Metabical and TOMS case study
Case study : Metabical Positining and communication strategy for a new weight-loss drug
Question 1 – How should Printup think about the segmentation of potential
Metabical consumers? Who is the optimal target consumer?
They should target women less than 65 especially (exhibit 2). They seem to be more aware than men to their weight. But most of the population (men and women) are now more conscious that losing weight is important for health.
We can talk about normal customers including young and older ones. Those customers can be separated in two segments:
-
Lose weight for health
Lose weight only if it is easy
35% of normal customers want actively to lose weight and need help to do so.
We can also say that younger women are more interested for losing weight to be pretty whereas older ones are interested because it is a way to be healthier.
There is also the medical customer target. They can advise this drug to their patients.
We’ve chosen normal customers and especially women as the optimal target for the reasons described previously.
Question 2 – How should CSP identify and employ the differential advantages that Metabical offers to position itself in the market place?
First, we can say that there wasn’t a lot of competition in the market at that time which represents an opportunity for CSP. Moreover, it is an easy way to lose weight, a key point that most of customers are looking for. More than that, there is a support program that CSP have developed to help and support people during their losing weight period.
In addition, it is a cheaper drug than those which already exist on the market.
Moreover, CSP want to make its product reimbursed as it is in order to improve people’s health so that people will not have to pay anymore for this drug.
There is also the fact that there is a real social crisis in the US due to overweight and it is necessary to change things. People will be more aware to lose weight in order to
avoid
Question 1 – How should Printup think about the segmentation of potential
Metabical consumers? Who is the optimal target consumer?
They should target women less than 65 especially (exhibit 2). They seem to be more aware than men to their weight. But most of the population (men and women) are now more conscious that losing weight is important for health.
We can talk about normal customers including young and older ones. Those customers can be separated in two segments:
-
Lose weight for health
Lose weight only if it is easy
35% of normal customers want actively to lose weight and need help to do so.
We can also say that younger women are more interested for losing weight to be pretty whereas older ones are interested because it is a way to be healthier.
There is also the medical customer target. They can advise this drug to their patients.
We’ve chosen normal customers and especially women as the optimal target for the reasons described previously.
Question 2 – How should CSP identify and employ the differential advantages that Metabical offers to position itself in the market place?
First, we can say that there wasn’t a lot of competition in the market at that time which represents an opportunity for CSP. Moreover, it is an easy way to lose weight, a key point that most of customers are looking for. More than that, there is a support program that CSP have developed to help and support people during their losing weight period.
In addition, it is a cheaper drug than those which already exist on the market.
Moreover, CSP want to make its product reimbursed as it is in order to improve people’s health so that people will not have to pay anymore for this drug.
There is also the fact that there is a real social crisis in the US due to overweight and it is necessary to change things. People will be more aware to lose weight in order to
avoid