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Marketing and Communication Plan: RJA Pharmaceuticals - Case Study Example

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This paper "Marketing and Communication Plan: RJA Pharmaceuticals" discusses a clear understanding of the areas that have to be concentrated before designing an integrated marketing and communication plan. The plan is designed in such a way that each activity possesses its own importance in it…
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Marketing and Communication Plan: RJA Pharmaceuticals
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Download file to see previous pages The marketing objective of this company is to increase the volume of sales. The marcomms objective of the company is to create a brand image, brand awareness and to understand consumer behavior. Both push and pull strategies are used by the company. All the promotional activities such as advertising, sales promotion, personal selling, and public relation are practiced in the organization. All the activities to be performed and the cost related to each activity in the plan are shown in the Gantt chart and budget has been allocated for all those activities. The questionnaire and survey method are used for measurement and evaluation purposes.

RJA Pharmaceuticals is a health care organization that is involved in marketing medicines. Currently, the company is aiming to produce a set of new health care products for preventative sectors. The products that the company is planning to produce include vitamin and food supplements. For marketing these new set of health care products, the company requires a fully integrated marketing and communication plan. It is “a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.” (Lake, 2010, para.1).

The background of the study is to identify the various ways through which health care products can be marketed effectively by using various communication systems. Before setting a fully integrated marketing and communication plan, the company has to identify the targeted audience and the objective of marketing these products to the customers. The areas that have to be looked into while preparing a marcomms plan have also to be given due importance. A specific and justified marketing and communication plan for RJA Pharmaceuticals has been prepared with appropriate headings. ...Download file to see next pagesRead More
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