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Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug

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Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug 1. What is the decision-making process for Metabical? Who is involved in the process? The "decision-making" process fo ... r Metabical is all about creating an effective marketing communication strategy to have a best introduction of Metabical to all targeted audiences. As this marketing communication strategy would decide, how successful this medication will be. Since CSP has spent significant time (10 years) and budget (400 millions) for R&D to find the formulation for this first in market, FDA approved weight-loss prescription drug. Thus, Printup should come up with a marketing strategy to ensure Metabical shall reach out to maximum number of consumers, who are suffering with over weight problems and health care providers, who supposed to prescribe this drug to their overweight patients . 2. How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer?? Printup has been provided with enough segmentation data to figure out who should be the right customer group to target. Based on various Exhibit's data, she can summarize following things from each set of exhibit findings. Exhibit I:  BMI is more than 25 among most of the men and women US population, whose age lies between 35 to 75.  Prevalence of Obesity is higher among the group of people, whose education level is less than high school and income level is less than $25,000. Exhibit II:  In survey, it's been recorded that significant portion (around 75%) of women respondents are not happy with their current weight and appearance.  In survey, it's been recorded that 50% of women visit healthcare providers for yearly physical exams.  In survey, it's been recorded that 55% women wanted to change their behavior to have a healthy life style.  In survey, it's been recorded that 60% women had tried and failed to lose weight in the past 5 years. [Show More]

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