Unilever Assignment

Metabical Case Write-up

Marketing Management

Executive Summary

Metabical is a new weight loss drug produced by Cambridge Services Pharmaceuticals (CSP) which also happens to be only Food and Drug Administration (FDA) approved drug for the people in overweight category (BMI 25 to 30). Excess weight is one of the main health hazards affecting approximately 65% people and weight control products market is worth $3.74 billion.

The case deals with Ms. Barbara Printup being assigned the responsibility to develop Positioning statement, Marketing Communication Strategy, Packaging, Pricing and Demand Forecasting. CSP has done elaborate market research to identify various market segmentation and for positioning the drug. CSP is also planning to have a support program to complement the drug for further effectiveness. The company is planning to use both Push (prescriber) and Pull (Direct-to-consumer (DTC)) advertisements for the drug which leads to better awareness of the drug.

Ms. Barbara has also identified three pricing strategies, three demand forecast models along with few thoughts on Packaging. <We need to insert our final decisions here.>

Excess weight is one of the main health crises in United States affecting over 65% of entire population. In addition to health issues, overweight and obese people have to face social stigma, are generally stereotyped with negative notions and may face discrimination at work. The options for these individuals range from weight loss drugs to weight control programs including gym membership, dietary control programs, weight control programs etc.

Different overweight individuals perceive excessive weight problem differently and their reaction varies. Weight loss drug is one of the major solutions for people trying to reduce their weights, however negative side effects related with the drugs and lack of any reliable and industry approved drug hurts the credibility of the drugs. Alli is the only one OTC FDA...