This document discusses brand management and developing effective advertising concepts. It provides tips for brand managers, including understanding consumer needs, developing new product benefits, comparing products to competitors, eliminating negatives, tapping into trends, and offering quality or price advantages. Strong concepts should be concise, promote the brand name, use simple language, have a clear headline and message, and state details like sizes and prices. Copy testing helps evaluate concepts through measures like recognition, recall and behavioral responses.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
Cpg international interview questions and answersAlanWright789
This document provides interview preparation materials for CPG International, including questions, answers, and tips. It includes sample answers to common interview questions like "Why should we hire you?", "What do you know about CPG International?", "Why do you want to work here?", "What can you do for us?", and "What kind of salary do you need?". It also lists additional interview preparation resources and tips, such as practicing different interview types, sending thank you letters, preparing questions for the employer, and researching common interview questions for different job titles and levels of experience.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
The document discusses four questions to challenge thinking and focus brand strategy. The questions are: 1) What is your current share position in the market? 2) What is the core strength that your brand can win on? 3) How tightly connected is your consumer to your brand? 4) What is the current business situation that your brand faces? For each question, four potential answers or solutions are provided to help analyze the brand's position and guide strategic decisions.
This document discusses brand management and developing effective advertising concepts. It provides tips for brand managers, including understanding consumer needs, developing new product benefits, comparing products to competitors, eliminating negatives, tapping into trends, and offering quality or price advantages. Strong concepts should be concise, promote the brand name, use simple language, have a clear headline and message, and state details like sizes and prices. Copy testing helps evaluate concepts through measures like recognition, recall and behavioral responses.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
Cpg international interview questions and answersAlanWright789
This document provides interview preparation materials for CPG International, including questions, answers, and tips. It includes sample answers to common interview questions like "Why should we hire you?", "What do you know about CPG International?", "Why do you want to work here?", "What can you do for us?", and "What kind of salary do you need?". It also lists additional interview preparation resources and tips, such as practicing different interview types, sending thank you letters, preparing questions for the employer, and researching common interview questions for different job titles and levels of experience.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
The document discusses four questions to challenge thinking and focus brand strategy. The questions are: 1) What is your current share position in the market? 2) What is the core strength that your brand can win on? 3) How tightly connected is your consumer to your brand? 4) What is the current business situation that your brand faces? For each question, four potential answers or solutions are provided to help analyze the brand's position and guide strategic decisions.
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
The document provides guidance on how to write an effective brand plan. It discusses including key elements like vision, mission, goals, strategies, and tactics. It emphasizes keeping the plan simple and focused on a few key issues identified through a situation analysis. An example brand plan framework is given that covers situation analysis, key issues, vision/mission, strategies/tactics, and execution and measurement. Strategic thinking concepts like focusing efforts, achieving early wins, leveraging successes, and creating gateways to bigger opportunities are explained. The document stresses matching strategies and tactics to where target consumers are in their buying journey and relationship with the brand.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
Gray's Cookies is a family-owned brand known for its healthy, low-calorie cookies. While it has found success among health-conscious "proactive preventers", its awareness and sales among mainstream consumers remains low. This document outlines Gray's key issues, including the need to transition from a product-led to idea-led brand in order to connect more deeply with consumers and dominate the growing "good for you" cookie segment. It analyzes drivers like Gray's tasty products and brand health among early adopters, as well as inhibitors like weak advertising holding back awareness growth. The main challenge is how to increase Gray's appeal beyond its niche and lead its category.
Workshop on How to Think Strategically.
We teach brand leaders to think strategically. We show them how to ask the right questions before seeing solutions, how to map out a range of decision trees that intersect and connect by imagining how events will play out. We take them through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We look at strategy from a competitive position, consumer connectivity, core strength and situational
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Principles Of Management | Management Principles And Applications | Managemen...Simplilearn
The principles of management were developed by Henry Fayol and provide universal rules for managers to effectively run organizations. There are 14 key principles including division of work, where each employee is assigned specialized tasks; authority and responsibility, where authority must come with accountability; and unity of command, where each employee should report to one supervisor.
The more loved a brand, the more powerful the brand and in turn, the more profitable the brand. This will help the brand manager be better at driving profit for their brand.
The document provides guidance on conducting a deep-dive business review of a brand by analyzing six key areas: 1) the overall category performance and trends, 2) the target consumer segments and buying behaviors, 3) the various distribution channels and major customers, 4) the closest competitors' strategies and perceptions, 5) the performance and health of the brand itself, and 6) summarizing the findings to identify drivers of and inhibitors to growth as well as opportunities and risks. It outlines processes for reviewing each area, such as mapping out the consumer buying system and brand funnel, creating customer scorecards, and dissecting competitors. The deep-dive review aims to provide insights to inform the brand planning process.
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
The document provides guidance on developing an effective advertising strategy and creative brief. It emphasizes starting with clear brand vision and strategic objectives, and developing a "big idea" creative strategy that consistently communicates the brand's message over time. The document also stresses evaluating whether the creative expression truly reflects and accomplishes the strategic goals.
Feel free to download the White Paper that explains how the more love for a brand creates brand power and profitability. Takes you through the 4 stages of a brand.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
This document discusses the importance of targeted marketing and how to develop an effective targeted marketing strategy. It emphasizes building a strong database by defining goals, collecting demographic and behavioral data, and segmenting lists. It also provides examples of targeted marketing tactics across different channels, from email and direct mail to social media and websites. The key takeaway is to utilize individualized strategies and tactics that are as relevant and personalized as possible based on thorough knowledge of different target markets.
This document discusses using storytelling techniques at different stages of the sales process. It introduces the concept of the "hero's journey" as a framework for prospecting through storytelling. It then discusses using storytelling for acquisition through strategic selling, retention through key account management, and growth through co-creation. Various models and frameworks are presented for the relationship lifecycle, enterprise lifecycle, readiness for change, and strategic capabilities.
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
The document provides guidance on how to write an effective brand plan. It discusses including key elements like vision, mission, goals, strategies, and tactics. It emphasizes keeping the plan simple and focused on a few key issues identified through a situation analysis. An example brand plan framework is given that covers situation analysis, key issues, vision/mission, strategies/tactics, and execution and measurement. Strategic thinking concepts like focusing efforts, achieving early wins, leveraging successes, and creating gateways to bigger opportunities are explained. The document stresses matching strategies and tactics to where target consumers are in their buying journey and relationship with the brand.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
Gray's Cookies is a family-owned brand known for its healthy, low-calorie cookies. While it has found success among health-conscious "proactive preventers", its awareness and sales among mainstream consumers remains low. This document outlines Gray's key issues, including the need to transition from a product-led to idea-led brand in order to connect more deeply with consumers and dominate the growing "good for you" cookie segment. It analyzes drivers like Gray's tasty products and brand health among early adopters, as well as inhibitors like weak advertising holding back awareness growth. The main challenge is how to increase Gray's appeal beyond its niche and lead its category.
Workshop on How to Think Strategically.
We teach brand leaders to think strategically. We show them how to ask the right questions before seeing solutions, how to map out a range of decision trees that intersect and connect by imagining how events will play out. We take them through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We look at strategy from a competitive position, consumer connectivity, core strength and situational
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Principles Of Management | Management Principles And Applications | Managemen...Simplilearn
The principles of management were developed by Henry Fayol and provide universal rules for managers to effectively run organizations. There are 14 key principles including division of work, where each employee is assigned specialized tasks; authority and responsibility, where authority must come with accountability; and unity of command, where each employee should report to one supervisor.
The more loved a brand, the more powerful the brand and in turn, the more profitable the brand. This will help the brand manager be better at driving profit for their brand.
The document provides guidance on conducting a deep-dive business review of a brand by analyzing six key areas: 1) the overall category performance and trends, 2) the target consumer segments and buying behaviors, 3) the various distribution channels and major customers, 4) the closest competitors' strategies and perceptions, 5) the performance and health of the brand itself, and 6) summarizing the findings to identify drivers of and inhibitors to growth as well as opportunities and risks. It outlines processes for reviewing each area, such as mapping out the consumer buying system and brand funnel, creating customer scorecards, and dissecting competitors. The deep-dive review aims to provide insights to inform the brand planning process.
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
The document provides guidance on developing an effective advertising strategy and creative brief. It emphasizes starting with clear brand vision and strategic objectives, and developing a "big idea" creative strategy that consistently communicates the brand's message over time. The document also stresses evaluating whether the creative expression truly reflects and accomplishes the strategic goals.
Feel free to download the White Paper that explains how the more love for a brand creates brand power and profitability. Takes you through the 4 stages of a brand.
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
This document discusses the importance of targeted marketing and how to develop an effective targeted marketing strategy. It emphasizes building a strong database by defining goals, collecting demographic and behavioral data, and segmenting lists. It also provides examples of targeted marketing tactics across different channels, from email and direct mail to social media and websites. The key takeaway is to utilize individualized strategies and tactics that are as relevant and personalized as possible based on thorough knowledge of different target markets.
This document discusses using storytelling techniques at different stages of the sales process. It introduces the concept of the "hero's journey" as a framework for prospecting through storytelling. It then discusses using storytelling for acquisition through strategic selling, retention through key account management, and growth through co-creation. Various models and frameworks are presented for the relationship lifecycle, enterprise lifecycle, readiness for change, and strategic capabilities.
What is a Brand Workshop and how can it benefit you and your organisation?
We're familiar with the terms of Brand Awareness, Brand Loyalty and Brand Image. But a more central question we need to be asking is; What is your Brand?
Is your organisation using its Brand fully to drive your business forward?
BRAND is a leadership word. Your brand is what you stand for, what you have come to represent in the world. When we reduce brand to a marketing term (or worse a logo), we strip it of its power to influence.
BRAND LEADERSHIP is about articulating a clear vision for the future of your organisation, and making sure all decisions and actions are aligned to its core values and purpose in order to fulfil that vision.
WHAT I DO is help leaders and their teams to define and articulate a clear vision for the future of their organisation, by running and facilitating 'BRAND WORKSHOPS'. My role as a facilitator is to help you find your own unique voice, and to help you think through how your brand can become a meaningful presence in the world.
A clearly understood Brand can;
- connect with your customers on a deeper, emotional level
- develop a strong culture, unifying your team around a single vision
- create a loyal and passionate community around your organisation
- give investors confidence that you know what you're doing
- give the press a lens through which to report your actions
- and much more
I am based in the UK, Derby born and bred. I enjoy sports, play tennis, follow Derby County, I'm a Christian, and always enjoy meeting new and interesting people with big dreams!
Check out my website at www.cctcreative.co.uk or connect with me on LinkedIn - Andy Cogdon Brand Consultant
This presentation provides an overview of practical ways you can use storytelling to increase your sales. You'll learn the role of client needs and product attributes in stories, how to choose an effective story type and ways to cast your customer or client as a character to help them visualize your product or service as a solution to their specific situation.
This document discusses how storytelling can be an effective strategy for direct sales companies to strengthen relationships and engage stakeholders. It provides examples of how stories that personalize products or share experiences can be more memorable and persuasive than simply listing features or giving instructions. Stories help convey a company's values in an entertaining way that draws people in rather than sounding bossy. Telling stories about representatives' experiences and successes can encourage others in the network more successfully than just stating goals or facts. Overall, the document advocates that stories are powerful tools for deepening connections within a direct sales network and carrying a company's messages in a engaging manner.
We are all born storytellers. But not many of us know how to create and tell stories in the right way. Especially, in presentations and public speaking. Learn about the art of storytelling in our short slide deck covering valuable tips and tricks about it.
Check out our training: http://yanyhbash.ru/training-courses/let-me-speak-from-my-heart-storitelling-v-prezentatsiyakh/
Intro to Product Management - Launch48 Pre-Accelerator WeekJanna Bastow
This document discusses principles for developing products and startups. It provides quotes emphasizing the importance of developing the market before the product, using an iterative process where product, design, and engineering work together, owning the development process rather than being owned by it, and learning fast rather than failing fast. The quotes come from experts in venture capital, product management, design, and government digital services.
User Experience and Product Management: Two Peas in the Same Pod?Jeff Lash
What is the difference between User Experience and Product Management? Where do you draw the line between the two? How can UXers work better with Product Managers? How can a UXer transition into product management? All these questions and more, answered in this presentation by Jeff Lash for the 2011 St. Louis User Experience conference on Feb 25, 2011.
The document compares metrics from last week to this week, 6 months ago to today, and notes that one metric was 10 times larger. It does not provide enough contextual information to understand the topic or give meaningful insight into the comparisons being made from the limited data shown.
Agile205: Intro to Agile Product ManagementRich Mironov
Product owner is a critical role for agile/scrum teams, as a key stakeholder and representative of users, customers or markets. Commercial software companies have a broader role -- product manager -- responsible for identifying market needs/opportunities, making product-level decisions about offerings/benefits/pricing/packaging/channels/financial goals, and managing sales/customer relationships on behalf of executives. Since products often span multiple scrum teams, some products have a mix of product owners and product managers. We'll introduce product owners, map that against software product managers, and talk through approaches to meet all of the product needs for a market-successful product.
Finding Product / Market Fit: Introducing the PMF Matrix - Presentation by Ri...Rishi Dean
These slides were used to facilitate a discussion of entrepreneurial MIT alums, mainly from the MIT Sloan business school. My intention was to introduce many of the newer, leaner concepts of early stage start-up development to a group that often sees "technology first" businesses.
This presentation centers on the concept of Product / Market Fit: what it is, why it's important, and how to achieve it. I propose my "Product Market Fit Matrix" that helps to characterize the issues of the start-up and presents various frameworks that can help guide development. In a sense the Product / Market Fit Matrix is a meta-framework.
For more information please visit: http://www.rishidean.com
Lean Product Management for Enterprises: The Art of Known Unknowns Thoughtworks
Natalie Hollier presentation was given at the Lean Strategy + Design Salon meetup in New York: http://www.meetup.com/LeanStrategyPlusDesign/events/200913392/
Check out Natalie's website: http://www.nataliehollier.com/
The Product Management X-Factor: How to be a Rock Star Product ManagerPaul Young
Product Management is a tough job: we need to be business oriented, tactical, strategic, and technical all at the same time. But some people have cracked the code about how to be more effective product managers than others. What is it about these rock star product managers that separates them from the rest of us?
Over the past 10 years in product management, Paul Young has observed what makes some people successful where others fail, and boiled it down to seven product management "x-factors," that turn good people into great.
Winner of "Best Session" at Rocky Mountain ProductCamp 2010.
NOTE: Because of the limitations of SlideShare, the formatting of this presentation does not match the original. Come to ProductCamp Austin in Jan 2011 to see this presentation live. productcampaustin.org
New is Easy but Right is Hard: Hacking Product ManagementBernard Leong
Talk given on 15 Nov 2013, in Hackers & Painters (http://http://hackersandpainters.sg/), Singapore @ Blk 71.
Synopsis: A great product is a synthesis of technology and business thinking. How do we decide what goes into the product and determine the roadmap of the product? How do we establish the balance between the business and technology of the product? In this session, we discuss some interesting lessons learned on product management and why both business leaders and technologists don't get it.
Slides from the 'Essentials of Product Management' workshop at General Assembly in London, June 2013
ABOUT THIS WORKSHOP
The first step in making an idea reality is to understand product management. There is a huge amount of work between the idea stage and the coding stage, and this Saturday workshop will help you understand what needs to be accomplished.
We will start the day off by learning what the product management role encompasses and what the managing process is like. We'll also cover a product's feasibility and the various stages of—and ways to approach—the product development process. Through group work and hands-on practice, we'll look at the MVP (Minimum Viable Product) philosophy to test and validate your plans, and move on to identify the other more technical tools needed to start and evaluate the building process.
TAKEAWAYS
Part 1: The Product Manager role & the Product Management Process
Part 2: The Customer and MVP
- Learn to break an idea into its primary parts to assess product feasibility
- Explain the purpose and process of building an MVP
- Identify various ways to build and learn from an MVP
- Evolve an MVP to reach product/market fit
- Determine if product/market fit has been achieved for a product
Some slide content courtesy of Simon Cast, John Eikenberry, and General Assembly
SciMar Solutions is a pharmaceutical consulting company that focuses on developing successful business solutions by combining relevant product information with market needs. They play a role throughout a product's lifecycle by determining effective marketing and sales strategies. SciMar also offers outsourced marketing and market research executives through their TAPE (Temporary Assignments for Pharmaceutical Executives) program to help companies fill personnel gaps or test new business ideas without committing to full-time headcount. They have expertise in various therapeutic areas and can help companies develop, launch, and manage products throughout their lifecycles.
This document provides information about conducting marketing research for entrepreneurs and small businesses. It discusses:
- The importance of understanding the competitive landscape and having good market intelligence to make better business decisions.
- How competitive intelligence can help businesses improve planning, develop strategies, avoid surprises, and increase sales.
- Common approaches small businesses take to competitive intelligence that are ineffective and don't provide a true return on investment.
- Key aspects of market research small businesses should consider like understanding customers, products/services, competition, and purpose of research.
- Types of marketing research, budget considerations, and resources available to small businesses for conducting research projects.
The document discusses the relationship between marketing and other business functions like operations, finance, and human resources. It explains that marketing must permeate all areas of a business and work closely with other departments. The marketing department needs cooperation from other functions to ensure customer needs are met. The document also provides details about the components of a marketing information system, including internal records, marketing intelligence, marketing research, and a marketing decision support system.
This document provides an overview of a business and marketing course for fitness professionals. It discusses setting up a personal training business, including the benefits and pitfalls of self-employment. It also covers developing a marketing strategy using concepts like the 4 P's (product, price, place, promotion). The course teaches how to analyze customer needs and competitors, develop a unique value proposition, and promote business through strategic and tactical marketing plans. Students will complete a case study and business/marketing plan to demonstrate their learning.
This document provides an overview and objectives of the MKTG 436 Marketing Decision Making course. The course will analyze and develop decisions around the 4 P's of marketing. Students will learn analytical techniques and case studies to improve decision making skills. Key topics covered include pricing, forecasting, advertising, market analysis and developing marketing strategies. The goal is for students to understand how to assess costs/profits and make effective marketing decisions for segmentation, products, and implementing marketing plans.
Rajdeep Arora is a business development and marketing professional with over 13 years of experience in sales and marketing of medical devices in India. He has expertise in increasing awareness and use of medical devices such as cardiovascular, cardiology, and anesthesiology products. Currently he is the Regional Manager for Sales and Marketing at RND International Ltd., leading a team responsible for business development in North and East India. Previously he held marketing and sales roles at Haemonetics Healthcare India Pvt. Ltd. and other medical device companies.
The document provides guidance on developing an effective marketing plan in 10 key elements: 1) statement of purpose, 2) situation analysis, 3) marketing objectives, 4) overall marketing strategy, 5) marketing mix tactics, 6) market research program, 7) financials, 8) timing, 9) measuring results, and 10) appendices. It emphasizes the importance of clear goals and strategies, understanding the current market situation, and adapting the plan over time based on research and results.
Essentials of a business plan by nurture talentBuzzFactory.net
This document outlines guidelines for creating an effective business plan, including key areas to address such as the consumer, team, sales, marketing, operations, and financials. It emphasizes the importance of clearly defining the target consumer and solution, assessing the quality and experience of the founding team, developing realistic sales and marketing strategies, establishing a sound operational plan, and creating accurate financial projections. The document warns against common mistakes like underestimating competition, relying only on anecdotal market research, and failing to provide clear and substantiated information throughout the business plan.
The document provides information about marketing planning, organization, and audit. It discusses the meaning and components of a marketing plan including objectives, steps, and advantages/limitations. It also describes factors that influence marketing organization structure and common types of structures like line and staff, functional, product-based, customer-based, and matrix. Finally, it defines marketing audit and outlines its key components including analyzing the marketing environment, strategies, organization, systems, productivity, and functions. The goal of a marketing audit is to evaluate marketing performance and identify opportunities for improvement.
The document discusses various aspects of marketing. It begins by defining marketing and noting that it is a social process by which individuals obtain what they need through creating and exchanging products of value. Marketing consists of strategies to identify and satisfy customer needs profitably. It is an ongoing process without a clear beginning or end, and everyone in a company engages in marketing to some degree. The document then discusses the importance of understanding customers, competitors, laws and regulations, trends and conducting analyses to inform marketing strategy and goals. It emphasizes gathering objective information from various sources and using this data to guide strategic decisions. Product, price, place, promotion, people and processes are also addressed as key elements of implementation.
The document outlines a 4-stage brand management process used by Gelb Consulting Group to create sustainable brands: 1) Understand through research and defining objectives, 2) Create brand strategies through workshops and scenarios, 3) Deploy strategies internally and externally, 4) Monitor through dashboards and ensure cultural changes. The process emphasizes collaboration, research, and accountability to transform branding initiatives into long-term organizational changes.
The document outlines the marketing planning process including performing a situation analysis, setting objectives, deciding on strategies, and scheduling implementation actions. It discusses elements like SWOT analysis, assumptions, objectives, strategies, budgets. The marketing plan is meant to help identify competitive advantages, ensure consistency, inform the organization, and set goals to gain commitment.
The document discusses the relationship between marketing and other business functions like operations, finance, and human resources. It explains that marketing must permeate all areas of a business and work closely with other departments. The marketing department needs cooperation from other functions to ensure customer needs are met. The document also provides details about the components of a marketing information system, including internal records, marketing intelligence, marketing research, and a marketing decision support system.
http://uamcd2015.org.au/
My address for the Senior Leadership Breakfast at the RACV Club in Melbourne, Victoria Australia at the Universities Australia Marketing Communications And Development Conference
Marketing Plans for Product Managers Dr. Zubair AliDr. Zubair Ali
This document provides an overview of key aspects of developing a marketing plan, including:
- Conducting external and internal analyses to understand the market environment, customers, and company strengths/weaknesses. This includes PEST analysis, Porter's Five Forces, competitive analysis, and SWOT analysis.
- Defining the target market by segmenting based on customer characteristics and evaluating segment attractiveness. The goal is to select the most attractive segment(s) to target.
- Determining the product positioning by designing the product and image to occupy a distinctive place in the customer's mind relative to competitors.
- Outlining objectives, strategies, and action plans to guide marketing programs and resource allocation over the planning period
This document discusses the importance of strategic planning for retail companies. It states that planning is necessary for retailers to remain competitive by improving systems and using more sophisticated planning. Retailers need to plan key areas like merchandise, inventory, logistics, pricing, promotions, store layout, positioning, branding, and growth. The purpose of planning is to act as a guide for management activities and ensure the company considers alternative actions and functions as expected. Ignoring planning can lead to issues like missing opportunities, losing market share, dissatisfied customers, and low employee motivation. The document also discusses market research and outlines the planning and research process.
This document outlines how to develop an effective marketing plan for a tourism enterprise. It discusses 10 key elements that should be included: 1) statement of purpose, 2) situation analysis, 3) objectives, 4) overall marketing strategy, 5) marketing mix tactics, 6) market research program, 7) financials, 8) timing, 9) measuring results, and 10) appendices. The situation analysis identifies the target markets, customer needs, competitors, and performs a SWOT analysis. Objectives should be specific, time-bound, measurable, and achievable. The marketing strategy identifies how goals will be reached through product, price, promotion, and placement tactics.
This document outlines how to develop an effective marketing plan for a tourism enterprise. It discusses 10 key elements that should be included: 1) statement of purpose, 2) situation analysis, 3) objectives, 4) overall marketing strategy, 5) marketing mix tactics, 6) market research program, 7) financials, 8) timing, 9) measuring results, and 10) appendices. The situation analysis identifies the target markets, customer needs, competitors, and performs a SWOT analysis. Objectives should be specific, time-bound, measurable, and achievable. The marketing strategy identifies how goals will be reached through approaches like product development, positioning, and the marketing mix of price, promotion, place, and product.
The document discusses marketing tactics, strategies, and plans. It explains that tactics are developed from the bottom up to differentiate a product, while strategies are how tactics are implemented. A marketing plan includes analysis of information, strategies to be used, and implementation steps. The plan should align with the company's mission statement and include touch points to reach customers.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Easily Verify Compliance and Security with Binance KYCAny kyc Account
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
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HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
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