【案例分析-1/35】头发生长药片：估计国内市场和定价策略

我们的客户是一家很大的治疗秃头的制药公司。它有一种药将能在三个月内生发。这种药叫IPP2。需要每天一片。请估计美国市场大小和如何定价。 
分析： 三句话重复题目。
besides估计美国市场的大小和price the product，what other objectives i should concern about？


Before I tackle the market size, I'd like to ask few questions. Can this be used by men and women? Is it covered by health insurance? is it a prescription drug or sold over-the-counter? is this for thinning hair or just for male pattern baldness? are there any side effects? 


Now, let's look at how to price our product. 


I would like to three different ways. first, I will look at the competitor situation. then i want to check the cost-based pricing and finally i want to look at price-based costing. i want to take a moment to draw a diagram.


competitive analysis 看四点:第一点是对手价格，第二点是看我们的产品比较，第三点是看有没有替代品，最后是看消费者的习惯。 


成本定价策略：先看有多少成本。再看关键点，最后看可以加多少利润。
基于价格的成本分：反过来，分析消费愿意支付多少钱。哪部分是他们最愿意比较的。供求关系。