A biotech firm creates bone replacements that have been used successfully for about 5 years in a variety of applications - 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 bone pieces offers the advantage of not only slowing down that friction, making the pieces last longer, but also greatly showing the onset of any returning aches and pains. A by-product of the calcium treatment is that it also does not set off security systems at airports.

The firm is obviously happy about its products' successes, but it is regretting its status as a component piece. They wish to begin branding their pieces. Much like the success of the "Intel Inside" advertising campaign for its microprocessing 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 bioengineers' respect for the Six Million Dollar Man. It had even hoped to get Lee Majors to be its 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 its constituencies who would use the brand.

Discussion Questions:

1. Who is/are the biotech firm's customers?

2. How should it 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 line or extensions?

Answer rating: 100% (QA)

1 The biotech firms customers are primarily hospitals and physicians The firms customers are primarily hospitals and physicians The firms products are ... View the full answer