Marketing Strategy & Planning :Marketing Strategy & Planning


Marketing Excellence :Marketing Excellence Marketing Planning The end point of a Marketing Plan is… not only better planning. It’s about ...


Slide 3:Marketing Excellence the 22 immutable laws of marketing by Jack Trout, Al Ries “ Many people believe that the basic issue in marketing is … convincing customers you have a better product, that in the long run the best product will win. Not true … It’s an Illusion… there is no objective reality. The perception is the reality. Marketing is a battle of perceptions not products. All that exists in the world of marketing are perceptions in the mind of customers” Marketing Excellence is ... Consistently winning the battle of perceptions.


Is Branding Important? :Is Branding Important? “Products often struggle to demonstrate major differences in terms of clinical benefits … highlighting the need to obtain greater insight into user perceptions of brands, and factors motivating them to prescribe” “The company that fails to examine and monitor the equity of its brands in the consistently evolving pharmaceutical markets, does so at its own peril”. “Marketing Managers who don’t take account of the emotional factors in brand choice and prescribing miss the opportunity to maximize the value of their brands” per David Bayton, Managing the Equity of Pharmaceuticals


Product or Customer Focused ? :Product or Customer Focused ? Segment by products Scientific focus Relies on relationships; Has difficulty disciplining Sales to provide useful intelligence Talks about product performance and sales volume achieved Knows competitive product features Checks Marketing Plan only when it’s time for a new version. Segment by customers Focus on customer perceptions Tracks market changes & modifies strategy based on market research & systematic collection of sales reports Talks about customer needs, share, uses & segments. Knows competitor strategy, assumptions, cost & objectives Uses Marketing Plan to manage activities Product Focused Customer Focused


The Challenges of Branding? :The Challenges of Branding? Consumers buy products but they choose brands. Consumers form relationships with brands, not products, and not corporations. The performance of the product, what it does, and how it does it, is the core identity of the brand. But the brand also has a distinctive personality and character that makes an emotional and trust-based connection with the consumer and distinguishes it from competitive brands. Source: Winning with P&G 1999


Key Elements to Brand Equity :Key Elements to Brand Equity 1. The physical element: perceived functionality relative effectiveness is very important how well advantages are communicated so that our customers perceive that we offer superior value 2. The emotional element: developing affinity nostalgia, pleasant associations bonding, sharing the users values or perspectives Trust & Innovation


Winning the Battle of Perceptions :Winning the Battle of Perceptions First, intimately knowing the values and needs of our customers. Then ensuring that every element of the marketing mix is aligned behind creating, delivering and communicating the values which will trigger customers to prescribe your brand over the competitors. Effective Brand Marketing Is..


A Common Branding Process :A Common Branding Process To be agreed & distributed with Interim TA update (end Feb)


The Pyramid :The Pyramid Rep


Common Marketing Plan Issues :Common Marketing Plan Issues Strategic direction is still vague Roles & responsibilities not yet clarified Process is too complex Process not well linked to Business Plan cycle Planning not yet in the culture, Team can’t support all the deliverables Marketing products not driving perceptions Basic marketing processes not optomized.


Slide 12:Typical Planning Cycle Mid-July September October Timeline Corporate Marketing Engineering Senior Management Overall Corporate Ambition Link to Company Vision Top down global sales Global Marketing Strategy November Annual Budget Driven Process Interim Updates Final Business Plan Approved Approve Business Plan First Draft 3 year sales view Strategy + Plan Development Product priorities, launch plans Pricing, Market Research Strategy + Plan Development Branding, Marcom, Strategy + Plan Development Product priorities, launch plans Corporate Sales Operations Target setting Targets to Region/Local


Common Marketing Needs :Become much more intimate with customers Understand customer perceptions & values Develop and state clear strategies Create and drive branding platform Set more challenging objectives Execute more impactful tactics Understand investment & return trade-off better Improve implementation & follow-up Improve alignment between marketing & sales Common Marketing Needs


Key Elements of Marketing Plan :Key Elements of Marketing Plan


Solid Results requirestrong alignment through organization :HR Resource Plan Solid Results requirestrong alignment through organization Return on Investment Incentive bonus structures Global Branding Business Overview Resource Deployment Business Tracking Implementation orientation Strategic to tactical Action plans per customer segment


How Will You Know You Achieve Marketing Excellence? :How Will You Know You Achieve Marketing Excellence? You consistently win the battle of perceptions ... and …you are seen externally as a Marketing & Sales powerhouse. You will have achieved your goal when: