Metabical notes.docx - HBS CASE METABICAL 1 What is the consumer decision-making process for Metabical Who is involved in the process Consumer

Metabical notes.docx - HBS CASE METABICAL 1 What is the...

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HBS CASE: METABICAL 1. What is the consumer decision-making process for Metabical? Who is involved in the process? Consumer decision-making process: Perceiving or recognizing a need: - 65% of Americans are overweight. Going to the health care provider for advice: - Health care provider give advice and prescribe drug (they have to accept the drug to recommend it to patients – they are a part of the decisions making process) Purchase: - Consumer buys drug Post purchase evaluation: - Does the drug work as intended? The consumers who are buying the drug. Metabical is a prescription drug that can only be bought with a prescription. Therefore, the health care providers are also decision makers in the process because they prescribe the drug. 2. How should Printup think about the segmentation of potential Metabical customers? Who is the optimal target customer? Segmentation criteria: - Responsiveness – benefits, attitudes - Profitability Benefit segmentation – looking good vs. being healthy Optimal target customer: Moderately overweight: - The product is most effective with overweight individuals with BMI between 25 to 30. - Individuals with BMI of 28-30 lost an average of 26 pounds, BMI of 25-28 lost an average of 15 pounds.
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