Metabical Case Solution

Demand/Pricing Formulation Executive Summary:

There are three main demand strategys that make reasonable sense to assess the demand for
Metabical within the first five years. To get the most out of each demand scenario the most
optimal pricing structure was applied to each. Scenario 2 was chosen with the lowest pricing
structure to market to a wider audience during the launch with and affordable price. Pricing can
always been tweaked and justified if the product is successful and there is respective demand by
the consumer base.

Scenario #1

The first scenario narrows down the target market by the follow process: 1 st take the # of
overweight individuals in the United States (71.06 million), 2nd reduce 71.06 million by 35%
which is the estimated population trying to lose weight, 3rd reducing this by 15% which is the
amount comfortable with weight loss drugs which is 3.73 million, 4th Metabical will capture
10% in year one, 15% in year 2, 20% in year 3, 25% in year 4, and 30% in year 5. The Lowest
pricing structure was chosen because the population chosen was very general and may contain a
large percentage of people who are price sensitive. I believe this is not an effective demand
function for Metabical because the audience is too broad. This model also in theory will capture
a small % of the target market in relation to the other models which makes it very difficult to
attain a positive ROI. This model will only bring in 185 million in revenue and is not acceptable
to create a 5% ROI. This is not even enough to cover the R&D and marketing costs.

Y Overweight Population Comfortabl Med Population One Two Full

e In US Trying to e With ibica Captured Supply(20 Supply(60% Cycle(20%
a Lose Weight l %*24.80) *49.60) *74.40)
r Weight Loss drugs Will
(35%) (15%) Capt
ure

1 71,060,000 24,871,000 3,730,650 10% 373,065 1,850,402 11,102,414 5,551,207

2 71,060,000 24,871,000 3,730,650 15% 559,598 2,775,604 16,653,622 8,326,810

3 71,060,000 24,871,000 3,730,650 20% 746,130 3,700,805 22,204,829 11,102,414

4 71,060,000 24,871,000 3,730,650 25% 932,663 4,626,006 27,756,036 13,878,018

5 71,060,000 24,871,000 3,730,650 30% 1,119,195 5,551,207 33,307,234 16,653,621

Profit- 185,040,200 ROI -53% in 5 Years

 Scenario #2 (Chosen Scenario)

The Second Strategy is more aggressive which takes the US population (209 million) and takes
34% of it who are people who are overweight which comes out to 71.06 million. Next 12%
which is the target for Metabical is taken out which comes out to 8.527 million. Metabical will
capture 10% in year one, 15% in year 2, 20% in year 3, 25% in year 4, and 30% in year 5. The
lowest pricing structure was chosen because this demographic may look into other methods to
lose weight such as Jenny craig. This model produces a ROI of 5.7% which meet the
requirements of upper level management on making a 5% ROI on 400million in research and
development costs. The pricing structure is the low which will lower the financial risk to
customers. This gives the product a better chance to sell its predicted volume. This studied
demographic contains individuals who are ready to take a pill to lose weight. Marketers cannot
always predict how a specific demographic will react to a product so a slightly broad approach
will lead to opportunity for a huge amount of revenue from not only the target market but other
similar markets. (possibly a % of overweight women of other ages may buy into the product)

Y US Pop 34% 12% Meta Captured One Two Full

e Overweight Target bical Supply(20% Supply(60% Cycle(20%
a Market Capt * $24.80) * $49.60) * $74.40)
r ures

1 209,000,000 71,060,000 8,527,200 10% 852,720 $4,229,491 $25,376,947 $12,688,474

2 209,000,000 71,060,000 8,527,200 15% 1,279,080 $6,344,237 $38,065,421 $19,032,710

3 209,000,000 71,060,000 8,527,200 20% 1,705,440 $8,458,982 $50,753,894 $25,376,947

4 209,000,000 71,060,000 8,527,200 25% 2,131,800 $10,573,728 $63,442,368 $31,721,184

5 209,000,000 71,060,000 8,527,200 30% 2,558,160 $12,688,474 $76,130,842 $38,065,421

Profit: 422,949,120

ROI: 5.7% In 5 Years.(Bottom Line)

The 5.7% ROI in this scenario shows steady growth for Metabical and is consistent with the
goals of management. In this pricing scenario a feasible number of potential customers will be
targeted and captured. It is important to analyze the demographics of what kind of customers are
purchasing each year and tweak the demand forecast or marketing strategy if necessary. For the
initial forecast a broad approach is taken with the goal of matching the 5% ROI on the 400
million dollar research and development costs. The forecast was built in Microsoft excel and can
easily be modified if management feels the need to tweak any of the factors.
Scenario #3

The third scenario targets Educated Females from ages 35-65 who are overweight (BMI of 25-
30) which equates to a population of 4.3 million people. In year one Metabical expects to have a
capitalization of 30%, then 35%, 40%, 45%, 50% respectively in the following 4 years. The
highest tier of pricing was chosen due to the demographic selection. Females who are 35-65 have
the money to purchase weight loss products and will fork over the money for a prescription. The
prescription nature of the product justifies the high tier of pricing as well as the coveted FDA
approval. The ROI comes out to 67% which is a best cast scenario. I believe the pricing structure
and demand forecast is justified because this in many cases will be a life saving product, and a
pioneer in prescription weight loss. The problem with this scenario is that the ROI seems to be
unrealistic when management is only expecting a 5% ROI. Capturing 50% of such a specific
market over 5 years may be unreasonable and contain a fundamental flaw. Of course, the price
could be lowered but we feel that this is an appropriate price for the demographic and lowering
the price will affect the brand image of an elite product in the target market.

Y Market % Capitalization One Supply Two Full

ea (20%*74.80 Supply(60%*149.6) Cycle(20%*224.
r ) 2)

1 4,300,000 30 1,290,000 $19,298,400 $115,790,400 $57,895,200

2 4,300,000 35 1,505,000 $22,514,800 $135,088,800 $67,544,400

3 4,300,000 40 1,720,000 $25,731,200 $154,387,200 $77,193,600

4 4,300,000 45 1,935,000 $28,947,600 $173,685,600 $86,842,800

5 4,300,000 50 2,150,000 $32,164,000 $192,984,000 $96,492,000

Profit: 1.26 Billion

ROI: 215% (Unrealistic)

Marketing Communications Executive Summary:

Metabical, a prescription weight loss pill will be marketed to overweight women in the age group
of 25-65. There are two main groups that Metabical is targeting to- end users and doctors. The
powerful message that being overweight can lead to life threatening diseases and that Metabical
can help will be the focus of the marketing message to both end users and Doctors. Tracking and
control after the launch is a key component to a successful venture for Metabical.

Target Market
Metabical will be marketed to overweight women of the age from 25-65. According to a 2007
marketing survey it was determined that women 10% more women then men are dissatisfied
with their current weight, 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 men
were 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 are
also 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. We anticipate that other demographics will also purchase the product and this
is a major consideration in the ensuing years in what the final evolution of the product will be.

Marketing Communications

Metabical is a unique product to market due to the fact that a message has to be conveyed to the
end user as well as health care providers who recommend and write prescriptions (doctors). The
target market as stated above is overweight women aged 25-65. It is important to reach the
market through a variety of venues to instill the importance of purchasing the prescription. A mix
of Print media, television, radio and online advertising will be exploited to reach the majority of
the target market. Print advertising will come in the form of pamphlets and other informative
documents that will be placed at medical clinics, weight loss facilities, doctors offices and other
relevant institutions that promote weight loss and a healthy lifestyle. They must instill a sense of
urgency to the end user, that the time to act is now and they should contact their health care
provider to learn more about this new FDA approved weight loss drug. Online Advertising is
effective for targeting the specific target market of women who are searching for weight loss
supplements and are of age 25-65. The success of these campaigns can be measured by the
amount of impressions the advertisement has received as well as successful requests for more
information when an advertisement is clicked an an interaction takes place. Television and radio
will be utilized weeks before the drug is released to the public in order to create hype and a viral
marketing effect. The types of channels that the advertisements will be shown are news channels,
channels relating to health and also channels that women watch frequently in order to reach our
target market.

Being overweight is a serious health concern that leads to life threatening diseases, judgment
from society and an overall lower quality of life. The marketing message to the target market
must address this point. Those extra 20 pounds could be killing you. Being overweight leads to
heart disease, high blood pressure, diabetes, and gallbladder disease. Its time to get healthy
Let Metabical guide you to a happier, healthier you. This is a powerful message that will speak
to these women who are serious about losing weight and is consistent with our goal to spread
awareness of the dangers of being overweight. It is also essential to make sure customers as well
as doctors are aware of the coveted FDA Approval because people will be hesitant to buy the
drug if they are unaware of FDAs approval.

Targeting the professional and medical community requires a different approach. We will utilize
print ads in leading medical publications (journal of the American medical association) and
interactive ads adjacent to online physician resource information (PDR.net) to raise awareness
about the drug and its benefits. The marketing communication geared towards professionals will
be formulated to educate them about the safety, research and development, and compliance.
(proper way to prescribe Metabical) The marketing message chosen is: Atherosclerosis,
coronary artery disease, high blood pressure, diabetes, and gallbladder disease. Your overweight
patients are dying for help. Introducing Metabical FDA Approved Weight loss drug. This
message has all of the elements of a successful advertising campaign for Metabical. Like the
consumer message, this message is consistent in that it is meant to shock the doctor by listing the
actual diseases associated with weight loss. The end of the message gives credibility to the
product by announcing that the FDA approves the drug. It is essential to be equally successful in
the marketing to doctors as patients because if the Medical Community accepts the drug as an
effective and safe method of losing weight, more and more doctors will recommend it to patients
and positive PR will follow.

Support Program

A comprehensive support program will be implemented to enable customers to receive the

support they need during their weight loss journey. The center of the support system is the
website that will be developed and will include: Reference materials, a weight loss tracker, food
diary, nutritional and calorie calculator and a forum for personal support. Other weight loss
programs have support programs that have proven to be successful in the past, therefore it is
essential to include this component during the launch of the product. The website will include
Social media functionality including a Twitter and Facebook where customers and doctors can
talk about their successes when taking Metabical. It is important to model the program after other
successful weight loss supplements to make sure no important aspect is missed: An internal case
study of Alli, the OTC weight loss supplement will be conducted by the marketing department to
gain a greater understanding of their support program. Goals for the support program will be
tracked and controlled including extracting data from doctors about how the patient found out
about Metabical as well as the success of interaction with the website and social media
initiatives.

Positioning
It is important to determine Metabicals positioning in the weight loss market in order to carry
out a sound marketing plan. Metabical is different then over the counter weight loss supplements
because it can only be obtained via prescription. This gives an image of an elite product that is
effective, FDA approved and can only be prescribed a doctor. People trust their doctors and the
FDA which gives Metabical a distinct advantage from over the counter wight loss products.
Women who have not has success in the past with over the counter weight loss supplements are
ready for a prescription strength option such as Metabical. After 5 years on the market Metabical
should be considered the most trusted, effective and #1 prescribed weight loss drug on the
market.

Time line Prior To Launch

1 Year Prior Develop Advertising Campaigns and Marketing Materials

6 Months Prior Utilize Focus groups to test effectiveness of chosen campaign

3 Months Prior Direct Marketing to Doctors and healthcare providers

Day of Launch Press Release, Viral Media Campaign

After Launch Tracking and Control Make sure the target demographic is being reached.
Every year analyze effectiveness of price, packaging, and target market.

Budget

After analyzing the budget it has been concluded that the money allocated is appropriate. The
marketing budget should decline by a small percentage every year as the product gains brand
awareness and receives free PR from blogs, news mediums, and word of mouth recommendation
from customers and doctors.

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