The Manufacturing Sector in Malaysia

The Manufacturing Sector in Malaysia INTRODUCTION Manufacturing sector in Malaysia began to grow rapidly since the early 1980s when the country witnessed the transition from an agricultural economy to one based on industry. In addition, Malaysia began to implement a strategy to diversify its economy with the goal of becoming the country focused on economic activities with higher added value, and also reduce excessive focus on commodity upstream, namely tin and rubber. From that Malaysian government launch industrial policy in 1980s there are National Industrial Policy and Industrial Master Plan and has achieved remarkable growth. This major shift happen when the country realize that they needs to reduce dependence on imports, and the need to create technology-based sectors to ensure the success of the national economy. Today, the manufacturing industry is the fastest growing industry and become one of the countrys economic development factors. In the past, economic development in Malaysia is moving up from light industries to more capital and knowledge-intensive industries. Today, the challenge is to move from low-value-added to high value-added activities within or across industries. The high value added activities is to improves the value of products or services to customers. For examples, high value added activities include designing products, delivering products, processing customer orders and improving product quality. BACKGROUND OF MANUFACTURING SECTOR The manufacturing sector has existed from the colonial era, but its contribution is small at the time, which is about 8% of national income. The economy at that time was dependent on the production of raw materials, especially tin and rubber for export. The industrial sector is only focused on the processing of ore into ingots, tin, and it is dominated by companies belonging to the British. Until 1929, Malaya was producing 50 % of world production of tin ingots. In addition, there is also evidence that before the year 1940, manufacturing activities involving other products were also carried out on a small scale. These activities are confined to areas like Penang British administration, Province Wellesley and Malacca. Export industry for 1940 only amounted to a total of 450,000 tin, but tin was increased to 1,800,000 in 1959. During the colonial period, without any government intervention to promote the development of the manufacturing sector. But in the late 1960s, the importance of process outputs estate industry has been steadily decreasing since his place was taken by the food processing industry. There are other industries that began to grow, involving goods, non-durable consumer goods, consumer durables, capital goods such as electrical and non-electrical machinery and transport equipment. During this period, a policy known as import substitution policies have been introduced. The aim of import substitution policy was introduced in order to reduce the outflow of money, to meet domestic demand. Goods previously imported are now encouraged to produce their own in states. Thus, the focus is on light industry produce soaps, beverages, footwear, clothing and rubber products. In the late 1960s, im port substitution industries switch from consumer goods to the production of capital goods and intermediate goods. From 1963 to 1968, its importance in terms of contribution to value added and employment in the manufacturing sector, which is very different variety. Product groups of food, rubber and wood still maintain their dominant position in terms of their contribution to the manufacturing sector. The basic metals, textiles and electrical machinery set the fastest growing, with an annual growth rate of over 30% per annum. Most of this increase is due to the substitution of imports and domestic market development. Resource-based manufacturing activities such as timber and rubber increased only modestly. In 1970s, the ratio of the value of manufacturing goods exported to manufacturing goods imported has increased from 29.4% to 47.1% over the decade. Since the 70s, the government as well as economic diversification has emphasized a more rapid growth of the industry to meet the requirements of the job and the New Economic Policy (NEP). In this case, the focus has been on industries and export-oriented industries that employ large numbers of workers. Start 80s, the program suffered another countrys industrial development through the promotion of heavy industry. It aims to strengthen the countrys industrial base and increase peoples skills in the field of higher technology. It also aims to speed up the process of industrialization. Government plays a direct role in designing, implementing, funding and managing heavy industries as the private sector is not able to bear the expense or risk in handling projects involves not only capital, but also only be able to return in time long. Although overall industrial development of the country in the years of the 60s, 70s and early 80s is satisfactory but a lot of problems and weaknesses still exist in this sector. For example, the growth of the export sector is not very satisfactory when compared with the domestic sector. Exports of manufactured goods that Malaysia too dependent on only a few industries such as electrical and electronics and textiles. Product quality as well as a whole is not very satisfactory and cannot compete with the products of foreign countries. This is due to the low level of technology and lack of skills of local people to improve or renew technology received from outside. The established industries are also less value added as much devoted to assembly activities only. Therefore, if the industrial sector is expected to continue to play a key role in national development, it is necessary to set up long-term goals supported by development policies and strategies that are new. 3.1 IMPORTANT OF MANUFACTURING SECTOR 3.11 Economic Growth and Increase Gross Domestic Product (GDP) The manufacturing sector plays important role in economic growth and increase our gross domestic product. It is because the majority of these projects are in high value and high-growth industries. The proof is, for the first five month of 2013, MIDA had approved a total of 17 automotive projects with investments of RM0.6 Billion. Many global automotive companies and international component manufacturers have established their operation in Malaysia, including Toyota, Honda, Nissan, Mercedes Benz, Volvo, BMW, Peugeot, Volkswagen, Denso and Bosch. Those investment in our country will increase our national income and also our economic growth. Other than that, Malaysia also sets a new record of RM216.5 billion for approved direct investment in 2013. Foreign and domestic direct investment continue to increase and 192,000 new jobs with higher income employment opportunities for Malaysians were approved. Malaysia again had a new record breaking year of investments in the manufacturing, services and primary sectors in 2013 with total approved investments of RM216.5 billion, a very commendable achievement amidst a challenging external environment. In 2012, the country attracted a total of RM167.8 billion in direct investments, which was the highest amount ever recorded. These approved investments were in 5,669 projects comprising 14 megaprojects worth more than RM1 billion each and 82 large projects worth more than RM100 million each. The majority of these projects are in high-value and high-growth industries. From all this achievements, we can see that manufacturing sector were important in economic growth and increase our nat ional income. 3.1.2 The Goal into Higher Value-added Activities in the New Economic Model (NEM) Malaysia launched the New Economic Model (NEM), which aims for the country to reach high income status by 2020 while ensuring that growth is also sustainable and inclusive. The NEM includes a number of reforms to achieve economic growth that is primarily driven by the private sector and moves the Malaysian economy into higher value-added activities in both industry and services. Our exports are still strong but not generating enough added value. Malaysia want to achieve high value added activities because Malaysia shortage of skilled manpower and high technology. This causes Malaysia lags behind developed countries to another. In the desire to become a developed country, Malaysia should concentrate importance of the manufacturing sector. This is because, the manufacturing sector is an important factor in the economic development of the country. Compared with the past, Malaysia have to move forward as an example in the field of automotive and electronics. Manufacturing sector brings m any benefits to the economy of our country. 3.1.3 Knowledge and Innovation Intensive Economic Activity The transformation of the economy will be characterised by economic sectors moving to higher value-added economic activities, where knowledge, innovation and productivity are central to value creation. For Malaysia, given the existing strong manufacturing and services base, movement towards higher value-added activity will be driven by the existing and new industries migrating up the value chain, such as in the areas of advanced electronics as well as green and resource-based industries. This will be strongly complemented by the development of knowledge-intensive services, including computing, information and communication technology (ICT), research and development (RD), health and education, as well as manufacturing-related support services such as logistics, marketing and branding. The significance, while multinational and large domestic corporations will remain important, small and medium enterprises (SMEs) will be central to the economy. A broad base of highly dynamic, innovative and competitive SMEs will be a critical and prominent feature of a high value-added, high-income Malaysian economy. 3.1.4 The Positive Rate of Trade Balance Since Malaysia want to be a country that is based on the manufacturing sector, our country less importing goods from abroad and has become one of the countrys largest exporter. Since the activities of importing goods from foreign countries has been reduced, therefore, the less the rate of money flowing abroad to pay for imported goods. The money can be used for the development of other sectors. So, excessive state financial resources that can be used to raise the living standards of the people. Strictly speaking, the progress in the industrial sector managed to reduce imports formerly state our country is too dependent on the import of goods. When the policy of industrial made our country export goods to overseas are higher than the import of goods from outside. This will lead to a positive value of trading revenue exceeds expenses. We can see that the manufacturing sector is one of the most important sectors of the economy. Although there are some obstacles, but the manufacturing sector remains important in driving the developed countries. 3.1.5 Increase the Demand for Raw Materials in the Country The reduction of the import of certain goods may increase the demand for raw materials in the country. The rapid growth in the manufacturing sector certainly lead to an increase in demand for raw materials. There are, to be between industrial essence to produce various products according to the demands of society worldwide. As an analogy that is common knowledge, our country never conquered by foreign powers to dominate the countrys supply of raw materials because of the high prices and widespread demand in the international market. According to the latest statistics, sources of raw materials such as rubber, oil palm and still have broad market at the level of globalization. Besides that, by Malaysia External Trade Statistics in 2012, found that the production of palm oil increased by 7.9% to RM4.5 billion. This situation certainly contributed to the improvement of the national economy as a country exporting these resources abroad. In addition, the supply of raw materials such as petroleum is needed in the process of canning food and petrol for the industrial sector in our country. In fact, cooking oil and soap produced also using palm oil as a source of raw materials. Indirectly, commodity prices have certainly risen sharply and benefit the country. Izhar, momentum in the industrial sector has been able to significantly increase the demand for raw material resources of the country. 3.1.6 Manufacturing Sector Provide Many Job Opportunities We can see that many factory were built whether in rural or urban, this shows that many job opportunities that the manufacturing sector provided. Moreover, the manufacturing sector provides benefits to people in terms of employment opportunities are vast. Factories were built in remote areas are able to provide employment opportunities to the people. For examples, occupations that normally offered to residents nearby as operator of the plant, the plant engineers, plant managers and so on. Job creation is supposed to be used by people to meet their needs. The industrial sector is able to offer a wide variety of employment opportunities at various levels. Among them are the stages of production, processing, assembly, packaging, marketing. In 2001 alone, 2.2 million people are involved in the industrial sector which is equivalent to 22% of the total workforce in Malaysia. This phenomenon can definitely reduce the rate of unemployment among people. When the rate of unemployment among people were reduce it also mean that we were close to full rate employment. Can be seen here that the industrial sector is able to offer a wide range of employment opportunities to the people especially in manufacturing. 3.1.7 The Leading Sector in the Malaysian Economy The share of Gross Domestic Product (GDP) increased over time from 27.8% in 1996 to 31.4% in 2004 surpassing that of the agricultural sector since 1987. As a result of its rapid and sustained industrial growth by the mid of 1990s Malaysia had one of the largest productivity income. Besides that, The electrical electronics (EE) industry is the leading sector in Malaysias manufacturing sector, contributing significantly to the countrys exports (32.8 per cent) and employment (27.2 per cent) in 2013. The EE industry in Malaysia is focused on deepening and strengthening the three major ecosystems of semiconductors, solar and LED technologies. The growth of semiconductor will continue to spearhead the growth of the EE industry in Malaysia and has benefited from the global demand in the usage of mobile devices (smartphones, tablets), storage devices (cloud computing, data centres), optoelectronics (photonics, fibre optics, LEDs) and embedded technology (integrated circuits, PCBs, LEDs). The EE manufacturers in the country have continued to move-up the value chain to produce higher value-added products. These include intensification of research and development efforts and outsource non-core activities domestically. CONCLUSION For the conclusion, manufacturing sector is an important sector in driving structural transformation into high value added activities in Malaysia. The manufacturing sector has been the engine of economic growth in Malaysia since its embarked to be an industrialization country.

Metabical Case

Table Of Contents 1. 0 2. 0 3. 0 Introduction Executive Summary Situation Analysis 3. 1 Identification Of The Problem 3. 2 Market Analysis 3. 3 SWOT Analysis 3. 4 Target Market Marketing Communication Strategy 4. 1 Marketing Communication Plan/Objectives 4. 2 Marketing Budget 4. 3 Schedule for Key Marketing Communication Activities 4. 4 Promotional Strategies 4. 4. 1 Advertising Strategies 4. 4. 2 Promotion and Public Relations 4. 4. 3 Sales Force 4. 4. 4 Comprehensive Support Program 4. 5 Product Strategies 4. 6 Distribution Strategies 4. 7 Pricing Strategies 4. 7. 1 Potential Customer 4. 7. 2 Sales Forecast 4. . 3 Return on Investment (ROI) Conclusion 4. 0 5. 0 1 1. 0 INTRODUCTION Cambridge Science Pharmaceuticals (CSP) was an International health care company with a focus on developing, manufacturing, and marketing products that treat metabolic disorders, gastrointestinal diseases, immune deficiencies, as well as other chronic and acute medical conditions. The company captured ove r $25 billion in sales in 2007. Barbara Printup is the senior director of marketing of CSP who is responsible for the most successful product by CSP, Zimistat. CSP had assigned Printup to be in-charged of the upcoming U.S product launch of CSP ¶s newest prescription drug, Metabical. Barbara Printup, Senior Director of marketing for Cambridge Sciences Pharmaceuticals (CSP) will be the person who is responsible in the product launch of Metabical which scheduled for January 2009. It was now February 2008, and Printup ¶s first order of business was to develop a viable positioning strategy and associated marketing communications plan for Metabical. 2. 0 Executive Summary Cambridge Science Pharmaceuticals (CSP) came out with the first prescription drug approved by the FDA specifically for overweight individuals called Metabical.The majority of Metabical trials participants reached their weight-loss goals by week 12. Although pricing had not been finalized, CSP estimated the retail pri ce for the drug would be approximately $3 to $5 per day, with the average course treatment lasting 12 weeks. In this report, we will conduct an analysis for CSP ¶s product, Metabical starting from the analysis of the industry. We will then elaborate the issues regarding overweight and obesity in the United States and analyse the market survey done by the company regarding overweight issues in order for us to decide which is the best market segmentation that we should target.The second focus in this report would be the positioning strategy which we will state the point of parity and point of differences of Metabical and come out with the positioning strategy and target market. The third focus will be the the SWOT analysis of the product which we will state the strengths, weaknesses, opportunities, and threats of Metabical which lead us in deciding which marketing communication strategy need to be taken next. Finally, we will discuss on marketing communication strategy which best su it with the product so that CSP able to communicate well with the target consumer.To decide the best positioning strategy and marketing communication plan, CSP had spent so much time and money in R&D and on FDA trials for Metabical. Printup was well aware that in order to recoup this massive investment, the drug need not only a successful launch, but also long term, steady demand. If Metabical were not successful with initial consumers, credibility of the drug would be in question and FDA approval would mean little. Printup still needed to flesh out the optimal segmentation, targeting and positioning of the drug, Then she could move on to assessing her current marketing 2 ommunications strategy and developing a timeline for the key activities. The case study had led us in analysing and deciding who was the ideal target consumer? How should each participant in the decision-making process to be addressed? How could these participant best be reached? What was the appropriate message to convey to one of them? What was the role of the support program? What was the optimal rollout schedule for the key marketing communications activities? In this report, Printup will provide all recommendations for the successfull marketing communication strategy and to ensure the long-term steady demand for Metabical. . 1 IDENTIFICATION OF THE PROBLEM OVERVIEW OF OVERWEIGHT ISSUES IN THE UNITED STATE Excess weight is considered a public health crisis in the U. S, with approximately 65% of the entire adult population categorized as overweight, obese, or severely obese. Being overweight is related to a number of serious health complications, and according to the American Obesity Association in 2005, ? the second leading cause of preventable death in U. S. In addition to health risks, overweight individuals endure a significant social stigma as well as outright discrimination.Laziness and self indulgence are common stereotypes associated with this group. Many overweight people feel lik e social outcasts. The professional life of an overweight individual could also be negatively affected, as excess weight has been found to adversely influence, hiring decisions, wages, and promotions. Researchers and health care professionals measure excess weight using the Body Mass Index (BMI) scale. The BMI scale, which calculates the relationship between weight and height associated with body fat and health risk, is appropriate for both men and women.It has three BMI categories of excess weight for adults:overweight (25 to 30); obese (30 to 40); and severely, or morbidly obese (over 40). According to CDC National Centre for Health Statistics in 2002, 65% adults age 20-74 are overweight. Overweight can give negative impact to the people ¶s life such as coronary heart disease, endometrial, breast and colon cancer, gynecological problem, stroke, liver disease, sleep apnea and respiratory problems, hyper tension and many other diseases. People are getting fatter almost everywhere in the world. In 2005, 1. 6 billion adults in the world are overweight while 400 million are obese.The World Health Organization predicts there will be 2. 3 billion overweight adults in the world by 2015 and more than 700 million of them will be obese. MARKET ANALYSIS Marketing survey An extensive market survey had been conducted in 2007 which included 1,000 men and 1,000 women age ranging from 18 to 70 with BMIs of 25 to 29. 9 from various socioeconomics levels. The objective of the market survey is for CSP to understand the consumer ¶s behaviour and what they actually want. 3. 2 3 At first 70% of respondents surveyed were not satisfied with their current weight. 5% 0f them said were actively trying to lose weight but just 15% of them mentioned that were comfortable using drugs to help their weight-loss goals. When we described the benefits of Metabical to participants, 12 % of them immediately ask us to make an appointment with health care providers and request a prescription. I n terms of satisfaction with their current weight in each gender, 75% of women and 65% of men mentioned were dissatisfied with their current weight and appearance, whereas 50% of women and just 30% of men visited a health care provider for annual physical test.Base on survey which respondents mentioned 55% of women and 40% of men wanted to change their behavior to live a healthy lifestyle. While 60% of women and 30% of men said tried and failed to lose weight in past five years. The survey results reveal 65% and 35% of respondents were dissatisfied with current weight-loss options on the market for women and men respectively. In our data pool educational level of respondents as they mentioned was that 75% hold a college degree and 45% hold high school diploma and they were aware of the health risks associated with being moderately overweight.Based on respondents ¶ report, 65% of 18 to 35 years old respondents said that they wish to lose weight to look better and the rest (35%) of the same age group respondents said that they wish to lose weight to improve their overall health. While respondents with 35 years old and above have percentages 40% answers for good looks and 60% for better health. According to survey results 5%, 11% and 20% of respondents who have income level less than $40000, between $40,000 and more than$80,000 respectively mention that they would be willing to pay ? ut of pocket ? for a prescription weight-loss drug. Therefore according to the survey there is a need for a better weight loss drug which is proven and safe to lead a health lifestyle. Market Research Based on statistic on adult population in United States between 1976 and 2000 obviously we can see the percentage of obese and overweight steadily increasing. The percentage of overweight population who had BMI between 25 and 30 which categorized in overweight group was 34% in year 2000. while in the same year 25. % of U. S. populations categorized as obese and 4. 7% into severely obe se. Also the percentage of obesity were rise steadily with age in both gender with the highest occurrence among men age 65 to 74 and women age of 55 to 64 and with overall more prevalence in men rather than women. As we can see the percentage of obese had inversely related with education level and income level. The highest obesity percentages were in less than $25,000 with 32. 5% and level of education less than high school with 27. 4%.Through this experience and strong need to cater the moderately overweight people, health care providers saw their potential customers in them who want to lose unhealthy pounds. Health care providers went ahead to produce the drug and recommend them to use it besides getting help from diet and 4 exercise schedules. Based on reports which were obtained from health care providers one of their major concerns about weight-loss drug was that patients would get back weight when they stopped taking pills. We try to achieve psychographic segmentation of overw eight.According to research which was done on females, they have verity of aims to lose weight. In age 18 to 30 with high school education and under $40000 income have low self-esteem and unrealistic expectation to look like a movie star. And in age group between 25 to 40 with college education and income level $50,000$80,000 said willing to alter current behavior to get back to their old physic. While age 35 to 65 with college education plus and more than $80,000 income mentioned ready to make change to be healthier. In age group 45 to 65 with some college education and income $40,000 to $60,000 want to lose weight but if it is easy.In age group 40 to 65 with some college education and income $30,000-$50,000 they accepted their overweight and they don ¶t want to change the lifestyle. Printup also commissioned a study to analyse psychographic segmentation of overweight individuals. The study revealed that women demonstrated the most distinct segmentation. Out of five psychographic profiles, we feel that CSP should focus into two of it segmentation which is as follows: SEGMENT ? I want to be healthier? DESCRIPTION Want to lose weight to feel better and live longer.Knowledgeable about the importance of nutrition and exercise. Ready to make a change. Focused on gold of reclaiming former weight. Motivated and willing to alter current behaviour. TYPICAL DEMORGRAGPHIC PROFILE Age 35 to 65, college education plus, household income $80,000+ ?I want to wear my skinny jeans? Age 25 to 40, college education, household income $50,000 – $60,000 To support the above findings, in February 2008 focus group study revealed their dissatisfaction with current weight-loss options and the desire for a proven and safe way to drop excess weight.This focus group participants also expressed the desire for a prescription ±strength drug with FDA approval and clinical result to back up weight-loss claim. 5 3. 3 SWOT ANALYSIS SWOT Analysis is a Strategic Planning method that is used to evaluate the strengths, weaknesses, opportunities and threats of a business. It involves monitoring the internal and external marketing environment. Table 1 : SWOT Analysis STRENGTHS i. ii. iii. iv. v. vi. vii. viii. ix. FDA approval Safe and effective in achieving significant weight loss. Less harmful compared to other products.One pill per day Average course treatment lasting12 weeks Combination of Calosera and meditanan created dramatic effect for weight loss. Strong and Comprehensive marketing strategy Experience marketing and R&D team Allocate substantial amount of money in marketing budget i. ii. WEAKNESSES Negative side effect-gastrointestinal discomfort. Not effective for individual with BMI>30 OPPORTUNITIES i. ii. iii. iv. Comprehensive support program Health care plans to include Metabical in their prescription drug program 65% of adult population categorized as over weight, obese or severely obese.No prescription  ± drug options for overweight segment (BMI 25-30 ) available in 2008 except drug Alli approved by FDA Market research indicated of high indication of people wanting to loss weight. i. ii. iii. THREATS FDA imposed stringent regulation due to negative side-effect cases. Increasing herbal / dietary supplements Deceptive marketing claims. v. 3. 3. 1 STRENGTH CSP believed that its prescription drug, Metabical, is far more superior than any weight-loss solution on the market because Metabical would be the first prescription drug approved by the FDA specifically for overweight individuals (i. . , those with BMI of 25 to 30). The combination of calosera and meditonan produced dramatic weight loss for overweight individuals and it is find to be less harmful as compared to other weight loss drugs. It worked in a low dose formulation, thereby reducing stress on heart or liver function than other weight loss drugs tended to produce. Metabical also contained a controlled release feature that required only one pill to be taken per day with aver age course of treatment lasting 12 weeks. It also helps in changing people behavior to a healthier eating habits.CSP is an international company with a strong and experienced marketing and R&D team. CSP has developed a comprehensive marketing strategies and have allocated substantial amount of money in marketing budget. 6 3. 3. 2 WEAKNESSES Despite of its strength, Metabical has few negative side effects associated with excess fat and calories in the diet. It occurs when users consumed high level of fat and calories. These side effects were similar to the gastrointestinal discomfort caused by Alli, only less severe.Metabical ¶s formulation however is not very effective in helping individuals with BMIs of 30 or greater and was, therefore, not recommended for this group. 3. 3. 3 OPPORTUNIES Excess weight is considered a public health crisis in the U. S and approximately 65% of the entire adult population categorized as overweight, obese or severely obese. With these large population , it creates an even bigger market share for Metabical. In addition, no prescription drug option specifically for the overweight segment (BMI of 25 to 30) were available in 2008 except for drug Alli had been approved by the FDA for weight loss used.Meaning there will be no strong competitor for Metabical for the time being. From the market survey and market research conducted by CSP, it showed high indication of people actively wanting to lose weight and live a healthy life style with comprehensive support program will enable individuals to achieve better results than they would from the pill alone. In addition, the support program would teach lifestyle skills for healthy weight maintenance after the initial weight loss was achieved. 3. 3. 4 THREATThe drug industry faced several safety concerns with regard to weight-loss drugs and had been accused of deceptive marketing claims that dempened enthusiasm for the products. This deceptive marketing claim had damaged the industry credibil ity and to regain consumer ¶s confidence would be another big challenge to the drug industries. The rising in the numbers of dietary supplements and herbal products had worsened the situation due to its unregulated condition by the FDA and the products negative side effect such as sudden cardiac death and other serous health risks had reduse people confidence in weight loss drugs. . 4 TARGET MARKET In developing a viable positioning strategy in order to determine the right target market, CSP had conducted an extensive market survey of overweight individuals in the year 2007. Under the market analysis, Barbara Printup also carried out a study to analyze psychographic segmentation of the overweight individuals and they found out that women demonstrated the most distinct segmentation. Based on these findings from the market survey, market research and the psychographic segmentation, we suggest that the target market for Metabical are as the following: 1) 2) 3) 4) 5) 6) 4. 0 Specifica lly for overweight individuals with BMI of 25 to 30. Women with age ranging from 25-65 Women with household income between $50,000 – $80,000 Women with college education and above Concern with health issues caused by overweight and actively trying to lose weight Willing to change current behavior and to live healthy lifestyle MARKETING COMMUNICATION STRATEGY The communication strategy of a prescription weight loss drug such as Metabical had to address all participants in the decision making process.Therefore, the communication strategy must focus on two main targets firstly, the Healthcare Providers and secondly direct to consumers who would be prescribing the medication. The marketing communication strategy should also address the concern of the healthcare providers which is  µthe patient would regain weight after they stop taking the pills ¶ and to include in the communication process by providing solution through Metabical and its continuous support program.As far the end consumers the communication process must address their concern which is  µwant to lose weight to feel better and live longer ¶. The initial Metabical launch budget is as per Table 2 below: Table 2 : Marketing Budget YEAR 1 ADVERTISING Push (Prescriber) Pull (Direct To Customer) Total Advertising $ 1,000,000 $ 12,000,000 ——————-$ 13,000,000 $ 200,000 $ 600,000 $ 2,000,000 $ 500,000 $ 200,000 ——————-$ 3,500,000 $ 3,500,000 $ 800,000 ——————-$ 4,300,000 $ 600,000 $ 1,491,000 $ 255,000 $ 23,146,000 PROMOTIONDevelopment of Support Program Lunch & Learn Seminars / Other Promo Production of Support Program Training / Promotion Materials Direct Mailing To Health Care Providers Total Promotion PUBLIC RELATIONS Medical Education Meeting and Event Press Release / Materials Total Public Relations Market Research Sales Force Allocation Product Management Allocation TOTAL BUDGET It is also very important for the marketing communication strategy to have the timeline for the key marketing activities and we proposed the optimal roll out schedule for key marketing communications activities to be as follows: 8Table 3 : Schedule of Marketing Communication Activities TIME LINE Sales Force Road show On Clinical Information by sales Pharmacies Team Advertising To Create Brand Awarenes & Knowledge Advertising Branding Image Promotion & Public Relation Product Launch Continues Support Program YEAR 1 YEAR 2 FEB 2008 JAN 2009 4. 4. 1 ADVERTISING A sum of $13. 0 million had been allocated for these push and pull advertising. Direct-to-consumer (DTC) advertising is a new phenomenon in the drug industry due to the introduction of guidelines by the FDA in 1997 that opened up the flood gates to the drug advertisements.The first year, CSP should aggressively spend on the advertising activities to DTC in order to create product knowledge and brand awareness which include television, online (website), radio advertisements and press conference during the product launch in January 2009. In order to meet its objective we propose that the advertisement strategy must go with the tagline ? Losing weight is tough, You don ¶t have to do it alone. Let Metabical and your healthcare provider start you on the road to a healthy weight and better lifestyle?.The Senior Executive of CSP did not agree with the idea of celebrity endorser but we strongly believe that this celebrity spokesperson idea is a great idea and able to attract more customers to buy Metabical. As we know that celebrities have become the trend setter and very influential in terms of their style of dressing, hairstyle, cosmetic that they are wearing, their car model and even what they eat. Thus, a celebrity like Oprah Winfrey can be very influential in attracting more customers especially when she endorse Metabical in her talk show program.Metabical ¶s advertising strategy should also target the professional medical community which is the healthcare provider. For example, they could create a campaign by print ads in leading medical publications and interactive ads online related to health issues in order to raise awareness about the drug and its benefits. 9 This advertising concepts which aimed to healthcare provider must go along with the tagline ? Empower your patients to lose excess weight. Change their unhealthy eating habits and achieve long term success.Introducing Metabical short-term drug therapy and comprehensive support program for overweight patients. It gets results? 4. 4. 2 PROMOTION AND PUBLIC RELATIONS The promotion and public relations budget also included campaign aimed at both healthcare providers and the end consumers. The total budget allocated for this campaign is $4. 3 mil with $1. 3 mil was allocated for promotional campaign in the first year. Before the Metabical launch, pamphlets and reply card for sample of support program should be mai led to 100,000 health care providers as a direct mail campaign.These pamphlets contain information about Metabical. The next best campaign that the marketing communication strategy should focus heavily on is the viral marketing campaign in order to reach the market globally. This viral marketing involves internet sales, social network such as facebook, twitter and blogs in order to create buzz for Metabical. Infact, CSP should set up a team on this viral marketing campaign in order to reach customers faster and cheaper globally.The plan to launch an online contest during Metabical launching day is a good idea whereby Metabical users would have the chance to compete who could reduce their BMI ¶s by the highest percentage. Normally in the weight loss industry, people want to see results and testimonial on the drugs. ` We consider the Public Relations efforts to include pre-launch and atlaunch press release is a good more because it can act as a teaser ad and to inform the public at large that Metabical is the newly safe weight loss drug in the market.The roundtable discussion involving prominent leaders member of media and medical professional in the medical community and medical research symposium to members of media and medical professional, is an important strategy because in order for the weight loss products to be successful, an endorsement by expert is very likely to increase the confidence level of the customers. In addition, the coverage of these high profile events in the leading news organization shall enhance the marketing communication strategy of Metabical.A series of breakout sessions focusing on health issues for overweight patients shall further strengthening the communication strategy in product effectiveness and awareness. 10 4. 4. 3 SALES FORCE The Metabical sales team consisted of 32 sales representatives who service approximately 3,200 medical offices. These sales team had been instructed to give product detail of Metabical to the healthca re providers.In order for the sales team to be effective in meeting objective of creating product knowledge and its benefits, they providing clinical information and to arrange for a visit to at least four medical offices per day in order to finish up the 3,200 medical offices which are already in their data base. CSP also need to increase the number of their sales force team in order to cover the other 100,000 healthcare providers which are still untapped by them. This additional sales force team need to attend all the inquiries that they might receive after the mailing of pamphlets and sample to the said 100,000 healthcare providers. . 4. 4 COMPREHENSIVE SUPPORT PROGRAM The most common problem among the weight loss drug company is that people will start regaining weight once they stop taking the pill and in some cases, these people will gain even more weight then their initial weight. Realising this issue, CSP planned to create a comprehensive support program to complement the Met abical pill. Its goal is to enable individuals to achieve better results than they would from the pill alone. In addition, the support program would teach lifestyle skills for healthy weight maintenance after the initial weight loss was achieved. 200,000 will be spent on the development of the support program and the cost in Year 1 associated with producing the program is approximately $2 million. It is recommended that CSP to add this comprehensive support program in their packaging in the form of a CD in each pack so as to enhance the ability of Metabical users to reach and maintain their weight-loss goals. They can also put it in their website and to other form of social network. The sales force team also need to include this support program in their presentation in order to convey its benefits to the healthcare providers.It must also be well stated in the pamphlets and flyers which they are distributing. 4. 5 PRODUCT STRATEGY Metabical is the first prescription drug approved by FDA specifically for overweight individual with BMI of 25 to 30. Clinical trials proved Metabical to be safe and effective in achieving significant weight loss for overweight individuals. The majority of trial participants reached their weight-loss goals by week 12. Thus, CSP need to decide on the best form of packaging by considering what is the number of pills that would be included in each pack. 11Packing the whole twelve week supply in one package will cause higher pricing and it will effect the number of potential customers. Even though the twelve-week supply will enable the customers to complete the twelve-week cycle in 3 months in a row but it will limit the potential customers only to those who can afford the entire medication program with one-time pay. Therefore, it is advisable to pack Metabical with one pack for four week supply which can make it affordable for everyone. However, there is risk to this one-month packaging whereby there will be no guarantee that the consume rs will complete the entire treatment.As such, it is also suggested to have another packaging with 3 pack for 12 weeks supply and as value added, a CD contain comprehensive support program is attached to it. By attaching the comprehensive support program to the 3 pack of twelve week supply it can definitely attract more customers especially those with higher income bracket of more than $80,000. 4. 6 DISTRIBUTION STRATEGY Being a prescribed weight loss drugs definitely the distribution channels are limited to places such as Drug store, healthcare Providers, Specialty Store uch as Watson, Pharmacy such as Guardian and the latest trend is the Internet Sales. 4. 7 PRICING STRATEGY Pricing is another important factor in determining the success of Metabical. In order to determine the price for Metabical, first we compare with its closest competitor which is Alli ¶s pricing model. We have to also come up with several other assumptions such as by assuming that consumers will be ready to p ay more for a prescription drug and generally people trust prescribed drug rather than the non-prescribed drugs.So, to set higher price for Metabical would not be a problem and would be acceptable by the consumers. Therefore, we come-up with price simulation as per Table 4 below: Table 4: Pricing Simulation METABICAL ALLI Estimated Retail Price Dosage Treatment $3 to $5 Per pill 1 Pill Per Day 12 Weeks (90 Days) $120 Per Pack / $2. 40 Per Pill 1 Pill Per Day 50 Days $2 Per Pill Revenue Per Month Revenue Per Year   ESTIMATED RETAIL PRICE $3 Per Pill $4 Per Pill $5 Per Pill $6 Per Pill $60 $720 $90 $1,080 $120 $1,440 $150 $1,800 $180 $2,160 To sell at $90 per month is to low because Metabical is a prescription drug. To capture a larger group the price should not as high as $150 per month. $120 per month would be the right price for a four weeks supply. Based on Table 4 above, we set Metabical price at $120 per month which we assume would be the right price for a four week supply. 1 2 Pricing strategy is also directly ties with the demand forecast and sales forecast. Thus, based on Market Survey and Market research finding we come up with demand forecast as per Table 4 below: 4. . 1 POTENTIAL CUSTOMER Table 5 : Potential Customer POPULATION OVERWEIGHT POTENTIAL USER (Million) (25 < BMI < 30) (MILLION) 2000 209 34% 71. 06 2008 230 39% 89. 70 FROM MARKET SURVEY 12% – Respondents Immediately Make an Appointment With Their Health Care Provider and Request a Prescription YEAR 2000 YEAR 2008 71. 06 Mill X 12% = 8. 53 Mill 89. 70 Mill X 12% = 10. 76 Mill Say Only 10% Consumers Can Be Reached In The First Year 8. 53 Mill X 10% = 0. 85 Mill 10. 76 Mill X 10% = 1. 08 Mill YEARFrom the above demand forecast, we then come up with the sales forecast as per Table 6: 4. 7. 2 SALES FORECAST Table 6 : Sales Forecast ESTIMATED TOTAL NUMBER OF PACK TO BE SOLD From : 2. 55 Mill Packs (0. 85 Mill X 3 Packs) To : 3. 24 Mill Packs (1. 08 Mill X 3 Packs) Consider Price @ $120 P er Pack CSP WOULD EARN BETWEEN $306 Mill to $389 Mill 4. 7. 3 RETURN ON INVESTMENT (ROI) Table 7 : Return on Investment (ROI) INITIAL YEAR SALES TURNOVER ($ Mill) ACUMULATIVE CASHFLOW ($ Mill) RETURN ON INVESTMENT (ROI) ( % ) (423. 5) (423. 15) YEAR 1 347. 40 (75. 75) -19% : : : YEAR 2 383. 88 308. 13 77% YEAR 3 424. 18 732. 31 183% 515% $2,623. 65 MILL 1. 27 YEARS YEAR 4 468. 72 1,201. 03 300% YEAR 5 517. 94 1,718. 97 429% INTERNAL RATE OF RETURN (IRR) NET PRESENT VALUE (NPV) PAYBACK PERIOD y ASSUMTIONS Product Price : $120 Per Pack (For 1 Month Treatment  ± 30 pills) Estimated Product Sold in Year 1 : From 2. 55 Mill  ± 3. 24 Mill (Say On Average 2. 90 Mill Packs). Turnover Increase by 10% Every Year. Investment Cost $423. 15 Mill. 13 5. 0CONCLUSION Print-up had come up with a strong and comprehensive marketing communication strategy which focus on the brand awareness and Metabical benefits to the targeted group. Based on the extensive market survey and market research as well as the focus group findings, the marketing communication strategy of Metabical will be successfully creating demand for Metabical. Furthermore, being known as the only prescription drug with FDA approval and clinical results to back up weight-loss claims will definitely attract a lot more customers and steady demand in the future. 14

Analysis Of The Movie Reservoir Dogs - 1961 Words

In Quentin Tarentino’s Reservoir Dogs mise-en-scene is very effective as a narrative tool. More specifically, ‘open formed’ mise-en-scene is used frequently in the film which Is defined as mise-en-scene that, â€Å"emphasises informal, unobtrusive compositions.† (Page 68, Understanding Movies, Louis Gianetti). This, alongside Tarentino’s more stylized and expressive moments (closed form), helps to encapsulate the themes of professionalism, trust and ruthlessness. The importance of trust is displayed throughout the film. A group of men whom do not know each other having to work together to pull off a robbery- trust is essential. The first sign of tension regarding trust comes when Mr White (portrayed by Harvey Keitel) ponders whether to†¦show more content†¦An over the shoulder shot from Mr White’s perspective continues the scene as White and Pink discuss how they can get Mr Orange the medical attention he needs. The camera promptly dollies to a gradual close-up of Mr White, showing him in a trance as he ponders whether to confess that he told Mr Pink his first name. This is obvious to the viewer: the sound of Mr Pink rattling off the various ways in which they would be at risk if they help Mr Orange, the lack of movement from Mr White- frozen as his mind wanders. Mr White discuss that he, not only contemplated taking Mr Orange to the hospital, but even told him his name. The idea that Mr White would consider taking him to th e hospital where he would inevitably be found by the police and potentially coerced into working with the police is mind boggling to the viewer and even more so to Mr Pink. Pink is furious over the contemplation and the fact White told him his name, citing it as a lack of professionalism- foreshadowing Mr Pink’s consistent attribute shown throughout the film. Trust has a limited relationship in the criminal game, too much trust can lead to lack of professionalism and unnecessary risks being taken. As previously mentioned, professionalism is a major theme in the film. This is fully explored via the character Mr Pink. The whole cast have the look of professionals, but Mr Pink is arguably the only one that fights for the professionalShow MoreRelatedTechnique Analysis: Biography of Quentin Tarantino1078 Words   |  4 PagesTechnique Analysis Quentin Tarantino, the man that started from the bottom and rose to the top, he went from a video clerk in his younger days to a box office icon. As a teenager growing up near Los Angeles, Tarantino dropped out of school, hoping to become an actor. But at age 22, the closest hed gotten to show biz was a job as a video store clerk. â€Å"The only thing I ever cared about when I was a kid was movies.† What changed? 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Critical Thinking on India Genetically Modified No More

According to the World Food Programme (2012), almost 870 million people do not have the capacity to eat enough, majority of them living in developing countries. At least 564 million of the world’s hungry people currently reside in Asia or Oceania. In terms of gender, women comprise 60% of the entire number of the world’s hungry. Children have also been a victim of hunger around the globe as it fostered malnutrition and under nutrition, killing five million kids under the age of five from developing nations (World Food Programme, 2012). There have been proposals that most of the nations having problems producing food alternatives such as the use of GMOs or Genetically Modified Organisms for food production. While GMOs could indeed resolve the problem of global food production to satiate world hunger, the drastic environmental and physical effects it could bestow on any country that would harvest GMOs can both contaminate and foster disease for biodiversity and the planet . According to Turley and Thompson (2012), genetically modified organisms or GMOs are organisms which have been altered to acquire traits that come from other genes. Developments of GMOs are mostly done through molecular biology as the crops would have to be modified to resist any weather and pest, growing stronger than the average crop. Breeding also facilitates crop modification that is capable of reducing growth period and maturity levels. One of the notable genes seen in GMOs is the bacillus thuringiensis or the B.t gene, capable of producing bacteria that can enable pesticide resistance. GMOs is also modified to ensure that the mRNA interference would be inserted in the modified crop. Modification of genes for GMOs is also capable of modifying taste, smell, and poison resistance. It has been pointed out by various studies that GMOs are also modified so they would be sterile to reduce possible instances of pollination and prevent the inhabitation of viruses (Turley Thompson, 2012) . GMOs are most often seen as an alternative to food production due to the current complications of global warming and the increasing demand for food. Wu and Butz (2004) noted that GMOs are easier to use than regular crops as they are capable of withstanding any given condition and environment, having protection against pesticides and other similar substances. Farmers would then save time and money as they do not need to maintain pesticides or herbicides to their crops. Consumers, on their end, would also not need to pay large amounts of money to purchase GMOs as farmers would allow consumers to purchase it in a lower cost with the savings they have attained. GMOs are also seen with medical and health benefits as some are modified to contain nutrients not usually found in the food species (Wu Butz, 2004).   However, there are also severe effects upon the use of GMOs as noted by Whitman (2003). Some studies have showcased that GMOs contain allergen and toxins that could be fatal if c onsumed. The World Health Organization even noted in its own report that GMOs present direct risks to human health and even development. GMOs are also capable of causing environmental risks, threatening biodiversity and gene flow. Gene flow covers movement of foreign genes and how it would affect other plants and species. Foreign genes acquired by other plants or found in GMOs may be passed to humans. Superweeds and superpests would also be bred from GMOs, which may cause problems in growing other types of crops which are now modified. Additional toxins coming from GMOs and poison for super pests is also prone in contaminating other plant life, causing new strain of pathogens to develop and become incurable once it is consumed (Whitman, 2003). According to the World Food Programme (2012), India   is the current home of 25% of the world’s hungry and poor. Government studies and related assessments have also noted that the country itself is capable of producing food for the entire population. However, with several parts of India still isolated from government outreach and development, many of the Indians still remain hungry. According to the statistics noted by the WFP, as noted by the Indian government, at least 43% of children under five years old are discovered to be malnourished and pregnant women under the ages 15-49 years old suffer from anemia. The studies have also pointed out that hunger statistics around the country vary from interstates depending on their social status and communities. It has been cited that the regions of Madhya Pradesh, Chhattisgarh, Bihar, Jharkhand, Orissa, Rajasthan and Uttar Pradesh are suffering in high cases of hunger. The WFP also reports that the price of food in India is high f or 42% of its population living with only USD 1.25 per day for the entire family (World Food Programme, 2012). With the GMOs or the genetically modified organisms utilized in various parts of the globe, India became the 16th nation to accept GMO commercialization in March 26, 2002. According to Herring (2005) India’s adoption of the GMOs for commercialization was met in scrutiny due to its content and technology use.   Nonetheless, since its entrance to the Indian market in 2002, GMOs became dominant in various regions in the country. Despite the opposition to GMOs, Indian Prime Minister Atal Bihari Vajapayee announced on September 7, 2001 that the country would be welcoming biotechnology as the country’s main tool to design the future, especially for the poor. Biotechnology would be developed to fight diseases, increase production, and protect the environment. Frew, Kettler, and Singer (2008) even cited that the government had approved a rather questionable strategy known as the National Biotechnology Development framework that would have an estimate of $1.6 billion. The fram ework is said to include the creation of a national biotechnology regulatory authority that would act as the administration to give out clearance, partnerships, information gathering, research and promotion of the biotechnology sector (Frew, Kettler, Singer, 2008). Indian farmers have immediately shot down the proposals for GMO use around the country. Trial crops had been burnt, and various protests had called that GMO use was against their national independence, and their livelihood is being dominated by MNCs, such as Monsanto. There is also the common consensus with the Indian agricultural sector and the public that GMOs could become a threat to nature and biodiversity. Monsanto had also been subjected into massive opposition from the Indians since 1998 as the company launched biocultural abominations in India, also known as suicide seeds as noted by the Rural Advancement Foundation International. The suicide seeds or the â€Å"terminator† would originally foster the creation of new seeds from plants incapable of production; however, it was taken out of context due to its nickname. Social tragedies were also rampant once Monsanto made its move as farmers from the Warangal district in Andhra Pradesh had committed suicide due to debt by using GMOs. With the increasing suicide cases linked to GMOs, the Indian government banned the terminator seeds despite efforts of Monsanto to prove it was not their fault that suicides had happened in the country. Nonetheless, several protests had withheld up to the present time against GMOs in India (Herring, 2005). Recently, the issue on GMOs in India had been placed on the spotlight as noted by the report of India’s The Economic Times (2012). The Association of Biotech Led Enterprises-Agriculture Group had argued that the report done by the SC appointed committee regarding GM crops held unrealistic biases and lacked the scientific analysis. The SC report recommended that a 10-year moratorium must be done to all GMO trials around the country. The Association noted that if the recommendation is to be administered by the Indian government, Indian farmers would lose access to GMO technology’s benefits, especially from B.t cotton. However, the SC report cited that the regulatory protocols used by biotechnology companies was inadequate and would only open risks to the country, thus the moratorium for restructuring these policies (The Economic Times, 2012). Sewell (2012) noted that protests against Monsanto have continued on in India as the firm continues corn field trials in Haryana. D r. Ramkumar, a retired Senior Scientist in Charan Singh Haryana Agricultural University, stressed that GMOs would eventually lead to super weeds that could be detrimental for farmers. He also cited that Monsanto’s Glyphosate herbicide is considered dangerous as it could cause cancer, birth defects and other foodborne diseases if used by the public. The Chairperson of the Svashaasan Mission in Haraya Sunder Lal even stressed that GM crops would pose not only a threat to the public’s health but also to the livelihood of the public (Sewell, 2012). India’s pending decision of banning GMOs warrants reality that the technology involving genetically modified food still needs to be examined. As noted by government and international studies, India itself could still produce the food demand that would cover the entire population, both rich and poor. Implementing the use of GMOs in the region can also cause severe changes for the Indian soil as the possible contamination from GMO use could convert arable lands into barren lands unfit for food production. In the United States, banning Monsanto and every other GMO distributor would present both economic and social risks as millions of dollars are generated from these companies and the US has to accommodate to almost 300 million people. What can be done by the US to restrict and limit the negative consequences of GMOs is to impose stricter policies in the modification of GMOs, trial production and adherence to stricter health requirements that would reduce risks of untested and un safe GMOs to enter the market. Monsanto, for example, must be given sanctions for the risks it has given to each nation that had tried out their GMO system. Monsanto must be held liable for all the issues it has brought to nations which have used their products. References Frew, S., Kettler, H., Singer, P. (2008). The Indian and Chinese Health Biotechnology Industry: Potential Champions of Global Health. Health Affairs Online Journal, 27(8), 1029-1041. Herring, R. (2005). Miracle Seeds, Suicide Seeds, and the Poor. In R. Ray, M. F. Katzenstein, Social Movements in India: Poverty, Power, and Politics (pp. 203-232). Lanham: Rowman and Littlefield Publishers. Sewell, A. (2012, October 23). Indian farmers protest Monsanto GMO corn field trial in Haryana. Retrieved November 4, 2012, from Digital Journal: http://digitaljournal.com/article/335327 The Economic Times. (2012, October 19). Panel report on GM crops lacks focus: Bio-tech companies. Retrieved November 5, 2012, from India Times: The Economic Times: http://economictimes.indiatimes.com/news/economy/agriculture/panel-report-on-gm-crops-lacks-focus-biotech-companies/articleshow/16882279.cms Turley, J., Thompson, J. (2012). Nutrition Your Life Science. Boston: Cengage Learning. Whitman, D. (2003, April). Genetically Modified Foods: Helpful or Harmful? Retrieved March 4, 2012, from CSA Discovery Guides: http://www.csa.com/discoveryguides/gmfood/review.pdf World Food Programme. (2012). Hunger Stats. Retrieved November 2, 2012, from World Food Programme: http://www.wfp.org/hunger/stats World Food Programme. (2012). India. Retrieved November 4, 2012, from World Food Programme: http://www.wfp.org/countries/india/home Wu, F., Butz, W. (2004). The future of genetically modified crops: lessons from the Green Revolution. Santa Monica: Rand Corporation.