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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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Case Solution for Clean Edge Razor: Splitting Hairs in Product Positioning

Complete Case details are given below :

Case Name : Clean Edge Razor: Splitting Hairs in Product Positioning

Authors : John A. Quelch, Heather Beckham

Source : HBS Brief Cases

Case ID : 4249

Discipline : Marketing

Case Length : 10 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to lift the hair from the skin, allowing for a closer shave. The company has already decided to introduce Clean Edge into the men’s market where it has a strong presence. Jackson Randall, the product manager for Clean Edge, struggles with how best to position the product for the launch. One strategy is to release Clean Edge as a “niche” product, targeting the high-end market of fastidious groomers looking for superior skin care products. Another strategy is to release the product into the highly competitive mainstream razor market where the product can be positioned as the most effective razor available. Randall meets internal resistance to the mainstream strategy from the product manager for the company’s current, but aging, mainstream razor products and he must consider the effects of cannibalization in his plan. Randall must recommend an optimal strategy and provide supporting economic analysis of his decision–not just for Clean Edge, but for its effect on the entire company.

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Case Solution for Reed Supermarkets: A New Wave of Competitors

Complete Case details are given below :

Case Name : Reed Supermarkets: A New Wave of Competitors

Authors : John A. Quelch, Carole Carlson

Source : HBS Brief Cases

Case ID : 4296

Discipline : Marketing

Case Length : 12 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

Reed Supermarkets is a high-end supermarket chain with operations in several Midwestern states. Meredith Collins, vice president of marketing, visits stores located in Columbus, Ohio, an important region with the largest market and the greatest impact on revenue growth. She is concerned about increased competition from dollar stores and limited-assortment stores offering very low, appealing price points. Reed’s market research shows that as a result of the economic downturn, customer loyalty is dwindling and consumers are willing to go to multiple stores to get the best deals. Collins must decide whether to change the current marketing and positioning plan in an effort to increase market share to meet challenging corporate targets. Her options include retreating from price competition and focusing on quality or embracing more private-label brands and competing more aggressively on price. She can also maintain the current positioning and appeal to customers looking for a quality shopping experience. The case contains an implicit quantitative assignment that instructors can emphasize to the degree they choose.

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