Metabical Case Study Example | Topics and Well Written Essays - 1250 words

Metabical - Case Study Example However, Metabical has faced competition ever since the FDA approved an OTC drug known as Alli. Therefore, Cambridge Sciences Pharmaceuticals had to come up with new marketing strategies, such as advertisements on TV, radio, celebrity endorsement and printed advertisements in medical publications. Its top priority was to ensure that patients gain knowledge and awareness of the drug. A Metabical potential customer is, therefore, required to make a well informed decision before settling for Metabical drug2. First, an overweight patient should be willing to lose weight either to be healthy or to avoid discrimination from others. Secondly, after an overweight patient is aware of their condition, they are required to start an exercising program and ask health care providers for assistance when they need it. Thirdly, after consulting healthcare providers, the consumers are required to consider and engage a different method that could be easier in achieving their goal of losing weight. Last ly, if all the other methods fail, the health care providers can recommend the use of the Metabical drug under observation. This way, patients can observe their progress in weight loss as well as evaluate the effectiveness of Metabical. Consumers and health care providers are the parties involved in the decision making process. This is because they are the target market for the Metabical drug. As such, it is also important to note that Metabical is a prescription drug that can only be acquired through a prescription. However, CPS should place into consideration the concerns raised over new weight loss drugs and focus on providing solutions to solve any problems that may arise. In addition, CSP should make up marketing communication strategies that attract consumer awareness, elicit their interest and arouse their desire hence purchasing the Metabical weight loss drug. However, these marketing communication strategies must be tailor-made to suit the interests of different targets3. I t is important to note that the consumer decision making process goes through some stages. The first stage entails recognition of the need for the Metabical drug. Many overweight people lack self esteem and consider themselves as outcasts. For instance, given an American case, more than sixty five percent of Americans are overweight. Here, the Metabical drug share needs with the Maslow’s hierarchy of needs that include the need for belongingness and love for companionship since no one likes to be excluded4. The next stage is alternative search, where the prospective consumer collects information from marketing sources such as advertisements, public sources such as newspapers and magazines. Some consumers opt to ask friends who have tried diet drugs before, family and health care experts for suggestions on recommendable overweight drugs. So far, the prospective consumers have been exposed to adequate information on diet drugs. The next step involves evaluation of available alt ernatives rather than Metabical drug. In this case, the consumer compares the Metabical drug to other products such as OTC products, the Alli drug, ephedrine and many others5. The consumer is also able to evaluate the ingredients of the drugs and rule out those that they may be allergic to. In this step the consumers’ objectives are to discover the side effects and the

Marketing Assignment Example | Topics and Well Written Essays - 500 words - 4

Marketing - Assignment Example A steward is usually concerned with the three disciplines of mapping, building and aligning a channel value system. Channel value system can be improved and converted from an assembly of certain elements to a highly integrated and efficient system with a deliberate strategy. Mapping is all about coming up with a strategy on how the goods or products will reach the consumer from the producer. It means detailing ones go to market world. It involves coming up with an overview of the system and what drives it. Understanding customer needs and their demand is also important in mapping for channel stewards. It also involves coming up with diagrams showing flow of products and services through the channel value chain, Gauging outside forces shaping the market, Catalog channel member division and cost of labor and calculating a case for channel stewardship investing. Building involves assembling a new and improved overall system and putting it into aligned practice. This basically means creating the stewardship plan. It also deals with targeting value chain value properties of key customer segments, Identifying levels of operation up and down the chain based on perspectives shared with stewardship groups by respected people from each channel partner and prioritizing and demarcating roles and investments is the final step in the building task. Aligning is all about harmonizing the channel value chain. It includes; Engendering the 3 T’s truth, transparency and trust, resolving channel discrepancies and reconciling differences between competing channels, and sustain senior executive engagement from all players. Internet shopping has brought a lot of changes in the marketing sector since almost all goods and services nowadays are being marketed and transacted online wise. Incorporating the internet into a channel strategy and overcoming common obstacles that prevent transformation has been