1. What makes Metabical different from the other weight-loss products on the market? Medibical is the first FDA-approved prescription drug for the overweight segment (BMI 25-30). It is a low-dose formula that reduces stress on heart and liver functions. Metabical also contains a controlled-release feature that requires only one pill be taken per day which leads to better patient compliance. Participants experience dramatic weight loss with an average 26 pounds for BMI 28-30 and 15 pounds for BMI 25-28 within 12 weeks. There are also less severe negative side effects associated with excess fat and calories in the diet which can help with behavior modification and promote healthier eating habits. CSP also plans to create a comprehensive support program to complement the pill. The support program would teach lifestyle skills for healthy weight maintenance after the initial weight loss is achieved and would be available to users for 24 months. The implication for Metabical is that it is an affordable, safe and convenient way to make a lifestyle change that will work.
2. Describe the ideal target market for Metabical? Which psychographic segment aligns most closely with this ideal target market? Metabical consumers are likely to be involved in a systematic decision making process. Consumers recognize the need to lose weight in order to look better and be healthier. From their experiences, they know it’s extremely hard to reach weight-loss goals on their own and even harder to maintain, so they may prefer to seek medical help. The ideal target market for Metabical would be individuals with a BMI of 25-30 who are dissatisfied with the current weight-loss options and are looking for a proven and safe way to drop excess weight that is supported by the FDA and offered by prescription from their physicians. The psychographic segment that fits this ideal target market would be female consumers ages 35 to 65 with a college education and a household income of $80,000+ who...
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