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 Population (in mil)

31.6 163
33 185
34 209
35.17 230

Current Overweight Population 80.891

 Potential Consumers in Segment 1(5
years)
Actively trying to lose
weight 28.31
Comfortable using drugs 4.25
Total (in
Market Share (year) 1 2 3 4 5 mil)
First time users 0.42 0.64 0.85 1.06 1.27 4.25
Second time users 0.25 0.38 0.51 0.64 0.76 2.55
Third Time users 0.05 0.08 0.10 0.13 0.15 0.51

Total (in mil) 0.73 1.10 1.46 1.83 2.19 7.30

 Potential Consumers in Segment 2(5
years)
Ready for prescription 9.71

Market Share 1 2 3 4 5 Total(in 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 4.3

Market Share 1 2 3 4 5 Total( in 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
4 week pack Manufacturer Price Total
Sales $50 $365.22 mil
Cost $672.80 mil
Profit -$307.58 mil
ROI -46%
Case 1
Sales $83.33 $608.68 mil
Cost $909.47 mil
Profit -$300.79 mil
ROI -33%
Case 2 pricing for 5 years

4 week pack manufacturer price

Sales $50 $834.80
Cost $672.80
Profit $161.99
ROI 24%
Case 2
Sales $83.33 $1391.27
Cost $909.47
Profit $481.80
ROI 53%
Case 3 pricing for 5 years
4 week pack manufacturers cost
Sales $50 $739.60
Cost $672.80
Profit $66.80
ROI 9%
Sales $83.33 $1232.62
Cost $909.47
Case 3
Profit $323.15
ROI 36%
Sales $100 $1479.20
Cost $861.49
Profit $617.71
ROI 72%
Conclusions
• Price at $150
• Target the ideal segment
• Maximum ROI
• High penetration
• Differentiated positioning