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The Power-point Presentation briefly describes the essential steps one needs to take while preparing for a successful brand launch. These steps are a quick guide to the routes one can adopt to successfully launch a brand.
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BRAND PLANSTEPS TO EFFECTIVE BRAND
BUILDING
MADE BY
JONATHAN D’SOUZAMEDICAL WRITER
Where does your brand stand?
Where does your brand wish to be?
How will your brand get there?
WHERE DOES YOUR BRAND STAND PRESENTLY?
Situation Analysis
Current Market Scenario
SWOT Analysis
Business Challenges
Competitors
SITUATIONAL ANALYSIS
Situational Analysis is the foundation of a marketing
plan. It includes a thorough examination of internal
and external factors affecting a business. It creates
an overview of the organization that will lead to a
better understanding of the factors that will
influence its future.
CURRENT MARKET SCENARIO It is important to understand the value
your product intends to bring into the market.
Is it a new innovation or an improvement on an existing product?
What distinguishes your product from the rest?
SWOT ANALYSIS
Rising per capita income and increase in product awareness through various media.
Consumers now look for “MONEY FOR VALUE “ rather than “VALUE FOR MONEY”
Competing with established players
New brand
Threat of new entrants
Threat of substitute products
New Innovation
Company Heritage and image
WHERE DOES YOUR BRAND WISH TO BE?
The Business Objective
The Task
The Target Audience
The Marketing Objective
The Communication Objective
BUSINESS OBJECTIVE To capture a fixed percentage of the
market share
To establish its brand equity in the defined care segment
TASK Create the need for the product
Create a buzz around the product
Arrive at a different marketing strategy and communication plan for the product
Work towards changing consumer habits through awareness & education
Create a promotional plan to draw prescription by doctors
Propose various points of exposure for consumers,to encourage OTC purchase
HOW DOES YOUR BRAND GET THERE?
The Competitive Messaging
The Competitive Positioning
The Four P’s of Marketing
The Conversation Marketplace
THE 4 ‘P’S OF MARKETING PRODUCT
• Unique formulation. Better alternative.Rational Benefits
• Go about your routine life, without hampering normal activities . Emotional Benefits
• Saves money. Cost effective. Economic Value
• Key ingredient or mode of action.Key differentiators
• Targeted at doctors and patients alike.Brand Positioning
• What the product claims.BrandEssence
COMPETITIVE PRICING
Businesses have 3 options when setting the
price for a product. They can set it below
the competition, at the competition or
above the competition. Above the
competition pricing requires the business to
create an environment that warrants
quality.
THE CONVERSATION MARKETPLACE
Day in the Life
Buying Behavior
Media Trends
Cultural Trends
ABOVE THE LINE ACTIVITI
ES
Inputs Prelaunch Launch Post Launch
Branded print ads in national and regional newspapers
Bus shelters/Bus panels Outdoor hoardings/ Unipoles
Branded Train ads
Kiosks in malls, societies
TVC in business channels, regional channels, local cable channels
Radio promotions
DSN screen ads in Mcdonalds, Café coffee day, Barista .
Cinema branding
BELOW THE LINE ACTIVITI
ES
Inputs Prelaunch Launch Post Launch
Branding/ ground activities at selected residential complexes
Push at chemist stores/ supermarkets: Loyalty contact programme
Flash Mob Mall activities like free sampling , flyers Distribution, Product display
Online promotions through social networking sites like Facebook , YouTube , Twitter
Cinema branding School contact programme
THE BIG IDEA Tablet detailing
Celebrity Route
Social media
Flash Mob
WHY TABLET DETAILING?
Innovative, dynamic and interactive
Faster, accurate and more impressive presentation
WHY SOCIAL MEDIA?
89% of Internet users regularly use a search engine for products and services
Most Economical and ROI driven Marketing Medium to reach a large consumer base.
Astute and knowledgeable audience.
It is interesting to note that the demand for Internet comes not only from cities, but also from its rural population.
Another interesting prediction about the growth on Internet penetration is that mobile Internet will grow at faster speed than the desktop variation.
WHY FLASH MOB?
Considering the no of advertising messages an average individual is exposed per day flash mobs are one of the best unconventional ways to break the noise.
Flash mobs are effective ways to captivate the target audience to generate word of mouth marketing which is considered as one of the best marketing tools .
Flash mobs have the potential to go viral. They provide entertainment which people want to watch and share.
ABOUT THE AUTHOR
Jonathan D’Souza is actively involved in providing scientific
inputs to pharmaceutical clients for the development of
clinically significant scientific content in order to enable a
smooth brand launch. He has been an essential asset who is
actively involved in the planning and management of various
brand launch strategies across pharmaceutical organizations.
In his capacity as a Medical Writer, Jonathan has been
instrumental in successfully launching several pharmaceutical
brands with a specific focus on target segments. He is
presently working as a Medical Writer and has a keen desire to
share his experience, knowledge and expertise with others.
For any further assistance, kindly contact him on the following
email id: [email protected]
http://ezinearticles.com/?expert=Jonathan_Elias_D'Souza
