11-14 february, 2019 - ttm associates · • comprehensive market, segments, and competition...

© 2019 TTM Associates Ltd. / All Rights Reserved

11-14 February, 2019



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.


DESCRIPTION & OBJECTIVES

PRODUCT 1

PRODUCT 2

PRODUCT 3

PRODUCT 4

PRODUCT 5


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.


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.


PROJECT DESCRIPTION

PROGRAMME DETAILED AGENDA – DAY 1

DAY

1

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.

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

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

09:00 - 10:30

10:30 - 11:00

11:00 - 13:00

13:00 - 14:00

14:00 - 17:00


PROJECT DESCRIPTION


DAY

2

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

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

09:00 - 10:30

10:30 - 11:00

11:00 - 13:00

13:00 - 14:00

14:00 - 17:00


PROJECT DESCRIPTION


DAY

3

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 !

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.

Lunch Break

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)

09:00 - 10:30

10:30 - 11:00

11:00 - 13:00

13:00 - 14:00

14:00 - 17:00

QSWOT

END OF DAY 3


PROJECT DESCRIPTION


DAY

4

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

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.

09:00 - 10:30

10:30 - 11:00

11:00 - 13:00

13:00 - 14:00

14:00 - 17:00

END OF DAY 4


TOOLS EXAMPLES


PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS

CONCEPTS AND TOOLS WILL BE USED DURING THE WORKSHOP


PROJECT DESCRIPTION . PROGRAMME . CONSULTANTS . CONCEPTS & TOOLS . ACTIONS

BRANDING PROMOTIONAL ACTIONS

1

2

3

4

5

CONSISTENT

BRAND

COMMUNICATIONS

BRAND

COMPONENTS

BRAND

PERSONALITY

BRAND

POSITIONING

INSIGHT COMPETITIVE

BRAND ANALYSIS

MARKET

RESEARCH

BRAND ESSENCE

BRAND ESSENCE

BRAND COMPONENTS & BRANDING GUIDELINES

CONSISTENT

BRAND

COMMUNICATIONS

Brand Equity

The Campaign

Local Tactics Global Tactics



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



MARKETING PLANNING PROCESS FLOW CHART

OPPORTUNITY

ANALYSIS: Environmental Analysis

Market Definition

Quantification & Prioritization

Segmentation

CAPABILITY

ANALYSIS:

Product Assessment

Company Assessment

CRITICAL SUCCESS

FACTORS

STRATEGY Measurements

Tactics

OPERATING PLAN

QUANTIFIED

S.W.O.T


BACKGROUND

& INTRODUCTION

CHANGING PHARMA WORK

COMPETITIVE ANALYSIS

COMPETITIVE MAPPING

STAKEHOLDERS

MAPPING &

SEGMENTATION

PRODUCT

REVIEW

CRITICAL

SWOT




PEOPLE

SUFFERING FROM

CONDITION

UNAWARE OF CONDITION

AWARE OF CONDITION

DO NOT SEE DOCTOR

YES SEE DOCTOR

RECEIVE

INCORRECT DIAGNOSIS

RECEIVE

CORRECT DIAGNOSIS

ARE NOT PRESCRIBED

MEDICATION

ARE PRESCRIBED

MEDICATION

USE

COMPETING PRODUCTS

USE

YOUR PRODUCTS

STOP TAKING PRODUCT

CONTINUE TAKING PRODUCT

CONVENTIONAL

MARKETING

FOCUSES ON

INCREASING

MARKET SHARE

PATIENT FLOW - GENERIC MODEL MARKETING AND BRAND

BUILDS THE MARKET




STAKEHOLDERS ANALYSIS ( BEFORE COMPETITORS ENTRIES )

‘NEURAL’ ‘FAVOURABLE’ ‘ADVOCATES’ L

OW

H

IGH

NEGATIVE POSITIVE ATTITUDE

INFLU

EN

CE

HEALTH

AUTHORITY

REGULATORY

AUTHORITIES

MEDICAL

MEDIA

GP’s

PHARMACISTS

WHOLESALERS

POLITICS MEDIA

PATIENTS

PATIENT

SOCIETY

PSYCHIATRIST

( KOL )




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


PRODUCT

Benefits - Position

Advantages - Benefits

Quality - Reliability

Styling

Branding

Packaging

Delivery

Warranty

Support

Bundling

PROGRAMMING THE MARKETING MIX PRICE

List Price

Discounts & Contracts

Terms of Payments

Credit Terms

PLACE

Channels

Coverage

Locations

Inventory

Transport

Delivery

PROMOTION

Public Relations

Advertising

Sales Promotions

Direct Mail

Sales Organization

Digital Marketing




Sale

s A

nd

P

rofi

t V

olu

me

€

THE PRODUCT LIFE CYCLE

Time

Break Even Time

Introduction Growth Maturity Decline



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.



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



BUT GLAXO WORKS ON THE ISSUES ... Glaxo Introduces

The First An

Enhanced Blocker

“Ranitidine”

Single Dose Product

No Known Side Effects

Mark

et

Sh

are

%

Time



“ In the factory we make chemicals but in the store we sell hope ”

Charles Revson of REVLON



Ads should win sales not awards.

Good ads are impactful, differentiating, campaignable and consistent.

THE COMMUNICATION PRINCIPLES



THE JOURNEY ...

REMEMBER, THE CONSUMER IS ON A JOURNEY …

BLOCKAGE CAN OCCUR AT ANY POINT.

Through The Journey, NEEDS Change

Through The Journey, ATTITUDE Change

Symptom

Awareness

Seeking

Solutions

Brand

Trial

Brand

Preference

Brand

Advocacy



WHAT IS A BRAND ?

Brand are at the centre of all associations that you have of products,

companies and their people.



Salt is Salt is Salt ...



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 )



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



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


© 2019 TTM Associates Ltd. / All Rights Reserved United Kingdom France Belgium Cyprus United Arab Emirates

Email. [email protected] | www.ttmassociates.com

UK Tel. +44 7903706936 | CY Tel. +357 22 452 493 | CY Fax. +357 22 452 994

Address: Ascot House, 2 Woodberry Grove, London, N12 0FB, United Kingdom

11-14 february, 2019 - ttm associates · • comprehensive market, segments, and competition...

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