Read the case of Metabical : Pricing, and demand forecasting for a new weight- loss drugs written by John A Quelch and answer the following questions with supporting arguments and case facts:

1)What is the target segment and Value Proposition for the Metabical? Using the Marketing Strategy/ Brand Positioning Strategy Statement template discussed earlier in the class, develop Marketing strategy statement for Metabical. Using the research data/ case facts, justify your strategy.

2)What do you think would be the better advertising message for consumers, for caregivers? How is it aligned to the strategy articulated by in the statement above.

3) Comment on the proposed marketing program and examine what is their role in marketing of Metabical.

Read the case, analyse the data (may use spreadsheet containing case data for ease of analysis) and answer the following briefly:

1) What are the advantages/ disadvantages of the forecasting methods presented? How would you go about forecasting the demand? Calculate the forecasted demand for the first five years in units.

2) What price would you recommend to Printup? What is the ROI for the first five years for the recommended price?

3) What pack size would you recommend? What are the considerations to arrive at this decision?