Strategic marketing management

 For this assignment, you are taking on the role and persona of Barbara Printup, Senior Director of Marketing for Cambridge Sciences Pharmaceuticals (CSP) and that it is February 2008. The deck you are preparing is to be presented and discussed with the company’s CEO, CFO and Chief Marketing Officer. For this assignment, “solving the case” does not mean following the complete outline and format for solving case studies that was taught in MKM706 – Marketing Fundamentals, MRK718 – Communicating Complex Material or some other course. Instead, you are required to provide the following using the deck writing techniques and skills that were taught in Communicating Complex Material: 1. A segmentation, target audience and positioning recommendation(s) together with criteria and justification for that recommendation. a. A well written positioning statement or statements depending on your analysis of the company’s situation is a mandatory part of that recommendation. b. The positioning statement must be supported by an appropriate analysis of possible emotional and functional brand benefits for your chosen positioning and the strength of the reason to believe for each benefit. c. Please remember that a positioning statement isn’t necessarily an advertising “tagline”. d. Your recommendation must come from the identification and thorough assessment of alternative approaches using appropriate close-ended criteria. e. You may also wish to consider how the different constituencies that Metabical markets to may impact your approach or approaches to segmentation, targeting and/or positioning. 2. Note that to do a proper segmentation, targeting and positioning recommendation, there are a series of decisions to be made including: a. Market definition b. Segmentation base (i.e. how to segment the market) c. Identification/creation of customer segments based on your selected segmentation base d. Selection of target audience(s) e. Determination of the optimal product positioning i. A minimum of two perceptual maps are required for each positioning that you have to create ii. If, for example, you determine that there are two or more distinct target audiences that cannot be served by the same positioning then you are required to determine the optimal product positioning for each distinct target audience or target audience grouping f. Identification of the points of parity and the points of difference for your chosen positioning. g. Determination of the key benefit for your positioning statement (point of difference supported by the reason(s) to believe) i. You must identify and assess a minimum of 3 functional and 3 emotional benefits ii. These 3 functional and 3 emotional benefits must be derived from and relate to your chosen positioning Each and every decision requires the identification of alternatives, the evaluation of those alternatives using appropriate close-ended criteria and a recommendation/decision with a summary justification. Some of these decisions will require a more thorough assessment than others but all decisions require some level of evaluation. It is very important to note that you should not limit yourself only to options presented in the case study. For example, the case document presents a female psychographic segmentation report in exhibit 3. While you will need to consider this segmentation approach when you are determining the appropriate segmentation base(s) for this situation – this is not the only segmentation base that you have to consider. In fact, in addition to the other segmentation bases and combinations of those bases, it is possible (though not required) to develop a different set of segments using psychographics. 3. You absolutely need an appendix containing a 6 Forces analysis and any other support for your situation analysis you deem necessary. There should be no more than 2 slides included as appendices.