Who Is the Ideal Target Consumer? Why?

1. Who is the ideal target consumer? Why?

Based on the case information and charts presented in exhibits, below is a description of the ideal target consumer for Metabical:

Demographics: Overweight women in the age group of 35-65, college educated, $80,000+ Income and live in urban areas.

Psychographics: Women who want to be healthier, current BMI score of 25-30, choose drugs to lose their weight, are brand loyal and will choose drugs based on advice.

As per the 2007 Marketing Survey 10% more women than men are dissatisfied with their weight, and 20% more women visited a health care provider for a yearly physical exam. Moreover 15% more women wanted to change their behavior to live a healthy lifestyle and 20% more women had failed to lose weight in the past 5 years. Such results from the Market Research clearly indicate that women is a better target market for the product. Since the drug could get expensive, the age group that has enough disposable income would be the only one who would be able to afford it. This particular age group would be able to enjoy most success of the drug as they are aware about the importance of nutrition and exercise which complements the drug well.

This target market might be a little large but it is important to target anyone and everyone who might be a potential customer of the drug especially given the variable nature of the market. It is also important to understand the buying behavior of the eventual consumers to make changes in the marketing activities over time. Apart from this core target market Metabical should also target Health Care professionals such physicians and doctors who have some faith of consumers for weight loss. Having such professionals vouch for Metabical will establish credibility for the product by using the professionals as endorsers.

2. How should Metabical be positioned? Why?

To (Target Group and Needs) Urban college educated overweight women in the age group of 35-65, who are concerned about their weight, earn more than $80,000 annually, have a current BMI score of 25-30 , and do not hesitate to choose drugs to lose their weight to lead a healthy lifestyle.

Metabical is the brand of weight loss drugs with a prescription (Competitive Framework).

Which is a safe, tested weight loss drug that can help you lead a healthy life (Benefits)

Because (Reasons-Why) a) It is a FDA approved Drug, b) It is safe and only available with prescription , c) It has proved to be effective in clinical researches d) It delivers results in a timely manner

The brand character is an elite product which is proven to be effective, and has FDA’s approval which

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