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Read this case and summarize the case than answer the questions in 500 words or more. A biotech firm creates bone replacements that have been

Read this case and summarize the case than answer the questions in 500 words or more. image text in transcribed

A biotech firm creates bone replacements that have been used successfully for about 5 years in a variety of apolle for such uses because it is strong yet lightweight. It is also said to be biocompatible (i.e., rarely causes rejection cations-joint replacements, trauma, etc. The parts are primarily titanium, a metal that has a decent track record faster than titanium, and in fact, titanium is so strong that it causes further wear on surrounding tissue. The None of that is new. What's new to the firm's technology is that the titanium is calci-plated. Bones wear down the pieces last longer, but also greatly slowing the onset of any returning aches and pains. A by-product of the calcium-like plating surrounding the bone pieces offers the advantage of slowing down that friction, making 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 MINI-CASE 6MD problems). calci-treatment is that it does not set off security systems at airports. 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 projem nickname, representing the bio-engineers' respect for the Six Million Dollar (6 m.d.) Man. They had even hopes to get Lee Majors to be their spokesperson, but initial contact made clear that he was too expensive. He was als looking a little long in the tooth. The name also stuck because the "MD" piece of the brand name should resona 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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