Tuesday, July 30, 2019
Metabical Case Essay
The weight loss drug vailable in three four-week packages. The four week packaging was at the specific point where the consumer did not have to spend too much money to buy it, yet got invested in the product enough that they would come back to buy the second and third portions Marketing Research ââ¬â According to the US survey 34% overweight 25. % obese 4. 7% severely obese ââ¬â Health care providers were positive about the prospects of weight loss drugs. ââ¬â Responses of individuals: indicates 12% would immediately opt for such a solution. ââ¬â Focus group: Need of Prescription-strength drug with FDA approval & clinical results o backup weight loss results. Decision making The process of decision making for the consumers would follow the hierarchy of effects and would include the following steps Users involved in word of outh publicity ââ¬â First prescription drug to be approved by the FDA specifically for weight loss of overweight individuals ââ¬â credibility ââ¬â First prescription drug for BMI of 25-30 ââ¬â It worked on low dose formulation hence stress on liver and heart was lesser ââ¬â Side effects were less severe and conditional ââ¬â Behavioral modifications and healthier eating habits ââ¬â Results were seen on an average in 12 weeks ââ¬â More comprehensive support plan ââ¬â The above advantage could be used for positioning in the following ways: Premium pricing as it is the only FDA approved prescription drug for weight loss. Strikingly different from dietary supplements for weight loss Segmentation & Targeting multi cluster segmentation Demographic ââ¬â Income levels ââ¬â High Income group, since they are ready to pay out of their pockets. ââ¬â Gender- Females are more weight conscious. ââ¬â Age: 35+ ââ¬â Educa tion: college plus Psychographic : Based on, Physical activity, Food preferences, Nutrition, Self image, Overall health ââ¬â ââ¬Å"l want to be healthierâ⬠ââ¬â â⬠I want to fit into my skinny Jeansâ⬠Geographic : US is the largest geographic segment where 65% of the entire adult population is over-weight, obese or severely obese . Targeting customers with a BMI of 25-30 Positioning Strategy Positioning as a ?Life saving drugâ⬠Those 20 extra pounds can kill you. Being overweight leads to heart disease, high blood pressure, diabetes ââ¬Å"Itâ⬠s time to get Healthy- Metabical can help. â⬠Positioning as a ?Motivational Therapeutic drugâ⬠ââ¬Å"Discover a happier and a more attractive youâ⬠ââ¬â Increases confidence ââ¬â Boosts self- esteem Marketing Communication Strategy Electronic media ââ¬â TV ââ¬â Radio ââ¬â Social media Print media ââ¬â NEWS ââ¬â Magazines Viral media DTC and prescriber advertising ?Free lunchâ⬠pre launch program Metabical Challenge ââ¬â Biggest looser contest Medical education events Thank you
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