1.

Metabical is a prescription drug for weight loss which can only be bought via a prescription, so the
decision maker are:
- The best consumer for Metabical were people who did not chase every new fad diet, and this target
group was found to be most interested in protecting their health and raising self-esteem. Printups
research suggested approximately 4,3 million women fell into this target population.
- The overweight patients are involved as decision makers to purchase. Overweight Individuals who
cares about appearance and been through discrimination a.k.a being social outcast because of their
body weight. They want to lose weight and improve overall health by purchase the pill theirself or goin
to healthcare providers. Despites low income, they willing to purchase "out of pocket" also because
they this target consumer more health conscious and visited the docter often.
- The healthcare providers are also decision makers in this process for they are the ones who
prescribe the drug. Also there is alot of people (from survey particpants) said they would immediately
make an appointment with their healthcare provider and request a prescription. That is why more
demand then more the healthcare providers will purchase metabical.
- Women at the age of 25-65. The 20% more women then men visited a healthcare provider for a
yearly physical, 15% more women then men want to change their behavior to live a healthy
lifestyle,30% more women then men failed to lose weight in the past 5 years, 30% more women then
menwere dissatisfied with current weight loss options on the market. These results make it clear that
women are the most likely gender to purchase Metabical. The age group of 25-65 is justified because
these women have expendable income which would allow them to purchase an expensive
prescription weight loss drug. It is important to maintain a healthy lifestyle and diet when taking
Metabical; this is important to understand in order to have successful weight loss with Metabical . The
women of these demographic are knowledgeable about the importance of nutrition and exercise,
they are ready to make a change. The women of this demographic arealso focused on reclaiming
former weight they are motivated and willing to alter current behavior. These psycho graphic
behaviors are consistent with the marketing message of Metabical. This age demographic is quite
large but it is necessary to target all of these potential customers in order understand who is buying
into the product as the marketing plan evolves over the next few years.
- Men and women between the age of 20 till 75 and older, who at the age caring so much about
appearance, might be work as a models, artist, idol, etc Livin in the environment that gives alot
pressure of being skinny and pretty. Especially models for about 60%/20% will repeat purchases .
- Educated women in the upper middle class income range. From Exhibit 3, the target would be the
women who want to wear skinny jeans aged 25 to 40, with a college education, and an very high
income as well as the 35 to 65 year old women who are ready to make the change.In this case
the benefits segmentation process would really help in identifying this optimal target group, for
this group is the most weight conscious one.These women have realistic expectations as opposed
to their younger counterparts aged 18 and who are still in high school. So mostly they will besatisfied
with the results and more prone to commit to the support program due to their age, and maturity.
- People who want to become skinny the easy way. Those people dont want to be deprived of
indulgences . Not interested in changing diet or exercise habits. They will look for the very easy way
the best they could get with good result and fastest way.
- People who wants to lose weight to look better, who want to look like a movie stars. Those people are
fixated on body image and achieving the perfect physique,low self-esteem and unrealistic
expectation. Actually this still based on the degree of willingness, but drugs is cheaper than plastic
surgery so I think these people will be a good target segment.
.
2. Possible segments :
- Women are more interested in losing weight than men. Also the highly educated people with higher
incomes and more weightconscious than their poor uneducated one, although it is the poor ones
that mostly need to lose weight. more women then men visited a healthcare provider for a
yearlyphysical, 15% more women then men want to change their behavior to live a healthy
lifestyle,30% more women then men failed to lose weight in the past 5 years, 30% more women then
menwere dissatisfied with current weight loss options on the market. These results make it clear that
women are the most likely gender to purchase Metabical. The age group of 25-65 is justifiedbecause

these women have expendable income which would allow them to purchase anexpensive prescription
weight loss drug. It is important to maintain a healthy lifestyle and dietwhen taking Metabical; this is
important to understand in order to have successful weight losswith Metabical . The women of these
demographic are knowledgeable about the importance of nutrition and exercise, they are ready to
make a change. The women of this demographic arealso focused on reclaiming former weight they
are motivated and willing to alter current behavior.
Professional medical community. This segment, are in leading medical publications (e.g.,journals) and
medical online information with mission to raise awareness about the drug and its benefits. If
Metabical company could get this segment, there will be a lot of people that search about medicine
moreover in this internet era, this segment will produce much more help from the marketing side, so
people would know easier about metabical and buy it by ask to their doctors or healthcare providers
for the prescription.
People who choose drugs to lose weight, who is health treatment oriented. Those kind of people very
eager to reach their goals of losing weight, despite their bodyweight. If, there is easy way to do then I
presume they willing to get Metabical prescription to be able to buy the drug.
Doctors, there are many doctors who would advise patients to slim down just by abiding by a healthy
eating program and some sports. Such doctors don't see the need for drug usage and they are the
ones who mostly need convincing segment these doctors by their accessibility to sales reps in the
region. Another form is to segment by their attitudes and eagerness to help overweight patients steer
towards healthier lifestyle options.

3. Each area within the circles is strategically important, but A, B, and C are critical to building competitive
advantage. The team should ask questions about each. For A: How big and sustainable are our
advantages? Are they based on distinctive capabilities? For B: Are we delivering effectively in the area
of parity? For C: How can we counter our competitors advantages?. But the biggest surprise is often
that area A, envisioned as huge by the company, turns out to be minuscule in the eyes of the customer.
In other words, A is what the POD (Points of Differences) of Metabical,captures the value that we
provide customers that (a) matters to them, and (b) is different than the value competitors provide.
Metabical POD are:
- CSP's Metabical would be the first prescription drug approved by the FDA specifically for
overweight individuals.
- Metabical contained combination of calosera and meditonan produced dramatic weight loss for
overweight individuals. It worked in a low-dose formulation, thereby reducing stress on heart or
liver functions that other weight-loss drugs tended to produce.
- Metabical also contained a controlled-release feature that required only one pill be taken per day.
- On average, individuals who took Metabical maintained weight loss levels within 10% of the
clinicals trials results for the least 3 years.
- The majority of Metabical users individuals reached their weight-loss goals by week 12 and
approved as 12 week treatment plan.
4. For B: Are we delivering effectively in the area of parity?. Parity means captures the required,
nondifferentiating attributes that are common to the competitors in the market. They are currently
nondifferentiating.
Metabical POP are :
- Metabical is an weight loss drug
- Like other drugs, Metabical also have negative side effects and were similar to the gastrointestinal
discomfort caused by Alli, only less severe.
- Just like Alli, Metabical have Online support program to maintain Metabical users weight-loss
goals.
- For Metabical promotion, also featuring a well-known celebrity endorser as spokespeople and this
is quite common in the weight-control industry and becoming more mainstream.

5. For C: How can we counter our competitors advantages?. Means, essentially the

competitive
complement to Area A. On what important advantages does the competitor hang
its that?. Area C is
the flip sideimportant attributes and benefits on which the competitor is rated
as superior.
Metabical competitive complement are :
- Metabical will offer moderately overweight adults a medically proven,
effective method to reach a desireable weight and improve their overall
health.
- CSPs Metabical would be the first prescription drug approved specifically for
overweight individuals (ie., those with BMI between 25 and 30). Individuals in
this category had weight-loss goals of approximately 10 to 30 pounds.
- Metabical had some negative effects but it also helped with behavior
modification and healthier eating habits.
- CSP's Metabical would be the first prescription drug approved by the FDA
specifically for overweight individuals
- Metabical only required to be taken one pill per day.
- CSP create a comprehensive support program (+online) to complement
Metabical pill. Its goal was to enable Metabical users to achieve better results
than they would from the pill alone and to maintain Metabical users weightloss goals by giving users access to it for 24 months.

POSITIONING STATEMENT
Metabical gives you a dramatic weight-loss, and
improve overall health.