Proteus Pill Case

The rubric for the case study are as follows: 1) Correct and thoughtful use of class concepts, 2) Clarity of answer, support and persuasiveness of answer, 3) Alignment between your answers to the two questions, 4) Thoughtfulness and depth of answer.

You will use the Proteus case and answer the following questions. This is a short case, so you will need to make and identify realistic and reasonable assumptions that will enable you to answer the questions. List the assumptions you make for each question in an Appendix.

You will have 3 double spaced pages to answer your questions. Spend most of your effort and space on Questions 3 and 4 as they will be weighted the heaviest.

Questions: 1. Choose, describe and support your choice for target market (segment). Which of the 4 arms criteria would fit the best? Align, Reachable, Moveable, or Sustainable and why? 2. Choose, describe and support your choice regarding brand positioning. 3. Analyze the Proteus pill innovation using your assigned factor (Fear of New) that influences innovation success. Function- Fear of New, Recommendation- two of the 7 Ps

4. Given this analysis, choose one of the 7 Ps (Product, Place, Price, Promotion, People, Process, & Physical) and recommend how to handle this factor to bring about innovation success.