11-14 February, TTM Associates Ltd. / All Rights Reserved

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1 11-14 February, 2019

2 All works, concepts and frameworks contained in this material are the sole rights of TTM associates Ltd and are protected under UK, French and European laws. No rights for copying or using the concepts without prior permission from TTM associates Ltd.

3 DESCRIPTION & OBJECTIVES PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4 PRODUCT 5

4 DESCRIPTION & OBJECTIVES OVERVIEW OF THIS PROGRAMME This program is designed for Brand Managers, Product Managers, Product Specialists and other people with 0 3 years experience who are exposed to brand communications and marketing like PR, advertising market research. Potential Sales Executives, Medical Managers are also advised to attend. The program will equip participants with tools, insight and process to tackle the key challenges in the marketing and management of Pharma brands, like dealing with generics, developing a robust competitive strategy / proposition, enhancing the implementation of the tactical action plan and communication tools. Simply, participants will learn and practice how to develop a hands-on & ROBUST BRAND plan and take it step-wise into action. PROGRAMME METHODOLOGY TAKE-AWAY Pre-workshop Preparation: Participants will be inquired to read, analyze and build insight on a DIABETES Case Simulation which contains 4 companies competing against each other in the a country called Indiana Costa! The case has two research based companies and two generic companies. During the Workshop: This Program is a POWER-POINT Slide Free programme. Very interactive. Participants will apply all the learning on the assigned product range. In the DIABETES simulation that will assigned to them! Participants will be able to learn how to develop a systematic approach to develop a competitive product positioning and communication plan using real live simulation based on 4 companies, operating in the Diabetes segment, two originators and two generics - Participants will be assigned a task to develop the plan of a specific product/company and compete against the others. Participants will also have the chance to reflect how this can be relevant to their own brands, before, during and after Also the workshop we will use real life cases from Healthcare sector. (Ethical Brands, Life Style- Brands and others) Cosmetics. Fast-moving consumer sector.

5 PROJECT DESCRIPTION PROGRAM OBJECTIVES & KEY TAKEAWAYS: By attending this programme, participants will be able to put their PM responsibilities into action by learning: Key changes in the pharma sector and differences between the management of originator and generic brands. Comprehensive market, segments, and competition analysis. Using market research in understanding the customers, redefining the product strengths/weaknesses and competitive edge. Product assessment and review. Develop concrete and Quantified SWOT that leads to development of strategic options. Generating scenarios for a COMEPTITIVE Brand strategy and the formulation of realistic marketing objectives. Product essence. (Functional Positioning and Personality) Building Brand tactical action plans based on the chosen brand strategy. Develop a systematic approach to the product tactical campaigns and communication plan. Implementation of promotional plans and programmes.

6 DAY 1 PROJECT DESCRIPTION PROGRAMME DETAILED AGENDA DAY 1 09:00-10:30 Pharma Products Collage Exercise! This will open the participants eyes on the question:- Why building A BRAND in the Healthcare is a challenge. It will pave the way to Marketing Planning Framework. 10:30-11:00 11:00-13:00 Coffee Break The Marketing Planning Process explained and followed by Role of Product Manager in this process. Ample differences between generics and originators strategies in the Pharma business Product Development and Accelerating Market Access 13:00-14:00 14:00-17:00 Lunch Break Participants are taken into the First part of the Planning process: The Analysis Part: Understanding the Business Environment : - The environment insight on the challenges and opportunities using PESTLE analysis tool - Group work assignment on Diabetes Case - Groups present first part of the plan of their assigned product in the Diabetes simulation. END OF DAY 1

7 DAY 2 PROJECT DESCRIPTION PROGRAMME DETAILED AGENDA DAY 2 09:00-10:30 10:30-11:00 11:00-13:00 13:00-14:00 Back to the Future review of Day 1 key learning messages Facilitator will continue the Session on Understanding the Market place Market definition Boundaries and patient flow analysis. Stakeholders mapping and market access. Coffee Break Understanding the market place continued Market segmentation and columnisation of potential segments. Competitors landscaping Competitors analysis and key learning from them. Lunch Break 14:00-17:00 Building INSIGHT on the external environment / market. Opportunities Challenges Groups to continue their work on the assigned product range in the simulation. Groups present the outcome of their market understanding analysis and the insight on possible they figured out in the case. END OF DAY 2

8 DAY 3 PROJECT DESCRIPTION PROGRAMME DETAILED AGENDA DAY 3 09:00-10:30 QSWOT Back to the Future - review of Day 2. Facilitator to briefly explain the dimensions of the Internal Brand Assessment and Competitiveness! - This leads to the Evaluation of Internal Strengths & Weaknesses! 10:30-11:00 11:00-13:00 Coffee Break Q-SWOT explained: Generation of BRAND Strategic options. Groups are given time to prepare their own Q-SWOT for the assigned product range in the case. 13:00-14:00 Lunch Break 14:00-17:00 Groups present their Q-SWOT and facilitator to trigger the thoughts and insight on the possible BRAND strategies. Basics for Competitive Brand Strategy: Decision on the Target segments! Decision on the Brand ESSENCE. ( Positioning & Personality) Then Groups are asked to present the outcome of their work on the case on. (The Product Positioning) END OF DAY 3

9 DAY 4 PROJECT DESCRIPTION PROGRAMME DETAILED AGENDA DAY 4 09:00-10:30 Back to future and recap on the learning of the Past three days Facilitator to run a session on the development and building of a Product Personality. Groups create Product Personality followed by Group Presentation on BRAND ESSENCE as a whole Positioning & Personality 10:30-11:00 11:00-13:00 13:00-14:00 14:00-17:00 Coffee Break Developing BRAND Elements. Working with Agencies. (selecting & briefing agencies) Developing brand elements. ( Logo, Pack, Colour, Style, lexicon) Balancing the Global and the Local Branding. Lunch Break Tactical action Plan: Various marketing actions. ( Above the line & below the line tools). Scheduling tactical communication plan. (Campaign). Developing milestones for and controlling the impact of the for the action plan. END OF DAY 4

10 TOOLS EXAMPLES

11 PROJECT DESCRIPTION. PROGRAMME. CONSULTANTS. CONCEPTS & TOOLS CONCEPTS AND TOOLS WILL BE USED DURING THE WORKSHOP

12 BRANDING PROMOTIONAL ACTIONS Brand Equity 1 CONSISTENT BRAND COMMUNICATIONS CONSISTENT BRAND COMMUNICATIONS Global Tactics The Campaign Local Tactics 2 BRAND COMPONENTS BRAND COMPONENTS & BRANDING GUIDELINES 3 BRAND PERSONALITY BRAND ESSENCE 4 BRAND POSITIONING BRAND ESSENCE 5 INSIGHT COMPETITIVE BRAND ANALYSIS MARKET RESEARCH

13 CORPORATION Policy, Mission & Objectives DIVISION / AREA Objectives SUBSIDIARY COMPANY Market Audit SUBSIDIARY COMPANY Product Portfolio Audit SUBSIDIARY COMPANY Key Assumptions, Strategy, Objectives MARKET AUDIT PRODUCT AUDIT SEGMENTATION POSITIONING SWOT ANALYSIS PRODUCT OBJECTIVES PRODUCT STRATEGY MARKETING MIX SELECTION MARKETING STRATEGIES MARKETING ACTIONS IMPLEMENTATION & CONTROL

14 MARKETING PLANNING PROCESS FLOW CHART OPPORTUNITY ANALYSIS: Environmental Analysis Market Definition Quantification & Prioritization Segmentation CAPABILITY ANALYSIS: Product Assessment Company Assessment QUANTIFIED S.W.O.T CRITICAL SUCCESS FACTORS STRATEGY Measurements Tactics OPERATING PLAN

15 BACKGROUND & INTRODUCTION CHANGING PHARMA WORK COMPETITIVE ANALYSIS COMPETITIVE MAPPING STAKEHOLDERS MAPPING & SEGMENTATION PRODUCT REVIEW CRITICAL SWOT TTM Associates Ltd. / All Rights Reserved

16 UNAWARE OF CONDITION PEOPLE SUFFERING FROM CONDITION AWARE OF CONDITION PATIENT FLOW - GENERIC MODEL MARKETING AND BRAND BUILDS THE MARKET DO NOT SEE DOCTOR YES SEE DOCTOR RECEIVE INCORRECT DIAGNOSIS RECEIVE CORRECT DIAGNOSIS ARE NOT PRESCRIBED MEDICATION ARE PRESCRIBED MEDICATION CONVENTIONAL MARKETING FOCUSES ON INCREASING MARKET SHARE USE COMPETING PRODUCTS STOP TAKING PRODUCT USE YOUR PRODUCTS CONTINUE TAKING PRODUCT

17 INFLUENCE STAKEHOLDERS ANALYSIS ( BEFORE COMPETITORS ENTRIES ) NEURAL FAVOURABLE ADVOCATES LOW HIGH MEDIA NEGATIVE HEALTH AUTHORITY POLITICS REGULATORY AUTHORITIES MEDICAL MEDIA PHARMACISTS WHOLESALERS ATTITUDE GP s PATIENTS ( KOL ) PSYCHIATRIST PATIENT SOCIETY POSITIVE

18 BACKGROUND & INTRODUCTION GENERIC VS. BRANDED PRODUCTS COMPETITIVE ANALYSIS COMPETITORS MAPPING STAKEHOLDERS MAPPING & SEGMENTATION PRODUCT REVIEW CRITICAL SWOT BUILDING BRANDS IN PHARMA INDUSTRY PRODUCTS STRATEGIC VISION PRODUCT STRATEGY TARGET CUSTOMER & POSITIONING PRODUCT COMMUNICATION STRATEGY MARKETING PROMOTIONAL TOOLS MARKETING PROMOTIONAL TOOLS TTM Associates Ltd. / All Rights Reserved

19 PROGRAMMING THE MARKETING MIX PRODUCT Benefits - Position Advantages - Benefits Quality - Reliability Styling Branding Packaging Delivery Warranty Support Bundling PRICE PLACE Channels List Price Coverage Discounts & Contracts Locations Terms of Payments Inventory Credit Terms Transport Delivery PROMOTION Public Relations Advertising Sales Promotions Direct Mail Sales Organization Digital Marketing TTM Associates Ltd. / All Rights Reserved

20 Sales And Profit Volume PROJECT DESCRIPTION. PROGRAMME. CONSULTANTS. CONCEPTS & TOOLS. ACTIONS THE PRODUCT LIFE CYCLE Introduction Growth Maturity Decline Break Even Time Time

21 LOSEC TO NEXUM Therefore: AZ was not able to create sufficient transfer Losec-Nexium prior to patent loss Losec. - Nexium achieved only 62% of Losec peak sales. - From 1999 to 2004, The total AZ sales in GI remained flat, at the best.

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23 THE RISE AND DECLIINE OF TAGAMET 70 s SKF Introduces TAGAMET H2 Blocker Technology Reducing Gastric PH Thus Enabling Ulcer Healing Although Not A Cure, Only Alternative To Gastro-Tectomy

24 Market Share % PROJECT DESCRIPTION. PROGRAMME. CONSULTANTS. CONCEPTS & TOOLS. ACTIONS BUT GLAXO WORKS ON THE ISSUES... Glaxo Introduces The First An Enhanced Blocker Ranitidine Single Dose Product No Known Side Effects Time

25 In the factory we make chemicals but in the store we sell hope Charles Revson of REVLON

26 THE COMMUNICATION PRINCIPLES Ads should win sales not awards. Good ads are impactful, differentiating, campaignable and consistent.

27 THE JOURNEY... REMEMBER, THE CONSUMER IS ON A JOURNEY BLOCKAGE CAN OCCUR AT ANY POINT. Symptom Awareness Seeking Solutions Brand Trial Brand Preference Brand Advocacy Through The Journey, ATTITUDE Change Through The Journey, NEEDS Change

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29 WHAT IS A BRAND? Brand are at the centre of all associations that you have of products, companies and their people.

30 Salt is Salt is Salt...

31 POSITIONING HAS TO BE BASED ON A CLEAR AND FOCUSED PROPOSITION This proposition can t be 3 things, claim ownership of your strongest value / promise COKE claims It s the Real Thing PEPSI claims It s better tasting! ( and the choice of a new generation ) 7UP claims It s cool to be clear ( the UNCOLA )

32 POSITIONING HAS TO BE BASED ON A CLEAR AND FOCUSED PROPOSITION This proposition can t be 3 things, claim ownership of your strongest value / promise

33 SCIENCE IMPACTING AND SHAPING OUR LIVES Providing an engaging experience that demonstrates how science impacts and shapes our lives Relevant Science Unusual & Unique Engaging Fun Enriching Place To Bond

34 United Kingdom France Belgium Cyprus United Arab Emirates UK Tel CY Tel CY Fax Address: Ascot House, 2 Woodberry Grove, London, N12 0FB, United Kingdom . info@ttmassociates.com