The case study is on METABICAL (a revolutionary weight-loss drug) You have been asked to prepare an “executive summary” –What is the decision making process for Metabical (in terms of target audiences)? Who is involved in the process? –How should Ms Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer? (keep in mind the possible difference between target consumer and audiences) –How should CSP identify and employ the differential advantages that Metabical offers to position itself in the marketplace? –What positioning strategy would you chose. Based upon the positioning you have chosen, what would your communications strategy to the target audiences? Would you suggest a change to the proposed budget or IMC mix? If so why? –What would the brief timeline for your communications plan look like? (a 12 month timeline is enough). Finally, the general approach to embarking on developing a communications plan is three steps – segmentation, targeting and positioning (STP). Consider these factors carefully as you work through the case (and the four exhibits at the back). That is, what are the segments, who (why, when) should be targeted and how should the product be positioned.
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