Reference no: EM132260730

Read the following case carefully and then answer the questions.

1- What is the market(s) of Botox?

2- What are the needs, wants, and demands of consumers of Botox products in its different treatment markets?

3- What value does Botox deliver in each market?

4- When doctors treat patients with Botox in their office, is that an example of a selling concept or a marketing concept? Justify your answer. Which concept applies when the hold parties for patients in private homes? Justify your answer.

5- If Botox is planning to grow in the next five years, what are your growth recommendations with focus on intensive growth strategies only?

6- Using SWOT analysis, analyze the marketing environment of Allergen Company which is producing Botox.

7- Write a positioning statement for Botox to communicate with customers.

8- Into which consumer product classification does the Botox fall? What are the implications of this classification for Allergan's marketing strategy?

9- What new product pricing strategy do you think Allergan used when it introduced the Botox?

10- Based on the desirable qualities that a good brand name should possess; what is your opinion of Botox (which is a preparation of botulinum toxin used to treat muscle spasm and to remove wrinkles) as a brand name? Why?

11- Explain the distribution strategy used by Allergan to distribute Botox?

12- Draw the various flows in marketing channel of Botox and the direction of these flows.

13- If you are asked to develop an effective communication campaign to promote Botox in the Middle East, explain briefly the steps of developing this campaign.

Attachment:- Case - Botox.rar