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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
31.6
33
34
35.17

Population (in mil)


163
185
209
230

Current Overweight Population

80.891

Potential Consumers in Segment 1(5


years)
Actively trying to lose
weight

Comfortable using drugs


Market Share (year)

28.31

4.25
Total (in
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

Market Share

9.71

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

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

5 Total( in mil)

Case 1 pricing for 5 years


Sales

Case 1

4 week pack Manufacturer Price

Total

$50

$365.22 mil

Cost

$672.80 mil

Profit

-$307.58 mil

ROI
Sales

-46%
$83.33

$608.68 mil

Cost

$909.47 mil

Profit

-$300.79 mil

ROI

-33%

Case 2 pricing for 5 years


Sales
Cost
Profit
ROI
Case 2
Sales
Cost
Profit
ROI

4 week pack manufacturer price


$50

$83.33

$834.80
$672.80
$161.99
24%
$1391.27
$909.47
$481.80
53%

Case 3 pricing for 5 years

Case 3

Sales
Cost
Profit
ROI
Sales
Cost
Profit
ROI
Sales
Cost
Profit
ROI

4 week pack manufacturers cost


$50

$83.33

$100

$739.60
$672.80
$66.80
9%
$1232.62
$909.47
$323.15
36%
$1479.20
$861.49
$617.71
72%

Conclusions
Price at $150
Target the ideal segment
Maximum ROI
High penetration
Differentiated positioning