Course Objectives

• Ensuring that quantitative and qualitative objectives are met. Driving strategic development of the brand portfolio. Identifying new products and packaging. Developing and implementing consumer promotions.

Learning Outcomes

This course enables students to learn about the basics of brand and development of brand of a product. There is a difference between the general marketing and pharmaceutical marketing. This course enables students to learn about the channel of pharmaceutical marketing, effects of promotional strategies, and physician‟s prescriptions.

Course Syllabus

Module: I    

Fundamentals of Brand Management

Product: Concept, classification, levels, Product Mix.

Concept of Brand: Introduction, Role of brand, Advantages of Branding, Core Values of Brand.

Brand Equity: Concept, Brand elements.Principles of Branding, Communication Mix Strategy.

Brand Media: Communication Channels and techniques, Advertising, Brand Perception, and Packaging.

Brand Extension: Nature, advantages and disadvantages, factors of brand extension. Brand personality: Nature, advantages, brand personality and user imagery. Concept of Brand positioning.

Brand Strategy: Introduction and type of strategies.

Brand valuation: Meaning, techniques, methods of valuing a brand. Introduction to service brands.

Module: II Consumer Behaviour in Pharmaceutical Marketing

Introduction to Pharmaceutical Marketing: Identification of pharmaceutical market; market behaviour; physician prescribing habits; patient motivation; market analysis.

Scope and importance of CB in pharmaceutical marketing: key influencers of consumer behaviour in pharmaceuticals; motive and its categories; perception and process of selectivity; impact on advertising decisions; Five steps of buyer’s decision making process, cognitive dissonance.

Concept of consumer and customer in the pharmaceutical industry: delineating consumers and customers in different segments of the pharmaceutical branded formulations market and API market (B2B)

Importance of Physician’s Prescription Behaviour: Key influencers of doctors’ prescription behaviour; new product adoption process; impact of sales calls; Analysis of prescription behaviour of doctors using Prescription Audit Data (C-MARC); patient factors for prescription decisions, the AIDA principle.

 Module III: - Pharmaceutical Product Management

The Pharmaceutical Products: Drug Development and the Marketing Research Interface; Diversification and Specialisation; Marketing Generic Drugs; and prescription drugs.

History of Product Management: from CAMAY to COREX

What is a Brand: Brand Name, Brand Image, Brand Value and Brand Awareness, Concept of Brand Equity, difference with brand valuation, Five dimensions of Brand Equity, key influencers of each dimension, prescription loyalty, prescriber coverage frequency, brand exposure through field-force promotion, Quality indicators, Promotional-mix, Benefits of building Brand Equity.

Brand Management as a strategic marketing function: role of a Pharmaceutical Brand Manager, the ‘Little CEO’ concept, ‘Science meets Commerce’ concept; Essential differences between managing Pharmaceutical Brands and Consumer Brands, types of Pharmaceutical Brand Management organization structures, challenges of a Brand Manager; relation of Product Management Teams vis-à-vis Sales Force in Pharmaceutical companies;

Fundamentals of Pharmaceutical Marketing: the 4 ‘Ps’ in a regulated Pharma market, the Strategic Triangle; Market Segmentation in the pharmaceutical context, conceptual difference with consumer products market segmentation, Brand Positioning in the pharmaceutical context, conceptual difference with consumer brand positioning, PLC Management, reinforcing and revitalizing pharmaceutical brands, line-extensions.

Product-mix Optimization & Promotional-mix Optimization: Portfolio Analysis by factoring key determinants, BCG Matrix, brand building decisions; leveraging the Promotional-mix for Brand Building.

Designing Marketing Programs for New Product launch and Existing Brands: essential constituents, Brand Plans, purpose and benefits.

 Module IV: -Competitive Practices: Economic and Competitive Aspects of the PharmaceuticalIndustry; Advertising; Detailing and other forms of Promotion; RetailCompetition – The Community Level; International Marketing. analysis; Using Medical Databases, PubMed and Standard Treatment Algorithms to build brand communication strategies; IFPMA Code of Ethics – Guidelines for Pharmaceutical Promotion; Developing content and designing of Scientific Promotional Literatures, Visual Aids and Journal Advertisements; Preparing the Promotional Budget as a part of the Marketing Budget; Monitoring & Controlling long-term projects, field-force activities and promotional-expense budget; Training Skills

 Module V:  International Marketing

The Pharmaceutical Industry: India and Global Scenario: Essential differences between domestic Marketing in India and International Marketing; generic products dominated market vis-à-vis patented products dominated markets, role of pharmacies in dispensing products, role of mass media in product advertisements and social campaigns for market expansion; Structure and role of field management and product management, India Vs. Global Factors governing International business environment. Demand estimation of pharmaceuticals in International markets Market-entry strategies, Market characterisitics and regulatory environment of major International Markets 3 Tiers of 15 Pharmerging Markets – Characteristics, Political, Economic & Regulatory Environment.

Module VI: M&A in Pharmaceutical Industry

Objectives and Types of M&A

Frameworks for Strategic Choice Analysis; Value Chain Analysis, Patent Cliff

Financing of M&A transactions: evaluation of companies’ capacity to fund transactions, Fire- power Index.

The Golden Period of Pharma M&A’s: some case studies to identify synergies

Text Books Recommended:

• Product Managementby Lehman &Winer
• Principles of Pharmaceutical Marketing – Mickey C. Smith
• Pharmaceutical Product Development by N. K. Jain
• Kotler, Philip, Marketing Management: Analysis, Planning, Implementation, and Control Latest Edition, Prentice Hall
• Best, Roger J., Market-Based Management – Strategies for Growing Customer Value and Profitability (3rd Edition), Prentice Hall
• Lehmann, Donald R. and Russell S. Winer, Product Management (2005 4th Edition). McGraw-Hill/Irwin.
• Philip Kotler(2003). Marketing Management: Eleventh Edition, New Delhi: Pearson Education.
• Harsh Verma . Brand Mnanagement, Second Edition, Excel Publication.
• Aaker,D.; Managing Brand Equity. RamanujMajumdar (1999) Product Management in India. New Delhi: Prentice Hall.
• Chaudhary (2001), Successful Branding, Hyderabad: University Press Hill.

Session Plan

Session 1

Product: Concept, classification, levels, Product Mix

Product mix

Session 2

Concept of Brand: Introduction, Role of brand, Advantages of Branding, Core Values of Brand.

Brand Equity: Concept, Brand elements.Principles of Branding, Communication Mix Strategy.

CONCEPTS_OF_BRAND_MANAGEMENT

Session 3

Brand Media: Communication Channels and techniques, Advertising, Brand Perception, and Packaging.

Branding lecture Notes

Session 4

Brand Extension: Nature, advantages and disadvantages, factors of brand extension. Brand personality: Nature, advantages, brand personality and user imagery. Concept of Brand positioning.

Branding Extention

Session 5

Brand Strategy: Introduction and type of strategies.

Marketing strategy

Session 6

Brand valuation: Meaning, techniques, methods of valuing a brand. Introduction to service brands.

Brand valuation

Session 7

Introduction to Pharmaceutical Marketing: Identification of pharmaceutical market; market behaviour; physician prescribing habits; patient motivation; market analysis.

Influence Prescribing

Session 8

Scope and importance of CB in pharmaceutical marketing: key influencers of consumer behaviour in pharmaceuticals; motive and its categories; perception and process of selectivity; impact on advertising decisions; Five steps of buyer’s decision making process, cognitive dissonance.

Customer behaviour

Session 9

Concept of consumer and customer in the pharmaceutical industry: delineating consumers and customers in different segments of the pharmaceutical branded formulations market.

Concecpt of consumer

Session 10

Concept of consumer and customer in the pharmaceutical industry: delineating consumers and customers in different segments API market (B2B)

sustainability-12-03379-v2

Session 11

Importance of Physician’s Prescription Behaviour: Key influencers of doctors’ prescription behaviour; new product adoption process; impact of sales calls

Physician Prescription behaviour

Session 12

Analysis of prescription behaviour of doctors using Prescription Audit Data (C-MARC); patient factors for prescription decisions, the AIDA principle.

Prescription audit pdf

Session 13

The Pharmaceutical Products: Drug Development and the Marketing Research Interface; Diversification and Specialisation; Marketing Generic Drugs; and prescription drugs.

Pharmaceutical product development

Session 14

History of Product Management: from CAMAY to COREX

Production Management

Session 15

What is a Brand: Brand Name, Brand Image, Brand Value and Brand Awareness, Concept of Brand Equity, difference with brand valuation, Five dimensions of Brand Equity, key influencers of each dimension.

Brand Management

Session 16

Prescription loyalty, prescriber coverage frequency, brand exposure through field-force promotion, Quality indicators, Promotional-mix, Benefits of building Brand Equity.

Brand Management

Session 17

Brand Management as a strategic marketing function: role of a Pharmaceutical Brand Manager, the ‘Little CEO’ concept, ‘Science meets Commerce’ concept

Session 18

Essential differences between managing Pharmaceutical Brands and Consumer Brands, types of Pharmaceutical Brand Management organization structures, challenges of a Brand Manager; relation of Product Management Teams vis-à-vis Sales Force in Pharmaceutical companies

Brand Management

Session 19

Fundamentals of Pharmaceutical Marketing: the 4 ‘Ps’ in a regulated Pharma market, the Strategic Triangle; Market Segmentation in the pharmaceutical context, conceptual difference with consumer products market segmentation, Brand Positioning in the pharmaceutical context, conceptual difference with consumer brand positioning, PLC Management, reinforcing and revitalizing pharmaceutical brands, line-extensions.

Session 20

Product-mix Optimization & Promotional-mix Optimization: Portfolio Analysis by factoring key determinants, BCG Matrix, brand building decisions; leveraging the Promotional-mix for Brand Building.

marketing-mix-modeling-what-marketers-need-to-know

Session 21

Designing Marketing Programs for New Product launch and Existing Brands: essential constituents, Brand Plans, purpose and benefits.

New products

Session 22

Competitive Practices: Economic and Competitive Aspects of the Pharmaceutical Industry

Competitive practices

Session 23

Advertising; Detailing and other forms of Promotion; RetailCompetition – The Community Level; International Marketing. analysis; Using Medical Databases, PubMed and Standard

markiv_asp

Session 24

Treatment Algorithms to build brand communication strategies; IFPMA Code of Ethics – Guidelines for Pharmaceutical Promotion.

A Practical Approach to Pharmaceutical Policy

Session 25

Developing content and designing of Scientific Promotional Literatures, Visual Aids and Journal Advertisements

Developing scientific literature

Session 26

Preparing the Promotional Budget as a part of the Marketing Budget; Monitoring & Controlling long-term projects

Preparing promotional budgeting

Session 27

Field-force activities and promotional-expense budget; Training Skills

Pharma field forces pdf

Session 28

International Marketing. The Pharmaceutical Industry: India and Global Scenario

International Marketing

Session 29

Essential differences between domestic Marketing in India and International Marketing

Session 30

Generic products dominated market vis-à-vis patented products dominated markets, role of pharmacies in dispensing products

Session 31

Role of mass media in product advertisements and social campaigns for market expansion

Role of mass media

Session 32

Structure and role of field management and product management, India Vs. Global Factors governing International business environment

Session 33

Demand estimation of pharmaceuticals in International markets Market-entry strategies

Session 34

Market characterisitics and regulatory environment of major International Markets

Session 35

Characteristics, Political, Economic & Regulatory Environment.

Session 36

M&A in Pharmaceutical Industry : Objectives and Types of M&A

M&A

Session 37

Frameworks for Strategic Choice Analysis

Session 38

Value Chain Analysis, Patent Cliff

Patent_cliff_and_strategic_switch_exploring_strate

Session 39

Financing of M&A transactions: evaluation of companies’ capacity to fund transactions, Fire- power Index.

Patent_cliff_and_strategic_switch_exploring_strate

Session 40

The Golden Period of Pharma M&A’s: some case studies to identify synergies

Case Studies

Case Studies