Metabical Pricing and

Packaging

Analysis
3 segments
Target Minimum 5% ROI in 5 years

Assumptions
Ideal segment tests
60%/20% tests

Overweight Population Scenario

Overweight Percentage
31.6
33
34
35.17

Population (in
mil)
163
185
209
230

Potential Consumers in Segment 1(5

years)
Actively trying to lose
weight
Comfortable using
drugs
Market Share (year)
First time users
Second time users
Third Time users

Total (in mil)

28.31
4.25
1
0.42
0.25
0.05

2
0.64
0.38
0.08

0.73

3
0.85
0.51
0.10

1.10

4
1.06
0.64
0.13

1.46

1.83

Total
5 (in mil)
1.27 4.25
0.76 2.55
0.15 0.51

2.19 7.30

Potential Consumers in Segment 2(5

years)
Ready for prescription
Market Share

9.71
Total(in
5 mil)

First time users

0.97

1.46

1.94

2.43

2.91

9.71

Second time users

0.58

0.87

1.16

1.46

1.75

5.82

Third Time users

0.12

0.17

0.23

0.29

0.35

1.16

Total(in mil)

1.67

2.50

3.34

4.17

5.01

16.70

Potential Consumers in Segment 3(5

years)
Ideal segment
Market Share

4.3
Total( in
5 mil)

First time users

1.29

1.51

1.72

1.94

2.15

8.60

Second time users

0.77

0.90

1.03

1.16

1.29

5.16

Third time users

0.15

0.18

0.21

0.23

0.26

1.03

Total (in mil)

2.22

2.59

2.96

3.33

3.70

14.79

Case 1 pricing for 5 years

Sales
Cost

Profit
ROI
Case 1
Sales
Cost

Profit
ROI

4 week pack Manufacturer

Price
Total
$50 $365.22 mil
$672.80 mil
-$307.58
mil
-46%
$83.33 $608.68 mil
$909.47 mil
-$300.79
mil
-33%

Case 2 pricing for 5 years

Sales
Cost
Profit
ROI
Case 2
Sales
Cost
Profit
ROI

4 week pack manufacturer

price
$50

$83.33

$834.80
$672.80
$161.99
24%
$1391.27
$909.47
$481.80
53%

Case 3 pricing for 5 years

Case 3

Sales
Cost
Profit
ROI
Sales
Cost
Profit
ROI
Sales
Cost
Profit
ROI

4 week pack manufacturers

cost
$50

$83.33

$100

$739.60
$672.80
$66.80
9%
$1232.62
$909.47
$323.15
36%
$1479.20
$861.49
$617.71
72%

Conclusions
Price at $150
Target the ideal segment
Maximum ROI
High penetration
Differentiated positioning