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Phase 2 - Segmentation & Targeting

Now your team needs to review the potential market segments for the launch of a new anti-migraine drug in the United States.

To complete this activity prepare a preliminary segmentation analysis of both the consumer and provider markets. Your segmentation analysis should include recommendations for additional market research needed to quantify segment potentials.

Step 1

Review the following lecture materials

Then review the text based materials

Step 2

Conduct your research and discuss findings and presentation approach with your team. The following URLs have been provided to help you get started with this activity.

Step 3

Develop presentation materials that summarize your segmentation analysis of both the consumer and provider markets. The PowerPoint presentation should be created for delivery to the Senior Vice President of Marketing and to the other design teams.

Also start developing the second section of your marketing proposal, and continue working on the German anti-psychotic drug market assessment.

If you have any questions on how to complete these activities call or email your instructor.

Step 4

Post your presentation to the Week 2 discussion area by midnight Wednesday. At least 2-3 times during the week logon to the course site and review and where appropriate comment on the postings of the other teams. The Senior Vice President (your instructor) will also be posting comments and questions regarding your presentation, so make sure that you review and address the all questions in a timely fashion.