Marketing Communication Strategy METABICAL Executive Summary
The case study is on METABICAL (a revolutionary weight-loss drug)
You have been asked to prepare an “executive summary” for Ms Printup, the key character in the case. Ultimately Ms Printup must receive from you a document that clearly outlines the key marketing communication strategic thinking that will assist in the successful launch and ongoing positive support for Metabical.
This should be 3 pages maximum. Any material over 3 pages will not be assessed. Make sure you include a standard RMIT cover page (this does not count in the 3 pages) with your name and student number. However, do NOT use any appendices, reference pages or the like. Do NOT go over 3 pages (use any realistic layout you wish) for the executive summary itself for any reason. There is no word limit. The use of tables, charts, figures, etc is recommended where possible – however remember the summary must be readable and presented with care.
In essence pretend this summary was really being handed to Ms Printup in February 2008, giving her the strategic insights that will make the January 2009 launch and ongoing sales a huge success. In doing so you are welcome to assume that the marketing communication tools of present day are available – that is, treat the case as realistic in terms of the product launch, but you can think of the current environment in making your recommendations.
The use of section headings is strongly recommended. Do NOT under any circumstances write an essay or try and answer questions in some form of list. This is a business (marketing) analysis that should clearly summarize the key issues, provide suitable options/alternatives and then (most importantly) a clear strategic direction for the marketing communication activities.
In completing and submitting this executive summary you should assume that you are actually submitting it to Ms Printup (your Instructor in assessing your work will ‘view it’ through the eyes of Ms Printup). Thus, high standards of presentation and application are not merely aspirational, they are expected.
Read the case carefully. Sort out the relevant information from the padding (although there is very little padding in this case).
Remember to assume appropriate conditions (which is not hard to do). You can presume that such drugs are not as heavily restricted in terms of their promotional ability as is actually the case in Australia (this makes it easier for you). In doing so keep in mind appropriate ethical activities.
In addition to the questions at the end and throughout the case that basically illuminate the key decision points, the following things are also suggested for consideration as you develop your executive summary. Keep in mind that you are writing this executive summary for Ms Printup specifically and are acting as a marketing communications consultant to her – so if you are stuck what to include and what to say, put yourself in her shoes and ask, “at that point in time, what would I have wished to receive from someone given the marketing communication issues that had to be addressed”?
The following matters are suggested for your consideration as points of strategic planning and interest, but is not an exhaustive list and must be read in conjunction with the many matters raised in the case itself that require a response. By reading the case carefully you will see a number of key points arise that require strategic consideration and recommendations.
What is the decision making process for Metabical (in terms of target audiences)? Who is involved in the process?
How should Ms Printup think about the segmentation of potential Metabical consumers? Who is the optimal target consumer? (keep in mind the possible difference between target consumer and audiences)
How should CSP identify and employ the differential advantages that Metabical offers to position itself in the marketplace?
What positioning strategy would you chose. Based upon the positioning you have chosen, what would your communications strategy to the target audiences? Would you suggest a change to the proposed budget or IMC mix? If so why?
What would the brief timeline for your communications plan look like? (a 12 month timeline is enough).