1. What is the decision making process for Metabical by potential customers? First, an overweight patient is eager to lose weight in order to be health or to eliminate discrimination. Next, when overweight people are awareness of the problem which is overweight, they may do more exercise or ask health care providers for help. Third, after doing research and consulting with health care providers, consumers are compares different and the easiest methods to reach his/her goal which is lose weight. Finally, the health care providers may recommend patients to take Metabical. After a couple of weeks, patients might lose weight, and evaluate how effective of Metabical is. Who is involved in the process?
Consumers who are overweight and health care providers like doctors.
2. How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer, i.e., which segment should she choose for her focus. According to exhibit 1 and 2, there are many segments which Printup can consider. Printup can sort by age, income, gender, or education level. The most potential consumers are females who had college education because females care more about their appearance than men, and women who have college would afford to pay out of pocket for a prescription overweight pill.
3. How should CSP identify and employ the differential advantages that Metabical offers to position itself in the marketplace? CSP's Metabical has several strengths. First, Metabical works in a low-dose formulation. Second, Metabical has fewer negative side effects. Third, Metabical is cheap and short course of treatment. Finally, CSP offers a comprehensive support program. Based on above advantages, CSP can position Metabical that is suitable for all overweigh patients who has BMI between 25-30 and income level between 25,000 and 40,000. What's more, the patients' ago between 25-30 tend to like celebrity, so a well-known celebrity is a good spokesman to attract...
Please join StudyMode to read the full document