Metabical Case

Table Of Contents 1. 0 2. 0 3. 0 Introduction Executive Summary Situation depth psychology 3. 1 appellative Of The Problem 3. 2 Market Analysis 3. 3 SWOT Analysis 3. 4 Target Market Marketing colloquy Strategy 4. 1 Marketing Communication Plan/Objectives 4. 2 Marketing Budget 4. 3 Schedule for Key Marketing Communication Activities 4. 4 promotional materialal Strategies 4. 4. 1 Advertising Strategies 4. 4. 2 Promotion and national Relations 4. 4. 3 gross r flatue persuasiveness 4. 4. 4 Comprehensive Support Program 4. 5 carrefour Strategies 4. 6 Distri yetion Strategies 4. 7 Pricing Strategies 4. 7. 1 Potential client 4. 7. 2 Sales Forecast 4. . 3 render on enthronework forcet (ROI) Conclusion 4. 0 5. 0 1 1. 0 INTRODUCTION Cambridge wisdom Pharmaceuticals (CSP) was an International health take company with a decoct on developing, manufacturing, and merchandise merchandiseions that treat metabolic dis put ups, gastrointestinal diseases, immune deficiencies, as entire lysome as early(a) chronic and acute medical exam conditions. The company vexd ein truthwhere $25 billion in sales in 2007. Barbara Printup is the senior handler of covering of CSP who is responsible for the most successful product by CSP, Zimistat. CSP had delegate Printup to be in-charged of the upcoming U.S product hurl of CSPs newest prescription medicine, Metabical. Barbara Printup, of ripen(p) Director of selling for Cambridge Sciences Pharmaceuticals (CSP) testawork forcet be the person who is responsible in the product launch of Metabical which scheduled for January 2009. It was now February 2008, and Printups premiere array of business was to develop a possible stance system and associated selling colloquys plan for Metabical. 2. 0 Executive Summary Cambridge Science Pharmaceuticals (CSP) came prohibited with the early prescription drug approved by the FDA specific everyy for toilsome singulars called Metabical.The majority of Metabical trials part icipants r from each o consider their freight- redness goals by calendar week 12. Although pricing had non been finalized, CSP estimated the retail dam grow for the drug would be approximately $3 to $5 per day, with the average var. treat custodyt long-wearing 12 weeks. In this newspaper, we volition conduct an abridgment for CSPs product, Metabical dineroing from the analysis of the indus get wind. We ordain then elaborate the issues regarding clayey and obesity in the United States and analyse the securities industry survey through by the company regarding expectant issues in lay out for us to make up which is the scoop out market incisionation that we should betoken.The second concentrate on in this report would be the positioning dodge which we will state the point of coincidence and point of differences of Metabical and come fall out with the positioning strategy and target market. The trey focus will be the the SWOT analysis of the product which we will state the efficacys, weaknesses, opportunities, and threats of Metabical which lead us in deciding which trade dialogue strategy need to be taken next. Finally, we will discuss on merchandise communication strategy which best suit with the product so that CSP able to communicate wellspring with the target consumer.To decide the best positioning strategy and trade communication plan, CSP had spent so much age and money in R&038D and on FDA trials for Metabical. Printup was well awake that in evidence to recoup this massive investment, the drug need not only a successful launch, besides in like manner long termination, sweet stub demand. If Metabical were not successful with initial consumers, credibility of the drug would be in question and FDA boon would mean little. Printup still needed to flesh out the optimal class, targeting and positioning of the drug, Then she could move on to assessing her authoritative marketing 2 ommunications strategy and developing a tim eline for the get word activities. The case learn had led us in analysing and deciding who was the ideal target consumer? How should each participant in the decision-making process to be addressed? How could these participant best be reached? What was the appropriate message to convey to one of them? What was the role of the accept course of study? What was the optimal rollout schedule for the key marketing communications activities? In this report, Printup will provide all indicateations for the successfull marketing communication strategy and to reckon the long-term steady demand for Metabical. . 1 IDENTIFICATION OF THE PROBLEM OVERVIEW OF tail endbreaking ISSUES IN THE UNITED STATE Excess freight is con brassred a national health crisis in the U. S, with approximately 65% of the entire adult existence categorised as lumbering, round, or severely cogent. Being over incubus is related to to a number of serious health complications, and according to the Ameri nomina te fleshiness Association in 2005, ? the second leading cause of preventable stopping point in U. S. In addition to health risks, over burden various(prenominal)s depoture a significant social stigma as well as unlimited discrimination.Laziness and self indulgence are common stereotypes associated with this convocation. Many over cant over bulk feel like social outcasts. The professional life of an over weight down individual could withal be negatively affected, as tautological weight has been build to adversely influence, hiring decisions, wages, and promotions. Researchers and health care professionals measure excess weight victimization the Body Mass Index (BMI) scale. The BMI scale, which calculates the relationship betwixt weight and point associated with body fat and health risk, is appropriate for both men and women.It has tierce BMI categories of excess weight for adultsoverweight (25 to 30) obese (30 to 40) and severely, or morbidly obese (over 40). According t o CDC National Centre for Health Statistics in 2002, 65% adults age 20-74 are overweight. Overweight can give negative impact to the messs life much(prenominal) as coronary heart disease, endometrial, teat and colon cancer, gynecological business, stroke, lover disease, sleep apnea and respiratory problems, hyper tension and umteen other diseases. People are getting fatter almost everywhere in the world. In 2005, 1. 6 billion adults in the world are overweight patch 400 stat milion are obese.The World Health placement predicts there will be 2. 3 billion overweight adults in the world by 2015 and to a greater extent than than 700 million of them will be obese. grocery store ANALYSIS Marketing survey An extensive market survey had been conducted in 2007 which included 1,000 men and 1,000 women age ranging from 18 to 70 with BMIs of 25 to 29. 9 from various socioeconomics take aims. The objective of the market survey is for CSP to understand the consumers behaviour and wha t they actually want. 3. 2 3 At first 70% of respondents surveyed were not satisfied with their current weight. 5% 0f them verbalise were actively trying to pretermit weight but just 15% of them mentioned that were comfortable using drugs to serve up their weight-loss goals. When we described the benefits of Metabical to participants, 12 % of them immediately ask us to make an particular date with health care providers and request a prescription. In terms of happiness with their current weight in each gender, 75% of women and 65% of men mentioned were dissatisfied 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 fashion to live a healthy lifestyle. patch 60% of women and 30% of men said tried and failed to escape weight in past quintuple years. The survey results reveal 65% and 35% of responde nts were dissatisfied with current weight-loss options on the market for women and men respectively. In our data pool educational level of respondents as they mentioned was that 75% carry a college degree and 45% hold racy shoaling diploma and they were aware of the health risks associated with being somewhat overweight. ground on respondents report, 65% of 18 to 35 years old respondents said that they wish to nod off weight to look better and the rest (35%) of the similar age group respondents said that they wish to lose weight to cleanse their overall health. While respondents with 35 years old and above train portions 40% answers for good looks and 60% for better health. According to survey results 5%, 11% and 20% of respondents who harbor income level less(prenominal) than $40000, between $40,000 and much than$80,000 respectively mention that they would be spontaneous to pay ? ut of grievous bodily harm ? for a prescription weight-loss drug. Therefore according to t he survey there is a need for a better weight loss drug which is prove and galosh to lead a health lifestyle. Market Research base 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 blueest occurrence among men age 65 to 74 and women age of 55 to 64 and with overall more preponderance 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 ardent n eed to cater the moderately overweight people, health care providers saw their authorization customers in them who want to lose unhealthy pounds. Health care providers went ahead to produce the drug and recommend them to use it be ramps getting help from diet and 4 enjoyment schedules. Based on reports which were obtained from health care providers one of their major cautions active weight-loss drug was that unhurrieds would get back weight when they stopped taking contraceptive tabloids. We try to achieve psychographic segmentation of overweight.According to look which was done on females, they have the true of aims to lose weight. In age 18 to 30 with high school education and under $40000 income have low self-esteem and unrealistic forethought 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 alter 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 ca-ca to make change to be better. 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 legitimate their overweight and they dont want to change the lifestyle. Printup similarly equip a study to analyse psychographic segmentation of overweight individuals. The study revealed that women present the most distinct segmentation. Out of five psychographic profiles, we feel that CSP should focus into devil of it segmentation which is as follows SEGMENT ? I want to be healthier? DESCRIPTION Want to lose weight to feel better and live chronic.Knowledgeable round the importance of nutrition and exercise. Ready to make a change. cogitate on gold of reclaiming former weight. Motivated and willing to alter current behaviour. TYPICAL DEMORGRAGPHIC PROFILE Age 35 to 65, college education plus, house hold income $80,000+ ?I want to wear my skinny jeans? Age 25 to 40, college education, household income $50,000 $60,000 To lose the above findings, in February 2008 focus group study revealed their dissatisfaction with current weight-loss options and the proclivity for a proven and safe way to drop excess weight.This focus group participants as well as 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 strategical Planning method that is used to evaluate the strengths, weaknesses, opportunities and threats of a business. It involves monitoring the grappleledgeable and external marketing environment. Table 1 SWOT Analysis STRENGTHS i. ii. iii. iv. v. vi. vii. viii. ix. FDA approval Safe and effective in achieving significant weight loss. Less deadly compared to other products.One contraceptive pill per day Average course treatment lasting12 weeks crew of Calosera and meditanan created dramatic effect for weight loss. Strong and Comprehensive marketing strategy Experience marketing and R&038D group Allocate square amount of money in marketing budget i. ii. WEAKNESSES Negative side effect-gastrointestinal discomfort. Not effective for individual with BMI>30 OPPORTUNITIES i. ii. iii. iv. Comprehensive put up 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) visible(prenominal) in 2008 except drug Alli approved by FDA Market seek indicated of high indication of people wanting to loss weight. i. ii. iii. THREATS FDA imposed mean regulation due to negative side-effect cases. Increasing herbal / dietary supplements misleading marketing claims. v. 3. 3. 1 STRENGTH CSP believed that its prescription drug, Metabical, is far more skipper than any weight-loss solution on th e market because Metabical would be the first prescription drug approved by the FDA specifically for overweight individuals (i. . , those with BMI of 25 to 30). The compounding 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 dose formulation, thereby reducing stress on heart or liver function than other weight loss drugs tended to produce. Metabical also drive awayed a controlled release feature that required only 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 eating habits.CSP is an international company with a strong and see marketing and R&038D group. CSP has developed a omnibus(prenominal) marketing strategies and have allocated substantial amount of money in marketing budget. 6 3. 3. 2 WEAKNESSES Despite of its strength, Metabical has few negative side make 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 however is not very effective in component individuals with BMIs of 30 or outstandinger 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 large 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 signaled hi gh indication of people actively wanting to lose weight and live a healthy life style with countrywide acquit program will enable individuals to achieve better results than they would from the pill alone. In addition, the substantiate program would teach lifestyle skills for healthy weight charge after the initial weight loss was achieved. 3. 3. 4 THREATThe drug application faced several safety concerns with regard to weight-loss drugs and had been accused of deceptive 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 dispute to the drug industries. The rising in the numbers of dietary supplements and herbal products had worse the situation due to its unregulated condition by the FDA and the products negative side effect such as sudden bill posteriac death and other serous health risks had reduse people confidence in weight loss drugs. . 4 TAR GET marketplace In developing a viable positioning strategy in order to determine the flop target market, CSP had conducted an extensive market survey of overweight individuals in the year 2007. beneath 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 ordain to change current behavior and to live healthy lifestyle trade COMMUNICATION ST markGY The communication strategy of a prescription weight loss drug 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 music. The marketing communication strategy should also address the concern of the healthcare 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 strengthener 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 YEAR 1 denote Push (Prescriber) Pull (Direct To Customer) Total Advertising $ 1,000,000 $ 12,000,000 &8212&8212&8212&8212&8212&8212-$ 13,000,000 $ 200,000 $ 600,000 $ 2,000,000 $ 500,0 00 $ 200,000 &8212&8212&8212&8212&8212&8212-$ 3,500,000 $ 3,500,000 $ 800,000 &8212&8212&8212&8212&8212&8212-$ 4,300,000 $ 600,000 $ 1,491,000 $ 255,000 $ 23,146,000 PROMOTIONDevelopment of Support Program tiffin &038 Learn Seminars / Other Promo Production of Support Program Training / Promotion Materials Direct Mailing To Health feel for Providers Total Promotion populace RELATIONS Medical Education Meeting and Event Press loosen / Materials Total Public Relations Market Research Sales Force Allocation Product Management Allocation TOTAL BUDGET It is also very important 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 Sales Force Road show On Clinical Information by sales Pharmacies Team Advertising To grow Brand Awarenes &038 Knowledge Advertising Branding Im age Promotion &038 Public Relation Product Launch Continues Support Program YEAR 1 YEAR 2 FEB 2008 JAN 2009 4. 4. 1 ADVERTISING A sum of $13. 0 million had been allocated for these push and pull advertize. Direct-to-consumer (DTC) advertising is a new phenomenon in the drug industry due to the introduction of guidelines by the FDA in 1997 that unresolved up the flood gates to the drug advertisements.The first year, CSP should aggressively cut down on the advertising activities to DTC in order to create product noesis and brand sentience 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 aged Executive of CSP did not agree with the idea of celebrity endorser but we strongly believe that this celebrity spokesperson idea is a great idea and able to attract more customers to buy Metabical. As we know that celebrities have become the trend depositter 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 corporation which is the healthcare provider. For example, they could create a campaign by brand ads in leading medical publications and interactive ads online related to health issues in order to raise 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 their unhealthy eat ing 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 included 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 information 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 interlock such as facebook, twitter and blogs in order to create bombilate for Metabical. Infact, CSP should set up a team on this viral marketing campaign in order to reach customers faster and cheaper globally.The plan to launch an online contest during Metabical launching day is a good idea whereby Metabical users would have the chance to compete 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 coquette ad and to inform the public at large that Metabical is the newly safe weight loss drug in the market.The roundtable discussion involving gravid leaders member 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 increase the confidence level of the cus tomers. In addition, the coverage of these high profile events in the leading news organization shall stir the marketing communication strategy of Metabical.A series of breakout sessions focusing on health issues for overweight patients shall further 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 information and to arrange for a visit to at least(prenominal) four 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 pr oviders which are still untapped by them. This additional sales force team need to attend all the inquiries that they might receive after the mailing of pamphlets and sample to the said 100,000 healthcare providers. . 4. 4 COMPREHENSIVE 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 complement 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 extendage 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 STRATEGY 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 promotional material by considering what is the number of pills that would be included in each pack. 11Packing th e whole twelve week supply in one package will cause higher pricing and it will effect the number of potential customers. Even though the twelve-week supply will enable the customers to hump the twelve-week oscillation 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 advisable 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 definitely attract more customers especially those with higher income bracket of more than $80,000. 4. 6 DISTRIB UTION STRATEGY Being a prescribed weight loss drugs definitely the distribution channels are limited to places such as Drug 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 damage for Metabical, first we compare with its closest 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 pretension METABICAL ALLI Estimated Retail Price Dosage discussion $3 to $5 Per pill 1 Pill Per Day 12 Weeks (90 Days) $120 Per Pack / $2. 40 Per Pill 1 Pill Per Day 50 Days $2 Per Pill Revenue Per Month Revenue Per Year ESTIMATED RETAIL determine $3 Per Pill $4 Per Pill $5 Per Pill $6 Per Pill $60 $720 $90 $1,080 $120 $1,440 $150 $1,800 $180 $2,160 To sell at $90 per month is to low because Metabical is a prescription drug. To capture a larger 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 directly ties with the demand forecast and sales forecast. Thus, based on Market Survey and Market research finding we come up with demand forecast as per Table 4 below 4. . 1 POTENTIAL CUSTOMER Table 5 Potential Customer universe of discourse OVERWEIGHT POTENTIAL USER (manufacturing plantion) (25 < BMI < 30) (MILLION) 2000 209 34% 71. 06 2008 230 39% 89. 70 FROM MARKET SU RVEY 12% Respondents Immediately Make an Appointment With Their Health Care Provider and Request a Prescription YEAR 2000 YEAR 2008 71. 06 pulverization X 12% = 8. 53 dweeb 89. 70 Mill X 12% = 10. 76 Mill Say Only 10% Consumers gouge 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 presage Table 6 Sales Forecast ESTIMATED TOTAL NUMBER OF take on TO BE SOLD From 2. 55 Mill Packs (0. 85 Mill X 3 Packs) To 3. 24 Mill Packs (1. 08 Mill X 3 Packs) deliberate Price $120 Per Pack CSP WOULD EARN BETWEEN $306 Mill to $389 Mill 4. 7. 3 recurrence ON INVESTMENT (ROI) Table 7 Return on Investment (ROI) INITIAL YEAR SALES TURNOVER ($ 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 Y EAR 4 468. 72 1,201. 03 300% YEAR 5 517. 94 1,718. 97 429% INTERNAL RATE OF RETURN (IRR) NET 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 Increase by 10% Every Year. Investment appeal $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 cognize 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