The presentation shows the basic steps to be understood and taken care of, to prepare a successful Marketing Plan for a pharmaceutical brand in indian market senerio.
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Eularis
In today’s environment, Pharmaceutical companies find themselves in a bind. Until recently, if drugs made over $500 Million in annual revenue within 3 to 5 years of launch, they were considered hugely successful. They were a support to an extensive company portfolio and a component of greater company profit.
However, things have changed. The standards for a successful drug have become much higher and much more dangerous. With so many revenue-producing drugs going off patent, companies are facing large holes in their balance sheets and sales that are increasingly slow.
Plus, with the stakes high and available funds low, pipelines are drying up. Add to this the closer scrutiny of safety issues, the rise of Generics, slower physician acceptance and adoption of new therapies, and the Pharma Industry is in trouble.
More and more, companies are expecting marketers to be instrumental at the key moment of launch, and marketers are under extreme pressure. To deliver on the high hopes of Pharmaceutical brand launch, companies must engage in comprehensive pre-launch planning.
In this report we analyze why launch is increasingly important, the issues involved in pre-launch planning, including key organizational strategies, marketing tactics, regulatory considerations, global issues, and methods for ensuring the most effective plans.
Pre-Launch Planning: Priming Your Pharma Brand For Profit And Success (mini)Eularis
In today’s environment, Pharmaceutical companies find themselves in a bind. Until recently, if drugs made over $500 Million in annual revenue within 3 to 5 years of launch, they were considered hugely successful. They were a support to an extensive company portfolio and a component of greater company profit.
However, things have changed. The standards for a successful drug have become much higher and much more dangerous. With so many revenue-producing drugs going off patent, companies are facing large holes in their balance sheets and sales that are increasingly slow.
Plus, with the stakes high and available funds low, pipelines are drying up. Add to this the closer scrutiny of safety issues, the rise of Generics, slower physician acceptance and adoption of new therapies, and the Pharma Industry is in trouble.
More and more, companies are expecting marketers to be instrumental at the key moment of launch, and marketers are under extreme pressure. To deliver on the high hopes of Pharmaceutical brand launch, companies must engage in comprehensive pre-launch planning.
In this report we analyze why launch is increasingly important, the issues involved in pre-launch planning, including key organizational strategies, marketing tactics, regulatory considerations, global issues, and methods for ensuring the most effective plans.
The basics of launching a pharmaceutical drug-
Based on studies done on the practices of 13 top pharmaceutical companies in the world.
For more, write to info@markivmedical.com
Nimalox is a non steroidal anti inflammatory drug with
analgesic and antipyretic properties and cox-2
selective inhibition
it's a study to re-branding Nimalox
MBA Cairo University
The history of Clamoxyl and how Amoxicillin came in to picture. Amoxycillin, is an antibiotic useful for the treatment of a number of bacterial infections. It is the first line treatment, presented by me and my teammates
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
The basics of launching a pharmaceutical drug-
Based on studies done on the practices of 13 top pharmaceutical companies in the world.
For more, write to info@markivmedical.com
Nimalox is a non steroidal anti inflammatory drug with
analgesic and antipyretic properties and cox-2
selective inhibition
it's a study to re-branding Nimalox
MBA Cairo University
The history of Clamoxyl and how Amoxicillin came in to picture. Amoxycillin, is an antibiotic useful for the treatment of a number of bacterial infections. It is the first line treatment, presented by me and my teammates
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
A marketing framework which has been built on the premise of combining SEO, Content Marketing, Social Media amplification concepts to get a disproportional amount of media coverage which help build brand awareness, product trial, brand loyalty and ambassadorship.
This framework has been built based on the SEO concepts I’ve been using for years, with a proven track record with eBay, Airbnb and now with Fanatics.
DUREX in India: Sex - A Social Stigma & Taboo in IndiaHarsh Bohra
The content of this presentation analyses Indian condom market, challenges face by Durex - a number one condom brand in the world, in India due to the industry challenges which includes perception of Indian consumer regarding condoms, communication issues in the distribution system and modern retail channels, role of government in the industry and on the other hand, company challenges which includes Durex market share with comparison to Manforce - a market leader in India, Skore, Kamasutra, Moods and Kohinoor, pricing strategy of the company and the solutions to overcome these challenges in future over a period of time.
Link to Youtube Videos used in this presentation:
Slide 13: https://www.youtube.com/watch?v=kNBNwvnYRwE
Slide 16: https://www.youtube.com/watch?v=tWAzt-eyiwc
Slide 24: https://www.youtube.com/watch?v=_MaO6yIIJVY
2. Market Summary
• Market: past, present, & future
– Review changes in market share, leadership,
players, market shifts, costs, pricing,
competition
Early Adopters/
Pioneers
Mass Market/
Followers
End of Life
Time
Number
of
customers
4. Competition
• The competitive
landscape
– Provide an overview
of product
competitors, their
strengths and
weaknesses
– Position each
competitor’s product
against new product
A B
C
D
Performance
Price
5. Positioning
• Positioning of product or service
– Statement that distinctly defines the
product in its market and against its
competition over time
• Consumer promise
– Statement summarizing the benefit of
the product or service to the consumer
7. Packaging & Fulfillment
• Product packaging
– Discuss form-factor, pricing, look,
strategy
– Discuss fulfillment issues for items not
shipped directly with product
• COGs
– Summarize Cost of Goods and high-
level Bill of Materials
8. Launch Strategies
• Launch plan
– If product is being announced
• Promotion budget
– Supply back up material with detailed
budget information for review
Phase 1Phase 1
Phase 2Phase 2
Phase 3Phase 3
Jan Feb Mar Apr May Jun July Sep Oct Nov DecAug
9. Public Relations
• Strategy & execution
– PR strategies
– PR plan highlights
– Have backup PR plan including editorial
calendars, speaking engagements,
conference schedules, etc.
10. Advertising
• Strategy & execution
– Overview of strategy
– Overview of media & timing
– Overview of ad spending
11. Other Promotion
• Direct marketing
– Overview of strategy, vehicles & timing
– Overview of response targets, goals & budget
• Third-party marketing
– Co-marketing arrangements with other
companies
• Marketing programs
– Other promotional programs
12. Pricing
• Pricing
– Summarize specific pricing or pricing
strategies
– Compare to similar products
• Policies
– Summarize policy relevant to
understanding key pricing issues
13. Distribution
• Distribution strategy
• Channels of distribution
– Summarize channels of distribution
• Distribution by channel
– Show plan of what percent share of
distribution will be contributed by each
channel -- a pie chart might be helpful
14. Vertical Markets/Segments
• Vertical market opportunities
– Discuss specific market segment
opportunities
– Address distribution strategies for
those markets or segments
– Address use of third-party partner role
in distribution to vertical markets
15. International
• International distribution
– Address distribution strategies
– Discuss issues specific to international
distribution
• International pricing strategy
• Localization issues
– Highlight requirements for local product
variations
16. Success Metrics
• First year goals
• Additional year goals
• Measures of success/failure
• Requirements for success
17. Schedule
• 18-month schedule highlights
• Timing
– Isolate timing dependencies critical to
success
Task 2Task 2
Task 3Task 3
Task 4Task 4
Task 1Task 1
Milestone
Jan Feb Mar Apr May Jun July Sep Oct Nov DecAug