Metabical Case

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Decision Making Process

Over the last few decades, the percentage of the population that is overweight has increased. But even with this trend, a significant portion of these individuals are unhappy with their body image. Many are looking to lose weight but don't know how to go about it (where to start, who to turn to, what will work for them). There are different motivations for losing weight (e.g. to look better, feel better, become more healthy, etc.). The decision making process under the hierarchy of effects model in this situation is feel, think, do. The decision to pursue a some weight loss strategy begins with the feeling that they are not happy in their current state. These feelings will motivate individuals to research and seek information regarding weight loss options. The action they take will depend upon the a direct marketing strategy by the company or a recommendation by their healthcare practitioner.

Who is Involved?

An individual who is thinking to lose weight will be influenced by friends and family, health care professionals, and Metabical’s advertisements.

Friends and family provide the “pull” because they are intimately aware of how excess weight is affecting their well-being. These individuals would likely provide personal encouragement to undergo the Metabical process and move from the “think” to the “do” stage. Metabical’s advertisements also provide the “pull” by providing information that is needed to educate consumers on the benefits and points of differentiation that Metabical offers its customers.

Health care professionals provide the “push” for individuals to begin taking a prescription drugs for weight loss. People tend to rely on the advice and recommendations of their physicians in determining a course of action to treat a medical condition.

Positioning Metabical

As of 2008, there were no available prescription weight loss drugs specifically for individuals with a BMI of 25 to 30. Consumers will buy this...
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