Brand Plan Sample Template. Akademia Marketingu Farmaceutycznego

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1 Brand Plan Sample Template Akademia Marketingu Farmaceutycznego

2 Key Marketing Questions 1. 1 What is the basic definition of your market? 2. 2 Who are your target audiences in the marketplace? 3. 3 What are the current behaviors of your customers? 4. 4 Why do your target audiences behave the way they do? 5. 5 What are your competitors doing and why? 6. 6 What is critical to get your audiences to do? 7. 7 What is your overall positioning? 8. 8 What are the major activities that will be implemented? 9. 9 What should you measure to ensure your strategy is working as planned? 2

3 Brand Plan Objectives 1. 1 Understand the customers perspective 2. 2 Understand selected audiences and behaviors 3. 3 Understand competition 4. 4 Understand and define the product value to selected audiences 5. 5 Create plan to grow 6. 6 Plan specific actions 7. 7 Shape customer perceptions 8. 8 Plan efficient execution 9. 9 Track results and reevaluate decisions 3

4 Executive Summary 4

5 Assumptions vs. Reality Brand Plan Year -1 Assumption Reality 5

6 Market Definition Market Description Time Size of Market Current Classes of Drugs Used Current Customers Current Prescription Habits Current Competitors 6

7 Key Learnings (from last year) 7

8 Business Drivers & Barriers Key challenges Growth opportunities 8

9 Environment Assessment External environment factors Distribution Model Market Access Regulatory overview Brand Strategy 9

10 Research Study Results

11 Disease Treatment Coverage Market potential/penetration & Patient flow Analysis (year) Country Population¹ % Disease Population² % Diagnosed Patients³ % Treated Pts %

12 Patient Flow (Patient Journey) 12

13 Buying Process (Treatment Evaluation) ver 1 Symptoms Diagnosis/ Evaluation Treatment Choice Brand Choice Fulfillment Persistence 13

14 Buying Process (Treatment Evaluation) ver 2 Patient Journey First symptoms Diagnosis Consultation before treatment Treatment Brand Choice 14

15 Customer Profile Environment Experiences Beliefs/ Associations about condition/products Current Behavior 15

16 Customer Profile Behavioral Objectives 16

17 Leverage Points & Behavioral Objective Leverage Point: Behavioral Objectives 17

18 Market Map Patients Universe Number visited Physicians 18

19 Product SWOT Strentghs S W Weaknesses Opportunities O T Threats 19

20 Competitor Assessment Product and Company Strengths/ Weaknesses of Product and Company Positioning/ Key Messages Priority Market Segments FF Our Counter Strategy Product Company Product Company Product Company Product Company Product Company Product Company Product Company 20

21 Benefit Ladder Emotional Benefits End-Use Benefits Functional Benefits Product Attributes 21

22 Product Summary Brand vision Positioning CPP Strategic Imperatives 22

23 Positioning Statement For PRODUCT is That will Because 23

24 Assumptions

25 Marketing Objectives Quantitative Qualitative 25

26 Key Issues Key Issues Objectives Strategic Imperatives Actions KPI 26

27 Implementation Plan Behavioral Objective Current Behaviour Drivers Barriers Key Activities Desired Behavior 27

28 Stakeholders Map Stakeholder Role/responsibilities Strategy Actions 28

29 Key Messages per Stakeholders Core Message Targeted Stakeholder Activity Lead function 29

30 Key activities #1 Purpose Target audience Description Timing KPIs Cost 30

31 Tactical Timeline Key Programs Roll-out Plan Activity Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 31

32 Opportunities & Challenges (Risks) OPPORTUNITIES Probability Sales +/- Expenses Comments CHALLENGES 32

33 Critical Tracking Metrics Strategy/ Positioning Metrics Business Metrics Implementation Metrics

34 A&P allocation A&P allocation by projects Project A&P KPI A&P allocation by target A&P by promo cycle ( %) Target A&P 20% 20% Q1 Q3 Q2 Q4 HCP Nurses 20% 40% Patients 34

35 Stakeholders Map Multi-stakeholders approach Stakeholder Project #1 35

36 Akademia Marketingu Farmaceutycznego Akademia Marketingu Farmaceutycznego Bartosz Malczewski

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