Metabical Name: Course: College: Tutor: Date: Metabical Metabical is a prescription drug for individuals that are suffering from metabolic disorder. This drug were researched on and produced by the Cambridge Sciences Pharmaceuticals (CSP). The main reason that led to production of Metabical drugs was and is to help overweight people lose weight to live longer…
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However, Metabical has faced competition ever since the FDA approved an OTC drug known as Alli. Therefore, Cambridge Sciences Pharmaceuticals had to come up with new marketing strategies, such as advertisements on TV, radio, celebrity endorsement and printed advertisements in medical publications. Its top priority was to ensure that patients gain knowledge and awareness of the drug. A Metabical potential customer is, therefore, required to make a well informed decision before settling for Metabical drug2. First, an overweight patient should be willing to lose weight either to be healthy or to avoid discrimination from others. Secondly, after an overweight patient is aware of their condition, they are required to start an exercising program and ask health care providers for assistance when they need it. Thirdly, after consulting healthcare providers, the consumers are required to consider and engage a different method that could be easier in achieving their goal of losing weight. Lastly, if all the other methods fail, the health care providers can recommend the use of the Metabical drug under observation. This way, patients can observe their progress in weight loss as well as evaluate the effectiveness of Metabical. Consumers and health care providers are the parties involved in the decision making process. This is because they are the target market for the Metabical drug. As such, it is also important to note that Metabical is a prescription drug that can only be acquired through a prescription. However, CPS should place into consideration the concerns raised over new weight loss drugs and focus on providing solutions to solve any problems that may arise. In addition, CSP should make up marketing communication strategies that attract consumer awareness, elicit their interest and arouse their desire hence purchasing the Metabical weight loss drug. However, these marketing communication strategies must be tailor-made to suit the interests of different targets3. It is important to note that the consumer decision making process goes through some stages. The first stage entails recognition of the need for the Metabical drug. Many overweight people lack self esteem and consider themselves as outcasts. For instance, given an American case, more than sixty five percent of Americans are overweight. Here, the Metabical drug share needs with the Maslow’s hierarchy of needs that include the need for belongingness and love for companionship since no one likes to be excluded4. The next stage is alternative search, where the prospective consumer collects information from marketing sources such as advertisements, public sources such as newspapers and magazines. Some consumers opt to ask friends who have tried diet drugs before, family and health care experts for suggestions on recommendable overweight drugs. So far, the prospective consumers have been exposed to adequate information on diet drugs. The next step involves evaluation of available alternatives rather than Metabical drug. In this case, the consumer compares the Metabical drug to other products such as OTC products, the Alli drug, ephedrine and many others5. The consumer is also able to evaluate the ingredients of the drugs and rule out those that they may be allergic to. In this step the consumers’ objectives are to discover the side effects and the
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(“Metabical Case Study Example | Topics and Well Written Essays - 1250 words”, n.d.)
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(Metabical Case Study Example | Topics and Well Written Essays - 1250 Words)
“Metabical Case Study Example | Topics and Well Written Essays - 1250 Words”, n.d. https://studentshare.org/marketing/1474089-metabical.
This essay discusses medicare products produced by Cambridge Science Pharmaceutical company that include those that aim at treating metabolic disorders, immune deficiencies, and gastrointestinal among other acute and chronic medical conditions. The researcher analyzes the topic of obesity and also identifies it's common problems.
The drug also aids in treating related acute and chronic medical conditions. In 2007, the company attained sales accumulating to $25 billion (Daniel 34). This was as a result of the vast experiences injected into the company’s marketing strategies by Barbara Printup.
Competitors, the prevailing market conditions, company’s internal strengths and abilities along with its weaknesses and threats will be explained in the SWOT analysis which will follow the Situation Analysis. Besides that, the brand communication strategies of Metabical will be formulated with a Positioning Statement/Tagline and a Positioning Map, setting the Unique Selling Preposition of the brand of Metabical.
Correspondingly, the communication plan developed through the study will be assessed in this essay in a comprehensive manner. Communication Plan Communication plan is the scientific process as well as the art for reaching targeted customers by using different communication channels of public relationship, experience and advertising (Somers & Nelson, 2001).
From the societal perspective, overweight is often regarded as the issue related to one’s appearance, but in reality it is major medical concern. Overweight and obesity has been a global concern and is responsible for the death of a significant percentage of the population throughout the world.
As the report declares businesses should understand consumers’ needs and what informs their overall process of product purchase within the market, when using Metabical decision-making process. Consumers attempt to recognize the need that the product will solve through developing a better understanding of the problem.
The researcher observed that the optimal target consumer will be men and women who are moderately overweight and want to reduce the weight to normal and help live a healthy life. The drug has been approved by FDA as a safe drug and its ability to reduce weights has been suggested by clinical researchers.
3 Pages(750 words)Case Study
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