Brand Plan Template 2021 Tuzant

Brand Planning 2021
Proprietary and confidential — do not distribute

Enter title via "insert>header and footer>footer" | April 22, 2024 1
We will follow a detailed Marketing Plan process to help
write a strong plan with continuous help at every stage of
the process
Strategic
Lever 2021
finalization Multichannel
Validation Cross Functional, Engagement
(if required) Agency & CD’s Plan
Cross Functional,
Cross Functional & Agency & CD’s
Sales Team
Relook at the
2020 hypothesis Comprehensive
Cross Functional Brand Plan
Team
Proprietary and confidential — do not distribute *Cross functional group includes: Marketing, Medical, MEX, PMO 2
Proposed timelines
30th 10-14th 14-18th 26-28th 1st week
Template Roll Relook at 2020 Strategic AOP Signoff by Final AOP to

Out Hypothesis Lever CD’s Ashok Nair
finalization
Jul Aug Sep Oct Nov
Brand Imagery
CI Report – Strategic Lever
& Brand
Update 1 Signoff by CD’s
Tracker
CI Report – 5-9th
Update 2
AOP process will get over within 2 months

Proprietary and confidential — do not distribute CI* - Competitive Intelligence
We will be using the following data resources for our brand
planning process
SYNDICATED DATABASES - ABBOTT
Sales Audit (June 2020) Prescription Audit Internal Data

• IQVIA Sales Audit • SMSRC Rx Audit • Monthly Analyzers
- Qlikview and Base File - 4 monthly presentations • AbbWorld
• SNA Data 30 cities patchwise - 2 monthly excel data - Track Sales force effectiveness
data - SMSRC Portal - Qlikview
- SNA Portal • IQVIA Rx Audit
• Market Bonus Schemes - Primarily for market sizing
- Excel - IQVIA Portal
• AWACS inventory data
- Excel
Market Excellence Dashboard on Qlikview will give you ready access to most of the data cuts
Credentials for different portals and required excel files will be shared in a separate email
Proprietary and confidential — do not distribute 04/22/2024 4
On Consumer and Market Insighting front, we have several
reports available to support your brand planning
Patient Connect Patient Journey Category Understanding & Competition
• Allergic Rhinitis • Vertigo • Pain management

• Appetite Loss • Dysmenorrhea - OA, Back Pain, Trauma/
• HUC • Hypersensitivity Fracture
• Cough • Osteoarthritis • U&A – Vertigo
• Diaper Rashes • Back Pain • Multi Vitamin
• Vertigo • Trauma/Fracture
•
• Probiotics
Skin Infections
• Hypersensitivity
• Brand Equity and Perception
• Mouth ulcer
Mapping
• - Acuvin
OA, Tendinopathy
• - Esgipyrin
Spasms
- Kenacort
• Competitive Intelligence
Reports
We maintain a central Insight House Repository for effective knowledge sharing
Proprietary and confidential — do not distribute 04/22/2024 5

AOP 2021
Brand
Kaleidoscope
July | 2020

Guiding principles
We are telling our brand story so lets use crisp
sentences, powerful words and impactful visuals -
The template is aimed to tell the story of your brand
plan. This should not be a template filling exercise
Use last years generated hypothesis for checking its

relevance in 2021 and validation purpose
Please adapt this template to brand colors,

visuals, logos
Please get the attributes mapped and validated with

doctors (Competitive advantage and SMP) before
finalising the brand essence

2
Outline
Executive summary
Situational Analysis
Market
Competition
Communication & Learning of 2020
Segmentation, Targeting & Positioning
SWOT & Brand Strategy
Communication & Tactical Plan
Financials
Proprietary
Proprietaryand
andconfidential
confidential—
—do
donot
notdistribute
distribute 3
Outline
Executive summary
Market
Competition
Financials
Proprietary and confidential — do not distribute 4
Product Profile
Brand name
Launch date
INN / Generic name
Class of drug
Approved indications (Any other significant usage observed)
Efficacy and Safety Profile
Dosage & Duration
Dosage form & Strength
Packaging or any other special features

Executive Summary
(Vision Statement: Internal 2020 External Performance 2020
(It should be for 3 to 5 CAGR: xx Objectives 2018 2019 %Gr 2020 %Gr 2021 % Gr
18.0 Market Size
years; and achievable) 12.0 13.5 14.5 16.0 (CVM)
Brand
Val (Rs Cr)
% Val MS
2017 2018 2019 2020 LBE 2021
A:S GC 4 Yr CAGR Value Rank
2019
Comp 1 MS
2020
Insights 2020 Strategy 2021

This slide is to be filled • _____ • _____
after completion of the
complete brand plan.

Learnings from 2020
Situation Analysis
KPI met, continue
KPI partially met, evaluate
KPI not met, discontinue
Success KPI
Reach Learnings/
Initiative Objective Success status
(Drs or Patients) challenges
Brand Strategy
Plan Actual
Tactical Plan
1. This slide is critical as it helps you reflect on what worked and what did not work . Outline challenges
and Learnings from each initiative
2. This slide will help you reflect and enable you to take decisions for 2021
3. Color code initiatives basis KPI delivery
4. Please make this into 2 slides if needed

Learnings from 2020
Situation Analysis
1. What has been working before COVID 19 and what worked during COVID 19?
Brand Strategy
2. What are the learnings of the media mix? Which media worked for the brand, and why do we
think so?
3. Content Learnings: Which type of content was generated for remote/ digital engagement,
which worked and why?
Tactical Plan
4. Is the brand target segment more open for digital (if so, which ones), physical or remote
engagement?
5. Do you foresee any changes in HCP-patient interaction with regard to your therapy on
account of COVID-19?
6. If yes, how does it impact your marketing strategy?

Outline
Executive summary
Market
Competition
Financials
14
Market Performance
Situation Analysis
Key Events XXXXX XXXXX XXXXX XXXXX XXXXX
Brand Strategy
900.0
795.1
800.0
691.4
700.0
Value (in Crs)
591.0
600.0 511.0
500.0
380.1
400.0 323.0
Tactical Plan
300.0
200.0
100.0
0.0
2016 2017 2018 2019 2020 ('E) 2021 (Proj)
Drivers of growth Barriers to growth

1. 1.
2. 2.
3. 3.

IMS analysis - Market, Brand, Competition
Situation Analysis
MAT June 2018 MAT June 2019 MAT June 2020 YTD June 2020
Abbott
Brand Strategy
Brand Particular
Val Val Vol Val Val Vol Val Val Vol Val Val Vol
Rank (Rs MS Gr Gr (Rs MS Gr Gr (Rs MS Gr Gr (Rs MS Gr Gr
Cr) (%) (%) (%) Cr) (%) (%) (%) Cr) (%) (%) (%) Cr) (%) (%) (%)
Brand group
RPM
Tactical Plan
Abbott brand
group
Competitor
brand 1
Competitor
brand 2
Competitor
brand 3

Brand Performance (Internal)
Situation Analysis
Key Events XXXXX XXXXX XXXXX XXXXX XXXXX
Budget Achievement Actual Ach%, EI
Brand Strategy
80 MS%
Actual Ach%, EI
70 MS%
Actual Ach%, EI
Value (in Crs)
60
MS%
50 Actual Ach%, EI
MS%
40 Actual Ach%, EI
MS%
Tactical Plan
30 Actual Ach%, EI
MS%
20
10
0
2016 2017 2018 2019 2020 ('E) 2021 (TGT)

1. 1.
2. 2.
3. 3.

Brand Performance (Internal)
Situation Analysis
Sales 2020 (E)
Value (Rs. Crs) % Share Rank

Brand Name
Brand Strategy
IMS Market
Primary Contribution % % Achievement Mkt
(R-Factor) Share
SKU 1
Tactical Plan
SKU 2
SKU 3
Total

1. 1.
2. 2.
3. 3.

Brand Performance (channel) - Internal
Situation Analysis
Sales 2020 (E)
Value (Rs. Crs) % Share Rank

Brand Name
Brand Strategy
% IMS Market
Primary Contribution % Mkt
Achievement (R-Factor) Share
Trade
Dispensing Dr
Tactical Plan
Hosp. / Nursing home
Institution
Total

1. 1.
2. 2.
3. 3.

Outline
Executive summary
Market
Competition
Financials
Competitive Analysis – Quantitative
Situation Analysis
Relook at the Hypothesis generated last year
Brand Strategy
• List all the hypothesis generated last year and validate if they still stands
true or need to add new hypothesis
Tactical Plan
Competitive Analysis – Qualitative
Situation Analysis
Promotion Meetings/ Other Field
Key Samples/
Brand Strategy Spend value Events/Web engagement Force
Message Gifts/PPE
(estimate) inars channels Nos.
Brand Strategy
Tactical Plan
Competitive Analysis – Relative Benefit
Situation Analysis
Advantage over Disadvantage Why should the customer
Competitor Brand Name
competition w.r.t competition choose us?
Brand Strategy
Tactical Plan
Situation Analysis
Competition Collaterals
Campaign collaterals, Screenshot of Multichannel Engagement etc..
Brand Strategy
Tactical Plan
Outline
Executive summary
Market
Competition
Financials
19
Communication strategy 2020
Situation Analysis
Key Message
Specialties (communicated through What’s Working What’s not Working
VAF & MCE)
Brand Strategy
Specialty 1
Limelight analytics or customer feedback
Specialty 2 to show what’s working and what’s not
working
Specialty 3
Tactical Plan
Specialty 4
Current Campaign Learnings/ Challenges
• xx

Summary of Situational Analysis

Outline
Executive summary
Market
Competition
Financials
23
Segmentation & Targeting
Situation Analysis
Patient Segmentation & Targeting
Various Segmentation Criteria Patient Segments
Brand Strategy
Criteria 1 Segment 1 Segment 2 Segment 3 Segment 4
Tactical Plan
Criteria 3 Segment 1 Segment 2 Segment 3
Target Segment

Patient Journey of Target segment/ Buying process with
Situation Analysis
Leverage points (Example 1)
Brand Strategy
Tactical Plan
EXA
M PL E

April 22, 2024 30
Patient Flow with Leverage Points
Situation Analysis
Absolute
Decision Maker
Patient#
Patients Origination Total Country Population [%] [e.g. 108,488,077] [e.g. Physician type X]
Brand Strategy
[Type in attribute…] Filter 1: High Risk CV Diabetic Patients [%] [e.g. 63,357,037] [e.g. Physician type X]
[Type in attribute…] Triglycerides 150 mg/dL [%] [e.g. 28,637,381] [e.g. Physician type X]
[Type in attribute…] Coverage Rate [%] [e.g. 22,909,905] [e.g. Physician type X]
[Type in attribute…] Diagnosis Rate / Patients [%] [e.g. 9,163,962] [e.g. Health Insurance]
Tactical Plan
[Type in attribute…] Treatment Rate [%] [e.g. 3,665,585] [e.g. Health Insurance]
[Type in attribute…] In Market Patients [%] [e.g. 1,246,299] [e.g. Health Insurance]
[Type in attribute…] Patients fulfilling script [%] [e.g. 735,316] [e.g. Health Insurance]
[Type in attribute…] Total – [Brand X] Patients [%] [e.g. 298,804] [e.g. Health Insurance]
Leverage • [Type in leverage points]

Points • [Type in leverage points]
Source: [Type in source …]

Situation Analysis
Brand Strategy
Tactical Plan
EXA
M PL E

Situation Analysis
Customer Segmentation & Targeting
Target Patient Segment Customers who treat target patient segments
Brand Strategy
Segment ? • Specialty 1
• Specialty 2
• Specialty 3
Tactical Plan
• Specialty 4
Final Target Customer Segments:

• Specialty ?
• Specialty ??

Customer & Consumer Persona
Situation Analysis
Physicians Patients
Qualification- Nephrologist/ Transplant Surgeons, type of
Brand Strategy
Demography : Defining your Age-, family history, Sex, SEC, Geography, disease
practice- Private/ Government who see transplant patients
customer from outside severity etc.
Efficacious (low rejections), safe (lesser side effects) & cost

Psychograph : Defining what is Desires, fears, awareness, disease specific risk etc.
effective regimens. Need of patient counselling and education,
there in their heart & mind
What are the key trends in contested category?
Tactical Plan
Essential data & trends Triple drug combination regimen used, no perceived MMF/MPS Change in demographs, values, attitude, life-style,
Why they prescribe one brand over other ? how do they react to offering from you and your
Cost, reliability in terms of efficacy and bioavailability, company competitor
reputation &
Support for patients - providing patients free drugs for a period;
delivery at home
Quality of information provided , Representative visits
Segmentation, needs & their What are their primary and secondary needs, Are emotional needs being met by products /
behavior what kind of HCP operate in this TA, what they service? What is the trigger that prompts patients
choose and why, preference to our brand ? to use our products?
What they think & feel, talk What are their attitudes toward therapy area and What kind of words they use about therapy area
about market and dislike the what all they talk about and what all they like and What is the greatest dislike about the Rx
most dislike in this therapy area.
34
Stakeholder Needs & Behavior Analysis (1/2)
Situation Analysis
Leverage Point 1 Decision maker: [Type in …]
Needs/ Current Desired Key Action

unmet needs behaviors behavior barriers needed
Brand Strategy
[Type in …] [Type in …] [Type in …] [Type in …] [Type in …]
Tactical Plan
Challenges and opportunities
Type in your strategic summary …

Stakeholder Needs & Behavior Analysis (2/2)
Situation Analysis
Needs/ Current Desired Key Action

unmet needs behaviors behavior barriers needed
Brand Strategy
Tactical Plan
Challenges and opportunities
Type in your strategic summary …

Situation Analysis
Market, Advantage & SMP
Brand Strategy
Addressable Market Competitive Advantage Single Minded Proposition
Tactical Plan
Creating a Brand Positioning Statement
Situation Analysis
Brand Strategy
Brand Positioning Statement (BPS)
In the (market definition), (the brand) delivers (SMP) to the (target patient
Tactical Plan
segment) treated by (target doctors) because of its (reason/key evidence in
support of its competitive advantage)

Marketing Process Summary
Situation Analysis
Selected Segmentation Criteria
Brand Strategy
Target Patient Segment
Target Customer Segment
Market definition
Tactical Plan
Competitive Advantage
Key Customer and Consumer Insights
Brand Essence
Single Minded Proposition

Outline
Executive summary
Market
Competition
Financials
42
The four action framework
Situation Analysis
• xx
RAISE
Which STRENGTHS we want
Brand Strategy
to leverage?
• xx
REDUCE
What WEAKNESSES should
we reduce?
Tactical Plan
SEIZE • xx
What OPPORTUNITY should be
pursued? Which emerging trend we should
exploit?
ELIMINATE • xx
What THREATS we want to eliminate?
What are emerging threats that could
impact us?

Brand Objectives
Situation Analysis
2020 2021
Qualitative
Brand Strategy
(Vision Based )
Sales (Rs Cr)
Market share (%)
Tactical Plan
Rank
Rx share (%)
LCM initiative
(if relevant)1
1: Please mention the specifics e.g. - new SKU/formulation/Line extension, new indication/segment/geography, new packaging, new guidelines, etc.

Prioritization
Situation Analysis
All challenges and opportunities Prioritization
Brand Strategy
Challenges and Impact on Brand Ability Priority 1 [Type in pivotal challenge
opportunities Performance (A) to change (B) for focus (AxB)
[Type in challenge …] [e.g. 3] [e.g.1] 3

2 [Type in pivotal challenge]
Tactical Plan

3 [Type in pivotal challenge]
[Type in challenge …] [e.g. 1] [e.g.1] 1 4 [Type in pivotal challenge]
Impact on Brand Perf: 3 = High 2 = Medium 1 = Low

Ability to Change: 3 = High 2=Medium, 1=Low
Proprietary and confidential — do not distribute April 22, 2024 43
Situation Analysis
Identifying strategic growth levers
Brand 2021 Objective
Core Brand Strategy: This should be derived based on Annexure slide which helps develop core brand strategy
Brand Strategy
State Supporting Brand Strategy 1 State Supporting Brand Strategy 2 State Supporting Brand Strategy 3 State Supporting Brand Strategy 4
Key challenge / CSF

Key challenge / CSF Key challenge / CSF Key challenge / CSF
e.g. More Prescriptions from Core
e.g. Expand prescriber base e.g. Geography Focus e.g. New Launch
Drs
Key tactics: Key Tactics Key Tactics Key Tactics

Describe it briefly highlighting Describe it briefly highlighting why Describe it briefly highlighting Describe it briefly highlighting why
Tactical Plan
why it’s unique/ differentiating it’s unique/ differentiating why it’s unique/ differentiating it’s unique/ differentiating
Scale: Scale: Scale: Scale:

No of Drs/ KOLs/ Patients No of Drs/ KOLs/ Patients impacted No of Drs/ KOLs/ Patients No of Drs/ KOLs/ Patients impacted
impacted impacted
KPI: KPI:
KPI: KPI:
Incremental Value: Incremental Value:
Incremental Value: Incremental Value::
1. Mention Supporting Brand strategy

2. Mention key specialties that are critical for brand success
3. Mention key differentiating initiatives only – max 2
4. Focus on highlighting differentiated initiatives e.g. certification through associations, digital, patient programs etc.
5. Incremental value should be for the whole supporting brand strategy and not just the key tactic

Outline
Executive summary
Market
Competition
Financials
47
Strategy and Activities – Plan Year [Year] (1/4)
Situation Analysis
Challenge /
Opportunity A
Target
Activity Expected
Brand Strategy
CSF A (Trade/ Smart - KPI Owner Budget
(max 5) Return
GP/etc.)
[Type [Type in target…] [Type in expected [Type in smart – [Type in owner…] [Type in
inactivity…] return…] KPI…] budget…]
Tactical Objectives
Tactical Plan
• [Type in tactical
objective…]

Situation Analysis
Challenge /
Opportunity A
Target
Activity Expected
Brand Strategy
(max 5) Return
GP/etc.)
Tactical Objectives
Tactical Plan
objective…]

Situation Analysis
Challenge /
Opportunity A
Target
Activity Expected
Brand Strategy
(max 5) Return
GP/etc.)
Tactical Objectives
Tactical Plan
objective…]

Situation Analysis
Challenge /
Opportunity A
Target
Activity Expected
Brand Strategy
(max 5) Return
GP/etc.)
Tactical Objectives
Tactical Plan
objective…]

Communication Strategy (1/2)
Situation Analysis
Message Development
Current Desired
Brand Strategy
What’s their current behaviour? What we want them to do?
Do
Tactical Plan
What thoughts/feelings/ What would they need to think/feel/ believe
Think /Feel/ Believe
behaviours are the drivers ? to change behaviour?

Communication Strategy (2/2)
Situation Analysis
Key Messages
Message Development
Brand Strategy
Single Minded Proposition
Why the brand is better than
Tactical Plan
What does the Brand deliver to the
• Other competing molecules
patient (primarily emotional)
• Other competing Brands of same molecule
Message 1 Message 2 Message 3

(testimony / visualization / endorsement) (with evidence) (with evidence)

Big Idea for 2021?
Situation Analysis
My implication is the creative rendition of the single minded value proposition
that the brand is expected to communicate to the TG
Brand Strategy
Tactical Plan
2021

Situation Analysis
VA mood boards targeting the segments
Brand Strategy
Expectation will
be to present
mood boards
with agency
Tactical Plan
head and team
with clear
insights from the
earlier part of
the brand plan

Customer Engagement Model [Year]
Situation Analysis
Non- Personal Interactions Personal Interactions
Brand Strategy
Web-sites (Pharma & 3rd Party) Teledetailing
Interaction
Email (Pharma & 3 Party) rd with stakeholders F2F interactions
Direct Mail
Local Meetings
Tactical Plan
SMS
Call Center
Apps Peer-to-Peer
Interactions
E-MSLs
Webinar/eMed
Display Ads Congresses

MCE Approach Brand Program 2021
Analysis
Analysis
Situation
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Situation
Web-Site
Email
Non-Personal Interactions
Direct Mail
Strategy
SMS
Strategy
Apps
Brand
Webinar / eMed
Brand
Display Ads
…...
…...
…..
Tactical Plan
Rep Detailing
Teledetailing
Local Meetings
Personal Interactions
Call Center
e-MSLs
Congresses
…...
…...
…...
…..
Clinical programs 2021
Situation Analysis
Timelines
No of No of Cost
Program Name Objective
Drs patients (in lacs) Completion
Brand Strategy
Start date
date
Tactical Plan
• To be filled along with Clinical Ops team
• Also Add projects that are carried forward from 2020

Product Life Cycle Development Plan: NPI
Situation Analysis
BCF created :
Category/ Specific Launch
Yes/No/Not Objective Budget
New product Activity (Month, year)
relevant
Brand Strategy
Line extension
Tactical Plan
Market research plan 2021
Situation Analysis
Background
(Please set the busi-
ness context/ back-
Brand Strategy
ground on the need
for the study)
Objective
(Please outline ob-
Tactical Plan
jective
of the study)
Doctor Category
Cost
Timelines

Support Required
Situation Analysis
Indicate support required from different functions e.g. Marketing
excellence, SFE, GA, PR, Medical, Supply Chain, BD, etc.
Function Support required
Brand Strategy
Function 1
Tactical Plan
Function 2
Function 3

Aspiration – 3 years
Situation Analysis
2020 2021 2022 2023
Agreed LRP Market Value
Values (Rs Cr)
(3 years) Market Growth (%)
Brand Strategy
Sales (Value)
Market Share (%)
Challenge Opportunity
Tactical Plan
Key Challenges/
Opportunities • xx • xx
In the long term
Assumption 1 Assumption 2 Assumption 3

Key • xx • xx • xx
Assumptions
for the long term

Contingency Plan
Situation Analysis
Probability of
Risk Mitigation Plan
Occurence (%)
Brand Strategy
Tactical Plan
Outline
Executive summary
Market
Competition
Financials
64
Sales Phasing
2019A 2020LBE 2021P
4.5
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2021
4 3 3.5 4 3 3.5 4 3 3.5 4 3 3.5
(Plan)
2020
2 1.8 2 3 2.3 2.2 1.9 2.1 2.2 2.3 1.8 2
(LBE)
2019
(Actual)

Media Plan 2021: Brand
Value (Actual/ Expected), INR Lacs
Promotion type 2020 LBE 2021 Plan
No. of Drs Value (Lacs) % Sal No. of Drs Value (Lacs) % Sal
1. Sample
2. Brand reminders
3. Print
4. Digital
5. Books/ Journals
6. Conference TTT
7. CMEs
8. Patient Programs
9. Market research
10. Trade Promotion
Total Promo
Promo A:S %
Bonus
Bonus % to sales
Clinical studies
Clinical % to sales

Sources of growth and investment summary
Source of growth Investment
14.0 0.9 0.4

12.7 Con- New launch
0.9 fer- 11%
12.0 ENT ences
10.5 cam- 3%
10.0 paign
8%
8.0
6.0
4.0
2.0
Expand CP
0.0 base
2019 Expand Build p/D New 2020 Plan 78%
Usage in in ENT Launch
CPs in
Dizziness

Financials
Brand Name 2019-LBE % Salience Plan 2020 % Salience
Net Sale 50.0 100% 54 100%
Material Cost 28.1 56% 36.3 68%
Bonus cost – Free quantity 1.0 2% 1.7 3%
OMC allocation 0.1 0% 0.1 0%
Expiry 0.1 0% 0.1 0%
Total Material cost 29.3 59% 38.1 71%
Gross Margin 20.7 41.4% 15.4 28.8%
Selling Expenses 2.9 6% 3.1 6%
Sales Promotion Expenses 1.3 3% 2 4%
Marketing Expenses 0.7 1% 0.8 1%
Marketing Contribution 15.8 32% 9.5 18%
R&D Expenses 0.2 0% 0.1 0%
G&A Expenses 0.2 0% 0.2 0%
Division Margin 15.4 31% 9.2 17%

Brand Performance – Regional Analysis (Internal)
Situation Analysis
2020 (E) Market Share
Regional
EI MCI Manpower Productivity
Analysis %
Budget Actual % Gwth % Contribution 2019 2020(E)
Ach
Brand Strategy
Region 1
Region 2
Region 3
Tactical Plan
Region 4
Region 5
Total

1. 1.
2. 2.
3. 3.

Situation Analysis
1. Segmentation and Targeting
Identify Patient Select Target Identify Customer Select Target
Brand Strategy
Segments Patient Segment Segment Customer Segment
Various Segmentation Criteria Patient Segments
Tactical Plan
Criteria 3 Segment 1 Segment 2 Segment 3

Situation Analysis
Brand Strategy
Segment Segment Diagnosis Level of

Segments KOL Role Brand Data
Value Growth Status Competition
Tactical Plan
Segment 1
Segment 2
Segment 3

Situation Analysis
Brand Strategy
Target Patient Segment Customers who treat target patient segments

Segment ? • Specialty 1
Tactical Plan
• Specialty 2
• Specialty 3
• Specialty 4
Final Target Customer Segments:

• Specialty ?
• Specialty ??

Defining the market
Situation Analysis
2. Defining the Market
Total Market
Brand Strategy
Patient Segments
Tactical Plan
Select Target Patient Segment(s) Competing Categories
= Market Definition = ??
Market definition = Estimated XXX # of ??? sufferers in (country name) currently treated
primarily with <competing categories> valued (by ims) at Rs. Cr YYY

Competitive Advantage – Across brands
Situation Analysis
3. Identifying Competitive Advantage - 1
Brand Strategy
Customer preference - Between Molecules
List of Attributes (Across brands) Attribute rank
POP / POD
Attribute 1
Tactical Plan
Attribute 2
Attribute 3
Attribute 4
Attribute 5

Competitive Advantage – Across molecules
Situation Analysis
3. Identifying Competitive Advantage - 2
Brand Strategy
Customer preference - Between Molecules
List of Attributes (Across brands) Attribute rank
POP / POD
Attribute 1
Tactical Plan
Attribute 2
Attribute 3
Attribute 4
Attribute 5

Competitive Advantage – Overall
Situation Analysis
3. Identifying Competitive Advantage Final
Brand Strategy
Tactical Plan
Single minded proposition (1/5)
Situation Analysis
4. Creating the Single Minded Proposition
Identify rational Identify emotional Identify users and Create a Brand
Brand Strategy
Insights
product benefits product benefits brand “adjectives” Essence
List down the Insights
Insight 1
Tactical Plan
Insight 2
Insight 3

Situation Analysis
• Write statements on post its as they Re-write the expressions in 3-4 sentences Further summarise stmts based on topic Finally compress to 1
emerge from discussion with patient/ Dr keeping the key words unaltered which can be unified into a single stmt stmt beginning with I
• Collate statements of similar topic in 1 Known as : Data/ Info Known as : Understanding Known as : INSIGHT
cluster
Brand Strategy
xxxxxxxxxxxxxxxxxxxxxxxxxx • Abc
•
xxxxxxxxxxxxxxxxxxxxxxxxxx •
•
•
xxxxxxxxxxxxxxxxxxxxxxxxxx
Tactical Plan
• I feel…
xxxxxxxxxxxxxxxxxxxxxxxxxx • I want…
•
• I see…
•
xxxxxxxxxxxxxxxxxxxxxxxxxx •
•
•

Insight Example
I feel
anxious & dejected
as I am unable to give my 100%
at work & home

34
Situation Analysis
Identify
Identify rational Identify users and Create a Brand
Brand Strategy
Insights emotional
product benefits brand “adjectives” Essence
product benefits
Product Feature Rational benefits Emotional feeling
Tactical Plan
Situation Analysis
Identify Identify users

Identify rational Create a Brand
Brand Strategy
Insights emotional and brand
product benefits “adjectives”
Essence
product benefits
Doctor Adjectives1 Patient Adjectives2 Brand Adjectives
Tactical Plan
Note
1: To arrive at the right adjective for the Doctor one has to ask ‘how would you describe a doctor who prescribes for such a benefit’?
2: Similarly, to arrive at the right adjective for the Patient , one has to ask, ‘how would you describe a patient who takes the product understanding value of such benefit’?
Situation Analysis
Identify rational Identify emotional Identify users and Create a Brand
Brand Strategy
Insights
product benefits product benefits brand “adjectives” Essence
Brand essence
Tactical Plan
Single Minded (Brand) is a (Brand Essence) offering (Treatment type) to patients suffering from
Proposition (Target Patient Segment)

Brand Identity (Kapferers Brand Prism)
Situation Analysis
Personality
Brand Strategy
Physique Culture
Tactical Plan
Brand
Relationship Self-image
Reflection

Creating a Brand Positioning Statement
Situation Analysis
Brand Strategy
Brand Positioning Statement (BPS)
In the (market definition), (the brand) delivers (SMP) to the (target patient
Tactical Plan
segment) treated by (target doctors) because of its (reason/key evidence in
support of its competitive advantage)

Where to play in 2021
Situation Analysis
1. Tactics executing the
campaigns at the planned
Brand Strategy
ORIGINATION intervention points.
2. Evaluate the importance of the
tactic in implementing the
DIAGNOSIS campaign (Very Imp, M, L)
Tactical Plan
TREATMENT
BRAND CHOICE
FULFILLMENT
PERSISTENCE

Brand Plan Template 2021 Tuzant

Uploaded by

Copyright:

Available Formats

You might also like

Brand Plan Template 2021 Tuzant

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Brand Plan Template 2021 Tuzant

Uploaded by

Copyright:

Available Formats

Brand Planning 2021

Proprietary and confidential — do not distribute

30th 10-14th 14-18th 26-28th 1st week

Template Roll Relook at 2020 Strategic AOP Signoff by Final AOP to

Jul Aug Sep Oct Nov

AOP process will get over within 2 months

Proprietary and confidential — do not distribute

Sales Audit (June 2020) Prescription Audit Internal Data

• Allergic Rhinitis • Vertigo • Pain management

We maintain a central Insight House Repository for effective knowledge sharing

Proprietary and confidential — do not distribute 04/22/2024 5

Proprietary and confidential — do not distribute

Use last years generated hypothesis for checking its

Please adapt this template to brand colors,

Please get the attributes mapped and validated with

Proprietary and confidential — do not distribute

Communication & Learning of 2020

Segmentation, Targeting & Positioning

SWOT & Brand Strategy

Communication & Tactical Plan

Communication & Learning of 2020

Segmentation, Targeting & Positioning

SWOT & Brand Strategy

Communication & Tactical Plan

INN / Generic name

Approved indications (Any other significant usage observed)

Efficacy and Safety Profile

Dosage & Duration

Dosage form & Strength

Packaging or any other special features

Proprietary and confidential — do not distribute 10

Insights 2020 Strategy 2021

Proprietary and confidential — do not distribute 11

Proprietary and confidential — do not distribute 12

Proprietary and confidential — do not distribute 13

Communication & Learning of 2020

Segmentation, Targeting & Positioning

SWOT & Brand Strategy

Communication & Tactical Plan

Drivers of growth Barriers to growth

Proprietary and confidential — do not distribute 15

Proprietary and confidential — do not distribute 16

Drivers of growth Barriers to growth

Proprietary and confidential — do not distribute 17

Value (Rs. Crs) % Share Rank

Drivers of growth Barriers to growth

Proprietary and confidential — do not distribute 18

Value (Rs. Crs) % Share Rank

Drivers of growth Barriers to growth

Proprietary and confidential — do not distribute 19

Communication & Learning of 2020

Segmentation, Targeting & Positioning

SWOT & Brand Strategy

Communication & Tactical Plan

Communication & Learning of 2020

Segmentation, Targeting & Positioning

SWOT & Brand Strategy

Communication & Tactical Plan

Current Campaign Learnings/ Challenges