Case 1: Metabical : Pricing, Packaging, and Demand forecasting for a New Weight-

Loss Drug
Ques 1 Highlight the major CB issues in the case.
Firstly, Metabical is the drug specifically for overweight people and it is a prescription drug
not the OTC drug. For the overweight people to use this drug, they must visit a health care
provider.
Just for moderate weight loss..not for heavy weight loss.. though customers may expect a
premium for such product..they expect quick results and moreover decrease in less weight
over a longer period will not be much attractive and consumers may perceive it as no effect
at all
Busy to get their prescription refilled …may become late…discontinuous course…may
complete full course but may not get the desired result
Going to hospital…
Going for the complete course….A. too busy B. Results are not much evident

Ques 2 Examine the issue of the package size and pricing recommendations
mentioned in the last para of the case.

Issues

1. Alarming rise of overweight americans…..

2. Pricing above willing to pay
3. 12weeks plan..(complete 12 weeks plan… High price) (small packs..consumers may drop in
between?)