Communications Plan _ Context Analysis _ Promotional Objectives _ Assignment

Communications Plan _ Context Analysis _ Promotional Objectives _ Marketing Communications Strategies _ Promotional Mix - Assignment Example An effective communication plan acts as a guide to the marketing managers in the company to maintain a better cooperative relationship with the targeted customer group through an enhanced ability to suffice customer needs (Lyles, 2002). It is also argued to be an effective tool to build trust amid the customer groups, which not only stimulates greater volume of customers purchasing the offered service/product, but also ensures long-run stability in the organisation-client relationship (Andersen, 2001). Context Analysis Cambridge Science Pharmaceuticals (CSP), as an international healthcare company, puts principle emphasis on marketing, manufacturing and developing medicinal products that treat gastrointestinal diseases, metabolic disorders, and immune deficiencies along with other chronic and acute medical conditions. Notably, the study in Quelch & Beckham (2010) reflects that majority of the US residents are facing problems related to overweight and obesity, which includes almost ev ery age group with dissimilar perceptions. This rating apparently advocated that one of the major causes for the preventable death toll in the US was diseases of health issues resulting from overweightedness and obesity. It is worth mentioning in this context that with the research conducted by CSP’s Senior Director of Marketing, Barbara Printup, overweight was related to a number of serious health complications about which, the common public was becoming increasingly aware of, taking measures to avoid these hazards. All these factors undoubtedly presented a promising scenario as much as the demand for a weight-loss safe drug was concerned (Quelch & Beckham, 2010). However, the study shows that there were many drugs being circulated around the market to suffice the demand for weight-loss drugs in the US. For example, Alli, a weight-loss drug product, was launched in the US market in 2008 after its approval by the FDA. The product was failed to capture the market because of ne gative side effects, directly hampering the gastrointestinal conditions of the regular consumers. On the other hand, other Over-The-Counter (OTC) weight-loss solutions focused on their capabilities to serve with minimum side-effect assurance, being based on herbal ingredients such as green tea extract, hoodia and chromium. These products were categorised as herbal or dietary supplements by the FDA, which even though ensured minimum side-effects, but were massively slow in yielding faster results (Quelch & Beckham, 2010). Based on the arguments, it becomes explicit that even if the market presented a promising opportunity for the weight-loss drug, it also had its unique barriers of side-effects and faster results. Correspondingly, Metabical possessed some negative effects, which can hamper its market presence and long-run success potentials subjected to the effectiveness of the marketing strategies used for its launch (Quelch & Beckham, 2010). Promotional Objectives As mentioned in Q uelch & Beckham (2010), the final launch of Metabical was pending on the year 2009, in the month of January, following its approval by the FDA. Correspondingly, CSP had a year to program its promotional strategies. The promotional objectives, thereby determined by Printup on behalf of CSP’s Metabical were targeted to both the end consumers and the health care providers who shall be a pivotal participant in the communication plan. The foremost