This is an excellent description for beginners who wants to build up their career as a brand manager.

1. Inspired by
Vivek
Hattangadi
Prepared by
Dr.Ershad
The Job of a Brand Manager

2. Brand Manager Skills
 Understanding the general issues to
build a Brand
 The issues involved to build a Brand
 Planning and Monitoring
 Making known or advertising

3. The General Issues
What is MARKETING?
The right product,in the right place,at the right
time,at the right price-Plamer
The achievement of corporate goals through
meeting a exceeding customer needs by being
better than the competition-David Jobber

4. The General Issues
A Good Brand Manager must consider 3 key
questions:
1.What do the doctors want?
2.Can we develop it when the market
and the doctors still want it?
3.Can we keep most of the doctors
satisfied?
The marketing concept is an
attitude,not a system of marketing

5. How can you keep the doctors
satisfied?
 Knowledgeable field staff
Prescribers place a High value on
accurate information
 Politeness
Sales force should value each
prescriber
 Value for the Brand
This is where price factors in
 Convenience
Make it easy for the patient to get the
product

6. The General Issues
Familiarity with regulatory affairs
Brand managers should have AT LEAST
basic knowledge about current regulatory issues
Technical Competence
Brand manager should be the MASTER of
his brand
Familiarity with distribution channels and
Systems
Know Size and Price

7. Finding Out
Internal Data
 Details of the Top 10% performer
 Details of 10% worst performer
 Know who are the Innovators,the early
adapters,the late adapters and the laggards

8. Finding Out
 Brand Audits
External Audit:
1. Economic Environment
2. Competitive Environment
3. Your own market Environment
 Internal Audit:
Situation,Profit,Effective???

9. Finding Out
Attitudinal surveys
The Brand Attitude tells the Brand manager
just how much the brand is wanted by the doctors
in the market place.
Emotional advertisements are more
effective than rational ones.
Brand testing
 Top of the mind
 Aided Recall

10. Planning/Monitoring
 Executive Summary: For the top Management
 Situation Analysis: Where are you today???
 The Challenge: What market share you want??
 Competition Analysis: Marketing is WAR

11. Planning/Monitoring
 Segmentation
The division of a market into
different homogenous groups of
prescribers
 Positioning
This is not what you do to the
product,this is what you do to the
Prospect`s mind

12. Planning/Monitoring
 Sales forecasting
 Statistical sources
 Judgemental sources
 Production planning
Every single prescription should not be
wasted
The entire production planning document and
other processes start from the Brand Managers
forecast

13. Planning/Monitoring
Expenditure budgeting and monitoring
To develop a budget for building a BRAND,you
should take into account the costs listed here:
 Creating brand name and logo design
 Creating business stationery such as
brochure,letterhead,envelope or packages of the
product
 Visual aids,literature,leave-behinds

14.  Training
 Commuinication to the field staff
 The launch or changes to an existing website
 Travels cost
 Symposia for Doctors
Managing your own time effectively:
Prioritize!!!

15. Making Known
Why are presentations necessary??
 To disseminate and exchange information
To sell strategies,tactis and other relevant
details to internal customers,like medical
representatives and field managers
Presentation is much more interesting to the
audience than reading literature or
information
There is no better way to get into the spotlight
than to stand up and do a presentation

16. Literature and sales aids
 Detailing
 Gifting
 Drug samples
 Participating in congresses of the various medical
associations-like their annual conferences(such
as APICON,NEUROCON,DERMACON)
 Sponsoring medical seminars

17. What should we do???
Determine the purpose of the
sales aid
Write the copy keeping the
purpose of sales-aid in mind
Briefing the design agency
Post briefing and printing tasks

18. What else???
Conducting a symposium
Medical Symposium is a meeting or
conference for discussion amongst the doctors.A
company sponsored symposium will discuss the
company`s new product or health concerns
relevant to the product on promotion.
Physician`s samples as inputs

19. Thank
You Dr.Md.Ershadul Hoque
``Brands are Living beings.They grow and they die.
They laugh and they cry``