Metabical

Case Solution for Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug
Complete Case details are given below :
Case Name :      Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug
Authors :           John A. Quelch, Heather Beckham
Source :             HBS Brief Cases
Case ID :            4183
Discipline :        Marketing
Case Length :    08 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several critical decisions. First, she must select the optimal packaging size for the drug which typically requires a 12-week course of treatment. Next, she must determine the appropriate pricing. Since most insurance companies do not cover weight-loss medications, price has a direct impact on the sales forecast. To establish the initial demand forecast, Printup considers three approaches based on different assumptions. Her final recommendations must consider long term profitability and meet the company’s desired return on investment.
 
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Case Solution for Metabical: Positioning and Communications Strategy for a New Weight Loss Drug (Brief Case)
Complete Case details are given below :
Case Name :      Metabical: Positioning and Communications Strategy for a New Weight Loss Drug (Brief Case)
Authors :           John A. Quelch, Heather Beckham
Source :             HBS Brief Cases
Case ID :            4240
Discipline :        Marketing
Case Length :    12 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara Printup, Senior Marketing Director for CSP, must develop the positioning strategy and marketing communications plan in preparation for the launch of the new drug. Printup must consider the consumer decision-making process and the interaction between the consumer who purchases the drug and the health care provider who prescribes the medication. Despite promising medical studies and consumer research, poor positioning of the drug in the highly competitive market for weight-loss solutions could spell disaster. Students analyze market research data and consider the optimal positioning strategy and marketing communications program.
 
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