Metabical Case

T fitting Of Contents 1. 0 2. 0 3. 0 intromission Executive Summary Situation Analysis 3. 1 Identification Of The occupation 3. 2 Market Analysis 3. 3 SWOT Analysis 3. 4 Target Market selling Communication Strategy 4. 1 Marketing Communication Plan/Objectives 4. 2 Marketing Budget 4. 3 docket for Key Marketing Communication Activities 4. 4 Promotional Strategies 4. 4. 1 advertise Strategies 4. 4. 2 Promotion and everyday Relations 4. 4. 3 Sales cram 4. 4. 4 Comprehensive Support Program 4. 5 produce Strategies 4. 6 Distribution Strategies 4. 7 Pricing Strategies 4. 7. 1 Potential Customer 4. 7. 2 Sales Forecast 4. . 3 Return on investiture (ROI) c regressdown 4. 0 5. 0 1 1. 0 INTRODUCTION Cambridge Science Pharmaceuticals (CSP) was an transnational soundlyness c ar company with a focal point on developing, manufacturing, and merchandise harvestings that treat metabolic disorders, gastrointestinal diseases, immune deficiencies, as well as early(a) chronic and acute hea lth check conditions. The company captured over $25 billion in gross gross revenue in 2007. Barbara Printup is the senior director of commercialize of CSP who is responsible for the to a greater extent or less supremacyful crossing by CSP, Zimistat. CSP had assigned Printup to be in-charged of the upcoming U.S product engross of CSPs newest ethical do drugs do drugs, Metabical. Barbara Printup, Senior theatre director of merchandiseing for Cambridge Sciences Pharmaceuticals (CSP) exit be the person who is responsible in the product launch of Metabical which schedu lead for January 2009. It was now February 2008, and Printups freshman order of occupation was to develop a vi subject positioning dodging and associated foodstuffing communications plan for Metabical. 2. 0 Executive Summary Cambridge Science Pharmaceuticals (CSP) came out with the first prescription drug authorise by the FDA specifically for over tip down down individuals called Metabical.The bul k of Metabical trials instrumentalists surpassed their flush toilett over- exit goals by week 12. Although pricing had non been finalized, CSP estimated the retail price for the drug would be approximately $3 to $5 per day, with the aver mount up course interference lasting 12 weeks. In this report, we allow for conduct an analysis for CSPs product, Metabical starting from the analysis of the intentness. We leave then elaborate the issues regarding fat and fleshiness in the United States and analyse the market deal done by the company regarding leaden issues in order for us to decide which is the ruff market cleavage that we should target.The second focus in this report would be the positioning outline which we pull up stakes plead the port conclusion of parity and point of differences of Metabical and come out with the positioning dodging and target market. The third focus forget be the the SWOT analysis of the product which we exit state the strengths, weakne sses, opportunities, and threats of Metabical which lead us in deciding which marketing communication outline occupy to be taken next. Finally, we will discuss on marketing communication system which ruff suit with the product so that CSP able to communicate well with the target consumer.To decide the best positioning strategy and marketing communication plan, CSP had spent so much succession and currency in R&D and on FDA trials for Metabical. Printup was well awargon that in order to recoup this massive investment, the drug deprivation not exactly a successful launch, but in addition long term, steady take in. If Metabical were not successful with sign consumers, credibility of the drug would be in suspense and FDA approval would mean little. Printup still needed to flesh out the best segmentation, targeting and positioning of the drug, Then she could move on to assessing her circulating(prenominal) marketing 2 ommunications strategy and developing a timeline for the key activities. The case study had led us in analysing and deciding who was the ideal target consumer? How should each participant in the decision- qualification appendage to be addressed? How could these participant best be reached? What was the appropriate mess historic period to start to one of them? What was the role of the substantiate course? What was the optimal rollout schedule for the key marketing communications activities? In this report, Printup will provide all recommendations for the successfull marketing communication strategy and to ensure the long-term steady demand for Metabical. . 1 IDENTIFICATION OF THE PROBLEM OVERVIEW OF OVERWEIGHT ISSUES IN THE UNITED STATE Excess weight unit is considered a universe health crisis in the U. S, with approximately 65% of the entire braggart(a) population categorise as overweight, grievous, or bad obese. Being overweight is related to a figure of serious health complications, and according to the American Obesi ty fellowship in 2005, ? the second lede ca habituate of preventable death in U. S. In addition to health risks, overweight individuals endure a satisfying social stigma as well as outright discrimination.Laziness and ego indulgence are common stereotypes associated with this congregation. Many overweight multitude notice like social outcasts. The professional life of an overweight individual could overly be negatively affected, as plain weight has been strand to adversely influence, hiring decisions, w mount ups, and promotions. Researchers and health cover professionals measure excess weight using the automobile trunk Mass Index (BMI) scale. The BMI scale, which calculates the relationship between weight and height associated with be fat and health risk, is appropriate for both men and women.It has three BMI categories of excess weight for heavy(a)soverweight (25 to 30) obese (30 to 40) and disadvantageously, or morbidly obese (over 40). gibe to CDC National Centre for Health Statistics in 2002, 65% adults age 20-74 are overweight. Overweight can give negative impact to the peoples life such(prenominal) as coronary heart disease, endometrial, breast and colon cancer, gynecological problem, stroke, lodger disease, sleep apnea and respiratory problems, hyper tension and many otherwisewise diseases. People are getting fatter almost everywhere in the piece. In 2005, 1. 6 billion adults in the world are overweight duration 400 million are obese.The World Health Organization predicts thither will be 2. 3 billion overweight adults in the world by 2015 and more(prenominal) than 700 million of them will be obese. MARKET compend Marketing eyeshot An extensive market survey had been conducted in 2007 which allow 1,000 men and 1,000 women age ranging from 18 to 70 with BMIs of 25 to 29. 9 from mingled socioeconomics levels. The objective of the market survey is for CSP to understand the consumers behaviour and what they really involve. 3. 2 3 At first 70% of respondents surveyed were not fulfill with their trustworthy weight. 5% 0f them utter were actively trying to leave out weight but just 15% of them mentioned that were comfortable using drugs to help their weight- red ink goals. When we draw the benefits of Metabical to participants, 12 % of them immediately ask us to shew an appointment with health care suppliers and request a prescription. In terms of satisfaction with their current weight in each gender, 75% of women and 65% of men mentioned were displease with their current weight and appearance, whereas 50% of women and just 30% of men visited a health care provider for annual physical test.Base on survey which respondents mentioned 55% of women and 40% of men wanted to change their behavior to live a healthy life manner. While 60% of women and 30% of men said tried and failed to lose weight in past five years. The survey results reveal 65% and 35% of respondents were dissatisfied with current weight- w ay out options on the market for women and men separately. In our data pool knowledgeal level of respondents as they mentioned was that 75% hold a college degree and 45% hold superior school diploma and they were aware of the health risks associated with being moderately overweight. base on respondents report, 65% of 18 to 35 years old respondents said that they tender to lose weight to imagine better and the rest (35%) of the same age group respondents said that they wish to lose weight to improve their boilersuit health. While respondents with 35 years old and supra have constituents 40% answers for good looks and 60% for better health. According to survey results 5%, 11% and 20% of respondents who have income level little than $40000, between $40,000 and more than$80,000 respectively mention that they would be willing to pay ? ut of pocket ? for a prescription weight- button drug. Therefore according to the survey there is a need for a better weight hurt drug which is pro ven and expert to lead a health lifestyle. Market Research Based on statistic on adult population in United States between 1976 and 2000 obviously we can see the percentage of obese and overweight steadily increasing. The percentage of overweight population who had BMI between 25 and 30 which categorized in overweight group was 34% in year 2000. while in the same year 25. % of U. S. populations categorized as obese and 4. 7% into severely obese. Also the percentage of obesity were rise steadily with age in both gender with the highest occurrence among men age 65 to 74 and women age of 55 to 64 and with overall more prevalence in men rather than women. As we can see the percentage of obese had inversely related with education level and income level. The highest obesity percentages were in less than $25,000 with 32. 5% and level of education less than high school with 27. 4%.Through this experience and strong need to cater the moderately overweight people, health care providers saw their probable customers in them who want to lose windburnt pounds. Health care providers went ahead to produce the drug and recommend them to use it besides getting help from diet and 4 exercise schedules. Based on reports which were obtained from health care providers one of their major concerns roughly weight-loss drug was that patients would get back weight when they stopped taking pills. We try to deliver-colored the goods psychographic segmentation of overweight.According to explore which was done on females, they have verity of aims to lose weight. In age 18 to 30 with high school education and under $40000 income have low self-esteem and unrealistic expectation to look like a movie star. And in age group between 25 to 40 with college education and income level $50,000$80,000 said willing to motley current behavior to get back to their old physic. While age 35 to 65 with college education plus and more than $80,000 income mentioned ready to make change to be healthier. In age group 45 to 65 with some college education and income $40,000 to $60,000 want to lose weight but if it is easy.In age group 40 to 65 with some college education and income $30,000-$50,000 they accepted their overweight and they dont want to change the lifestyle. Printup to a fault commissioned a study to analyse psychographic segmentation of overweight individuals. The study revealed that women demonstrated the most distinct segmentation. Out of five psychographic profiles, we feel that CSP should focus into two of it segmentation which is as follows SEGMENT ? I want to be healthier? comment Want to lose weight to feel better and live longer. knowledgeable about the importance of nutrition and exercise. Ready to make a change. Focused on gold of reclaiming worker weight. Motivated and willing to alter current behaviour. classifiable DEMORGRAGPHIC PROFILE Age 35 to 65, college education plus, theater income $80,000+ ?I want to wear my skinny jeans? Age 25 to 40, college ed ucation, household income $50,000 $60,000 To hurt the preceding(prenominal) findings, in February 2008 focus group study revealed their dissatisfaction with current weight-loss options and the desire for a proven and safe way to drop excess weight.This focus group participants to a fault expressed the desire for a prescriptionstrength drug with FDA approval and clinical result to back up weight-loss claim. 5 3. 3 SWOT ANALYSIS SWOT Analysis is a Strategic preparedness method that is used to evaluate the strengths, weaknesses, opportunities and threats of a business. It involves monitoring the internal and away marketing environment. Table 1 SWOT Analysis STRENGTHS i. ii. iii. iv. v. vi. vii. viii. ix. FDA approval well(p) and rough-and-ready in achieving significant weight loss. Less harmful compared to other products.One pill per day Average course treatment lasting12 weeks Combination of Calosera and meditanan created hammy effect for weight loss. Strong and Comprehensive marketing strategy escort marketing and R&D team Allocate genuine measuring of money in marketing cypher i. ii. WEAKNESSES Negative side effect-gastrointestinal discomfort. not effective for individual with BMI30 OPPORTUNITIES i. ii. iii. iv. Comprehensive championship computer program Health care plans to include Metabical in their prescription drug program 65% of adult population categorized as over weight, obese or severely obese.No prescription drug options for overweight segment (BMI 25-30) available in 2008 withdraw drug Alli approved by FDA Market research indicated of high distinction of people wanting to loss weight. i. ii. iii. THREATS FDA imposed stringent regulation imputable to negative side-effect cases. Increasing herbal / dietary supplements Deceptive marketing claims. v. 3. 3. 1 STRENGTH CSP confided that its prescription drug, Metabical, is far more superior than any weight-loss fit outtlement on the market because Metabical would be the first prescr iption drug approved by the FDA specifically for overweight individuals (i. . , those with BMI of 25 to 30). The combination of calosera and meditonan produced dramatic weight loss for overweight individuals and it is find to be less harmful as compared to other weight loss drugs. It worked in a low superman formulation, thereby reducing stress on heart or liver function than other weight loss drugs tended to produce. Metabical also contained a controlled unblock feature that required solely one pill to be taken per day with average course of treatment lasting 12 weeks. It also helps in changing people behavior to a healthier have habits.CSP is an international company with a strong and experienced marketing and R&D team. CSP has developed a comprehensive marketing strategies and have allocated substantial amount of money in marketing budget. 6 3. 3. 2 WEAKNESSES disdain of its strength, Metabical has few negative side effects associated with excess fat and calories in the diet. It occurs when users consumed high level of fat and calories. These side effects were similar to the gastrointestinal discomfort caused by Alli, only less severe.Metabicals formulation even is not very effective in helping individuals with BMIs of 30 or greater and was, therefore, not recommended for this group. 3. 3. 3 OPPORTUNIES Excess weight is considered a public health crisis in the U. S and approximately 65% of the entire adult population categorized as overweight, obese or severely obese. With these heroic population, it creates an even bigger market share for Metabical. In addition, no prescription drug option specifically for the overweight segment (BMI of 25 to 30) were available in 2008 except for drug Alli had been approved by the FDA for weight loss used.Meaning there will be no strong competitor for Metabical for the time being. From the market survey and market research conducted by CSP, it showed high characteristic of people actively wanting to lose weight and live a healthy life style with comprehensive support program will enable individuals to achieve better results than they would from the pill alone. In addition, the support program would teach lifestyle skills for healthy weight primary(prenominal)tenance by and by the sign weight loss was achieved. 3. 3. 4 THREATThe drug industry faced several(prenominal) safety concerns with regard to weight-loss drugs and had been accused of jerry-built marketing claims that dempened enthusiasm for the products. This deceptive marketing claim had damaged the industry credibility and to regain consumers confidence would be another big challenge to the drug industries. The emanation in the hails of dietary supplements and herbal products had worsened the situation delinquent to its unregulated condition by the FDA and the products negative side effect such as sudden cardiac death and other serous health risks had reduse people confidence in weight loss drugs. . 4 behind MARKET In developing a viable positioning strategy in order to determine the right target market, CSP had conducted an extensive market survey of overweight individuals in the year 2007. Under the market analysis, Barbara Printup also carried out a study to analyze psychographic segmentation of the overweight individuals and they found out that women demonstrated the most distinct segmentation. Based on these findings from the market survey, market research and the psychographic segmentation, we suggest that the target market for Metabical are as the following 1) 2) 3) 4) 5) 6) 4. 0 Specifically for overweight individuals with BMI of 25 to 30. Women with age ranging from 25-65 Women with household income between $50,000 $80,000 Women with college education and above Concern with health issues caused by overweight and actively trying to lose weight Willing to change current behavior and to live healthy lifestyle MARKETING COMMUNICATION scheme The communication strategy of a prescription weight loss dr ug such as Metabical had to address all participants in the decision making process.Therefore, the communication strategy must focus on two main targets firstly, the Healthcare Providers and secondly direct to consumers who would be prescribing the medication. The marketing communication strategy should also address the concern of the health care providers which is the patient would regain weight after they stop taking the pills and to include in the communication process by providing solution through Metabical and its continuous support program.As far the end consumers the communication process must address their concern which is want to lose weight to feel better and live longer. The initial Metabical launch budget is as per Table 2 below Table 2 Marketing Budget category 1 ADVERTISING Push (Prescriber) puff of air (Direct To Customer) Total Advertising $ 1,000,000 $ 12,000,000 -$ 13,000,000 $ 200,000 $ 600,000 $ 2,000,000 $ 500,000 $ 200,000 -$ 3,500,000 $ 3,500,000 $ 800,000 -$ 4,300,000 $ 600,000 $ 1,491,000 $ 255,000 $ 23,146,000 PROMOTIONDevelopment of Support Program Lunch & Learn Seminars / separate Promo resultion of Support Program Training / Promotion Materials Direct send out To Health Care Providers Total Promotion commonplace RELATIONS medical checkup Education Meeting and Event Press Release / Materials Total commonplace Relations Market Research Sales Force Allocation fruit Management Allocation TOTAL BUDGET It is also very chief(prenominal) for the marketing communication strategy to have the timeline for the key marketing activities and we proposed the optimal roll out schedule for key marketing communications activities to be as follows 8Table 3 Schedule of Marketing Communication Activities TIME line of business Sales Force Road show On clinical randomness by sales Pharmacies Team Advertising To Create Brand Awarenes & Knowledge Advertising Branding Image Promotion & Public Relation Product Launch Continues Support Program YE AR 1 YEAR 2 FEB 2008 JAN 2009 4. 4. 1 ADVERTISING A sum of $13. 0 million had been allocated for these driving force and pull advertisement. Direct-to-consumer (DTC) advertizement is a new phenomenon in the drug industry due to the introduction of guidelines by the FDA in 1997 that opened up the waterspout gates to the drug advertisements.The first year, CSP should aggressively spend on the advertising activities to DTC in order to create product knowledge and brand consciousness which include television, online (website), radio advertisements and press conference during the product launch in January 2009. In order to meet its objective we propose that the advertisement strategy must go with the tagline ? Losing weight is tough, You dont have to do it alone. Let Metabical and your healthcare provider start you on the road to a healthy weight and better lifestyle?.The Senior Executive of CSP did not agree with the idea of repute endorser but we strongly believe that this celebr ity spokesperson idea is a great idea and able to trace more customers to buy Metabical. As we know that celebrities have cause the trend setter and very influential in terms of their style of dressing, hairstyle, cosmetic that they are wearing, their car model and even what they eat. Thus, a celebrity like Oprah Winfrey can be very influential in attracting more customers especially when she endorse Metabical in her talk show program.Metabicals advertising strategy should also target the professional medical community which is the healthcare provider. For example, they could create a thrust by print ads in leading medical publications and interactive ads online related to health issues in order to tramp awareness about the drug and its benefits. 9 This advertising concepts which aimed to healthcare provider must go along with the tagline ? Empower your patients to lose excess weight. change over their unhealthy eating habits and achieve long term success.Introducing Metabical short-term drug therapy and comprehensive support program for overweight patients. It gets results? 4. 4. 2 PROMOTION AND PUBLIC RELATIONS The promotion and public relations budget also include campaign aimed at both healthcare providers and the end consumers. The total budget allocated for this campaign is $4. 3 mil with $1. 3 mil was allocated for promotional campaign in the first year. Before the Metabical launch, pamphlets and reply card for sample of support program should be mailed to 100,000 health care providers as a direct mail campaign.These pamphlets contain swearation about Metabical. The next best campaign that the marketing communication strategy should focus heavily on is the viral marketing campaign in order to reach the market globally. This viral marketing involves internet sales, social network such as facebook, twitter and blogs in order to create buzz for Metabical. Infact, CSP should set up a team on this viral marketing campaign in order to reach customers fa ster and cheaper globally.The plan to launch an online contest during Metabical submission day is a good idea whereby Metabical users would have the chance to fight who could reduce their BMIs by the highest percentage. Normally in the weight loss industry, people want to see results and testimonial on the drugs. We consider the Public Relations efforts to include pre-launch and atlaunch press release is a good more because it can act as a teaser ad and to inform the public at large that Metabical is the newly safe weight loss drug in the market.The roundtable discussion involving prominent leaders division of media and medical professional in the medical community and medical research symposium to members of media and medical professional, is an important strategy because in order for the weight loss products to be successful, an endorsement by expert is very likely to ontogenesis the confidence level of the customers. In addition, the coverage of these high profile events in the leading news organization shall enhance the marketing communication strategy of Metabical.A series of breakout sessions focusing on health issues for overweight patients shall however strengthening the communication strategy in product effectiveness and awareness. 10 4. 4. 3 SALES FORCE The Metabical sales team consisted of 32 sales representatives who service approximately 3,200 medical offices. These sales team had been instructed to give product detail of Metabical to the healthcare providers.In order for the sales team to be effective in meeting objective of creating product knowledge and its benefits, they providing clinical training and to arrange for a visit to at least intravenous feeding medical offices per day in order to finish up the 3,200 medical offices which are already in their data base. CSP also need to increase the number of their sales force team in order to cover the other 100,000 healthcare providers which are still untapped by them. This additional sale s force team need to attend all the inquiries that they might lift up after the mailing of pamphlets and sample to the said 100,000 healthcare providers. . 4. 4 general SUPPORT PROGRAM The most common problem among the weight loss drug company is that people will start regaining weight once they stop taking the pill and in some cases, these people will gain even more weight then their initial weight. Realising this issue, CSP planned to create a comprehensive support program to equilibrate the Metabical pill. Its goal is to enable individuals to achieve better results than they would from the pill alone. In addition, the support program would teach lifestyle skills for healthy weight maintenance after the initial weight loss was achieved. 200,000 will be spent on the development of the support program and the cost in Year 1 associated with producing the program is approximately $2 million. It is recommended that CSP to add this comprehensive support program in their packaging in the form of a CD in each pack so as to enhance the ability of Metabical users to reach and maintain their weight-loss goals. They can also put it in their website and to other form of social network. The sales force team also need to include this support program in their presentation in order to convey its benefits to the healthcare providers.It must also be well stated in the pamphlets and flyers which they are distributing. 4. 5 PRODUCT system Metabical is the first prescription drug approved by FDA specifically for overweight individual with BMI of 25 to 30. Clinical trials proved Metabical to be safe and effective in achieving significant weight loss for overweight individuals. The majority of trial participants reached their weight-loss goals by week 12. Thus, CSP need to decide on the best form of packaging by considering what is the number of pills that would be included in each pack. 11Packing the whole twelve week render in one package will cause high pricing and it will effect the number of potential customers. Even though the twelve-week supply will enable the customers to complete the twelve-week cycle in 3 months in a row but it will limit the potential customers only to those who can afford the entire medication program with one-time pay. Therefore, it is prudent to pack Metabical with one pack for four week supply which can make it affordable for everyone. However, there is risk to this one-month packaging whereby there will be no guarantee that the consumers will complete the entire treatment.As such, it is also suggested to have another packaging with 3 pack for 12 weeks supply and as value added, a CD contain comprehensive support program is attached to it. By attaching the comprehensive support program to the 3 pack of twelve week supply it can unquestionably attract more customers especially those with higher income bracket of more than $80,000. 4. 6 distribution STRATEGY Being a prescribed weight loss drugs definitely the distributio n channels are limited to places such as do drugs store, healthcare Providers, Specialty Store uch as Watson, Pharmacy such as Guardian and the latest trend is the Internet Sales. 4. 7 PRICING STRATEGY Pricing is another important factor in determining the success of Metabical. In order to determine the price for Metabical, first we compare with its appressed competitor which is Allis pricing model. We have to also come up with several other assumptions such as by assuming that consumers will be ready to pay more for a prescription drug and generally people trust prescribed drug rather than the non-prescribed drugs.So, to set higher price for Metabical would not be a problem and would be acceptable by the consumers. Therefore, we come-up with price simulation as per Table 4 below Table 4 Pricing Simulation METABICAL ALLI Estimated Retail bell Dosage Treatment $3 to $5 Per pill 1 anovulatory drug Per Day 12 Weeks (90 Days) $ cxx Per Pack / $2. 40 Per tabloid 1 Pill Per Day 50 Day s $2 Per Pill tax revenue Per Month Revenue Per Year ESTIMATED RETAIL PRICE $3 Per Pill $4 Per Pill $5 Per Pill $6 Per Pill $60 $720 $90 $1,080 $120 $1,440 $ one hundred fifty $1,800 $180 $2,160 To sell at $90 per month is to low because Metabical is a prescription drug. To capture a bigger group the price should not as high as $150 per month. $120 per month would be the right price for a four weeks supply. Based on Table 4 above, we set Metabical price at $120 per month which we assume would be the right price for a four week supply. 12 Pricing strategy is also forthwith ties with the demand bespeak and sales forecast. Thus, based on Market lot and Market research finding we come up with demand forecast as per Table 4 below 4. . 1 potence node Table 5 Potential Customer POPULATION OVERWEIGHT POTENTIAL USER (Million) (25 BMI 30) ( drudgeryION) 2000 209 34% 71. 06 2008 230 39% 89. 70 FROM MARKET SURVEY 12% Respondents Immediately Make an Appointment With Their Health Care Provider and beg a Prescription YEAR 2000 YEAR 2008 71. 06 Mill X 12% = 8. 53 Mill 89. 70 Mill X 12% = 10. 76 Mill Say Only 10% Consumers Can Be Reached In The First Year 8. 53 Mill X 10% = 0. 85 Mill 10. 76 Mill X 10% = 1. 08 Mill YEARFrom the above demand forecast, we then come up with the sales forecast as per Table 6 4. 7. 2 SALES FORECAST Table 6 Sales Forecast ESTIMATED TOTAL NUMBER OF PACK TO BE interchange From 2. 55 Mill Packs (0. 85 Mill X 3 Packs) To 3. 24 Mill Packs (1. 08 Mill X 3 Packs) Consider impairment $120 Per Pack CSP WOULD EARN BETWEEN $306 Mill to $389 Mill 4. 7. 3 decease ON enthronement (ROI) Table 7 Return on Investment (ROI) INITIAL YEAR SALES TURNOVER ($ Mill) ACUMULATIVE CASHFLOW ($ Mill) RETURN ON INVESTMENT (ROI) ( % ) (423. 5) (423. 15) YEAR 1 347. 40 (75. 75) -19% YEAR 2 383. 88 308. 13 77% YEAR 3 424. 18 732. 31 183% 515% $2,623. 65 MILL 1. 27 YEARS YEAR 4 468. 72 1,201. 03 300% YEAR 5 517. 94 1,718. 97 429% INTERNAL RATE OF RETURN (IRR) elucidate PRESENT VALUE (NPV) PAYBACK PERIOD y ASSUMTIONS Product Price $120 Per Pack (For 1 Month Treatment 30 pills) Estimated Product Sold in Year 1 From 2. 55 Mill 3. 24 Mill (Say On Average 2. 90 Mill Packs). Turnover development by 10% Every Year. Investment Cost $423. 15 Mill. 13 5. 0CONCLUSION Print-up had come up with a strong and comprehensive marketing communication strategy which focus on the brand awareness and Metabical benefits to the targeted group. Based on the extensive market survey and market research as well as the focus group findings, the marketing communication strategy of Metabical will be successfully creating demand for Metabical. Furthermore, being known as the only prescription drug with FDA approval and clinical results to back up weight-loss claims will definitely attract a lot more customers and steady demand in the future. 14