Metabical Pricing Essay

920 Words Feb 12th, 2014 4 Pages
Q1. How should Printup go about segmenting the Metabical market? What do you think is the optimal target market?


Different segments as identified by Printup, based on different studies conducted can be classified as follows:

• Psychographic segmentation

It is based on a wide variety of attitudes towards physical activity, portion control, food preferences, nutrition, self-image, and overall health. Five discrete psychographic profiles identified in case of women can be classified as follows:

Segment Typical demographic profile
I want to look like a movie star Age 18 to 30, high school education, household income under $40,000
I want to be healthier Age 35 to 65, college education plus, household income
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However, segment 2 wants to be healthier and thus might not opt for weight loss drug like Metabical for the same. The last two segments either is content with how they are or do not want to put much effort for the same.
Thus, the ideal target segment for Metabical would be overweight women with BMI in the range of 25 and 30, college educated and in the age group of 25 to 65 as well as overweight men in the age group of 25 to 65.
For developing communication strategy, even the medical practitioners or physicians can be their secondary target.

Q2. How should Metabical be positioned? Why?
Metabical should be positioned as:
• a weight loss solution for both men and women who have BMI in the range of 25 and 30
• guaranteed weight loss within 12 weeks, only 1 pill a day
• weight loss maintained for 3 years
• claims should be supported with clinical trials and FDA approval
• 24 month support program, much comprehensive than that provided by other competitors

Q3. What would be your communication strategy? Would you change marketing budget or the IMC mix? What would your communication plan – including the timeline of the communication programs?
Out of all the given options for direct-to-consumer (DTC) marketing, I would choose “Losing weight is tough. You don’t have to do it alone. Let Metabical and your health care provider start you on the road to a healthy weight and better life.” It includes all the aspects of the positioning discussed

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