Welcome to the “Building Power Brands” program
Do you have the unwavering passion, desire and commitment to be one of
India’s foremost pharmaceutical marketers?
“Building Power Brands” is India’s first and only, comprehensive, strategic marketing capabilities building program for the pharmaceutical industry. Spread over 5-days, this intensive and immersive program employs a balanced mix of pedagogy, case studies, brand-simulation exercises and group work discussions to build the core, fundamental marketing capabilities of brand teams. It has been consistently rated as the best and most rigorous program for shaping the marketing skills of pharma marketers in the last 3 years since inception. Ratings have consistently hovered around 4.5/5 to 5/5 by all participants. Over 250 pharma brand managers have been trained till date.
Target Audience for this program are all those involved in brand management and pharmaceutical marketing function. These include
- Product Management trainees
- Product Executives
- Product Managers
- Group Product Managers
- Marketing Managers
- Head-Marketing
- GM-Marketing
- Medical Affairs
- Sales (NSM level and Half-Country)
- Market Access
- Market Research
Program Delivery
- Pedagogy (40%)
- Case Studies (30%)
- Hands-On Group Work (Brand Simulation Exercises and Discussions) (30%)
Program Modules Structure
Day 1:
Module 1:
Introduction and Insights
- What is Strategic Marketing: Its relevance to the business.
- Understanding the business environment in terms of various factors.
- Understanding Insights and where they come from.
- Role of Market Research in insights.
Day 2:
Module 2:
Business Strategy and STP
- Understanding business strategy: decision choices and decision making.
- Defining Contested Category, Competition and play choices.
- The STP framework of Segmentation, Targeting and Positioning.
- Marketing Mix Decisions, Promotion and Execution.
- Field force deployment, FTE allocation and selling models (SoV and SoM).
Day 3:
Module 3:
Communication and Messaging
- Understanding the importance of designing compelling communication.
- Key Messaging to audience with role of Belief Shift Map.
- Developing communication strategy and tasks.
- Agency Briefing and Sales Force Briefing.
Day 4: Module 4:
Marketing Mix Optimization and Performance Diagnostics
- Understanding
- Resources Allocation.
- Marketing Mix Optimization and Prospective ROI Analytics.
- Brand Performance Diagnostics Tools and Methods (KPIs and Dashboards).
Day 5:
Module 5:
New and Emerging
Trends
- Getting It All Together: Live Consulting Case Study.
- Disruptive Trends in the Pharma Business Model.
- Introduction to Digital Marketing and its Applications.