Questions for Metabical: Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug 1)
How is Metabical different from the existing weight-loss options? How is it better or worse than the other options? With FDA approval, Metabical could be well positioned into the market and capture a share of the market that is willing to pay premium price for the product, as they acknowledge the benefits of taking a tested and effective product, instead of a magic/ non tested product. Also there is a sector of the population that is dissatisfied with the current offerings in the market. Metabical offers reassurance of weight loss for individuals that follow the program, especially if they are in the overweight category (10 to 30 pounds loss) On the down side, Metabical is different from other products and it needs a prescription to be obtained. While other non-medical approved products can be bought off the shelves.
Printup (the protagonist) suggested various forecasts. What are the strengths and weaknesses of these forecasting methods? The weakness of the first forecasting method is that the growth projection is not based on real statistics. Printup bases on experience to determine that the demand can grow 5% per year for five years. On the second method, again, the market penetration is calculated without a statistical base. Although there is a reason to believe that the income is fixed, since users are willing to complete the program. The strongest forecast is the third one. The target market has been chosen with a basis of education and income, although the growth expectancy is again calculated by experience, its supported by the number of users willing to pay and complete the program.
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