2. PLANNING FRAMEWORK
SITUATION ANALYSIS
•Market review
•Product review
•SWOT analysis
OBJECTIVE
•Product objectives
STRATEGY
•Product strategy
•Promotion strategies
SALES FORECAST
BUDGETS
THE MARKETING PLAN
CONTROL / FEEDBACK
Where do we want to get to? How will we get there?
Where are we now?
INTRODUCTION-1
3. ROLE OF PRODUCT MANAGER
• Collect / analyze information for the product
• Recommend marketing strategy to meet company
objective.
• Monitor implementation.
• Co-ordinate product-related resources.
INTRODUCTION-2
4. The Product Management Wheel Functional Relationships
With Other Disciplines
Product
development
International
operations
Training
Production
Sales
Management
Market Research
Distribution
Human
Resources
Finance and
Accounts
Legal, Patents,
Trade Marks
Licensing
Registration
Medical
PRODUCT
MANAGER
INTRODUCTION-3
13. POTENTIAL DRAWBACKS OF MARKET
SEGMENTATION
• ‘Rifle Approach’ – all eggs in 1 basket
• Tunnel Vision
Losing track of overall market evolution
• Acceptance + Execution by sales force
• Requires market data
MARKET REVIEW-8
14. MARKET ANALYSIS
QUANTITATIVE questions
• The trend of the market
• The historical sales trend of your product /
competitive products
• The relative position of the competitors
MARKET REVIEW-9
15. MARKET ANALYSIS
QUANTITATIVE questions
• Structure of the market
– Competitiveness (fragmented vs concentrated)
– Price sensitivity
• Market needs
– Any unmet need / opportunities
• Competitors
– Current / new
– Opportunities & threats
MARKET REVIEW-10
16. MARKET REVIEW
• Study the market where Denzoprintine competes.
• Review the indications of competitive products.
• Recalculate the market size based on indications
competitive to Denzoprintine for year-I and the sales
trend over the last 5 years.
• Segment the sales into the Antianxiety and Antiemetic
markets (to assist you in a later decision if you decide
to launch the two decision if you in a later decision if
you decide to launch the two segments separately).
MARKET REVIEW-11
19. PRODUCT POSITIONING
PRODUCT REVIEW-1
WHAT are the
NEEDS
Of my customer
WHAT BENEFITS /
COMPETITIVE EDGE
does my product have?
WHAT product
FEATURES
Substantiate
these claims
21. PRODUCT POSITIONING ANALYSIS
• Procedure
• What are the needs attributes of relevant
segment?
• Prioritize attributes
• Ask doctors to rate attributes for your product
& competitors.
• Do a needs analysis and product positioning.
• Brand mapping / perceptual brand mapping.
PRODUCT REVIEW-3
22. BRAND MAPPING
PRODUCT REVIEW-4
X •
*
-1
Price
•
X
*
1.5
Side effects
X •
*
0
Dosage
convenience
•
X *
1
Safety
* •
X
1.6
Fast relief
B C
* •
A
X
1.8
Effective
Very
unsatisfactory
Unsatisfactory
Adequate
Satisfactory
Excellent
Importance
rating (Dr.)
Customer
needs
-2
-1
0
+1
+2
Rating Scale
X •
*
-1
Price
•
X
*
1.5
Side effects
X •
*
0
Dosage
convenience
•
X *
1
Safety
* •
X
1.6
Fast relief
B C
* •
A
X
1.8
Effective
Very
unsatisfactory
Unsatisfactory
Adequate
Satisfactory
Excellent
Importance
rating (Dr.)
Customer
needs
-2
-1
0
+1
+2
Rating Scale
23. PERCEPTUAL BRAND MAPPING
Excellent
• Brand C
x ▼
Brand A Doctor
*
Brand B
Excellent
Gentleness
Very unsatisfactory
Effectiveness
PRODUCT REVIEW-5
Very unsatisfactory
24. PRODUCT POSITIONING ANALYSIS
Examples of product attributes for positioning
and mapping:
• Dosage versus convenience.
• Price versus severity of medical conditions.
• Price versus dosage regimen.
• Efficacy versus safety.
• Side-effect profile versus efficacy.
• Duration of action versus onset of action.
PRODUCT REVIEW-6
25. PRODUCT POSITIONING ANALYSIS
Application:
• New product launches
• When market share is threatened
• Changing population of market segment
• Changing market needs
Product positioning must be reviewed
periodically, at its different life cycle
PRODUCT REVIEW-7
34. OPPORTUNITIES & THREATS
Examples:
• Market segment
– High growth rate
– High level of customer interest
– Large segment size
– High degree of acceptance
– High untapped patients
– Low level of price sensitivity
SWOT ANALYSIS-4
35. OPPORTUNITIES & THREATS
• Environment
– Good economic growth
– Few government regulations
– Little adverse public opinion
– Active consumer action
SWOT ANALYSIS-5
36. OPPORTUNITIES & THREATS
• Competition
– Few competitors
– No new products
– Week sales team
– Poor marketing skills
– Little promotional activity
– Poor promotional mix
– Large product range
– Poor company image
SWOT ANALYSIS-6
37. Step 2
STRENGTHS & WEAKNESSES
From INSIDE:
• Company
• Products
SWOT ANALYSIS-7
38. STRENGTHS & WEAKNESSES
Examples:
• Company
– Excellent image
– Large size
– Adequate promotion budgets
– Good R&D products
– Effective sales force
– Well trained sales force
– Good management / employee rapport
– Excellent customer service
– Excellent distribution
SWOT ANALYSIS-8
39. STRENGTHS & WEAKNESSES
• Products
– Very reliable
– High efficacy
– Highly acceptable by opinion leaders
– Convenient packaging
– Convenient dosaging
– Acceptable taste
– Minimal side effects
– High market share
– Acceptable pricing
SWOT ANALYSIS-9
40. SWOT ANALYSIS
Strengths Weaknesses
Good side-effect profile
God efficacy
Good local and international trial
programme
Support from HQ
New chemical entity
Variety of presentations
Company has limited experience
here
Limited comparative data
Seen more as a tranquilizer than as
antiemetic
Limited resource
Opportunities Threats
Medics aware of benzodizepine
problem
Market decline halted in tranq.
segment
Premium price acceptable in tranq.
market
Future product development
Value growth
Strong competition
Dominant brands in both segments
2 new competitor products soon
SWOT ANALYSIS-10
41. SWOT Analysis using weighted score
Step 1 From the list of O & T, edit list to
5-10 key factors
Step 2 Rewrite all negative factors to
positive factors
Do the same for S & W
Step 3 Weight the list
Step 4 Score the factors and calculate the
weighted score
SWOT ANALYSIS-11
42. SCORING SCALE
Score Criteria
3
2
1
0
-1
Best in segment. Maximum. Clearly the
leader. Top quality.
Above average. Better than most. Good
quality.
Average. Not a current problem. OK.
Causes some problems. Could be better. Not
improving.
Among the worst. Always a problem. Really
bad. Needs a lot of attention.
SWOT ANALYSIS-12
44. DECISION PROCESS GRID
B A A
C
x
GP
segment
B
x
specialist
segment
A
C C B
300
200
100
Opportunities and
threats
Strengths and weakness
300
200
100
Square A – Target Area
Square B – Potentially Successful
Square C – High risks
SWOT ANALYSIS-14
45. SWOT ANALYSIS
Step 5 Develop strategy and action/tactics
• Lift up areas of strengths
• Remedial action on weaknesses
SWOT ANALYSIS-15
46. STRATEGY A
Promote product X in specialist segment
• Action/tactics
– Promotional emphasis on convenient packaging
– Emphasize fast and efficient delivery service to
customers
– Establish communication programme that product
is more effective than competitors
– Increase motivation of sales force through
competition or other activity
SWOT ANALYSIS-16
47. STRATEGY B
To bring about remedial programmes and
prepare for move towards GP promotion in
following year.
• Action/tactics
– To develop distribution facility to handle GPs
more effectively
– To commence sales training programme for reps to
sell to GPs
– Work on PR, communication and educational
programme to improve company image
– Convince customer of quality of medical support
services relative to competition.
SWOT ANALYSIS-17
48. SUMMARY
Brain storm to identify SWOT
Better results come with more effort,
thinking and judgment
Know reasons for prioritizing and weighting
Use facts when scoring
Avoid emotional and ‘political’ decisions
Update SWOT analysis
SWOT ANALYSIS-18
50. PRODUCT OBJECTIVES
PRODUCT OBJECTIVES-1
Short term Long term
Financial
Objectives
Marketing
objectives
To achieve sales of
$500,000 and profits
of $ 75,000 (15%) in
year 1
To reach 5% value
share at the end of
year 1 in the anti-
emetic market
To achieve yearly sales
of $1.0 million and
profits of $200,000
(20%) by the end of 3rd
year
To achieve 10% value
share in the overall anti-
emetic market by the
end of year 3
52. CRYSTAL BALL
Intuition, experience, judgment, common sense
• Advantages
– Speed, low cost, with results
• Disadvantages
– Not scientific
– Partial or blind to certain factors
– Jump to unjustifiable conclusions
PRODUCT OBJECTIVES-3
53. CONSULTATIVE METHOD
Knowledge, ideas, opinions
With members of sales force
• Advantages
– Know certain aspects and conditions better
– Committed to targets they help set
– Gratified and motivated at being consulted
PRODUCT OBJECTIVES-4
54. CONSULTATIVE METHOD
Knowledge, ideas, opinions
With members of sales force
• Disadvantages
– Favour low sales target
– Unrealistically high projections by optimistic
salesman
– Knowledge Limited to territory, not market as a
whole
– Disheartened if their opinion rejected
– Takes time/effort
PRODUCT OBJECTIVES-5
55. CONSULTATIVE METHOD
With a marketing committee
• Advantages
– Two or more heads better than one
– Avoids partiality and blindness to certain factors
• Disadvantages
– Meeting costs time/money
– Unproductive and no useful conclusions if
inefficiently directed
PRODUCT OBJECTIVES-6
57. REGRESSION ANALYSIS
(Linear or Curvilinear)
– A mathematical method
– Looks at the relationship between two
variables (e.g between sales and year)
– Old data given equal weight to new data
– Can be very accurate if product has a stable
history of growth or decline
PRODUCT OBJECTIVES-8
58. RELATION OF SALES WITH OTHER
FORESEEABLE VARIABLES
• Identify variables that could affect market and
product
• Estimate future trend of these variables decide which
direction (Upwards ?, Downwards ?, Stable ?)
• Estimate the magnitude of these effects
(+20% ? – 50% ?)
PRODUCT OBJECTIVES-9
59. EXAMPLES OF THE POSSIBLE EFFECT OF
VARIABLES ON SALES
PRODUCT OBJECTIVES-10
Expected changes Market affected Expected effect
on sales
Observations
Cold
Heat
Influenza remedies
Diarrhea remedies
+ + +
+ + +
Economic
recession
Total market
a) Antibiotics,
cardiovascular ailments
b) Vitamins, shampoos,
slimming foods
- - -
-
- - -
The whole market will
decrease, but products
for serious indications
(a) will be affected less
than products for less
serious indications (b)
Birth control
programme
Contraceptives
Paediatric vitamins
+ + +
- - -
Change of
Government
Total market - - (short
term)
+ (long term)
The market will slow down,
especially in sales to
Government, due to re-
organization, but it is to
be hoped that the new
Government will be
favorable to the industry.
60. RELATION OF SALES WITH
FORESEEABLE VARIABLES
METHODOLOGY
HISTORICAL SALES DATA
(Same currency and constant price)
LITERATURE SEARCH
EXPEPRT
SELECTION
EVENT
TABLES
FORECAST OBTAINED FROM
PROJECTION OF DATA
EXPERT INTERVIEWS
INTERVIEW ANALYSIS
PROBABILITIES, TIMINGS AND
IMPACT PARAMETERS
MODELLING PROGRAM
SYNOPSIS
RESULTS
REPORT
FORECAST
PRODUCT OBJECTIVES-11
61. USEFULNESS OF VARIOUS PROJECTION
METHODS IN DIFFERENT SITUATIONS
PRODUCT OBJECTIVES-12
Method Total market
Established
product
New product
Crystal ball X X X
Consultative
Sales force
Committee of executives
X
X
X
X
Relationship of sales with
other foreseeable variables
X X X
Regression analysis X X
Experience with similar
products in your own
country, or of the same
product in other countries.
X
62. Y = a + bX
Y Axis
Sales
X Axis
Time Period
TREND PROJECTION USING LINEAR
REGRESSION
a
Slope = b
Formula:
a = Constant (point where straight makes contact with Y axis)
b = Constant (gradient of straight line)
PRODUCT OBJECTIVES-13
64. DEFINITION OF TERMS USED
PRODUCT STRATEGY-1
Concepts Contents
Objectives
Destination
Strategies
Road
Tactics
Vehicle
What you need to achieve, which must be:
–Timed
–Measurable
–Desirable
–Realistic
How you intend to achieve your objective:
–Target audience
–Key product features / benefits you will stress
–The segment you will attack
Actions you will take or the methods you will use to
achieve the strategy, i.e. promotion policy
65. MARKET/ PRODUCT
STRATEGY MATRIX
Market Segments
Existing New
Product /
form
Existing Market
Penetration
Market
Development
New Product
Development
Diversification
Risk and
costs
increase
Risk and cost increase
PRODUCT STRATEGY-2
66. MARKET PENETRATION
STRATEGY
• Increase sales & market share in existing segment
with existing product.
Example of tactics:
• Doubling call frequency on A-class doctors.
• More A.V. meetings with specialist ( RTMS)
• Goods on consignment to pharmacies.
• Sales force team.
• Increase promotional activities (mailers, teasers,
RTMs etc.
• Bonus schemes
• If OTC, increase point of sale activities)
• New clinical data / team
PRODUCT STRATEGY-3
67. MARKET DEVELOPMENT
STRATEGY
Increase sales in new markets with existing products.
Examples of tactics:
• Promote to another group (specialists to GPs)
• Promote new indications to reach different group of
patients.
• Rx to OTC switch.
• OTC to Rx switch
• Line extension / New formulation.
• Product improvement.
• Re packaging / Better presentations.
PRODUCT STRATEGY-4
68. PRODUCT DEVELOPMENT
STRATEGY
Introducing new or improved products, line
extension to an existing market segment.
Examples of Tactics:
• Develop new product features to offer new
benefits or minimize / eradicate existing product
problems.
• Create higher quality version of existing product.
• Modifying pack sizes.
PRODUCT STRATEGY-5
69. DIVERSIFICATION
Entering new market with a completely new
product.
• Example of tactics:
• New product in a new therapeutic class
area.
• New product line in related or non- pharma
related industry.
PRODUCT STRATEGY-6
71. UNDIFFERENTIATED
MARKETING
• Going after largest part of market to
get at as many prescribers for as
many patients as possible .
• No segmentation
• More than one segment.
PRODUCT STRATEGY-8
72. CONCENTRATED MARKETING
• Going after one particular segment alone.
When do you go after one segment?
• To many competitions.
• Limited resources.
• Nature of product.
• Product may have multiple indications, but you
want to focus only on one segment initially .
• Production capacity.
PRODUCT STRATEGY-9
76. CHARACTERISTICS OF LIFE-CYCLE STAGES
Product
Life-cycle
Introduction Growth Maturity Decline
Characteristics
Sales
Profits
Cash flow
Customers
Competitors
Low
Negligible
Negative
Early adopters
Few
Fast
Peak levels
Moderate
Mass market
Growing
Slow to decline
Begin to decline
High
Mass market
Many ‘me too’ rivals
Declining
Declining or zero
Low
Laggards
Taking market
Key actions
Strategy
Marketing costs
Marketing emphasis
Pricing
Distribution
Product
Expand market
High
Product awareness
High
Patchy
Basic
Market penetration
High (declining %)
Brand preference
Maintain
Intensive
Improved
Defend share
Falling
Brand loyalty
Maintain / increase
Intensive
Broaden position
Product development
Re-segment
Productivity
Low
Image maintenance
Rising
Selective
Rationalize
PRODUCT STRATEGY-13
77. PRODUCT STRATEGY
STATEMENT
A product strategy statement
gives a precise direction as to
how you will achieve your
objectives.
PRODUCT STRATEGY-14
78. PRODUCT STRATEGY
STATEMENT
3 Question to Ask:
Statement
Market segment
Which segment?
To concentrate on the
URTI market amongst
patients of all ages.
Product Position
Which product position?
Dosage convenience
and efficacy.
Target market
Which target?
All general practitioners.
PRODUCT STRATEGY-15
81. WHAT IS THE OBJECTIVE
OF PROMOTION?
Objective 1.
• To change the attitudes of target audience
from non-usage to repeated usage.
Objective 2.
• To generate increase profitable sales.
PROMOTION-2
82. PROMOTIONAL METHODS
• Sales presentation
• Media Mix
• Journal advertising
• Brochures
• In-house journals
• Direct mail
• Symposia
• Clinical trials
• Seeding trials
• Exhibition
• Public / professional services
• others
PROMOTION-3
83. JOURNAL ADVERTISING
Advantages
• High Coverage in a short time. Reach inaccessible
markets
• Can have great impact
• Message is consistent.
• Possibility of repeated exposure, good reminders.
• Cost per contact low.
• Can gain awareness rapidly.
• Ideal where positive motivation is high, resistance factor
low, products new, competitors few.
PROMOTION-4
84. JOURNAL ADVERTISING
Disadvantages
• Cannot convey complex messages
• Requires frequent exposure for impact.
• Needs message with impact.
• Only one-way passive communication .
• Not suited for any situation where motivation to
use is low or competition strong.
PROMOTION-5
85. JOURNAL ADVERTISING
Basic questions to ask before using advertising.
• Can journals chosen reach target audience.
• Is press advertising necessary for small target?
• Are advertisement well – positioned for impact?
• Message clearly understood?
• Has it been tested?
• Is it applicable?
PROMOTION-6
86. JOURNAL ADVERTISING
Comments:
• Advertising is not normally used by itself .
• It serves as a good reminder.
• Has a synergistic effect to other
promotional mix.
PROMOTION-7
87. SALES PRESENTATION
Advantages:
• Allows complete sales story. Has the
greatest impact.
• Great flexibility for sales person to react
accordingly
• Generates vital ‘feedback’
PROMOTION-8A
88. SALES PRESENTATION
Disadvantages
• A high – cost element ; fixed cost too.
• A limited resource’
• Not always readily available.
• Slow : Restricted access of targets and
physical ability to meet.
• Selling message may be inconsistent.
PROMOTION-8B
89. SALES PRESENTATION
Basic questions to ask before using the sales
force.
• Is material supportive to the personal
presentation?
• Is the message logical, manageable and
suitable?
• Is sales technique well– understood and used?
• Is product knowledge good?
PROMOTION-9
90. SALES PRESENTATION
Comments:
• Concentrate on a message which meet
objective.
• Concentrate on neutralizing weakness.
Reinforcing strengths.
• Sales force be trained in usage , objection
handling and closing.
• Material flexible to meet different situations.
PROMOTION-10
91. PROMOTION MATERIAL
(Brochure ,Samples Gimmicks, Etc)
Advantages
• Adds ‘visual’ power to sales person’s
words.
• Samples allow doctor to try product .
• Complements the sales visit.
PROMOTION-11A
92. PROMOTION MATERIAL
(Brochure ,Samples Gimmicks, Etc)
Disadvantages
• If not practical and will designed, it is very
costly.
• If is not seen as practical, it will not be
used.
• It has no effect without personal
interpretations.
PROMOTION-11B
93. PROMOTION MATERIAL
Basic question to ask before using
• Does the material support the promotion
objective
• Is it absolutely necessary?
• Is it too much, too little, too many or too few?
• Will the sales person use it: does it help or
hinder him?
• Will it have a positive impact on the target
audience?
PROMOTION-12
94. DIRECT MAIL
Advantages
• Large coverage over a short time .
• Able to carry complex messages.
• Can be targeting to specific groups.
• Letters can be personalized.
• Reinforcement to other promotions
PROMOTION-13A
95. DIRECT MAIL
Disadvantages
• Not received, opened or read.
• ‘lost’ amongst other forms of promotion.
• Costly to design well
• Difficult to implement properly.
PROMOTION-13B
96. DIRECT MAIL
Basic questions to ask before using mailings
• Does mailing fit in with other promotions?
• Is material impact ? Any incentive to read?
• Is the target list correct and up-to-date?
• Will it integrate with sales force activity?
PROMOTION-14
97. SYMPOSIA
Advantages
• Allow direct contact
• A two-way communication
• Large coverage in short time .
• Allows for demonstration of proof (e.g.. Scientific
meetings)
• Opinion leader support
• Information more credible from third party
• Segmented audience4 or general coverage.
PROMOTION-15A
99. RETENTION OF
ADVERTISING MESSAGE
• Retention is greatest just after message
has been received.
• Increases with repetition.
• Repetition over an extended period better
than limited, concentrated period.
• Fix message early in the campaign.
PROMOTION-16
104. Every Promotional Activity Sold Be
Related To Objective And Cost Justified
Objectives:
• Increase Awareness Level
• Increase Penetration Level
• Increase preference Level
• Maintenance
PROMOTION-21
108. PLAN ASSUMPTIONS
IMPELMENTATION AND CONTROL-1
ITEM ASSUMPTIONS
1. Financial
• Cost
• Product price
Annual cost increases based on inflation
rate of 6%
No price increase in5 year plan
2. Products
•Registration / approval
•Product performance
Expected by February
New clinical trial results on dosage
reduction expected by June.
3. Legislation
•Price control
•others
None expected Generic act
implementation will not materialize next
year.
109. PLAN ASSUMPTIONS
ITEM ASSUMPTIONS
4. Personal
• Field Force
Based on full complement of 40
representatives
5. Competitor activity
•Competitive launches
None expected until 2 year later
IMPELMENTATION AND CONTROL-2
110. CONTINGENCY PLANNING
Assumptions What if? Probability
of
occurrence
Likely
impact
Action
Price increase
of 10% will be
allowed in
June
What if
we only
obtained
7%
50% Will have
$300,300
less
revenues
Will cut
down on
advertising
and
gimmicks
by
$75000and
launch to
preserve
net income
as planned
IMPELMENTATION AND CONTROL-3
113. EXECUTIVE SUMMARY
(Include only important points)
Writing the marketing plan-1
1. Key features
– Environment
– Market situation
– Product review
2. Product objectives
– Financial / marketing
– Short term / long term
3. Product strategy
– Segment
– Position
– Target Market
– Product priorities
– Tactics
114. EXECUTIVE SUMMARY
(Include only important points)
4. Promotion
– Strategy
– Mix
– Spending
5. Specific Market Opportunities, Threats and
Trends
– Specific Internal Strengths/ weakness
6. Overall Profits
7. Key Actions
Eg. Repackaging / Hire new
Team / Monitor generic Law
implementation
Writing the marketing plan-2
115. WRITING THE MARKETING PLAN
Marketing plan must persuade recipient to
• Read
– Interesting , relevant
• Concentrate
– Clear, concise, to the point
• understand
– Summaries, keep simple, use visual aids
• Accept
– Sell reasons & benefits, anticipate objections
• Act
– Enthusiastic, positive
Writing the marketing plan-3
116. WRITING THE MARKETING PLAN
Practical hints
• Use summaries
• Use visual aids
• Break up the page
• Good style and concise
Writing the marketing plan-4
