Brand Plan

for Pharma Products

B. Pharm. + MBA, (Pharm. Tech.)

IVth Year
Semester VIII
Brand Plan for Pharma Products
B. Pharm. + MBA, IVth Year
2017-18
Let us start a great subject with an oxymoron
A Brand Plan cannot be in isolation of the Company Strategy
Alignment of Brand Plan with Company’s Business
Strategy and Company’s Vision, Mission and Values
 Questions to answer
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?

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

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.

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 Importance

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.

3.11
The purpose of the executive summary

 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.

3.12
 The purpose of the executive summary
…contd.

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.

3.13
 What to avoid in the Executive Summary?

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.

3.14
 Contents

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.

3.15
 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

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3.17
 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

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 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

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

External
 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

To: VP/MM
From: GPM
Frequency: Once a Year Your Brand Logo
22
Purpose: To arrive at Positioning Here
 Brand Objectives
Quantitative Qualitative
•Enter TEXT here •Enter TEXT here

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

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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

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 Customer Segmentation
•Number of Customers Categories/Segments

•% of Customers

 Total Audience:

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 Segmentation and Targeting Plan
Target Audience Physician Target Targeting Total % VAR vs
Name: Universe Coverage Frequency Calls PY
Objective (calls/year)
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 Your Brand Logo
Purpose: To Arrive at Total no. of Target Audience Calls 27 Here
 Product Profiling Template
Different Not Different

Important

Not Important

“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.
To: VP/MM
From: GPM Your Brand Logo
Frequency: Once a Year Here
Purpose: To Arrive at Key features for Promotion
 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

To: VP/MM
From: GPM Your Brand Logo
29
Frequency: Once a Year Here
Purpose: To Arrive at Key Brand Issues for Brand Performance
 Brand Positioning

 Write the positioning alternatives

 Provide rationale of choosing final
positioning statement
 1 or Max of 2 slides

To: VP/MM
From: GPM Your Brand Logo
Frequency: Once a Year Here
Purpose: To arrive at final positioning for the brand 30
 Brand Messaging
• 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 Your Brand Logo
Purpose: To Arrive at Brand Message For Target Audience 31
Here
 Brand Strategic Summary
Strategic
Statement
Imperatives

Strategies Strategy 1 Strategy 2 Strategy 3

— Write key tactics — Write key tactics — Write key tactics

and actions and actions and actions

Tactics — Provide costing on — Provide costing on — Provide costing on

each tactic each tactic each tactic

To: VP/MM
— Provide 1 slide for each strategic imperative
From: GPM
Frequency: Once a Year Your Brand Logo
Purpose: To Arrive at Brand Strategies & Tactics 32 Here
 Single Slide Each
• 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 Your Brand Logo
Frequency: Once a year
Purpose: To arrive at brand input cost 33 Here
 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
 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
 Activity Calendar

To: VP/MM
From: GPM
Frequency: Once a year
Purpose: To arrive at yearly activities and follow up
3.37
 No Brand Plan is complete without the
Monthly/Quarterly/Half-yearly and Annual
Review & Control mechanisms in place

3.38
 Various monthly, quarterly, half-yearly and
annual metrics are determined in advance
to ensure that the brand plan remains on
track

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)

3.39
 Review & Control
 Revenue and Unit Sales
 Expenses
 Customer feedback
 Market / competitors’ activities
 Promotion Monitor

 Analyze MR wise Rx response from

Focus doctors who were given major inputs
 Compare with secondary sales on
weekly/monthly/quarterly basis
 Expenditure Plan Consolidation

TO:VP/MM
FROM:GPM
FREQUENCY:ONCE A YEAR
PURPOSE:INPUT COST TRACKING
 Brand Contribution – P&L Format

TO:VP/MM
FROM:GPM
FREQUENCY:ONCE A YEAR
PURPOSE:TO ARRIVE AT P&L FOR BRAND
Zone-wise Promotional/Detailing
to Sales Analysis
In-depth analysis of weak zone
Deviation Report
 Segmenting Market:
Customer Segmentation, Customer Targeting
 Segmenting Market:
Customer Segmentation, Customer Targeting
The Essence of Pharmaceutical Product Strategy

The STP Model

The Essence of Pharmaceutical Product Strategy

The STP Model

The Essence of Pharmaceutical Product Strategy

The STP Model

 Market Definition
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:
Pharmaceutical Market
Definition Methods
 Segmentation based on
end customer
•
profile
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.
 Identifying markets
and sub-markets
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.
 Market Segments

Each distinct group of customers

constitutes a market segment.

The process of identifying each

segment and its characteristics
is called market segmentation.
 The Concept of
Market
Segmentation
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
 Different criteria may apply to
multiple stake holders in the
Pharma Industry

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.
 Characteristics of Market Segments
for Pharma Products

• 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
The Market Segmentation Steps
Customer Segment Analysis
(includes
Behaviour Analysis)
Targeting
 Targeting
Targeting in very simple terms
is defined as
choosing the specific
individuals to win over.
 Target Market

 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
3.66
Perceptual Mapping, Brand Positioning
 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.
 Perceptual 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.
Perceptual Map Of Competing Products
 Perception Mapping
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
Comparison of Multiple products in relation to
• Price etc. 2 attributes mapped on a 2 dimensional scale
Combining the Competing Products and Ideal Points Maps

 A company considering introducing a new

product will look for areas with a high density
of ideal points. They will also look for areas
without competitive rivals. This is best done by
placing both the ideal points and the
competing products on the same map. This
map displays various aspirin products as seen
on the dimensions of effectiveness and
gentleness. It also shows two ideal vectors.
This study indicates that there is one segment
that is more concerned with effectiveness than
harshness, and another segment that is more
interested in gentleness than strength.
 Perceptual Mapping

 For a Pharma product Perceptual Mapping

can be done on

 Efficacy vs Safety
 Efficacy vs Price
 Dosage convenience vs Price
 Compliance vs Price
 Pharma Product Attribute Analysis*
*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*
*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.

Physicians’ ranks are collected on each of the attributes

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
 Positioning
A Kotler definition (1980)

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
The Mahagurus
of Positioning

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
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 Positioning
All Marketing strategy is built on STP

• Positioning is the act of designing the company’s offering

and image to occupy a distinctive place in the minds of the
target market.
• The Goal is to locate the brand in the minds of the consumer
to maximise the potential benefit to the firm.
• 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

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 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?

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 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?

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 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
 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
 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

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 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
 Positioning for
Competitive Advantage
Positioning Strategy
•Uniqueselling proposition
•Own a word or phrase

Avoid:
•Under-positioning
•Over-positioning
•Confused positioning
•Doubtful positioning

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
85
image
 Positioning for
Competitive Advantage
Examples of possible value propositions upon which to position:
• Based on benefits and price combination

Price
More Same Less
More More More
More
for more for the same for less
Benefit

Same Same for Same for Same The same

More for less
Less Less for Less for Same Less
More! for much less

86
 Positioning for
Competitive Advantage

Important

Profitable Distinctive
Criteria
for determining
which differences
to promote Superior
Affordable

Pre-emptive Communicable
87
Looking for Points of Difference

Till here
on
January 9
Points of Similarity (POSs)
vs.
Points of Difference (PODs)
 Template for writing a
Positioning Statement

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).
Grays Tasty Low Fat Cookies
 Positioning statement for Lay’s Chips: USA

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
an
OTC jet lag remedy