Metabical Marketing Case free essay sample

What is the decision making process for Metabical? ? Who is involved? ? What role do they play? ? What are the stages in the process? In the launch of Metabical for the US market, several marketing decisions need to be made to bring a viable product into the market to maximize market penetration and gross margins over the PLC and to best serve the needs of the customers The players are †¢ Health Care Professionals ? Will prescribe Metabical to their patients ? Can influence Insurance Companies, patients and the community, peers ? Decider, Influencer roles Customers Buyer, User, Influencer roles ? Participants of market survey ? Consumers of Metabical. Can influence their peers and community in future stages of the PLC Marketing team headed by Barbara for managing the launch, and the PR campaign. Initiator, Decider, Influencer roles ? Sales Force will market to health care professionals. Push approach ? Advertising team will market direct to consumers. Pull approach ? Will follow the PLC and adjust the marketing mix along the way Health Insurance ? Potential future PR targets to lobby inclusion of the drug in their health plans. We will write a custom essay sample on Metabical Marketing Case or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Decider, Buyer, Influencer roles Competition ? Their relative strengths and weaknesses are used to position Metabical to the target market segment with the best value proposition. Influencer role FDA ? Body of Authority that sets up CSPs exclusivity to the market for the prescription drug. Influencer role American Obesity Association ? Source of credible studies. Influencer role Media organzations ? Cost Moderate gastrointestinal discomfort on consumption of high levels of fat and calories Threat Failure of past drugs in overweight segment due to side effects. Possible stigma with drug class †¢ Who is the optimal target market? ? Define the segment. ? Evaluate its attractiveness CSPs Metabical has been clinically proven to be effective in achieving significant weight loss for overweight (25