Nobody downloaded yet

Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S - Essay Example

Comments (0) Cite this document
Summary
Name Instructor Course Date Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S. Introduction Cambridge Sciences Pharmaceuticals (CSP) defines an international health care institute that focuses on the development, manufacture, and marketing of medicines that aid in the treatment of immune deficiencies, gastrointestinal diseases, and metabolic disorders…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.8% of users find it useful
Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S
Read TextPreview

Extract of sample
"Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S"

Download file to see previous pages She was the company’s senior director of marketing. Her 20 years of experience in the industry as the marketing head of prescription drugs for the company helped it achieve these profitable heights (Friedhoff 45). In the recent past, she was responsible for leading six drug campaigns for the company’s most successful drug called Zimistat. Up-to-date the company has not had another successful drug in comparison to Zimistat. In this case, Barbara’s first order of business was developing a reliable positioning strategy and viable marketing communication strategy for the drug. In 2008, the company awaited patiently for FDA approval with plans of launching the product in the next year. Executive Summary Cambridge Sciences Pharmaceuticals (CSP) publicized a first of its kind prescription drug FDA approved drug tailored for moderately overweight individuals named Metabical. The company conducted trial on overweight participants who reached their expected weight loss goals in 12 weeks. Despite the delays in pricing, the company estimated the price of the drug as $3-$5 per day. The least treatment period covered 12 weeks. This report sheds light on the development of a reliable positioning strategy and viable marketing communication strategy for the company’s drug. ...
This also aids in the identification of potential market targets. The third section is the SWOT analysis for the product. This identifies the potential strengths, weaknesses, opportunities, and threats for the drug. Thus, the company identifies the communication strategy to adopt in the advertising of the drug. The final focus is the most appropriate communication strategy that suits best the drug. This is advantageous as the company enhances better communication with the consumers. The company spent much money and time on FDA trials and in R&D in trying to decide on the most appropriate marketing communications strategy and positioning plan. Barbara was aware that so as to recover this lump sum investment, the drug required two issues addressed. These included the need for a steady, long-term demand, and a successful launch to attract customers. She reasoned that if the drug did not reach out and appeal to the customers, Metabical’s credibility would raise questions as the FDA approval would be of little significance. Barbara’s challenges came in the optimal segmentation, the positioning and targeting of the Metabical drug. After establishing this, she could now concentrate her energies on creating a time schedule for all major activities and assessing the current communicating and marketing strategies. The case studies helped her in posing several questions. These include: a. Who are the most suited target consumers? b. How are the participants going to get instructions from the company? c. Where are the participants coming from and how to contact them? d. What was the most appropriate message for delivery drafted for the participants? Problem Statement A summary of overweight and obesity issue in the U.S. In reference to ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Positioning and Communications Strategy for a New Weight-Loss Drug Essay”, n.d.)
Positioning and Communications Strategy for a New Weight-Loss Drug Essay. Retrieved from https://studentshare.org/marketing/1402286-marketing-plan
(Positioning and Communications Strategy for a New Weight-Loss Drug Essay)
Positioning and Communications Strategy for a New Weight-Loss Drug Essay. https://studentshare.org/marketing/1402286-marketing-plan.
“Positioning and Communications Strategy for a New Weight-Loss Drug Essay”, n.d. https://studentshare.org/marketing/1402286-marketing-plan.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Weight loss & management
...? “WEIGHT LOSS & MANAGEMENT” “KAMBIZ SADRAEI” HEALTH SCIENCE 533 CSUN Sheri Strahl, MPH 05/09/11 FINAL PROJECT REPORT Introduction and Overview The target of my study is a 32 year old Middle Eastern woman. She is an immigrant from IRAN. She has been living in United States for the past 10 years. She is a full time graduate student at CSUN. She lives in Beverly Hills with her parents. Her BMI is 27.5 which is considered overweight, she is 5 feet 4 inches and weighs 160 pounds, and her waist circumference is 35 inches. She rarely works out due to lack of time in her busy schedule. She is under a lot of stress because of her sick parents that she takes care of. She is also stressed because of...
7 Pages(1750 words)Essay
Low Glycemic Index Diet on Weight Loss
...31 October 2006 Low Glycemic Index Diet on Weight Loss For the past decade, there has been a global recognition of establishing and maintaining a healthy lifestyle. The quest for healthy living is often directly related to losing extra pounds and sustaining a normal weight. There has been a wide popularity of diet fads like the Atkins and South Beach which promise to trim off excess fat. In line with this, a study conducted by Dr. Helle Hare-Bruun of the Copenhagen University Hospital and colleagues reveal that "staying away from simple carbohydrates and eating plenty of fiber may help women avoid packing pounds on as they get older" (Low Glycemic Index 1). The aim of the study was to find the...
2 Pages(500 words)Essay
Weight loss
... 25 February 2009 How to Lose Weight People may have diverse reasons on wanting to unleash some "excess baggage" in their body parts. Some engage in weight loss regimens for healthy and disease prevention, while others tries to level up self image or for aesthetic purposes. So much advertisement has offered audiences how to attain weight loss, but only very few bring about positive outcomes. To effectively reach this goal, one must understand the mechanism involve in balancing energy intake and energy expenditures in daily activities. In 1997, World Health Organization (WHO) convene the International Obesity Task Force and recommended a standard categorization of adult overweight as well as obesity according to the following BMI... ...
3 Pages(750 words)Essay
Weight Loss and Triglyceride Level
...-recorded. This case study analyzes the data, presents them in graphical formal, interprets and examines them to prove the hypothesis that weight loss has indeed effect on triglyceride level of an individual, so that if the triglyceride levels are reduced as a result of weight loss, the risks of coronary heart disease is also reduced (Truesdale, K.P., Stevens, J., and Cai, J., 2005). Apparent Relationship between Change in Triglyceride Level and Change in Weight: The data recorded from these individuals are showing there is a reduction in body weight after 8 weeks of low-fat diet, exercise regimens, and drug therapy. The change of...
7 Pages(1750 words)Essay
Weight Loss Programs
...of livestock. Cows fed on a diet rich in grass, food they are meant to eat, stay relatively thin; however, cows fed on a diet rich in carbohydrates, such as corn, become much fatter and in a shorter amount of time (DrSears.com). This example clearly demonstrates that, if consuming the proper foods in the proper quantities, all living things will return to and remain at a health body weight. The diet follows a 30-30-40 principle which simply means the following: users of the Zone diet must get 40 percent of their calories from carbohydrates, 30 percent from protein, and 30 percent from fat (Kamenetz, 2004). The rational behind this diet is balancing insulin levels because, when insulin is not balanced the result is...
2 Pages(500 words)Essay
Evaluation of a Weight Loss Program
...Evaluation of a Weight Loss Program Obesity or overweight has assumed a menacing proportion across the US in last couple of years.A variety of health issues crop up due to over bodyweight in ones life. Diabetes type II, cardiovascular diseases and cancers are some of the diseases that are found to have association with obesity. For these reasons most people are always on a lookout for a reliable program that can not only reduce their weight but also does not develop and side effects. Keeping this perspective in mind, a weight reduction program namely ‘Herbalife’s weight loss program’ has been chosen for evaluation. The weight-reduction program from Herbalife proposes various products of which Formula 1 Shakes and Protein Powder are worthy... diet...
4 Pages(1000 words)Essay
Weight Loss Diets
..., JW, Thorlund, K, Guyatt, G, Jansen, JP, & Mills, EJ 2014, ‘Comparison of weight loss among named diet programs in overweight and obese adults a meta-analysis,’ JAMA, vol. 312, no. 9, pp. 923-933, viewed 29 October 2014, . Kennedy, S n.d., The Atkins diet: Too good to be true? vanderbilt.edu, viewed 29 October 2014, . McAuley , KA, Hopkins, CM, Smith, KJ, McLay, RT, Williams, SM, Taylor, RW, & Mann, JI 2004, ‘Comparison of high-fat and high-protein diets with a high-carbohydrate diet in insulin-resistant obese women,’ Diabetologia... Weight Loss Diets Introduction The word diet is evolved from the Latin word dieta and French word diete, literally meaning “systematic plan for lifestyle”, emphasizing on a daily food...
21 Pages(5250 words)Essay
Create a new positioning statement for your product, and provide justification for your new positioning strategy
...Positioning strategy With the rising need for outsourced call care centers in the Philippines and India, there is also a need for language skills and computer training to satisfy the requirements of the American market. Continuous and rapid growth is expected as other higher value service opportunities are explored. Tutoring service for Phillipinos and Indians to access quality Language and Computer Skills training a place to be. Remember that tutoring service for Phillipinos and Indians is not just a mere centre like any other. This centre is determined to provide access to quality Language and Computer Skills training to the Philipinos and Indians at your doorstep. We value your comfort. For today’s increased...
1 Pages(250 words)Essay
EDIT: create a new positioning statement for our product, and provide justification for our new positioning strategy
...skills differentiates itself from other call centers by offering different training options as the trainees’ demands and the likes of the parents as well. What’s more, we are the only fast and efficient call centre training diverse races speaking different languages in Philippines and India. Various options exist for both the guardian and the trainee. Your desire is our command, and we exist to serve you to contentment and delight. We have a strong reputation in customer service and know just how imperative it is for you to get assistance whenever you need it. In every interaction, we intend to deliver an experience that forms constructive, lasting relationships with you, our esteemed customer. We exist to provide training services that meet...
1 Pages(250 words)Essay
Overweight and Obesity Among Adults in the US
1 Pages(250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us