Metabical Case

Introduction

Metabical is one of the products of Cambridge Science Pharmaceuticals (CSP) based in US. Cambridge Science Pharmaceuticals was an international health care company with focus on developing, manufacturing and marketing of products that treat metabolic disorder, gastrointestinal diseases, immune deficiencies, as well as other chronic and severe medical condition.

Babara Printup a marketing expert with 20 years is the senior director of CSP who with his hard work and experienced made the company to strafe 25 million in sales in 2007.He was the person made in charge of the most successful product Zimistal as a result of this he was appointed to carry out the launching of Metabical and this launch was scheduled for 2009 February and so on February 2008 Printup first order of business was to develop viable positioning strategy and associated marketing communication plans for Metabical.

The Origins of Metabical

Cambridge Science Pharmaceutical (CSP) came out with the first prescription drug approved by Food and Drug Administration (FDA) specifically for overweight individuals called Metabical. Those overweight individuals taking the drug reached their weight loss goals by week 12.Pricing of the drug was a big problem CSP estimated the retail price for the drug at approximately $3 to $5 per day with the average course of treatment last for 12 weeks.

Identification of Problems.

Overview of overweight issue in US

Having excess weight is a big problem in America as it is considered a public health crisis, records about overweight population indicates 65% of the population of US and this categorized in class of as overweight obese or severely obese. The Public health sees overweight issue as a big a health hazard among the population that has a lot of complication. This led to the individuals who are victim of this overweight to form an association known as America Obesity Association in 2005, which is second leading cause of preventable death in US.

The overweight individuals also faced a lot of social discrimination and also affected them personally as it made them to be lazy and of course feel subjected among group. This caused them to feel they outcasts. It also affects their professional aspects as they would be able to deliver that work load which expected from them. This situation has effects on employment, wages and promotion of workers.

Overweight Measurement in US

For researcher and health care profession to determine those people who are already overweight or those nearer to be overweight they use the Body Mass Index (BMI) scale .The BMI scale is calculated on the relationship between weight and associated with body fat and health risk, is appropriate for both men and women. BMI was grouped in three major categorized which