Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S. - Essay Example

Only on StudentShare

Extract of sample
Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S.

She was the company’s senior director of marketing. Her 20 years of experience in the industry as the marketing head of prescription drugs for the company helped it achieve these profitable heights (Friedhoff 45). In the recent past, she was responsible for leading six drug campaigns for the company’s most successful drug called Zimistat. Up-to-date the company has not had another successful drug in comparison to Zimistat. In this case, Barbara’s first order of business was developing a reliable positioning strategy and viable marketing communication strategy for the drug. In 2008, the company awaited patiently for FDA approval with plans of launching the product in the next year. Executive Summary Cambridge Sciences Pharmaceuticals (CSP) publicized a first of its kind prescription drug FDA approved drug tailored for moderately overweight individuals named Metabical. The company conducted trial on overweight participants who reached their expected weight loss goals in 12 weeks. Despite the delays in pricing, the company estimated the price of the drug as $3-$5 per day. The least treatment period covered 12 weeks. This report sheds light on the development of a reliable positioning strategy and viable marketing communication strategy for the company’s drug. ...
Download paper

Summary

Name Instructor Course Date Positioning and Communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S. Introduction Cambridge Sciences Pharmaceuticals (CSP) defines an international health care institute that focuses on the development, manufacture, and marketing of medicines that aid in the treatment of immune deficiencies, gastrointestinal diseases, and metabolic disorders…
Author : kemmeraliyah

Related Essays

communications strategy
There is the need to highlight the communication measure applied to maintain the market share witnessed over the century and ensure a customer retention and satisfaction as compared to competitors. With variable communication channels developed in the society, including the social networking system, the presentation to deliver an informed clientele would ensure Thomas Pink remains favourable in the UK market. This paper analyzes the fundamental communication channels that have been developed by Thomas Pink to retain and find new customers, who are more informed on their products. Introduction...
10 pages (2510 words) Essay
Positioning
Thus, it can be said that positioning is the way to stimulate customers’ awareness regarding a brand and place a rich, exclusive, and beneficial insight for the brand in the mind of people (Oxford University Press, 2011). Why Organizations Opt for Market Positioning A successful organization must be aligned closely with the target customer segments in the existing markets as well as in the emerging markets. Organizations which can forecast the market tendencies and form positioning strategies accordingly possess the best prospect for long-term success. The prime reason for an organization to...
4 pages (1004 words) Term Paper
Marketing Strategy: Defining the Target and Positioning Jim's Cleaning
Given the exceptional, extraordinary and outstanding reputation of Jim’s Cleaning in Australia, different individuals, families, and business continue to call and deal with them for their quality cleaning services. Over the years, its customers remain to repeat its business transactions with them which have enabled the company to grow and expand to over 3000 franchisees all over the country. Nonetheless, the competition in the business remains tough. James Cleaning, Planet Cleaning and CRC Professionals are among the bigger competitors of Jim’s. In addition to that, there exist smaller...
8 pages (2008 words) Essay
Integrated Marketing Communications Strategy
Purpose of this paper This paper is a report to be submitted to Isla Driver, the North American Marketing VP of Zamda motors, a Japanese auto company, about the Integrated marketing communication project for the company to market its new variant of car the ‘2.2’ ‘two seated’ new small car in the Eastern Canada sales region. This report describes the marketing perspectives of IMC and examines the pragmatism of the IMC strategy for Zamda’s new market project with proposed budget and plan. Zamda has long been lagging behind the major market players Honda and Toyota, but the company...
5 pages (1255 words) Essay
Integrated Marketing Communications Strategy
We target males and females ageing between 13 to 21 in eastern Canada. In order to create awareness and drive sales for our product, we need to create an integrated marketing communication strategy. Body Integrated marketing communication strategy refers to coordinating and integrating various communication channels of the company in order to deliver a consistent, clear, compelling message about the company and its products. It refers to recognize all such touch points where the customer can encounter the company and its brands. Each contact with the brand will give a message, good, bad or...
4 pages (1004 words) Assignment
Market strategy, Market positioning and Marketing-Mix
Furthermore, Metrao faces increasing competition from other calorie calculators being sold in the market. Generally, this means that Metrao is obliged to differentiate its products from others in the market by being innovative and unique. In addition to, the calorie calculator market is growing showing that there are likely to be diverse consumer needs and expectations. Consequently, Metrao should utilize strategic marketing tools to get an actual picture of the level of competition in the market and the customers’ needs. A marketing strategy is a process that enables a company to focus its...
5 pages (1255 words) Assignment
Abercrombie & Fitch Positioning Strategy
An analysis on Abercrombie & Fitch can show how it has positioned its brand, and how effective the strategy is. This can be done using the four P’s of the marketing mix as noted by Smith, (2013), namely product, promotion, place and price. A look at the product shows that it clearly stands out. There is a lot of competition in the clothing industry, but Abercrombie & Fitch has managed to continue leading in terms of products. This company sells outfits like tank tops, underwear, jeans, fragrances, t-shirts and footwear for the youth and kids only, unlike its rival companies such as American...
3 pages (753 words) Research Paper
Got a tricky question? Receive an answer from students like you! Try us!