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Quelch, J., & Beckham, H. (2010). Metabical: Positioning and communications strategy for a new weight loss drug. Boston, MA: Harvard Business Publishing. Product #:4240-PDF-ENG. Metabical wants to introduce a new weight loss drug to the market. As indicated in the Metabical: Positioning and Communications Strategy for a New Weight Loss Drug case, Barbara Printup must make several decisions. She must determine a positioning strategy and marketing communications plan in preparation for the launch of the new drug. Printup must also consider consumer behavior and the opportunities medical staff have to suggest the product to their patients. Based on that decision, recommend how Metabical should be marketed to consumers.
Describe the optimal techniques for positioning the product for its target market. What is the best way for Printup to differentiate this product and appeal to a specific consumer group?Outline a basic marketing plan that addresses the following (500-750 words):
1. What is the optimal technique for positioning the product in the market? Describe the product line and include competitors within this industry.
2. Recommend the most appropriate marketing channel.
3. Provide an estimate for media advertising and promotion expenditures for the initial product launch.
4. Recommend a manufacturer's suggested retail price. Provide a justification for your pricing strategy.
Developing an IMC plan of Amazon that aims to create awareness and knowledge amongst Singaporean consumers of the ethics involved in buying clothing made from Bangladeshi factories .
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Please refer to the PDF for the Case Study and questions.The case study from Harvard Business School is about Yamato Corporation, a parcel delivery company which provides door to door delivery in Japan.
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Promotion strategies of the one's own developed website
Integrated marketing campaign for McDonald's McCafe. McCafe has been launched in Canada. This is a case study which involves the use of digital marketing and social media marketing apart from regular marketing such as TV and radio. All these more are..
In this paper, the researcher also determines the different kind of practices used by Adidas to manufacture shoes for its customers.
Services can be defined as separately identifiable, intangible activities which provide want-satisfaction when marketed to household consumers and/or industrial users.
A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marketing plan describes the marketing environment, marketing objectives and marketing strategies.
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