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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.
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