Professional Documents
Culture Documents
2. Exclusive distribution
- the drug manufacturer requires the sales outlets such as
hospitals and industrial clinics not to carry competing lines in
Dispensing MDs exchange for higher discounts, promotions support and other
Jobber Wholesaler
service amenities
3. Selective distribution
- where the drug manufacturer does not have to spread its
Gov’t
efforts over many sales outlets in order to develop long-lasting
Retailer Retailer Retailer working relationships fast
agencies
Exhibit 1 Exhibit 5
Outline for Preparing an Annual Marketing Plan Essentials of a Marketing Plan Format
A. Strategic Situation Summary 1. A statement of Facts
a) Market definition and its important characteristics, 2. A list of problems and opportunities
size estimates and growth projection 3. A list of objectives
B. Market Target (s)- Description 4. A complete marketing program
a) Clear definition of each target, size and growth rate, 5. A recommended marketing appropriation
description of end-users, positioning strategy 6. A forecast of sales volume, gross profit and profit before
guidelines and other available info useful in planning taxes
and implementation
C. Objectives for the Market Target (s) Exhibit 6
a) What the plan is expected to accomplish The Marketing Plan Format
D. Marketing Program Positioning Strategy 1. Objectives
a) Product strategy 2. Sales history
b) Distribution strategy 3. Market share trends
c) Price strategy 4. Commentary
d) Promotion strategy 5. Competition
e) Marketing research 6. Pricecomparison
f) Coordination with other business functions 7. Problems/ Opportunities
8. Major Thrust Recommended Pharmaceutical Marketing Plan
9. Minor Thrust 1. Executive summary
10. Positioning statement 2. Current pharma marketing situation
11. Tactics 3. Objectives and issues
12. Where will the Business come from? 4. Marketing strategies
13. Timetable 5. Action programs
14. Key risks 6. Budgets
7. Controls
Exhibit 7
The Components of a Marketing Plan Exhibit 12
1. Executive summary Brand Position Report
2. Current marketing situation A. The market
3. Threats and opportunities B. Consumer
4. Objective and issues a) Trial and usage
5. Marketing strategies b) Purchase data
6. Action programs c) Buying source
7. Budgets d) Brand switching patterm
8. Controls e) Consumer attitudes towards brand
C. Competitive activities
Exhibit 8
Annual Marketing Plan Exhibit 13
- the master blueprint, the game plan, the bible, the battle plan Brand review
- becomes the “how-to-do-it” master business plan that serves A. Analysis of current performance
to guide marketing executives in each phase B. Consumer
1. Statement of objectives C. Key considerations as to brand status
2. Identification of target markets
3. Strategies and tactics pertaining to the marketing mix
4. Information regarding budgetary support for the marketing
activity
Exhibit 9
The Marketing Plan
1. Understanding the marketing process
2. The marketing planning process
3. The customer and market audit
4. The product audit
5. Setting marketing objectives and strategies
6. The communication plan
7. The pricing plan
8. The distribution plan
9. Marketing information, forecasting and organization
10. Designing and implementating a marketing planning system
Exhibit 10
Product Plan Format
I. Objective
II. Background
III. Marketing spending
IV. Marketing strategy/ Action Programs
V. Controls
Exhibit 11