Course / Dates:

05 March 2020
06 March 2020
Order

Development of marketing plan for product manager

Target group: product, brand-managers, marketing-managers.

Duration of the course: two seminars (16 hours), practice takes not less than 30% of time.

Emphasis of the course:
- Development of product-plan structure according to goals, tasks of Business Unit.
- Analysis of planning specifics for various segments of the market (budget, retail, Rx, OTC).
- Development of skills in presentation of product-plan. Review of most common mistakes.

Day 1. Seminar "Market analysis, development and implementation of promotion strategy"
1.1 Specifics of pharmaceutical marketing. Market of original and generic drugs.
1.2 Analysis of a market. Case study. Definition of market of own drugs’ portfolio.
1.3 Promotion strategy (STEP).
1.4 Promotion tools and communication. Case study Digital. Design of promotional campaign for own product.

Day 2. Seminar "Implementation of promotion strategy and management of marketing process"
2.1
Promotion tools and communication (continuation).
2.2
Design principles of marketing plan.
2.3
Launch of a drug depending on its type and segment.
2.4
Promotion strategy depending on market segment (retail, reimbursment, hospital).
2.5
Forecasting.
2.6
Specific features of original and generic drugs.
2.7
Budgeting.
2.8
P&L of a product.
2.9
Primary and secondary selling.
2.10
Break-even of selling.
2.11
Product Life Cycle.
2.12
Mistakes in segmentation and positioning. Case study. Development of marketing plan with budgeting of drug X.

Teachers:


Sergey Smirnov

Marketer, the independent expert