Memory Pharma

„Memory Pharmaceuticals Corp."

Final

Marketing Management

-Dr. Steve Henson-

Nihat Canak

03/28/2006

Index of contents

1 Executive Summary 1

2 Situation Analysis 2

2.1 Market Summary 2

2.1.1 Market Demographics 3

2.1.2 Market Needs 4

2.1.3 Market Trends and Growth 4

2.2 SWOT Analysis 5

2.2.1 Strengths 5

2.2.2 Weaknesses 6

2.2.3 Opportunities 6

2.2.4 Threats 6

2.3 Competition 7

2.4 Keys to Success 7

2.5 Critical Issues 8

3 Marketing Strategy 8

3.1 Mission 9

3.2 Marketing Objectives 10

3.3 Financial Objectives 10

3.4 Target Markets 10

3.5 Positioning 10

3.6 Strategy Pyramids 11

3.7 Marketing Mix 12

3.8 Marketing Research 17

4 Financials 17

4.1 Break-even Analysis 17

4.2 Sales Forecast 18

4.3 Expense Forecast 18

5 Controls 19

5.1 Marketing Organization 20

5.2 Contingency Planning 20

Bibliographies 21

Exhibit 22

1 Executive Summary

Memory Pharmaceuticals Corp. (MP), incorporated in 1997, is a biopharmaceutical company focused on the development of innovative drug candidates for the treatment of a broad range of CNS conditions that exhibit significant impairment of memory and other cognitive functions. These conditions include neurological diseases associated with aging, such as Alzheimer's disease, and also include certain psychiatric disorders such as schizophrenia, bipolar disorder and depression. Through pioneering research conducted over more than 30 years, Nobel Laureate Dr. Eric Kandel, one of MP's scientific founders, identified critical cellular pathways and biological targets involved in memory formation. This research, which was published in the 1990s, served as the cornerstone of MP's scientific foundation.

MP participates within the neurological diseases and psychiatric diseases market that represent the largest and fastest growing unmet medical market. According to the World Health Organization (WHO), over 180 million people worldwide suffer from CNS disorders that exhibit significant impairment of memory and other cognitive functions. Many of the approved drugs for Alzheimer's disease, schizophrenia and depression are not effective in a large number of patients, can produce significant side effects and, in the case of Alzheimer's disease, lose their effectiveness over time. These environmental factors coupled with the competitive situation signal a favorable opportunity in this market.

Sales Forecast

Sales 2010 2011 2012 2013

MEM 1003 $200,000,000 $224,000,000 $250,000,000 $280,000,000

MEM 3454 $500,000,000 $525,000,000 $550,000,000 $580,000,000

Total Sales $700,000,000 $749,000,000 $800,000,000 $860,000,000

2 Situation Analysis

The company has an accumulated deficit of approximately $152.1 million at December 31, 2005. It intends to continue research toward the development of commercial products in order to generate future revenue from upfront license fees, royalties, sales, and research and development support. Its proposed technology platform is considered novel and has not yet been shown to be successful in the treatment of CNS disorders. MP has not completed development of any drugs and it does not expect that any drugs resulting from its research and development efforts will be commercially available for a significant number of years, if at all. The company has currently five drug candidates in its pipeline. Two of these entered phase II (MEM 1003 and 3454), two are still in the preclinical phase (MEM 63908 and 1917), and one entered phase I (MEM 1414). To date, MP has entered into two separate collaborations with F. Hoffman - La Roche Ltd. / Hoffman - La Roche, Inc., one for the development of its PDE4 inhibitors, and the other for the development of its nicotinic alpha-7 agonists. The company has also entered into a collaboration with Amgen Inc., or Amgen, for the development of PDE10 inhibitors. In addition to its collaborations, MP has entered into a development agreement with The Stanley Medical Research Institute, or SMRI, for the development of MEM 1003 as a treatment for bipolar disorder. MP will continue to seek collaborative partners to fund a substantial portion of its research operations over the next several years.

2.1 Market Summary

According to the World Health Organization (WHO), over 180 million people worldwide suffer from CNS disorders that exhibit significant impairment of memory and other cognitive functions. Neurological disorders are one of the leading causes of death worldwide, ranking among the top five in the US alone (Geriatric Resources). These disorders include neurological diseases associated with aging, such as Alzheimer's disease, vascular dementia and MCI, and certain psychiatric diseases including schizophrenia and depression. Alzheimer's disease is the fourth leading cause of death in the US, with an estimated 4.5 million Americans affected. One hundred thousand Americans die from Alzheimer's per year (Geriatric Resources). Anti-Alzheimer's drugs accounted for 33% (approx US$2.6 billion) of global sales within the neurodegenerative