Submitted by: Submitted by tanmayee
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Pages: 7
Category: Business and Industry
Date Submitted: 12/31/2014 08:22 AM
METABICAL CASE ANALYSIS
Introduction
Company CSP is international healthcare company that develops, manufactures and markets products for treating metabolic disorders, gastrointestinal diseases, immune deficiencies and other chronic and medical conditions. CSP's Metabical would be the first prescription drug approved specifically for overweight individuals (BMI 25 to 30). According to CSP R&D team, this product is far more superior comparing to other weight loss prescribed medicines, due to its low dose active ingredients. For this same reason, it is far less harmful to inner organs comparing to other drugs available for this purpose in the market. The main negative side affect is caused when users consume high level of fat and calories. CSP has invested 10 years of research and $400 million in the development of Metabical. Metabical would be attractive to all overweight individuals, but a primary target audience was established to the purpose of developing a communication strategy. The ideal Metabical audience was found to be overweight women, age 35-65 who were college-educated. This audience is more health conscious and visited the doctor more often, and shall receive adequate-assuring information of the product from him. It was estimated that approximately 4.3 million women are included in this category.
In order to understand and give solutions to the questions asked, we have used a tool called the “4 W’s” to analyze the current market research given in the case study.
1) How does Metabical compare to the current weight-loss options?
• Only weight-loss drug approved by the FDA and prescribed by doctors.
• Chances of severe side-effects greatly minimized.
• Well-positioned in the market - Is backed by extensive scientific research and market research, so much so that the ideal target market has been narrowed to only the overweight category. Guarantees results only for this category of consumers....