Metabical Case

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Q4: Given the positioning strategy you chose, what would be your communication 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?

The target audiences will be end-users and the health care providers. So the key message conveyed and the communication strategy will be a little different.

To end-users:

According to my previous working experiences, the promotion activities should include: (1) using ATL channels of advertising including out-of-home, print, radio, TV and cinema to convey the key messages of Metabical. (2) Using the BTL channels of advertising including direct mail, sales promotion and point-of-sale in large pharmacies and supermarkets and printed media in the form of brochures will be placed at medical clinics, weight loss facilities and doctor’s offices to promote the product and a healthy lifestyle.

To health care providers:

(1) Utilizing print advertisements in major medical publications and interactive advertisements adjacent to online physician resource information. (2) Holding Medical Seminars to present and increase awareness of the brand and introduce the benefits and attributes.

As to the marketing budget and the IMC mix, I will increase the Internet promotion and the associated budget. The Facebook and Twitter should be used to create groups for information sharing and providing support and to make continuous discussions about the benefits, attributes and comments of Metabical. Advertising about demonstration of the product should be released on these social media. In summary, additional fund should be allocated to the Pull (DTC) Advertising budget.

Timeline：

Prior to launch

1 year before the launch, the company should develop the marketing solution approaches and advertising plans to prepare. 6 months before the launch, they should follow up and evaluate the effectiveness of the marketing plans. 3 months before the launch day, they should execute marketing to healthcare providers. At the day of launch, they will engage in all kinds of campaign and observe the process with the relevant personnel of advertising agency.

After launch, the company should control that the target consumers is being reached and the following actions will be analyzing and tracking the feedback of the consumers, evaluating the effectiveness.