388615904-Brand-Plan-for-Pharma-Products-Lecture-slides-ppt.ppt

brand plan

1. Brand Plan
for Pharma Products
B. Pharm. + MBA, (Pharm. Tech.)
IVth Year
Semester VIII

2. Brand Plan for Pharma ProductsBrand Plan for Pharma Products
B. Pharm. + MBA, IVth Year
2017-18

3. Let us start a great subject with an oxymoronLet us start a great subject with an oxymoron

4. A Brand Plan cannot be in isolation of the Company Strategy

5. Alignment of Brand Plan with Company’s Business
Strategy and Company’s Vision, Mission and Values

6. 1. What’s the company’s and the brand’s present
situation?
2. Where does the company/brand need to go from here?
Market positions to stake out
Buyer needs and segments
to serve
Direction to head
3. How should it get there?
Questions to answer

8. Brand Plan Outline
Executive Summary
Market assessment including Competitive
Scenario– External Environment Scanning
Internal in company performance analysis
SWOT Analysis
Key success factors
Marketing objective
Marketing Strategy – S T P
Positioning

9. Brand Plan Outline …contd.
Marketing Mix
Communication Plan
Campaign & Promotion plan
P& L statement
Financial Projections
Implementation
Review & Control

10. Executive Summary
10
The executive summary is a crucial part of the
Brand plan.
It is a synopsis of the main points of your business
plan, highlighting the key features.
This is usually the first part of your plan that top
management will read and it must be interesting
and concise.
Getting the executive summary right is crucial for
any Brand Manager.

11. Importance
3.11
The Executive Summary is the first part of your Brand Plan
that Senior Management will read.
A well-written Executive Summary will allow the Senior
Management to grasp the main highlights of the Brand
Plan and leave them excited and wanting to learn more.

12. The purpose of the executive summary
3.12
The purpose of the executive summary is to explain
the main aspects of your Brand in a way that will
make the reader want to learn more.
Yet it must also include enough information that top
management sees the scope and potential of your
Brand without having to read the entire plan.
The executive summary is an overview of your entire
Brand Plan and should leave readers with the feeling
that the Brand is competently led, and has energy and
enthusiasm.

13. 3.13
Writing the executive summary can help you with several elements of
developing your Brand Plan.
Writing the summary forces you to condense your Brand Plan and focus
on the key issues in developing your Brand.
The items covered in the executive summary should be given in order of
importance, so writing the summary will help you to decide which parts of
the entire plan are most crucial, so you can prioritize.
The summary can also give you a foundation for writing the entire Brand
Plan, provide you with a place to start and an outline for your full plan.
The purpose of the executive summary …
contd.

14. 3.14
The executive summary should be written in an interesting way,
and not as an outline, a list of elements or as a table of contents
to the Brand Plan.
It should avoid simply restating parts of the Brand Plan, and
should stand alone as an introduction to your business.
The Brand Plan should also avoid using exaggeration or hype, as
this will lower confidence and the credibility of your plan.
The executive summary should not be simply cut and pasted from
the entire plan and should sound fresh.
What to avoid in the Executive Summary?

15. Contents
3.15
The Brand Plan should begin with a paragraph that grabs the readers'
attention, such as an interesting fact, relevant statistic or history of
the business/brand.
Many summaries begin with a statement of the purpose of the
company or incorporate the company mission statement.
Following this, you should include at least one key point from every
section of the Brand Plan, although you may have to leave some
sections out to avoid making the summary too long.
You should conclude with a statement of purpose and detail what
you want from the reader – such as the exact amount of investment
money needed. The summary should be short, no more than two
pages.

16. Executive Summary
Summary slides of the full slide deck, including:
Bullet points highlighting key issues
Brand Strategy – Broad based
Thrust areas of the brand plan
Brand assessment
Recap of financial assessment
Max of 3 slides
16

17. 3.17

18. Market & Product Assumptions
Market Assumptions with basis:
Anticipated direction that the market would take
New developments anticipated
Growth of market with focus on treatment patterns
Product Assumptions
Price and basis along with competitor price
Cost, Field allocation, Trade offers, Pack changes
Total of 2 – 3 slides
18

19. Market Overview
Stockist Sales Audits & Medical Audits
Covering Market Size, Growth, EI & CAGR
Covering Rx Analysis, Customer Analysis &
Indication Review
Carried out at Therapy Category , Molecule,
Key Competitor & Brand Level
In-company Sales Analysis
Total of 2 – 3 slides
19

20. Brand SWOT Analysis Template
Weaknesses
Opportunities Threats
Strengths

21. SWOT Guidance
Internal
Strengths Weaknesses
•Capabilities/Core
competencies
•Product attributes
•Market position
•Capability gaps
•Lack of competitiveness
•Vulnerabilities
Opportunities Threats
•Changing customer
dynamics
•Unmet customer/market
needs
•Changes in market
dynamics with anticipated
negative implications
•New competitors
•Govt. Regulations
External

22. Business Strategy
Business Strategy statement for the brand
Most important indication
Key target audience
Basic approach to market place
(Philosophy for brand)
covering 4 Ps of the Marketing Mix
Total of 2 – 3 slides
22
Your Brand Logo
Here
To: VP/MM
From: GPM
Frequency: Once a Year
Purpose: To arrive at Positioning

23. Brand Objectives
Quantitative Qualitative
•Enter TEXT here •Enter TEXT here
23

24. Brand Objectives
3 Years Sales Projections
Phase it Quarter-wise, month-wise
based on
salience (past data),
strategy planned
24

25. Customer Segmentation
Customer Segmentation based on analytical
inputs
Targeting – Coverage plan by speciality along
with visit frequency
Field Time Allocation Plan
1 – 2 slides providing rationale for above
25

26. Customer Segmentation
Total Audience:
•Number of CustomersCategories/Segments
•% of Customers
26

27. Segmentation and Targeting Plan
Your Brand Logo
Here
27
Target Audience
Name:
Physician
Universe
Target
Coverage
Objective
Targeting
Frequency
(calls/year)
Total
Calls
% VAR
vs PY
Target Audience 1 100,000 50% 6 300,000 2%
Target Audience 2 0
Target Audience 3 0
Target Audience 4 0
Total 100,000 300,000
To: VP/MM
From: GPM
Frequency: Once a Year
Purpose: To Arrive at Total no. of Target Audience Calls

28. Product Profiling Template
Important
Different
Not Important
Not Different
“Takeaway”
Select a few key product features to emphasize in promotion
Focus on one or two product features in the “important + different” quadrant that are
relevant in the customer’s point of view
Finally, please insert a concise takeaway statement that provides a summary overview
of or key conclusion regarding the data shown
Prepare 2 – 3 Slides depending on competitors if needed.
Your Brand Logo
Here
To: VP/MM
From: GPM
Frequency: Once a Year
Purpose: To Arrive at Key features for Promotion

29. Key Success factors for Brand
3 – 5 Key issues/ factors or aspects that
are critical for Brand performance
Identified from data & perceptions
1 or Max of 2 slides
29
Your Brand Logo
Here
To: VP/MM
From: GPM
Frequency: Once a Year
Purpose: To Arrive at Key Brand Issues for Brand Performance

30. Brand Positioning
Write the positioning alternatives
Provide rationale of choosing final
positioning statement
1 or Max of 2 slides
30
Your Brand Logo
Here
To: VP/MM
From: GPM
Frequency: Once a Year
Purpose: To arrive at final positioning for the brand

31. Brand Messaging
Your Brand Logo
Here
31
•Positioning statement followed by messages
•3-4 Key messages only
•List of data sources
•1 slide only
To: VP/MM
From: GPM
Frequency: Once a Year
Purpose: To Arrive at Brand Message For Target Audience

32. Strategies
—Write key tactics
and actions
Brand Strategic Summary
Strategy 1
Your Brand Logo
Here
32
Tactics
Strategic
Imperatives
Statement
—Write key tactics
and actions
Strategy 2
—Write key tactics
and actions
Strategy 3
—Provide 1 slide for each strategic imperative
—Provide costing on
each tactic
—Provide costing on
each tactic
—Provide costing on
each tactic
To: VP/MM
From: GPM
Frequency: Once a Year
Purpose: To Arrive at Brand Strategies & Tactics

33. Single Slide Each
Your Brand Logo
Here33
•Field Selling Expense calculations
•Sampling Plan
•Incentive Plan
•Activity Calendar (With Formats)
•Control & Monitoring Tracker (With Formats)
•Expenditure Plan consolidation (With Formats)
To: VP/MM
From: GPM
Frequency: Once a year
Purpose: To arrive at brand input cost

34. Sampling Plan
Product pack, Sample Unit pack & cost per pack,
Quantity/ MR,
Total Qty of samples per cycle
Duration of sampling and
Annual Total Re. Value of Samples

35. Incentive Plan
Quarter-wise plan
– with some quantity or Re. Value linked
Incentive
or on achievement of Quarterly Target or
Annual target
All India, Zonal level competition
Award (in kind or monetary ) / certificate

36. Activity Calendar
Month Major Activities For BrandApprox BudgetDepartments Involved
April
May
June
July
August
September
October
November
December
January
February
March
To: VP/MM
From: GPM
Frequency: Once a year
Purpose: To arrive at yearly activities and follow up

37. 3.37

38. No Brand Plan is complete without the
Monthly/Quarterly/Half-yearly and Annual
Review & Control mechanisms in place
3.38

39. Various monthly, quarterly, half-yearly and
annual metrics are determined in advance
to ensure that the brand plan remains on
track
3.39
To make sure that the Profit and Loss (P&L) objectives of the brand are
achieved, there are various monthly, quarterly, half-yearly and annual
metrics that are determined in advance to ensure that the brand plan
remains on track. The various parameters that are monitored during the
course of a product launch and right till the end of the financial year
•Field Selling Expense calculations
•Sampling Plan
•Incentive Plan
•Activity Calendar (With Formats)
•Control & Monitoring Tracker (With Formats)
•Expenditure Plan consolidation (With Formats)

40. Review & Control
Revenue and Unit Sales
Expenses
Customer feedback
Market / competitors’ activities

41. Promotion Monitor
Analyze MR wise Rx response from
Focus doctors who were given major inputs
Compare with secondary sales on
weekly/monthly/quarterly basis

42. Expenditure Plan Consolidation
TO:VP/MM
FROM:GPM
FREQUENCY:ONCE A YEAR
PURPOSE:INPUT COST TRACKING

43. Brand Contribution – P&L Format
Rs in 000's
FY06- 07
Actual
FY07- 08
YTD
Var
+ / ( - )
FY08- 09
PLAN
Var
+ / ( - )
Net Sales (1)
Cost of Goods Sold (2)
Gross Profit (1-2)
GP as % to NS
Direct Product Expenses
Field Selling Expenses (3)
Communication (4)
Samples (6)
Direct to Consumer (7)
Trade Offers (8)
Scientific Participation (9)
Market Research (10)
Brand Reminders (5)
Direct Product Expenses
(3+4+5+6+7+8+9+10)
HO Marketing Admin Expenses (11)
Royalty (12)
Distribution and Freight (13)
Total Product Expenditure
(3+4+5+6+7+8+9+10+11+12+13)
Net Contribution
Net Contribution % to NS
TO:VP/MM
FROM:GPM
FREQUENCY:ONCE A YEAR
PURPOSE:TO ARRIVE AT P&L FOR BRAND

44. Zone-wise Promotional/Detailing
to Sales Analysis
Zone Total No.
of MSRs 1 2 3 1 2 3 4 1 2 3PrimarySecondary
ALL-INDIA
NORM SET
DEVIATION
TO : VP/MM
FROM :GPM
PRODUCT NAME : ____________________
PERIOD From : ________________ To : _______________
Promotional Input Detailing Efforts Sample Inputs Sales

45. In-depth analysis of weak zone
Report No.23
Name of ASM No. of
MSRs 1 2 3 1 2 3 4 1 2 3Detailing Promotional SamplesPrimarySecondary
inputs
TOTAL ZONE
TO : VP/MM
FROM :GPM
FREQUENCY: AFTER THE NEW PRODUCT IS LAUNCHED
PURPOSE: IN-DEPTH ANALYSIS OF NEW PRODUCT PERFORMANCE IN WEAK ZONES
Sales
PRODUCT NAME : ____________________
PERIOD From : ________________ To : _______________
Promotional Input Detailing Efforts Sample Inputs Deviation Vs Plan

46. Deviation Report
CAMPAIGN PERIOD From : __________ To : ____________
Promotional Input : _______________ Nos./Units :_________
Zone Total No.
of MSRs Start DayEnd Day Before On Time Late Incomplete
ALL-INDIA
TO : VP/MM
FROM :GPM
FREQUENCY: AFTER THE NEW PRODUCT IS LAUNCHED
PURPOSE: DEVIATION ANALYSIS OF PRODUCT CAMPAIGN
PRODUCT NAME : ____________________
Actual Campaign Campaign Completion % by time

48. Segmenting Market:
Customer Segmentation, Customer Targeting

49. Segmenting Market:
Customer Segmentation, Customer Targeting

50. The Essence of Pharmaceutical Product Strategy
The STP Model

51. The Essence of Pharmaceutical Product Strategy
The STP Model

52. The Essence of Pharmaceutical Product Strategy
The STP Model

53. We can think of all potential customers sharing a particular
need or want.
In the consumer goods world, we can think of
• Sports car markets
• Home Appliances Market
• Cola drinking markets
Pharmaceutical Marketers may define
their market using various criteria:
Market Definition

54. Pharmaceutical Market
Definition Methods

55. • A retired elderly patient may be looking for an efficacious, but
mainly safe medication that will not interact with other co-
medications or disease states and at a cheap price.
• A working professional may need an efficacious product that
will not cause drowsiness or other severe adverse events.
• A young mother may ask her daughter’s pediatrician to give her
a prescription for a cough syrup she has been told by her
neighbour that works well.
• Cancer or AIDS patients may be open to experimental and
powerful medication that may extend their hopes for survival.
Segmentation based on
end customer
profile

56. Based on these observations of
• Prescriber profile
• Patient profile
• Market research data
• Prescription audit data
• Sales force suggestions
and countless other sources...
... marketers are trying to identify markets and sub-markets for
their products, allowing them to optimally target their campaigns
and resources toward these different groups of customers.
Identifying markets
and sub-markets

57. Each distinct group of customers
constitutes a market segment.
The process of identifying each
segment and its characteristics
is called market segmentation.
Market Segments

58. Because a single product is not likely to appeal to all customers, an
effort is made to identify groups of customers that find different
product variations to be attractive.
Segmentation is the process of analyzing and breaking down the
whole market into specific sub-markets, each with their own
characteristics and needs.
The Important Benefits of Market Segmentation
• Designing optimal product/market matches
• Proper promotion strategies
• Effective promotional spend allocation
• Identifying the most appropriate distribution channels and
• Exploiting neglected segments
The Concept of
Market
Segmentation

59. Demographic, socio-economic or consumption
pattern criteria may be especially suitable towards
patient segments
While psychographic and behavioural criteria may be
equally important in segmenting prescriber groups.
For Institutional business where purchase decisions
are made by stakeholders other than the prescribing
doctors, the segmentation criteria may be different.
Different criteria may apply to
multiple stake holders in the
Pharma Industry

60. •
Differentiable : Ob/Gynae DRs. wanting to Rx NSAIDS for PMS or patients with
PMS
• Measurable : Hospital oncologists treating inpatients
• Accessible : Distribution reach, Dr. presence
•
Substantial : Mass diseases vs rare diseases
• Actionable : Purchasing power, authority
• Defendable : Size of competition and intensity of competition
Characteristics of Market Segments
for Pharma Products

61. The Market Segmentation Steps

62. Customer Segment Analysis
(includes
Behaviour Analysis)

63. Targeting

64. Targeting in very simple terms
is defined as
choosing the specific
individuals to win over.
Targeting

65. A set of buyers sharing common needs and
characteristics that the company decides to
serve
A group of people or organizations for which an
organization designs, implements, and
maintains a marketing mix intended to meet the
needs of that group, resulting in mutually
satisfying exchanges
Target Market

66. 3.66

67. Perceptual Mapping, Brand Positioning

68. Perceptual Mapping
Perceptual mapping is a diagrammatic technique used by
marketers in an attempt to visually display the perceptions of
customers or potential customers.
Typically the position of a product, product line, brand, or
company is displayed relative to their competition. Some
perceptual maps use different size circles to indicate the sales
volume or market share of the various competing products.

69. Perceptual Map Of Competing ProductsPerceptual Map Of Competing Products
Perceptual maps commonly have two dimensions even though they are
capable of having several.
You can see consumer perceptions of various automobiles on the two
dimensions of sportiness/conservative and classy/affordable. This sample
of consumers felt that Porsche cars were the sportiest and classiest of the
ones in the study. They felt that Plymouth cars were the most practical and
conservative.
Cars that are positioned close to each other were seen as similar on the
relevant dimensions by the consumer. For example, consumers saw
Buick, Chrysler, and Oldsmobile as similar. They are close competitors
and form a competitive grouping. A company considering the introduction
of a new model will look for an area on the map free from competitors.

70. Perceptual Map Of Competing ProductsPerceptual Map Of Competing Products

71. It investigates the attitudes
and perceptions of
• Prescribers
• Patients
• Pharmacists
• Nurses and others
In relation to selected
product attributes
• Efficacy
• Safety
• Tolerability
• Onset of action
• Ease of use
• Taste
• Price etc.
Comparison of Multiple products in relation to
2 attributes mapped on a 2 dimensional scale
Perception Mapping

72. Combining the Competing Products and Ideal Points MapsCombining the Competing Products and Ideal Points Maps

A company considering introducing a new A company considering introducing a new
product will look for areas with a high density product will look for areas with a high density
of ideal points. They will also look for areas of ideal points. They will also look for areas
without competitive rivals. This is best done by without competitive rivals. This is best done by
placing both the ideal points and the placing both the ideal points and the
competing products on the same map. This competing products on the same map. This
map displays various aspirin products as seen map displays various aspirin products as seen
on the dimensions of effectiveness and on the dimensions of effectiveness and
gentleness. It also shows two ideal vectors. gentleness. It also shows two ideal vectors.
This study indicates that there is one segment This study indicates that there is one segment
that is more concerned with effectiveness than that is more concerned with effectiveness than
harshness, and another segment that is more harshness, and another segment that is more
interested in gentleness than strength.interested in gentleness than strength.

73. Perceptual MappingPerceptual Mapping
For a Pharma product Perceptual Mapping
can be done on
Efficacy vs Safety
Efficacy vs Price
Dosage convenience vs Price
Compliance vs Price

74. *Investigation of the relative competitive advantage of each of the product’s
attributes in relation to its competitors’. This assists in product positioning
in the area where it presents the highest competitive advantage.
Pharma Product Attribute Analysis*

75. *Investigation of the relative competitive advantage of each of the product’s
attributes in relation to its competitors’. This assists in product positioning
in the area where it presents the highest competitive advantage.
Attribute Level
Price Rs. 10, Rs. 20, Rs. 30 per day
Dosing OD, BID, TID, QID
Side Effect High, Medium, Low
Efficacy High, Medium, Low
Administering IV, IM, Oral
Physicians’ ranks are collected on each of the attributes
Pharma Product Attribute Analysis*

76. The act of designing the company’s offer so that it occupies
a distinct and valued place in the target customer’s mind.
The process of adjusting and presenting the product in a way
so that it is the most attractive option for the customer.
The sum of mental connections between the consumer and the
1.Attributes and Features
2.Feelings and emotions
3.Price and value
4.Problems products can solve
5.Use or application and
6.Competition offered with the offering
Positioning
A Kotler definition (1980)

77. 77
Al Ries & Jack Trout
1.Positioning : The Battle for
Your Mind
2.Marketing Warfare
3.Bottom Up Marketing
4.Horse Sense
5.The 22 Immutable Laws of
Marketing
Advertising Age : 1972 onwards
A series of 3 articles entitled
“The Positioning Era”
•Since then 500+ speeches
•120,000 orange booklets distributed
The Mahagurus
of Positioning

78. Positioning
All Marketing strategy is built on STP
•Positioning is the act of designing the company’s offering is the act of designing the company’s offering
and image to occupy a distinctive place in the minds of the and image to occupy a distinctive place in the minds of the
target market.target market.
•The Goal is to locate the brand in the minds of the is to locate the brand in the minds of the
consumer to maximise the potential benefit to the firm. consumer to maximise the potential benefit to the firm.
•Marketers must:Marketers must:
•PlanPlan positions to give their products the greatest competitive positions to give their products the greatest competitive
advantage in selected target marketsadvantage in selected target markets
•Design marketing mixes to Design marketing mixes to createcreate these planned positions (not these planned positions (not
empty promises)empty promises)
• Implant the brand’s unique benefits and differentiation in
customers’ minds
78

79. A Good Brand Positioning
•Helps guide marketing strategy by clarifying
the brand’s essence
•What goals it helps the consumer achieve and

•How it does so in a Unique way?
79

80. The Result of Positioning
•Is the successful creation of a
consumer-focused value proposition
•A cogent reason why the target market
should buy the product?
80

81. Requirements of Positioning
•Similarities and differences between brands be
defined and communicated
•Defining the frame of reference by identifying the
target market and the competition
•Identifying the ideal points of parity and points of
difference brand associations (eg. Dettol vs Savlon)
81

82. Points-of-similarity
•Points-of-similarity are associations that are not
unique to the brand but may in fact be shared with
other brands
•Category points-of-parity are essential to a certain
product category.
They are necessary - but not sufficient – conditions for
brand choice. POPs negate competitors’ PODs
82

83. Points-of-difference
•Points-of-difference are attributes or benefits
consumers strongly associate with a brand and

•Believe they could not find to the same extent
with a competitive brand
eg. Apple : design
Nike : performance
Lexus : quality
83

84. Positioning for Competitive
Advantage
•Product’s Position –
•the way the product is defined by consumers
•the place the product occupies in customers’ minds, relative to
competing products ( based on perceptions )
•Important: Consumers live in an over-communicated world –
• want to simplify – positioning occurs with or without the help of
marketers
•Marketers must:
•Plan positions to give their products the greatest competitive advantage
in selected target markets
•Design marketing mixes to create these planned positions (not empty
promises)
• Implant the brand’s unique benefits and differentiation in
customers’ minds
84

85. Positioning for
Competitive Advantage
Points of differentiation:
•Product – Tanishq, diamonds are pure and certified
•Service – Amazon Prime, delivers faster than promised / Indigo on-time
performance
•Channel – Aquaguard, uses direct to home channels effectively
•People – Taj Hotels and Palaces, in the aftermath of 26/11
•Image – Walt Disney / TATA, improve value of businesses using the overall
brand image
•Unique selling proposition
•Own a word or phrase
Avoid:
•Under-positioning
•Over-positioning
•Confused positioning
•Doubtful positioning
Positioning Strategy
85

86. Positioning for
Competitive Advantage
ExamplesExamples of possible value propositions upon which to position: of possible value propositions upon which to position:
•Based on benefits and price combinationBased on benefits and price combination
More
for more
More
for the same
More
for less
Same for
More
Same for Same The same
for less
Less for
More!
Less for Same Less
for much less
Price
B
e
n
e
fi
t
More Same Less
Mor
e
Same
Less
86

87. Criteria
for determining
which differences
to promote
Affordable
Superior
Profitable
Pre-emptive
Distinctive
Important
Communicable
Positioning for
Competitive Advantage
87

88. Looking for Points of Difference
Till here
on
January 9

89. Points of Similarity (POSs)
vs.
Points of Difference (PODs)

90. For (target customer)
 
who (statement of the need or opportunity),
 
the (product name) is a (product category)
 
that (statement of key benefit – that is, compelling reason to
buy)
Unlike (primary competitive alternative),
 
our product (statement of primary differentiation).
Template for writing a
Positioning Statement

91. Grays Tasty Low Fat Cookies

92. To _____shoppers and consumers_____, _______Lay’s_____, is the brand of
(target group, users/need) (Brand Name)
fresh-tasting and perfectly crispy chips that _____shares the moment___,
(competitive framework) (benefit)
because it has been America’s favourite snack for more than 75 years____.
(Reason why)
The brand character is celebratory, happy, home grown, always there for the
family. (Brand character).

Positioning statement for Lay’s Chips: USA

93. Positioning statement for
an
OTC jet lag remedy