Study Case

integrated marketing plan already includes the advertising and sales promotionso the consumer will have gone through the awareness part, the comprehension of product part,and would be in the consideration stage

.

However it does not guarantee preference unless the product is branded in some way

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To brand Metabical she is in need of consistent advertising anda brand personality

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Her celebrity endorser would help in marketing her product too

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Her viralmarketing idea and her pamphlet to doctors as well as the two high profile medical events aregreat ideas for 

sales promotion

and

pu

b

lic relations

.

P

rintup should bring an expert in social media to help her since she has little experiencewith it

.

A

lso for ³

P

ull´ marketing she should add a page on facebook for metabical, and usetwitter for spreading the word about it

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She should conduct more market research on competitorslike

A

lli, and get to know

A

lli¶s weaknesses in its support program as well

.

How long is

A

li¶ssupport program and if she extends hers would she have a more competitive advantage? Whatexercises does

A

lli¶s online program support?

A

lso pricing of 

A

li has to be known

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Sending amystery shopper to pharmacies would help

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 Second, in her surveys only

1

2% of surveyors responded that they would immediately geta prescription, and only

1

5 % said they would be comfortable with drugs to lose weight

.

Sheshould know why some people aren¶t comfortable with drugs

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Is it due to their physician¶srecommendation or to their prior use of an ineffective drug? If due to a physician¶srecommendations, she should make sure that her ads and medical journal articles as well as her sales rep seminars and meetings are convincing the doctors

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If this is due to prior ineffective useof the drug, her ads should continuously stress safety, effectiveness and promising results

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Sheshould also know whether her ads are really producing the desired effect...