Marketing Communication for Proper Controls- myassignmenthelp.com

Question: Discuss about theMarketing Communication for Proper Controls and Follow up. Answer: Theme in marketing communication The company should take Less struggle Lose weight as its marketing strategy theme for Metabical product. The study shows that, people have less trust with over the counter drugs as they have been proved to have negative side effects. To address this setback, Metabical has been introduced as a prescribed drug, and since people trust their doctors they will accept to purchase the drug as opposed to other alternatives. A good marketing communication theme should convey a solution to the clients struggles by providing the most effective and safe weight-loss product. SWOT analysis The CSP should undertake a SWOTanalysis on Metabical as part of marketing communication. From the analysis, the manager should be able derive the strengths, the weaknesses, the opportunities and the threats to the product. Metabical has the following strengths in the market; It is the only weight-loss product approved by FDA, it has the first mover advantage, it is effective and safe as per the prescription with one pill per day for 12 months. Metabical also faces various weaknesses in the market which include the mild side effect of gastrointestinal discomfort on high fat and calories consumption and the need for monitoring programs. On the other hand, the product has various opportunities in the market. 65% of adults are categorized as overweight and obese. It is claimed that overweight may lead to a preventable death. Obese persons are socially stigmatized. These factors create an opportunity for Metabical to thrive in the market. However, the product is faced with some threats. F irst, competition from herbal supplements which are already in supply. secondly, people are not aware of Metabical as a solution to weight-loss. Thirdly, there is the presence of alternative medical advancements. The SWOT analysis should act as a guiding principle towards formulating a marketing plan and also the strategic plan. The Market decision-making process. Metabicalis a new entrant in a market where generics and herbal weight-loss products exist. According to the research, the over-the-counter drugs exhibited negative adverse effects to the clients. Metabical been the only FDA approved drug in the market becomes a prescription drug for weight- loss. Therefore, the marketing decisions should focus on the users and doctors. A product accepted by medical practitioners as a suitable remedy to the clients problems is more likely to be prescribed to them. Therefore, the decision-making process is dependent on the influence to the doctors and response from the users. Proper tracking and control after introduction to the market is a key partto a successful venture for Metabical product. Target market According to Ms. Printupresearch study, Adults are the most affected victims of overweight. Thus, the target market for Metabicalis the overweight adults. The study further establishes that most of the affected adults are willing to take prescriptions on weight loss. In addition, women were found to care more about their image. They have shown preference to Metabical which is able to keep their style, shape and image. The psycho-graphic behaviors are consistent with the marketing message of Metabical. Thus, the target market should be the direct beneficiaries of the product who in this case are the adults and more attention should be given to women adults. Product positioning Before embarkingon the marketing plan, it is important to placeMetabicalin the weight loss market. Metabicalcomes with uniqueness, which is, being a prescriptive drug. Its approval by FDA creates an image of efficiency and effectiveness. Most people prefer the doctors prescription which gives Metabical an added advantage to over-the-counter drugs. The company should adopt the first-mover position strategy to take advantage of the prescriptive nature of Metabical. The target market for Metabical as outlined above include adults with higher preference on women. It is important to reach them using diverse communication methods to increase the purchasing power. A mix of print media, advertising, radio and televisionwas usedto the reach target market. Targeting professionals requires a different approach. Marketers of Metabical uses print ads in journals and magazines to raise awareness about the drug and its benefits. Timeline for communication plan The timeline for marketing communication of Metabical will run for 12 months. For the first six months, the company will conduct market surveys, market materials and strategies. Six months before the actual launch, the company will do the market evaluation to measure how the market has responded to the tools used in early introduction. Three months to the actual launch, depending on the findings of market evaluation, the marketers will do direct marketing to the doctors. The last month of the marketing period will be for launching the product in the market. The launching is dependent on the previous findings and solutions. Market targeting, segmentation and positioning are important at this stage. When the product is in the market, proper controls and follow up are made to track of the performance, need satisfaction and response from the users.