Cambridge Sciences Pharmaceuticals (CSP) is looking forward with the hope of final consent for its innovative weight reduction drug, Metabical. Metabical will be the only drug of its kind that will have agreement from FDA for usage, and will also be a novice drug that would have shown positive results against clinical tests for generally over-weight individuals. The senior marketing director for CSP must draw the positioning plan and the marketing communications design in preparation for the introduction of the revolutionary drug. Printup must contemplate over the decision-making process as undertaken by consumers as well as the collaboration that is formed between the buyer and the prescriber of the drug. Despite high potential medical assessments and consumer studies, a poor positioning statement in the overly aggressive weight loss industry could lead to substantial damage for the drug. Students are required to assess and evaluate the information gathered from market research and chalk out the most suitable positioning stance and marketing communications campaign.
Who is involved in the decision making process? What is the decision making process for Metabical?
How should Printup think about the segmentation of potential Metabical consumers?Who is the optimal target consumer?
How should CSP identify and employ the differential advantages that Metabical offers to position itself in the marketplace?
Given the position strategy you chose, what would be your communications strategy to eachof your target audiences? Would you change the marketing budget or the IMC mix? If sohow? What would the timeline for your communications plan look like?