04/03/2024

Brand Plan for Pharma Products

Pharmaceutical Brand Planning
A pharmaceutical brand plan is a
comprehensive roadmap for the development
and marketing of a pharmaceutical product. It
outlines the objectives, strategies, and tactics
for positioning the product in the market,
reaching target audiences, and achieving
business goals.

Alignment of Brand Plan with Company’s Business Strategy and

Brand Plan Company’s Vision, Mission and Values

Brain stroming
Questions to answer
1.What’s the company’s and the brand’s present
situation?

2. Where does the company/brand need to go from here?

 Market positions to stake out

 Buyer needs and segments

to serve

 Direction to head

1. How should it get there?

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Brand Plan Outline Importance

 Executive Summary
The Executive Summary is the first part of your Brand Plan
 Market assessment including Competitive that Senior Management will read.
Scenario– External Environment Scanning
 Internal in company performance analysis A well-written Executive Summary will allow the Senior
Management to grasp the main highlights of the Brand
 SWOT Analysis Plan and leave them excited and wanting to learn more.
 Key success factors
 Marketing objective
 Marketing Strategy – S T P
 Positioning

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Brand Plan Outline …contd. The purpose of the executive summary

 Marketing Mix  The purpose of the executive summary is to explain

 Communication Plan the main aspects of your Brand in a way that will
make the reader want to learn more.
 Campaign & Promotion plan
 P& L statement
 Yet it must also include enough information that top
 Financial Projections management sees the scope and potential of your
Brand without having to read the entire plan.
 Implementation
 Review & Control
 The executive summary is an overview of your entire
Brand Plan and should leave readers with the feeling
that the Brand is competently led, and has energy and
enthusiasm.

3.11

The purpose of the executive summary

Executive Summary …contd.

The executive summary is a crucial part of the
Brand plan.
It is a synopsis of the main points of your business
plan, highlighting the key features.
• Writing the executive summary can help you with several elements of
developing your Brand Plan.
• Writing the summary forces you to condense your Brand Plan and focus on the
key issues in developing your Brand.

This is usually the first part of your plan that top
management will read and it must be interesting
and concise.
Getting the executive summary right is crucial for
any Brand Manager.
• The items covered in the executive summary should be given in order of
importance, so writing the summary will help you to decide which parts of the entire
plan are most crucial, so you can prioritize.
• The summary can also give you a foundation for writing the entire Brand Plan,
provide you with a place to start and an outline for your full plan.

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3.12

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What to avoid in the Executive Summary? Market & Product Assumptions

Market Assumptions with basis:

The executive summary should be written in an interesting way,
and not as an outline, a list of elements or as a table of contents
to the Brand Plan.
It should avoid simply restating parts of the Brand Plan, and
should stand alone as an introduction to your business.
The Brand Plan should also avoid using exaggeration or hype, as
this will lower confidence and the credibility of your plan.
The executive summary should not be simply cut and pasted from
the entire plan and should sound fresh.
Anticipated direction that the market would take
New developments anticipated
Growth of market with focus on treatment patterns
Product Assumptions
Price and basis along with competitor price
Cost, Field allocation, Trade offers, Pack changes
Total of 2 – 3 slides

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3.13

Contents Market Overview

The Brand Plan should begin with a paragraph that grabs the readers'  Stockist Sales Audits & Medical Audits
attention, such as an interesting fact, relevant statistic or history of  Covering Market Size, Growth
the business/brand.
 Covering Rx Analysis, Customer Analysis &
Many summaries begin with a statement of the purpose of the Indication Review
company or incorporate the company mission statement.
 Carried out at Therapy Category , Molecule,
Following this, you should include at least one key point from every Key Competitor & Brand Level
section of the Brand Plan, although you may have to leave some
sections out to avoid making the summary too long.  In-company Sales Analysis
You should conclude with a statement of purpose and detail what you
want from the reader – such as the exact amount of investment
money needed. The summary should be short, no more than two
 Total of 2 – 3 slides
pages.

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3.14

Executive Summary Brand SWOT Analysis Template

 Summary slides of the full slide deck, including:

 Bullet points highlighting key issues

 Brand Strategy – Broad based

 Thrust areas of the brand plan

 Brand assessment

 Recap of financial assessment

 Max of 3 slides

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SWOT Guidance
Internal Brand Objectives
• Strengths • Weaknesses
• Capabilities/Core • Capability gaps  3 Years Sales Projections
competencies • Lack of competitiveness
• Product attributes
 Phase it Quarter-wise, month-wise
• Vulnerabilities
• Market position based on salience (past data),
• Opportunities • Threats
strategy planned
• Changing customer • Changes in market
dynamics dynamics with anticipated
• Unmet customer/market negative implications
needs • New competitors
• Govt. Regulations
External
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Business Strategy Customer Segmentation

 Business Strategy statement for the brand  Customer Segmentation based on analytical
 Most important indication inputs
 Key target audience  Targeting – Coverage plan by speciality along
 Basic approach to market place
(Philosophy for brand) with visit frequency
covering 4 Ps of the Marketing Mix  Field Time Allocation Plan
 1 – 2 slides providing rationale for above
 Total of 2 – 3 slides

To: VP/MM
From: GPM
Frequency: Once a Year Your Brand Logo
22 23
Purpose: To arrive at Positioning Here

Brand Objectives
Brand Positioning
Quantitative Qualitative
• Enter TEXT here • Enter TEXT here
 Write the positioning alternatives
 Provide rationale of choosing final
positioning statement
 1 or Max of 2 slides

To: VP/MM
From: GPM Your Brand Logo
Frequency: Once a Year Here
21 Purpose: To arrive at final positioning for the brand 30

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Brand Messaging Incentive Plan

• Positioning statement followed by messages  Quarter-wise plan
• 3-4 Key messages only – with some quantity or Re. Value linked
Incentive
• List of data sources
or on achievement of Quarterly Target or
• 1 slide only Annual target
 All India, Zonal level competition
Award (in kind or monetary ) / certificate

To: VP/MM
From: GPM
Frequency: Once a Year Your Brand Logo
Purpose: To Arrive at Brand Message For Target Audience 31
Here

Single Slide Each Activity Calendar

• Field Selling Expense calculations
• Sampling Plan
• Incentive Plan
• Activity Calendar (With Formats)
• Control & Monitoring Tracker (With Formats)
• Expenditure Plan consolidation (With Formats)

To: VP/MM
To: VP/MM
From: GPM
From: GPM Your Brand Logo Frequency: Once a year
Frequency: Once a year
Purpose: To arrive at brand input cost 33 Here Purpose: To arrive at yearly activities and follow up

Sampling Plan
 Product pack, Sample Unit pack & cost per pack,
Quantity/ MR,
Total Qty of samples per cycle No Brand Plan is complete without the
Duration of sampling and Monthly/Quarterly/Half-yearly and Annual
Annual Total Re. Value of Samples Review & Control mechanisms in place

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Review & Control BRAND PLAN

 Revenue and Unit Sales • EXECUTIVE SUMMARY
 Expenses • GlaxoSmithKline Pakistan is one of the
leading pharmaceutical companies in
 Customer feedback Pakistan and the it's the world's second
 Market / competitors’ activities largest company with high ranking stands
for Employee Cares.
• Brand plan includes Situation
Analysis,Objectives,Strategy
,Positioning,Marketing
programs,Financials,Contigency plans.

Promotion Monitor Situation Analysis

 Analyze MR wise Rx response from

Focus doctors who were given major inputs
 Compare with secondary sales on
weekly/monthly/quarterly basis
■ MACROENVIRONMENT
• PEST Analysis
• Political: Political environment of Pakistan always
in a crisis situation for last 2-3 years that is a threat
for growing businesses,
• Economic analysis: The national economy has
not been strong and gaining momentum for last 2
years.National unemployment rate has been.

Situation Analysis
PANADOL • In Medical field there is big competition b/c
of local pharma.Pakistan have more than
Brand Plan 600 pharma companies facing great
competition.
• Socio-Cultural Environment: People
awareness about health increases in last few
years,people want to be healthy and looks
fresh.People use pain killers that give safe
and rapid relief.

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SWOT ANALYSIS
Strength: Weaknesses:
Situation Analysis
Panadol availalable in five Huge capital investment will be
variants required for aggressive ■ INTERNAL ANALYSIS
• Resourcing:
▪Panadol CF,Panadol promotion.
Extra, Plan tablet,Liquid
and Drops
▪ Panadol is Non Norcotic Analgesic
• Attractive literature prepare showing
differantiative product characteristics.
• Messages of product usage in form of
Oppurtinities:
Large patient segment
Threats:
Political instability of country and
testimonials.
Mild/Moderate and severe. crisis can affect smooth running • Distributing folders.
business Pakistan economic
condition
Competitors offensive strategy can
give us tough time.

Situation Analysis OBJECTIVES

• Market Share:
• Market Analysis:
• Current market share is 8%.Our target is to
• Market Oppurtunities:
get market share upto 10%.
• Panadol is 850million brand.
• Sales:
• Total market is of 3.8bn.
• Our sales target is 10% incrase in sales from
• Market Definition:
last year.
• The Potential market involves “all patients
suffering from pain and fever.” • Rank:
• Our objective is to exist Panadol at
no.1 rank brand.

Situation Analysis STRATEGY

• Market Size &Segmentation: • PLC Management:
• Total market in Paracetamol category is of 3.8bn
• We will launch line extensions of
• Target Market: Panadol
• “All patients suffering from Pain and Fever.” • 100mg,200mg,250mg.
• Competitor Analysis:
i) Drops/Liquids Category: Brufen,Disprol
ii) Panadol Extra Category:
Ponstan,Brufen,Disprol

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STRATEGY
• Product Improvement:
• Owing to visual similarities of competing
product Panadol believe in clear
differentiation and lookalikes.
• Launch Gentle to Stomach safety profile of
Panadol.
STRATEGY
• Patient teaching
• • Advise patient, parents, or other caregivers to
contact prescriber if fever or other symptoms persist
despite taking recommended amount of drug.

STRATEGY STRATEGY

• Sales Force Resourcing: • • Inform patients with chronic alcoholism

• 40 raps to cover big cities like Karachi
• We see the products cover/rap.Optimum two
products one Panadol and other to effectively
concertrate on Panadol.
• Give testimonials which have clear and
understandable messages.
that drug may increase risk of severe liver
damage.
•As appropriate, review all other
significant and life-threatening adverse
reactions and interactions, especially
those related to the drugs, tests, and
behaviors.

STRATEGY STRATEGY
• Public Awareness Campaigns: ROUTE Onset Peak Duration
• Doctors awareness by raps using effective 3-8 hr
P.O 0.5-1 hr 10-60 min
testimonials and differentiative messages. (dose
dependent)
• Free sampling.
P.R 0.5-1 hr 10-60 min 3-8 hr
• Public awareness for effective and safe pain (dose
killers. dependent)

• Make contracts with govt health sector in

different programs.

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STRATEGY
• Distributors:
• More sales commission will be given
• Retailors:
• As a motivational factor we will nominate
best retailor of the year and give bonuses.
POSITIONING
• WHO:
• Panadol Extra for Pain and Fever patients.
• Panadol CF for Cold and Flu.
• WHY:
• Panadol is the best Mild and Moderate
Pain and Fever brand .
• Panadol is stomach friendly.
POSITIONING
• Panadol have attractive packaging and
differentiative effects
• People want rapid and safe reaction.
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PROMOTION
• Panadol is Non technical product
• MOH approve to promote panadol through
Lady Health workers, RMOs,Vaccinators,
physicians.
MARKETING PROGRAMS
• Patient awareness created to target
Mild/Moderate pain and fever patients.
• Different seminars and conferences organized
on board of Panadol.
• We will make sponsorships on International
platforms /Seminars.
• A total cost of 1 million should allocate for
marketing programs for 1st year.
FINANCIAL SUMMARY
• P&L:
• Profit before tax—about3bn
• Profit after tax -----about 2.7bn
• Net Sales-------------7.1%from last year
• A&P Expenses:
• Our target is to keep A&P expenses 10%
of Annual sales.
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New Product Launch Plan

• Awareness campaigns start to aware

Doctors,Chemist,Distributors about new
product features and comparative
advantages.
• A new sessions countrywide for fieldforce
trainings about panadol marketing and
effective messages to doctors.
• Seminars and meetings organized .

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