maybe can be threat to metabical too. From Point Of Parity, Metabical also weight-loss drugs and have some side effect too but just few negative side effects and worked in low dose formulation compare to each other. Point Of Differences of metabical is less of gastrointestinal discomfort but metabical had approved by the The Food and Drug Administration (FDA) also average of the treatment just 12 weeks. - Marketing Mix  Product Metabical is a weight-loss drug that only consume 1 pill a day and less side effect compare the other [Show More]

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