Marketing – Positioning and Communication Strategy Essay Sample

July 20, 2017 Marketing

Q1: WHAT IS THE DECISION-MAKING PROCESS FOR METABICAL? WHO IS INVOLVED IN THE PROCESS?

Consumer research over the old ages has shown that shoppers frequently follow a comparatively common shopping behaviour for merchandise purchase. In theory. a shopper is said to travel through the undermentioned five phases as a procedure. In world. sometimes the stairss may be switched around or even left out. as non all consumers are by regulation. ever likewise. The decision-making procedure ( DMP ) for Metabical. Cambridge Sciences Pharmaceuticals’ ( CSP ) new weight-loss drug involves several people. The merchandise end-user is the chief topic of the decision-making procedure. but other external parties interject at different phases. act uponing the consumer’s ultimate determination. Below is the flow Metabical’s consumers would travel through as portion of their shopping behaviours.

Phase 1: NEED RECOGNITION & A ; PROBLEM AWARENESS

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A acknowledgment occurs that consumers are unhappy with their current organic structure image. their weight or their unhealthy life style. This can come from consumers’ bing. uninterrupted dissatisfaction in footings of their weight physical visual aspect. It can besides be triggered by external media beginnings such as Television. Outdoor. Radio or Magazine advertizements whereby a assortment different visuals. articles. messages can take to consumer consciousness that there is a job. and a demand. that must be satisfied. At this point. both the consumer and the several media agents are involved in procedure.

Phase 2: Information Search

In order to happen a agencies to work out their job and fulfill their ‘recognized’ need. consumers engage in the hunt for a solution through information aggregation. Given the high-involvement with Metabical. with its direct impact on consumers’ wellness and high possible personal hazard. consumers will confer with assorted beginnings of information to guarantee they have every bit much information they can acquire in order to properly measure their options and following stairss. Information available in publications. other commercial or public resources such as Television. magazines or the Internet supply a big sum of information for the consumer in the determination devising procedure. Notably. nevertheless. for Metabical consumers in the information hunt procedure. health care professionals such as medical physicians. druggists or dieticians may be the most important beginning of information during this procedure as the information they have is of adept degree and holds a different degree of credibleness and legitimacy.

Phase 3: Evaluation OF ALTERNATIVES

Once adequate information and penetration about the diet pills market and the assorted possibilities offered has been gathered. the consumers will look into the different trade names available within the same market in order to measure the available picks. Based on top-of-mind consciousness. affecting trade names or names already present in the consumer’s knowledge-base. such as Alli or Xenical. to new trade names which may be learned about during the information hunt phase. consumers begin measuring. Depending on whether a merchandise is a high or low-involvement purchase. the rating procedure will take longer. as thorough analysis is carried out. Consumers will see Metabical – as any other diet pill – will tie in as a drug associated with legion sensed hazards. and hence the degree of engagement at this phase by consumers would be high.

Advice may be sought from assorted mention groups. including the primary and secondary groups. who are made up of one’s parents. partner. relations. as these are the closest connexions to the consumer and will rede honest feedback and will assist the rating procedure for possible users. Feedback from equal groups comprised of friends and co-workers that may hold already experimented with a diet pill or shared a related experience may assist further aid consumers in the concluding rating.

Phase 4: Purchase

Following the Evaluation of Alternatives phase. if / when the consumers are convinced of the information attained and advice provided approximately Metabical and its benefits. properties and possible hazards. they will do the pick of whether or non to continue with the Metabical weight-loss plan. and promise.

Phase 5: POST-PURCHASE Evaluation

It is common for clients to experience a sense of uncertainty about or oppugn the purchase at this phase. Knowing whether they made the right determination to purchase and seek Metabical. and hence engage in losing weight by taking a pill will. alternatively of shiping on customary long-run dieting and vigorous exerting journey. go apparent at the post-purchase phase. Until they start the weight-loss plan and accomplish the end-results without sing dramatic or serious wellness jobs on the manner or as a consequence. consumers will undergo “cognitive dissonance” . inquiring whether they made the right pick to prosecute in this method of weight-loss. and whether they picked the right merchandise or trade name.

This decision-making procedure for Metabical demonstrates the recognizing. assemblage. measuring. processing and re-evaluating of information that consumers of the several merchandise must transport out in order for them to do an informed determination and fulfill the recognized demand.

Q2: HOW SHOULD PRINTUP THINK ABOUT THE SEGMENTATION OF POTENTIAL METABICAL CONSUMERS? WHO IS THE OPTIMAL TARGET CONSUMER?

Market cleavage involves the classification or ‘segmentation’ of a market into established groups. normally based on a set of common or similar features. In order for Printup to successfully make and pass on to her audience through the Marketing Communication Strategy. she would necessitate to clearly place who she is talking to foremost. The several Case Study provides some utile research informations that helps find Metabical’s mark market:

END-USER MARKET SEGMENTATION

Metabical’s market section consists of fleshy grownups in the United States who have a Body Mass Indicator ( BMI ) that falls between 25 and 30. Metabical’s ‘optimal’ mark market falls within this differentiated market section that focuses on the “overweight” 25-30 BMI market specifically. as opposed to aiming all persons who are fighting with weight issues. viz. the corpulent and badly corpulent sections. Metabical’s chemical composing has demonstrated unfavourable consequences for the corpulent ( 30-40 BMI ) and badly corpulent ( ? 40 ) sections. whereby the weight loss was rather minimum. Consequently. these two sections are excluded from Metabical’s cleavage. Harmonizing to market research. the fleshy class itself contributes to 34 % of the grownup population in the US in 2000. a significant market to concentrate on. Additionally. 70 % of the respondents to a 2007 Marketing Survey said they were dissatisfied with their current organic structure image and weight – of which the corpulence represents about half – doing the several section accessible and unfastened to new solutions. sooner safe and effectual. sing weight loss.

HEALTHCARE PROVIDERS ( MEDICAL PROFESSIONALS ) MARKET SEGMENTATION

In add-on to the corpulence grownups that make up an of import portion of Metabical’s market cleavage. the Medical Healthcare Providers besides play a important function in the success of Metabical among users. Their medical background. as intelligent professionals. will lend to the viral communicating of Metabical’s benefits. This Healthcare section includes Medical Doctors have the needed expertness. and attendant credibleness. to analyze and measure Metabical’s properties and advance its usage to consumers. doing them a cardinal fraction of the section. Other professionals who will lend to and act upon the consumers weight-loss procedure are Nutritionists. Dietitians. Pharmacists and Gym teachers. With the right information. these professional persons will function as support systems for the fleshy section during their journey to a healthier. happier life by learning them healthy eating wonts. promoting regular exercising wonts. and in general. supplying extra audience if needed. and hence do up a considerable portion of the Medical Healthcare market section.

OPTIMAL TARGET MARKET

The aim behind placing a nucleus or ‘optimal’ mark market is to direct attempts of communications toward the ‘best’ market. It is to guarantee that the message conveying the merchandise promise will make the coveted audience. and that the demands of that peculiar mark audience will be met by the several merchandise promise. Metabical’s optimum mark market is comprised of both the merchandise end-user. the persons who would finally devour the merchandise for weight-loss intents. and the medical health care suppliers. including medical physicians. druggists. dieticians. dieticians. and even gym teachers. who wholly would back up Metabical as the best pick for the effectual weight-loss solution and order it severally.

“I WANT TO BE HEALTHIER”

“I WANT TO WEAR MY SKINNY JEANS”

Q3: HOW SHOULD CSP IDENTIFY AND EMPLOY THE DIFFERENTIAL ADVANTAGES THAT METABICAL OFFERS TO POSITION ITSELF IN THE MARKETPLACE?

Given the big choice of weight-loss options in the market. Metabical demands to perforate the several market with a strong. alone selling point versus the rivals. both the direct ( Alli. Xenical ) and indirect ( herbal medicines. nutrient addendums ) . in order create an impact and convince consumer purchase behaviour stand out in consumers’ eyes. The diet pill weight-loss market has been infested with a assortment deceitful and dishonest merchandises that target fast and apparently easy weight-loss solutions. Consumers of this market keep a extremely skeptic position of the merchandises that claim eternal promises of fast. easy. effectual solutions for weight-loss. Metabical’s advantages and points of distinction over other diet pills in the market are identified below. which finally set the footing for its placement scheme as a safe and effectual weight-loss solution for fleshy persons with a BMI runing between 25-30.

The first and instead alone property of Metabical is that it is the first FDA-approved prescription drug that caters peculiarly to the fleshy section of the population ( persons with a BMI runing between 25-30 ) . There are no other drugs with FDA blessing in the market that are prescribed by Medical professionals to patients for weight-loss intents. positioning Metabical as a safe. trusty weight-loss drug that no other participant in the market can portion claim to. FDA blessing provides confidence to consumers that the composing of Metabical is non unsafe. and its use will non ensue in major side effects that have antecedently been noticed among drugs such as Alli or Xenical. or among other herb tea or dietetic addendums.

Metabical is composed of a compound called Calosera. which aids appetency suppression. and Meditonan. a mediating agent that both blocks fat and absorbs Calories from nutrient substances. This alone combination of Calosera and Meditonan consequences in dramatic weight loss without seting force per unit area on the bosom and / or liver ; two organic structure variety meats that are frequently the first to be affected by drastic. unhealthy beads in organic structure weight.

While Metabical promises a safe diet pill option for weight loss. side effects associating to uneasiness in the GI country may ensue following the ingestion of high fat. high Calorie nutrients. although they are far fewer than the side effects ensuing from the usage of viing diet pill trade names. Consumers prosecuting in healthy eating wonts in analogue to the weight-loss plan will hedge such uncomfortablenesss. and will be able to see the positive side of healthy dieting and better life.

The 2nd and every bit of import point of distinction for Metabical is that consequences are accomplishable in merely 12 hebdomads. The alone combination of the Calosera and Meditonan compounds allows for such fast consequences. while modulating the attendant consequence on critical organic structure variety meats. The mark audience that makes up fleshy persons will witness important beads in their weight over a comparatively short period of clip. positioning Metabical as an effectual weight-loss option. This shows that positive consequences may be speedy to accomplish without prosecuting in craze. drastic. unhealthy dieting. * Because Metabical represents safe and effectual weight-loss. it supports the execution of a healthy diet and encourages regular exercising. thereby leting users to make their ends and ideal weights. and finally a happier life. within an acceptable and come-at-able clip frame.

Q4: Give THE POSITIONING STRATEGY YOU CHOSE. WHAT WOULD Be YOUR COMMUNICATIONS STRATEGY TO EACH OF YOUR TARGET AUDIENCES? WOULD YOU CHANGE THE MARKETING BUDGET OR THE IMC MIX? IF SO. HOW? WHAT WOULD THE TIMELINE FOR YOUR COMMUNICATIONS PLAN LOOK LIKE?

By analyzing the diet pills and weight-loss market. by placing the related mark audiences. and by analysing the bing trade names and merchandises of the market. Metabical’s placement is established based on its distinguishable properties. distinguishing it versus the competition. The object is to construct top-of-mind consciousness in consumers’ heads that Metabical is the safe and effectual weight-loss solution for fleshy persons with a BMI runing between 25-30. It promises consequences in merely 12 hebdomads without doing major hazards on the bosom and liver. and with far fewer side effects on the gastrointestinal system than witnessed by rival merchandises. This was accomplished through the discovery research conducted by CSP’s squad affecting the combination of the Calosera and Meditonan compounds. which contribute to the effectual consequences. Due to this composing. Metabical obtain FDA-approved. doing it the first and lone prescription drug have the blessing. The support plan that is offered in analogue to the dieting serves as farther support to the consumer. demoing CSP’s dedication to educating consumers about healthy wonts and to the ultimate cause of assisting grownup work forces and adult females in the United States conflict fleshiness.

Metabical’s communications scheme is directed both to the merchandise end-users and the medical professional community as their adept advice and input are critical to constructing consciousness and credibleness of the trade name promise in the consumers’ heads.

The Integrated Marketing Mix provided by Printup clearly includes a comprehensive 360 grade run whereby all the elements that are needed to back up such a strategic trade name are included. All the stages of the launch have been accounted for. from consumer research prior to establishing in order to measure consumers’ demands from the ATL / BTL communications. the support plan. the professional medical community and its selling mix to post-launch gross revenues and research.

However. a recommended alteration to Tools & A ; Activities subdivision of the communications schemes of the end-users would be to include Digital Branding and Social Media. In this twenty-four hours and age. the Internet upended the manner consumer engage with trade names. While consumers still demand that their trade names present on their promise and offer value. the manner communications are directed to consumers has evolved significantly. Metabical’s IMC should acknowledge this alteration and guarantee to implement it into its communicating platform. Social webs such as Facebook should be utilized. whereby groups for information sharing and supplying support can be created.

A interpreter can be made available on Twitter in order to transport out uninterrupted treatments about Metabical. its benefits and properties. and respond to inquiries. concerns or remarks that arise over the months. peculiarly during the first 6 months of its launch to supervise public presentation and what type of feedback Metabical is bring forthing. A really of import point of utilizing this digital medium to pass on is that users of all merchandises. services. trade names. etc. portion their experiences online. Blogs. forums. treatment groups all allow a web of a battalion users to speak about everything and anything. It is at this point that a batch of sentiments are formed. and things are taken into consideration. as other users are seen as merely other ordinary consumers. so they can associate to each other. and therefore. influence behaviour.

Additionally. while Printup’s initial consideration of a famous person indorsement was shied away by direction. presenting Metabical on a Television show go arounding entirely around medical subjects. such as “Doctors” will bring forth great consciousness for it. If the show holds a believable base in consumers’ eyes. and holds good rankings in the media. it would be a different but utile manner of presenting Metabical to the populace. replying any possible inquiries or concerns by the audience instantly. from the beginning. to get down the trade name off with a positive. reputable image.

Having said this. the alterations that would be made to Printup’s Marketing Budget would be to apportion extra financess to the Pull ( DTC ) Advertising budget in order to account for Digital Advertising and Social Networking and for being present on the “Doctors” TV show. The reallocation may be done by perchance switching financess from the Lunch & A ; Learn seminars / Other promos. While this activity may function as a portion of the educating procedure of Metabical to the health care suppliers. finally. the focal point must be directed towards consumers. and where they can outdo be reached.

The timeline to implement the selling communicating would stay as is. The annual clip dedicated to the program is relevant and logical. The publicity and public relation activations should be carried out every bit shortly as Metabical is ready for launch. as the medical community. including but non limited to the medical physicians. dietician. dieticians. in order to guarantee they are well-equipped with all the information approximately Metabical as needed. Upon audiences with consumers. their expertness and strong belief behind the trade name should be at top degree. in order to convey Metabical’s trade name promise and message consequently.

COMMUNICATION STRATEGY: END-USERS.

Aim

Create and set up consciousness in consumers’ / end-users’ heads behind the Metabical trade name offering in footings of its benefits and attributes ; it is the first prescription drug aiming weight-loss for fleshy persons to have FDA blessing.

Position Metabical as a safe and effectual weight-loss drug.

Audience

The communicating will be targeted towards the established optimum mark market: fleshy grownups with BMI runing between 25-30.

KEY MESSAGES

1st prescription to have FDA blessing.

Safe and effectual weight loss plan for fleshy persons ( BMI 25 – 30 ) .

A 24-month support plan will be executed in analogue to the 12-week plan to offer support in footings of:

Mention stuffs: medical publications. diaries ( Journal of the American Medical Association.

Weight-control tools: weight-loss tracker. nutrient journal. nutritionary and calorie reckoner ( to be available online ) .

Personal support: community forums. group meetings to discourse feelings and acquire support from others sharing the same experience.

Meal programs: bill of fare contriver. food market lists. formulas for healthier feeding.

Exercise programs: weight preparation. cardio modus operandis. etc.

BMI computation – to assist consumers find if they are eligible for merchandise usage.

TOOLS & A ; ACTIVITIES

Above-the-Line ( ATL ) . Outdoor. Print. Radio media to be used to convey Metabical’s cardinal messages.

Celebrity indorsement – introduce Metabical on the “Doctors” TV show go arounding entirely around medical subjects to bring forth consciousness and make involvement and ballyhoo behind the trade name.

Online activations – societal networking ( Facebook. Twitter ) to be used to bring forth consciousness. engage consumers. addition penetration.

Facebook advertisement.

Group creative activity to prosecute users. portion information / experiences and create involvement through treatments affecting professionals from the medical community.

Point-of-sale stuffs ( POSM ) such as cusps. circulars incorporating all relevant information about Metabical for consumers – to be ubiquitous across consumer trade channels – pharmaceuticss. medical centres. gyms. supermarket ( pharmaceuticals subdivision. to make consciousness and promote consumers to inquire their medical health care suppliers about Metabical.

Execution of Entire Commonalty: the same message will be communicated across all stuffs in order to construct an association between the consumers and the trade name. The aim of this is to guarantee contact with visuals. stigmatization. etc. will take to repeated ‘brand recall’ between weight-loss. dieting. diet pills and Metabical. tie ining it as the ultimate safe and effectual solution.

Timeline

The communicating timeline should be maintained over the class of the full twelvemonth following launch day of the month. Strategic periods such as spring. the season before hot. beach. skimpier-clothing conditions. frequently reignites the consciousness and realisation of low self-esteem about organic structure weight and image. At this point. both the consumers and medical health care suppliers should be reached for the initial stage of awareness creative activity and information development behind Metabical.

COMMUNICATION STRATEGY: Healthcare PROVIDERS.

Aim

Create and set up consciousness in consumers’ / end-users’ heads behind the Metabical trade name offering in footings of its benefits and attributes ; it is the first prescription drug aiming weight-loss for fleshy persons to have FDA blessing.

Position Metabical as a safe and effectual weight-loss drug.

Audience

The communicating will be targeted towards the health care suppliers and related professionals. These include medical physicians. dieticians. druggists. dieticians and even gym teachers.

KEY MESSAGES

1st prescription to have FDA blessing.

Fleshiness is the 2nd prima cause of preventable decease among grownups – an issue that must non be neglected.

Metabical is comprised of Calosera ( appetite-inhibiting ) and Melatonin ( fat-blocking ) compounds that. when combined. let for rapid but safe weight-loss consequences by forestalling emphasis on the bosom and liver.

Metabical provides fast consequences. let for important but healthy weight-loss to be observed after merely 12 hebdomads.

Metabical consequences in far fewer side effects in the GI country vs. rivals. and those side effects occur merely upon ingestion of nutrients high in fat and Calories.

A 24-month support plan will be executed in analogue to the 12-week plan to offer support in footings of:

Mention stuffs: medical publications. diaries ( Journal of the American Medical Association.

Weight-control tools: weight-loss tracker. nutrient journal. nutritionary and calorie reckoner ( to be available online ) .

Personal support: community forums. group meetings to discourse feelings and acquire support from others sharing the same experience.

Meal programs: bill of fare contriver. food market lists. formulas for healthier feeding.

Exercise programs: weight preparation. cardio modus operandis. etc.

TOOLS & A ; ACTIVITIES

Keeping Medical Conferences / Seminars: to show. speak about and bring forth consciousness behind the trade name. its benefits and properties. Media to be invited / nowadays.

Participating in Medical Conventions to acquire Metabical’s message of its benefits and attributes out in the community. and generate positive word-of-mouth.

Medical publications. diaries ( Journal of the American Medical Association.

Imperativeness Kits

Imperativeness releases

Cadmium implying background of CSP & A ; Metabical

Merchandise benefits and properties.

Online activations – societal networking ( Facebook. Twitter ) to be used to bring forth consciousness. engage consumers. addition penetration.

Facebook advertisement.

Group creative activity to prosecute users. portion information / experiences and create involvement through treatments affecting professionals from the medical community.

Timeline

The communicating timeline should be maintained over the class of the full twelvemonth following launch day of the month. Strategic periods such as spring. the season before hot. beach. skimpier-clothing conditions. frequently reignites the consciousness and realisation of low self-esteem about organic structure weight and image. At this point. both the consumers and medical health care suppliers should be reached for the initial stage of awareness creative activity and information development behind Metabical.

Mentions

( Textbook ) Kotler. Philip and Keller. Kevin Lane. Marketing Management. 13th Edition. Pearson International Edition. ( 2009 )

( Textbook ) Peter. J. Paul and Donnelly Jr. . James H. Marketing Management. 10th Edition – KNOWLEDGE AND SKILLS. McGraw-Hill International Edition. ( 2011 )

Quelch. John A. and Beckham. Heather. Brief Cases ( Harvard Business Publishing ) . Metabical: Positioning & A ; Communications Strategy for a New Weight-Loss Drug. ( July 22. 1010 )

( Internet beginning ) Planning Tools: How to compose a communicating scheme. Manual/Toolkit. 2005.

hypertext transfer protocol: //www. odi. org. uk/resources/details. asp? id=5186 & A ; title=communications-strategy-planning

( Magazine Publication ) Harvard Business Review. Article: Stigmatization in the Digital Age. “You’re Spending Your Money In All The Wrong Places” ( Dec. 2010 )

( Internet beginning ) Selling. Buying Behavior – The Decision-making Process. “How do Customers purchase? ”

hypertext transfer protocol: //tutor2u. net/business/marketing/buyingdecisionprocess. asp

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