Big Pharma - Brand Plan (US Style) (PowerPoint PPTX)

Brand X 2019 Global Marketing Plan
GCT Presentation Guidance
Targeted users: Global Brand Teams
•  GCT Review
•  Discuss the key issues, opportunities, objectives, and strategies —consistent with the Marketing Works uniform strategic approach to brand planning.
•  This template is a set of core slides. Additional slides should be used as necessary.
•  Preparation and presentation is to include your GMA co-chair and other GBT members as needed.

Guiding Questions to Facilitate Development of 2019 Objectives & Strategies
Understand the Market and Brand Position
Describe key assumptions about brand position, market environment, and competition
Market & Competitor Performance Analysis
Customer & Market Insights
Environmental Analysis
SWOT Analysis & Implications
Key Questions
What unique benefits does the brand offer?
What are the behaviors / motivators surrounding product purchase and usage and how have these changed?
What fundamental shifts have occurred in market dynamics / competitive behavior?
Identify, Assess and Select Opportunities
Quantify and prioritize the most important opportunities the brand will pursue
Key Questions
What segments are performing well?
What segments of sufferers, physicians, payers or influencers within the brand's target are behaving sub-optimally?
What is the size, value and potential to improve results among these segments?
Develop Marketing Strategies
Define core strategies for achieving brand objectives
Key Questions
What strategies can be deployed against each selected opportunity (Consumer, HCP, Payer)?
What are the quantifiable behavioral outcomes?

Presentation Core Content:

•  2018 YTD Performance Overview
•  Key Issues and Opportunities
•  Response
•  Performance
•  Three-Year Brand Objectives
•  Commercial and Financial
•  Customer Behavior
•  Opportunity Assessment
•  Key Milestone Overview
•  Market Overview
•  2019 Marketing Strategies
•  Consumer
•  Healthcare Provider
•  Payor
•  Tactical Highlights
•  High Level BU, GMA and Affiliate Activities
•  Life Cycle Strategy Highlights
•  Redefining the Possible
•  Three-Year P&L