Brand Plan for Pharma Products - Lecture slides.ppt

June 26, 2019 | Author: shashank | Category: Market Segmentation, Marketing, Market (Economics), Microeconomics, Business Economics
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Brand Plan for Pharma Products B. Pharm. + MBA,

(Pharm. Tech.)

IVth Year  Semester VIII

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

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Let us start a great subject with an oxymoron

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A Brand Plan cannot be in isolation of the Company Strategy

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

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Questions to answer  1. What’s the cm!a"#’s a"$ the %ra"$’s !rese"t s&t'at&"

2. Where $es the cm!a"#%ra"$ "ee$ t * rm here 

Maret !s&t&"s t stae 't



B'#er "ee$s a"$ se*me"ts t sere



&rect&" t hea$

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Brand Plan utline 

34ec't&e S'mmar#



Maret assessme"t &"c'$&"* 5m!et&t&e Sce"ar&6 34ter"a 3"&r"me"t Sca""&"*

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Bra"$ Pa" 't&"e :c"t$. 

Maret&"* M&4



5mm'"&cat&" Pa"

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!"ecuti#e !"ecuti# e Summary Summar y The e4ec't&e s'mmar# &s a cr'c&a !art  the Bra"$ !a".

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$mportance The 34ec't&e S'mmar# &s the &rst !art  #'r Bra"$ Pa" that Se"&r Ma"a*eme"t & rea$.

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%he purpose of the e"ecuti#e summary

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Contents

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Brand Strategic Summary Strate*&c Im!erat&es

Stateme"t

Strate*&es

Tact&cs

Strate*# 1

Strate*# 2

Strate*# /



Wr&te e# tact&cs a"$ act&"s



Wr&te e# tact&cs a"$ act&"s



Wr&te e# tact&cs a"$ act&"s



Pr&$e cst&"* " each tact&c



Pr&$e cst&"* " each tact&c



Pr&$e cst&"* " each tact&c

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Single Slide !ach •

=&e$ Se&"* 34!e"se cac'at&"s



Sam!&"* Pa"



I"ce"t&e Pa"



Act&&t# 5ae"$ar (W&th =rmats)



5"tr ; M"&tr&"* Tracer (W&th =rmats)



34!e"$&t're Pa" c"s&$at&" (W&th =rmats)

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Sampling Plan 

Pr$'ct !ac, Sam!e D"&t !ac ; cst !er !ac, G'a"t&t# M>, Tta Gt#  sam!es !er c#ce 'rat&"  sam!&"* a"$ A""'a Tta >e. Va'e  Sam!es

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$ncenti#e Plan 

G'arter-&se !a"  6 &th sme F'a"t&t# F'a"t&t# r >e. Va'e Va'e &"e$ I"ce"t&e r " ach&eeme"t  G'arter# Tar*et Tar*et r A""'a tar*et



A I"$&a, N"a ee cm!et&t&" Aar$ (&" &"$ r m"etar# )  cert&&cate

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Acti#ity Calendar 

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C Bra"$ Pa" &s cm!ete &th't the

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