Metabical

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Metabical Project
1.0 Introduction
This communication plan will serve to guiding the efforts of communication as well as sponsorship through the entire period of Metabical project. This plan will be changed from time to time to enable the audience in target embrace the changes that come with it. The plan will explain how the right message will be channeled from the right sender of the message to the right audience in target through the right channel and at the right time. The communication plan will address the basic elements of communication being the sender, message, channel, feedback, receiver as well as time.
2.0 Executive Summary
The reason for communicating is to advertise and market a new product. This new product is a medical drug that helps in weight loss. Metabical is a new weight loss drug that is to be introduced to the market, which in this case is the target audience. The other reason for communicating to the audience is ensuring that they are educated as well as informed on the uses and the facts behind the new product used in weight loss. Communication is a tool that plays a significant role in ensuring that the audience in target is informed as well as convinced on the uses and importance of the new drug that is being marketed.
The target audience to consider in communicating information about Metabical can be identified by the fact that the uses of the drug are specific. The target audience in this case includes people who have been advised by doctors as well as medical experts to consider reducing weight for medical or any other reasons that include fitness. People with weight problems should be considered when selecting who to select as the target audience in communicating about the drug.
The audience will be relieved to know about the new product aimed at achieving the weight loss by these people. Many people struggle hard to lose weight and others go to extreme extents to achieve this, some for medical reasons while others want to be fit. Thus the audience in this case will feel good to have information on something that will help them in achieving a weight loss.
The other audiences who will be interested in the information about Metabical are doctors and medical personnel. These groups of people will be interested in knowing more a drug that is important in helping patients with weight problems. They will also be interested in information on Metabical because of medical reasons.
As a result of communication, the audience in this situation will be informed about the uses of the drugs as well as the benefits of the drug. They will be informed about the importance behind the drug and how by using Metabical, they will achieve their aim of losing weight.
3.0 SITUATION ANALYSIS
3.1 Identification of the Problem
Being overweight is something that is frowned at. Only ignorant people who are not well educated about the risks associated with overweight would feel comfortable in their obese nature like in places where heavy weight is associated with wealth. Heavy weight poses a great threat to life. For example, in the USA, it is estimated that about 65% of the adult population are overweight and thus the American Obesity Association in 2005 declared that it is the second leading cause of death in the US (Wang, Youfa, et al, 2008).
Apart from health, being overweight also bring with it some social complications. It has been reported that people are excessively fat are being stigmatized in the various societies. They don’t have the same opportunity to socialize and they always have straining relationships because of their body size. Also, they face discrimination at work place, learning institutions and many other institutions and this makes them feel like outcast in the different societies. Some people in the society believe that people who are overweight are lazy and thus this has been a stereotype associated with heavy people.Some of the common diseases associated with heavy weight include coronary heart disease, liver problems, and breast and colon cancer amongst many others. Available data from World Health organization estimated that in 2005, 1.6 billion adults were overweight with 400 million obese people in the whole world and thus put a prediction that by 2015, about 2.3 billion adults would be overweight and 700 million obese people (Wang, Youfa, et al).
3.2 Market Analysis
Many extensive market survey has been conducted which has included both overweight men and women from various socioeconomic levels. The recent one is that which included 1000 men and 1000 women and such researches has been done to get to understand consumer behaviors and their expectation from drugs that are meant to reduce weight.
The findings were that 70% of the participating respondents acknowledged that their excessive weight was a problem that they were not comfortable in. Moreover, about 35% explained that they have been trying hard to reduce their weight. Of these people, 15 percent were already using other weight reducing drug like lossgoals. At that particular level, when metabical was introduced and its benefits plus its effectiveness explained, a good number of people, about 12% were already booking for appointment to try it.
Therefore out of this survey, it was observed that a better drug, that is certified and give better result is developed because most people who are average in income said they would be willing to spare some money to buy a drug that would help them reduced weight
3.4 Swot Analysis
3.4.1 Strengths: Metabical is believed to be more effective and superior than other weight reducing pills. This is because it is one of the few approved medicine by the FDA to cure obese and overweight. Also, as compared to other medicine on the same, it has fewer side effects and considered safe. To add on, the company that manufactures Metabical, Cambridge Science Pharmaceuticals (CSP) is a respected company.
3.4.2 Weakness:Despites its strengths, the major weakness in Metabical are the few side effects it has on users. Such side effects are experienced by people who have much fat and calories in the diet. Also, Metabical is not recommended to BMIs of 30 or greater.
3.4.3 Opportunities:with statistics carried to determine that bigger populations experience heavy weight and would consider reducing them, Metabical has huge market potential
3.4.4 Threats:There have grown a number of other herbal products that also reduces weight and are considered to be made of 100% natural ingredients that make them to have no or less side effects as compared to Metabical. Also, there is deceptive marketing in the industry that has lost the trust of consumers.
3.5 Target Market
Following the extensive survey that has been carried out by the company that manufactures Metabical, the recommended target market would be specifically for overweight individuals.
4.0 COMMUNICATION STRATEGY
4.1 Communication Plans/ Objectives
The communication strategy must target two audiences. The first audience are the health care providers, who will recommend it to patients, and s...