Positioning and Communications Strategy for a New Weight-Loss Drug Essay

Positioning and communications Strategy for a New Weight-Loss Drug Overweight Adults in the U.S - Essay ExampleShe was the keep companys senior director of market. Her 20 years of experience in the industry as the marketing mastermind of prescription medicines for the company helped it achieve these profitable heights (Friedhoff 45). In the recent past, she was responsible for leading vi drug campaigns for the companys most successful drug called Zimistat. Up-to-date the company has not had another(prenominal) successful drug in comparison to Zimistat. In this quality, Barbaras first order of business was growth a reliable positioning strategy and practicable 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) publicize a first of its kind prescription drug FDA approved drug tailored for moderately gruelling indi viduals named Metabical. The company conducted trial on overweight participants who reached their expected weight loss goals in 12 weeks. condescension the delays in pricing, the company estimated the price of the drug as $3-$5 per day. The least treatment period cover 12 weeks. This report sheds light on the development of a reliable positioning strategy and viable marketing communication strategy for the companys drug. ... This also aids in the identification of dominance market targets. The third section is the SWOT analysis for the product. This identifies the potential strengths, weaknesses, opportunities, and threats for the drug. Thus, the company identifies the communication strategy to view in the advertising of the drug. The final focus is the most appropriate communication strategy that suits best the drug. This is opportune as the company enhances better communication with the consumers. The company spent much money and time on FDA trials and in R&D in trying to deci de on the most appropriate marketing communications strategy and positioning plan. Barbara was aware that so as to recover this lump sum investment, the drug required two issues addressed. These included the need for a steady, long-term demand, and a successful launch to get customers. She reasoned that if the drug did not reach out and appeal to the customers, Metabicals credibility would raise questions as the FDA approval would be of little significance. Barbaras challenges came in the optimal segmentation, the positioning and targeting of the Metabical drug. After establishing this, she could now foreshorten her energies on creating a time schedule for all major activities and assessing the current communicating and marketing strategies. The case studies helped her in posing several questions. These include a. Who are the most suited target consumers? b. How are the participants dismissal to get instructions from the company? c. Where are the participants coming from and how to contact them? d. What was the most appropriate message for pitch shot drafted for the participants? Problem Statement A summary of overweight and obesity issue in the U.S. In graphic symbol to