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
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had completed successful clinical trials for its newest weight loss prescription drug‚ Metabical. With the final FDA approval expected‚ Metabical’s launch was set for January 2009 and a clear marketing communications strategy needed to be in place before the launch. With 10 years and $400 million spent on research and development‚ it was imperative that CSP positions Metabical correctly in the marketplace. Optimal segmentation‚ targeting‚ and positioning were important factors to consider in order
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Amanda Durell September 26‚ 2014 Consumer Behavior Final Project Target Corporation is a retail store based out of America‚ its headquarters are in Minneapolis‚ Minnesota. Target’s goal began with creating an upscale alternative to Wal Mart‚ while remaining a discount store. They have since become the fourth largest retailer and second largest discount retailer in the United States‚ Wal Mart being the first. Target’s first retail store was opened in 1962‚ in Minnesota. The company has continually
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Metabical Analysis 1) Benefits: * All other Weight-Loss Options in Exhibit 2 are more expensive that the target $30/ month out of pocket cost. * No other weight loss option offers cost containment cards. * No other product combines two mechanisms for weight loss: Metabical combines two pharmacologic mechanisms to produce weight loss: Fat blocker‚ meditonan and appetite suppressant‚ calosera. Due to the dual mechanism‚ the medications can be dosed in lower levels and therefore have
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Is it ethical to target uniformed consumers? No! Almost every advertisement I can think of unethically target particular groups of people that don’t know any better. Some people think it is perfectly fine to target uniformed people‚ but I am not one of them! They tend to be dishonest about their product rather than completely truthful and informing what it is and does. Also‚ vulnerable people can be a target and that is extremely wrong. Here are my reasons for thinking so. My first reason
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purchasing power. With an estimated eleven percent of the US population by 2017‚ Hispanic consumers will comprise a large submarket. This Hispanic submarket will be able to add to the bottom line of companies that are able to target this market with the right marketing mix. Targeting the $1.2 trillion submarket is becoming a necessity for brands that are looking to grow their market share. Hispanic consumers are increasingly making their way into mainstream America and creating their own American
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then constructs a plan while the staff and Fortunato was out at the festival. Montresor then tricks Fortunato to go into the cellar and plays along as the friend until he buries Fortunato alive behind a brick wall. Fortunato makes himself an easy target because his doesn’t see what’s coming and the way he acts around Montresor he believes he hasn’t done anything wrong. Fortunato is very ignorant and a bit of a pushover. He doesn’t see anything wrong with going down into a cellar with
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In 2008‚ a marketing and positioning strategy was needed for Cambridge Sciences Pharmaceutical’s (CSP) new weight loss drug called Metabical. Metabical was touted as being a revolutionary weight loss drug with fewer negative side effects than the usual medicinal weight loss remedies. Metabical has many levels of decision-makers – both internal and external. CSP’s senior director of marketing‚ Barbara Printup likely reports to the company’s board of directors for her ultimate authority. Printup
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How should Lopez interpret and compare the different studies? Lopez needs to design his marketing strategy based on four market research efforts – large scale study of the Chinese laptop consumer‚ detailed interviews with laptop users‚ results of the CLUES report and Project Compass. My recommendation is for Lopez to utilize each of these tools in varying quantities during different stages of his Segmentation‚ Targeting and Positioning (STP) strategy. The Shanghai report identified that China has
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quality and service to attract customers and build up an competitive image in the emerging fashion market. OBJECTIVES To create comfortable and memorable experience for customers To provide wide variety for all ages of men and women in the focused target market. To focus on new trends and demand according to customer preference and choice. To become a leading brand in competition with other luxury retail clothing brands. To effectively promote their brand with the help of advertising to attract
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