Description Read the case study on page 108 in your textbook. Answer the questio

Description
Read the case study on page 108 in your textbook.
Answer the questions at the end of the chapter.
As always, APA format and support your answers with
reliable research.
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108
MINI-CASE
Part 2 Product Positioning
°
108
6MD
A biotech firm creates bone replacements that have been used successfully for about 5 years in a variety of appli-
cations-joint replacements, trauma, etc. The parts are primarily titanium, a metal that has a decent track record
for such uses because it is strong yet lightweight. It is also said to be biocompatible (i.e., rarely causes rejection
problems).
None of that is new. What’s new to the firm’s technology is that the titanium is calci-plated. Bones wear down
faster than titanium, and in fact, titanium is so strong that it causes further wear on surrounding tissue. The
calcium-like plating surrounding the bone pieces offers the advantage of slowing down that friction, making
the pieces last longer, but also greatly slowing the onset of any returning aches and pains. A by-product of the
calci-treatment is that it does not set off security systems at airports.
The firm is obviously happy about their products’ successes, but they are regretting their status as a component
piece. They wish to begin branding their pieces. Much like the success of the “Intel Inside” advertising campaign
for their micro-processing chip, the biotech firm draws an analogy and wants people to understand that they are
offering an excellent “ingredient” brand.
The firm is pretty set on calling the product lines by the brand name 6MD. It began as a skunkworks project
nickname, representing the bio-engineers’ respect for the Six Million Dollar (6 m.d.) Man. They had even hoped
to get Lee Majors to be their spokesperson, but initial contact made clear that he was too expensive. He was also
looking a little long in the tooth. The name also stuck because the “MD” piece of the brand name should resonate
with one of the constituencies who would use the brand.
Case Discussion Questions
1. Who is/are the biotech firm’s customers?
2. How should they position this brand?
3. Will the customers appreciate the brand’s USP (unique selling proposition)? Why?
4. What directions might you suggest to the biotech firm for brand- or line-extensions?

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Read the case study on page 108 in your textbook.
Answer the questio appeared first on Skilled Papers.

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