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Metabical

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Words 669
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Informacion Relevante 0. Quien soy? BARBARA PRINTUP 0.Cual es el objetivo? LOGRAR PARTICIPACION EN EL MERCADO CON METABICAL DE 3724 MUSD$ (15%) 1. Cual es el problema? Cambiar los habitos de los pacientes con sobrepeso, no les gusta tomar los medicamentos, no todos terminan el tratamiento y cambien sus habitos alimenticios para que no recuperen su peso perdido, no hacen deporte. No inclusión en medicamentos prescritos para perder peso en las HMOs y PPOs - OUT OF POCKET Tiene que competir con medicamentos OTC Sostenimiento del producto en el largo plazo 10 años. El éxito del producto: El éxito de Barbara. El precio del 2. Cuales son los factores que lo causan? Solo el 15% de los pacientes se sienten bien tomando medicamentos para perder peso. Del 60% que compraban por primera vez, compraban el segundo empaque y el 20% terminaban el tratamiento. Alta preocupaciones por las HMOs y PPOs que los pacientes NO recuperen su peso y no terminen su 3. Cuales son las alternativas? INCREMENTAR DE 15% A 30% EL GUSTO POR LOS PACIENTES QUE LES GUSTE TOMAR MEDICAMENTOS INCREMENTAR DE 20% A 60% EL PERSONAL QUE TERMINE EL TRATAMIENTO ATACAR EL SEGMENTO DE LAS MUJERES Y HOMBRES ENTRE 35 A 70 AÑOS INCLUIRLO EN LOS SISTEMAS HMOs Y PPOs.

4. Cuales son los criterios de decision? LOGRAR SU PERMANENCIA EN EL MERCADO.

5. Cual es la decision apropiada?

6. Cual es el plan de accion?

7. cuando y como debe ocurrir la implantacion? 8. Cual es la evaluación global?

METABICAL UN MEDICAMENTO PARA PERDER PESO
MERCADO (MILLONES PACIENTES) DETERMINANDO EL TAMAÑO DEL MERCADO

LES GUSTA TOMAR MEDICAMENTOS

79

15%

11.85

PRECIO 125USD/MES 375 4 MESES

MERCADO POTENCIAL

METODO 1

INCREMENTO EL % QUE LES GUSTE TOMAR MEDICAMENTOS 23.7 MILLONES DE PACIENTES POTENCIALES 60% DE LOS QUE TOMA LA PRIMERA VEZ, RECOMPRAN Y 20% TERMINAN TRATAMIENTO

AÑO % VENTA

POTENCIAL DE VENTA (MILLON)

PACIENTES Q TERMINAN TTO

PVP (5USD/DIA) 7DIASX12 SEMAN

420

LOGRANDO QUE EL 60% DE LA GENTE TERMINE EL TRATAMIENTO SE CUMPLE LA META

1 2 3 4 5

10% 15% 20% 25% 30%

2.37 3.555 4.74 5.925 7.11

284400 426600 568800 711000 853200

$ $ $ $ $ $

119,448,000 179,172,000 238,896,000 298,620,000 358,344,000 1,194,480,000

853200 1279800 1706400 2133000 2559600

$ $ $ $ $ $ $

358,344,000 537,516,000 716,688,000 895,860,000 1,075,032,000 3,583,440,000 179,172,000

PUBLICIDAD 5% MERCADO POTENCIAL

METODO 2
AÑO 1 2 3 4 5

12 % VAN AL MEDICO 9.5 MILLONES DE PACIENTES POTENCIALES 60% DE LOS QUE TOMA LA PRIMERA VEZ, RECOMPRAN Y 20% TERMINAN TRATAMIENTO PACIENTES Q POTENCIAL DE PVP (5USD/DIA) % VENTA 420 TERMINAN VENTA (MILLON) 7DIASX12 SEMAN TTO 10% 0.95 114000 $ 47,880,000 15% 1.425 171000 $ 71,820,000 20% 1.9 228000 $ 95,760,000 25% 2.375 285000 $ 119,700,000 30% 2.85 342000 $ 143,640,000 $ 478,800,000

MERCADO POTENCIAL

METODO 3
AÑO 1 2 3 4 5

MUJERES IMC (25-30), EDAD:35-65 AÑOS. 4.3 MILLONES DE PACIENTES POTENCIALES 60% DE LOS QUE TOMA LA PRIMERA VEZ, RECOMPRAN Y 20% TERMINAN TRATAMIENTO PACIENTES Q POTENCIAL DE PVP (5USD/DIA) % VENTA TERMINAN 420 VENTA (MILLON) 7DIASX12 SEMAN 600 USD TTO 30% 1.29 154800 $ 65,016,000 5% 0.215 25800 $ 10,836,000 5% 0.215 25800 $ 10,836,000 5% 0.215 25800 $ 10,836,000 5% 0.215 25800 $ 10,836,000 2.15 258000 $ 108,360,000

ROI (5%) EN 10 AÑOS ACCUM

DESERCION 60/20 SI CAMBIO EL HABITO DE TODO EL MERCADO POTENCIAL MERCADO POTENCIAL MILLONES DE PERSON 79 CON SOBREPESO LA COMUNICACIÓN SE ORIENTA AL POSICIONAMIENTO SEGMENTO SALUD Criterio 1 Criterio 2 Criterio 3 Criterio 4 MUJERES TODOS TODOS TODOS POSICIONAMIENTO AUTOESTIMA X X X X PRECIO ALTO X X X X X ESTRATEGIA IR AL CONSUMIDOR FINAL PPO IR A LOS MEDICOS PUSH PULL

MEDIO

BAJO

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