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DNA Syndicate
(Djoko, Nanang, Ardha & Ardi)
Background
Cambridge Sciences Pharmaceuticals (CSP):
Based on Cambridge, Massachusetts, USA.
International Health Care with $25 Billion sales in 2007.
Focus on developing, manufacturing and marketing products that
treated metabolic disorders, gastrointestinal diseases, immune
deficiencies, chronic and acute medical conditions.
CSP Strategic
initiatives to enter
$3.74 Billion market
for weight-control
products in USA
2
Metabical Differentiation
Metabical (Meh-tuh-bye-cal)
CSP spend 10 years and $400 Million for developing Metabical.
The first prescription medication approved by FDA that
dedicated for overweight person (BMI 25-30).
Drug anatomy; Dual layer, controlled release formulation:
First layer for appetite suppressant, calosera.
Second layer for fat blocker and calorie absorption agent, meditonan.
Low-dose levels and shown less impact to heart, liver or gallbladder,
Metabical Differentiation
Metabical (Meh-tuh-bye-cal)
Primary target:
Overweight No prescription drug targeted this group.
Women More health conscious, raising self-esteem
Age 35-65 year Average 67% of prevalence.
College educated Have higher income and more buying power.
Forecasting Method
Cons:
Scenario #1:
Start 10%
Scenario #3
Cum 30%
Scenario #2:
Start 12%
Cum 32%
Scenario #2
Scenario #3:
Start 30%
Cum 50%
Scenario #1
Scenario #1 &
#2 based on
general target
people
Scenario #3
have selected
target people
5
Forecasting Method
Pros:
Assess 3 different forecasting
scenarios for number of consumers
Used consistent model for
penetration guidelines (10%
increasing by 5% per year) and
60%/20% for repeat purchases
The 3 scenarios can represent low,
mid high forecast cases (30%, 32%
and 50% by 5 years)
Utilizing available data from internal
CSP study quantify potential
consumers in forecast
The forecast align with company
ROI target (5% within 5 year)
Cons:
All scenarios rely on assumption
from other drug selling experience
This penetration guidelines and
repeat purchases model need to
have variation on model
The forecast still consider wide
range of customer (general vs ideal)
Assumption that the product
success in 1st year and flat increase
% per-year
Need to develop low case forecast
based on realistic assumption
(lesson learn from competitor) &
choose P50 plan
6
Pricing Strategy
Pricing Options:
Pricing Strategy
Prior decided the price, CSP need to focus on which