Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals.
There are three main demand strategys that make reasonable sense to assess the demand forMetabical within the first five years. To get the most out of each demand scenario the mostoptimal pricing structure was applied to each.
Scenario 2 was chosen with the lowest pricingstructure to market to a wider audience during the launch with and affordable price.
Pricing canalways been tweaked and justified if the product is successful and there is respective demand bythe consumer base. Scenario 1 The first scenario narrows down the target market by the follow process: The Lowestpricing structure was chosen because the population chosen was very general and may contain alarge percentage of people who are price sensitive.
I believe this is not an effective demandfunction for Metabical because the audience is too broad. Thelowest pricing structure was chosen because this demographic may look into other methods tolose weight such as Jenny craig.
This model produces a ROI of 5. The pricing structure is the low which will lower the financial risk tocustomers. This gives the product a better chance to sell its predicted volume.
This studieddemographic contains individuals who are ready to take a pill to lose weight. Marketers cannotalways predict how a specific demographic will react to a product so a slightly broad approachwill lead to opportunity for a huge amount of revenue from not only the target market but othersimilar markets.
Bottom Line The 5. In this pricing scenario a feasible number of potential customers will betargeted and captured. It is important to analyze the demographics of what kind of customers arepurchasing each year and tweak the demand forecast or marketing strategy if necessary.
The forecast was built in Microsoft excel and caneasily be modified if management feels the need to tweak any of the factors. Scenario 3 The third scenario targets Educated Females from ages who are overweight BMI of which equates to a population of 4. Thehighest tier of pricing was chosen due to the demographic selection.
Females who are 65 havethe money to purchase weight loss products and will fork over the money for a prescription. Theprescription nature of the product justifies the high tier of pricing as well as the coveted FDAapproval.
I believe the pricing structureand demand forecast is justified because this in many cases will be a life saving product, and apioneer in prescription weight loss. Of course, the pricecould be lowered but we feel that this is an appropriate price for the demographic and loweringthe price will affect the brand image of an elite product in the target market.
Metabical, a prescription weight loss pill will be marketed to overweight women in the age groupof There are two main groups that Metabical is targeting to- end users and doctors.
Thepowerful message that being overweight can lead to life threatening diseases and that Metabicalcan help will be the focus of the marketing message to both end users and Doctors. Tracking andcontrol after the launch is a key component to a successful venture for Metabical.What previous findings or experiences related to this problem are conveyed in the case study, or exist in the business industry?
Barbara has also asked you to evaluate pricing options for the Metabical drug.
Which pricing strategy would you recommend, and why? Using your demand forecast and pricing recommendations from questions 2 and 3. Custom Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug, Portuguese Version marketing strategy case study analysis & solution at just $No Plagiarism, MBA & Executive MBA level recommendations.
Sales & Marketing case solution based on HBR framework. Attached you will find 3 items: The Spreadsheet, The Case Study and a Case Brief Template that is a helpful Framework. In addtion, below are case discussion questions that are useful to help prepare: Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight Loss Drug 1.
How does Metabical compare to current weight-loss options?
2. Metabical case study solution. Metabical Case Worksheet. metabical. Metabical Case Solution. Demand/Pricing Formulation Executive Summary: There are three main demand strategy’s that make reasonable sense to assess the demand for Metabical within the first five years.
I believe the pricing structure and demand forecast is /5(9). Case Study Brief. For this assignment, you will take on the role of an employee of health company Cambridge Sciences Pharmaceuticals (CSP). Which of the forecasting models do you recommend to estimate the demand for Metabical, and why?
In addition to your forecast results, what data supports your recommendation? Using your demand. Metabical: Positioning and Communications Strategy for a New Weight Loss Drug (Brief Case) Muscle-RDX: Pricing, Packaging, and Demand Forecasting for a New Product Leitax (A), Portuguese Version The United Drug Packaging Division The United Drug Packaging Division E-comics: Forecasting Demand Forecasting Demand for Food .