ASSIGNMENT   

Case Study Components - Your Work

The Case Study will comprise two components. These are:

1) A discussion of the case in class. You are encouraged to participate in this discussion by offering your considered views. The case study discussion will be facilitated by your lecturer.

2) An executive summary three (3) pages in length MAXIMUM that addresses the key questions and issues of the case. More information on these questions and issues, and the structure of the summary will be provided.

More Information on the case

The case study is on METABICAL (a revolutionary weight-loss drug) - there are some important things to keep in mind.

You have been asked to prepare an "executive summary" for Ms Printup.  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 (this does not include a standard cover page with your name and student number). Do NOT go over 3 pages (use any realistic layout you wish) for the executive summary itself. In essence pretend this was really being handed to her 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 cover page does not count as a page. Make sure you include a cover page. However, do NOT use any appendices, reference pages or the like.

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.

Read the case carefully. Sort out the relevant information from the padding (although there is very little padding in truth).

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.

Aside from the questions at the end of the case that basically illuminate the key decision points, I would suggest the following things to consider (as this is largely how the discussion will be facilitated in class) 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 is suggested, but is not an exhaustive list. By reading the case carefully you will see a number of other key points arise that require strategic consideration.

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).

Finally, the general approach to embarking on developing a communications plan is three steps - segmentation, targeting and positioning (STP). Consider these factors carefully as you work through the case (and the four exhibits at the back). That is, what are the segments, who (why, when) should be targeted and how should the product be positioned.