Cover Sheet | Page 1 of 39 |
Table of Contents | Page 2 of 39 |
Executive Summary | Page 3 of 39 |
Marketing Strategy | Page 4 of 39 |
Marketing Objective | Page 4 of 39 |
Target Market | Page 5 of 39 |
Marketing Mix: | Page 7 of 39 |
Customer Solution | Page 7 of 39 |
Convenience | Page 9 of 39 |
Cost | Page 11 of 39 |
Communication | Page 14 of 39 |
Action Plans & Budget | Page 18 of 39 |
Contingency Plans | Page 21 of 39 |
Appendix | Page 23 of 39 |
References | Page 39 of 39 |
Approximately 65% of the adult population in the United States is categorized as overweight, obese or severely obese. These three categories are measured using a body mass index (BMI) scale. BMI calculates a relationship between a person’s weight and height related to body fat and overall health risk. Persons with a BMI over 25 are considered “overweight”, over 30 as “obese” and over 40 as “severely or morbidly obese.”
Cambridge Sciences Pharmaceuticals (CSP) has developed a new drug called Metabical which combines calosera, an appetite-suppressant compound, with meditonan, a revolutionary fat-blocking and calorie-absorption agent with a controlled-release feature that requires only one pill per day. Metabical has been proven to be effective in the overweight segment with most people reaching their weight loss goals in 12 weeks.
Target markets for Metabical have been defined as:
* Business-to-Consumer: 35-65 year-old women with a BMI between 25 and 30 with college education and an income of greater than $80k
* Business-to-Business: physicians whose practices specialize and have a majority of patients that fall into the category of women aged 35-65 and with a BMI between 25 and 30.
CSP will offer Metabical in pharmacies all around the country. IMC campaign is focused on push DTC advertising (television, online, radio, and print media) and pull advertising to health care providers. Promotional and...