Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Problem/Opportunity Metabical

Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug
by

Allen Luong

on 14 December 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Problem/Opportunity Metabical

M E T A B I C A L Julia & The Allens

Problem/Opportunity
Cambridge Sciences Pharmaceuticals (CSP) has developed Metabical, the first FDA-approved weight loss drug targeting overweight individuals with a BMI≤30. Marketing director, Barbara Printup, is tasked with creating a successful forecasting, pricing, and packaging strategy that will yield a minimum of 5% ROI in the first 5 years Metabical goes on the market.
Overweight & Obesity
Body Mass Index (BMI)
Who is overweight?
Who is obese?
Current Solutions In The Market Today
Packaging & Pricing
What offering of price and packaging will yield desired results?
Additional costs to consider:
$23 million marketing
$400 million R&D
Not covered by insurance
Demand Forecasting
Unit sales at the end of year 5?

60%/20% Repurchase
Why Metabical?
The next generation safe weight loss drug
Rollin' In The $$$?
The Right Mix
Invested Capital
$400 Million R&D
$23 Million Marketing Budget
10 Years of Developement
Packaging Size
How should CSP package their product?
$$$?
How much should CSP charge for the drug?
Packaging
Blister Style
4 week supply?
12 week supply?
Retail/Wholesale Pricing
$75.00/$50.00

$125.00/$83.33

$150.00/$100.00
What are CSP's competitors doing?
Forecast 1
People within BMI range 25-30, actively trying to lose weight & comfortable with weight loss drug.

35%>15%>
10%(30% by 5yr)
Forecast 2
People within BMI range 25-30, who would immediately go to healthcare provider for Metabical.

35%>12%>
10%(Incr 5%/yr)
Forecast 3
Educated Females, 35-65 of age with BMIs between 25 and 30.

4.3million>30%yr1>50%yr5
Health Risks
Heart Disease
High blood pressure
Type II Diabetes
Cancer
Gallbladder disease
Increase risk of death
Statistics
2008: 65% of U.S. Adults
(Population 230 Million)

Cost of Obesity (AHA Report)
Prescription
OTC Remedies
Points of Difference
Safer
FDA Approved
Medical Community Endorsement
Fewer side affects
Once a day
Dual layered controlled release
Target Market
25-30 BMI
Actively trying to lose weight
Comfortable with using drugs to lose weight
Predominately females 35-65, college educated
Wanting to lose 10-30lbs
Retail Price
+ Packaging
+ Forecast
$150.00
+
4 week supply
+
Forecast 1
Justification
Conservative forecast

ROI: 5%

Achievable
Goes shopping for a jet

Sets legacy for CSP and many more profitable years with 5 years left on patent

Rises to stardom in marketing world

Becomes CMO for healthcare.gov
History of CSP
Annual Sales
Over $25 Billion
Industry
Pharmaceuticals:
Metabolic
Gastrointestinal
Immune Deficiences
New Markets
Weight Loss:
$3.74 billion Market
Serious side affects
BMI ≥ 30
Prescription weight-loss drugs
Over-the-counter (OTC) remedies
Other Options
Potential side effects unknown
Lack of stringent testing by FDA
High profile example
Other Options
Diet Plans
Exercise Plans
Meal Replacement
Weight management support
Pre-portioned packaged food delivery
Barbara Printup
Full transcript