Metabical Positioning Startegy
2) How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer?
The book of Marketing Management defines “Market Segmentation” as the process of dividing the market into group(s) of similar consumers and selecting the most appropriate to serve. Eventually, the selected group will be called the target market. According to this definition and the case on hand, Printup must decide on the parameters according to which she should start the segmentation process. I suggest using the psychographic segmentation as basis where consumers’ lifestyle is investigated by asking them about their activities, interests and opinions (AIO) and then grouped according to the similarity of their responses. Printup can use demographics (age, gender, Education, Income) as the framework for her decision and jointly use that information with the answers from the Marketing survey that assesses the opinions and behaviours of individuals in regards to body image and weight loss. Further, a decision can be made by assessing which segment will be most receptive to the product on hand, Metabical, and have its needs best matched with the solution that Metabical offers. These criteria make our segmented market measurable, meaningful, and marketable which in turns makes it a viable segment. Gladly, this information is given in the case and can be put into use.
The Optimal Target Market
Using the parameters stated above in segmenting the market, the optimal target market for Metabical shapes up to be as follows: Healthcare providers since Metabical is a prescription drug and physicians are constantly seeking help for their patients to help them lose weight and keep it off for the long term in order to minimize the dangers of heart disease and diabetes, and the end users who are the patients. The profile of the end user would be summarized as follows: women aged 35+, college educated with income level above 80,000, suffering from excess
The book of Marketing Management defines “Market Segmentation” as the process of dividing the market into group(s) of similar consumers and selecting the most appropriate to serve. Eventually, the selected group will be called the target market. According to this definition and the case on hand, Printup must decide on the parameters according to which she should start the segmentation process. I suggest using the psychographic segmentation as basis where consumers’ lifestyle is investigated by asking them about their activities, interests and opinions (AIO) and then grouped according to the similarity of their responses. Printup can use demographics (age, gender, Education, Income) as the framework for her decision and jointly use that information with the answers from the Marketing survey that assesses the opinions and behaviours of individuals in regards to body image and weight loss. Further, a decision can be made by assessing which segment will be most receptive to the product on hand, Metabical, and have its needs best matched with the solution that Metabical offers. These criteria make our segmented market measurable, meaningful, and marketable which in turns makes it a viable segment. Gladly, this information is given in the case and can be put into use.
The Optimal Target Market
Using the parameters stated above in segmenting the market, the optimal target market for Metabical shapes up to be as follows: Healthcare providers since Metabical is a prescription drug and physicians are constantly seeking help for their patients to help them lose weight and keep it off for the long term in order to minimize the dangers of heart disease and diabetes, and the end users who are the patients. The profile of the end user would be summarized as follows: women aged 35+, college educated with income level above 80,000, suffering from excess