marketing

1. The Coherence Premium
SIMON RAMLAN
SUNU FEBRIAWAN PRAYOGO
Brand Management

2. Definition:
Aligns its differentiating internal
capabilities with the right external
market position.
Company growth emanates not from the core but from
the acquisition of apparent adjacencies that are often
anything but and the exploration of "blue oceans" that
turn out to be unswimmable
Focus on what you do best and
make every decision across
every business

3. Distinctive capabilities system
Marketplace opportunities
Coherence Premium
Outsize
Returns

4. Logistics Operation/Buyer Power Company
Success??
Aggressive Vendor Management
Expert Point-of-Sale Analytics
Superior Logistics
Rigorous Working-Capital Management
Everyday Low Prices

5. The Power of Coherence
“Right to Win”
5
Capabilities System
Way To Play
Product & Service Fit

6. • Science-based Innovation
• Rx-OTC Switching
Claims-based Marketing
Ability to Influence Regulatory MGT
and GVT Policies
• Channel MGT
• Portfolio MGT
SUCCESS!

7. The Coherence
Test

8. Losing
#Winning

9. Aligned Strategy Capabilities System Product/Service Portfolio
=
Winning

10. Aligned Strategy Capabilities System Product/Service Portfolio
=
Winning