Celebrex-2002-Proposal课件.pptVIP

CELEBREX 2002 STRATEGIES AND COMMUNICATION PLANS Presented for: Presented by: Introduction An Exclusive Affiliate of Medicus Group International in China SWOT Analysis Business Strategy Most important indication: OA RA Basic approach to marketplace: Expand the market and Gain Share Business Strategy, Strategic Imperatives Key Strategies Market Assumptions M01A Market 15% growth with no new competition in 2002. More strict medical reimbursement environment Retail price depreciation according to government request and wide population approachability Product Objectives Your Immediate Requirements An Exclusive Affiliate of Medicus Group International in China Brand Vision ? to Effective Communications Brand Audit ? 1. Brand Audit Questions - physical aspects of the brand - quantitative data - customer information 2. Existing Brand Equity audit - associated thoughts and sentiments - corporate image Brand Audit ? 3. Perceptual Franchise - summary of Brand Audit Questions and Existing Brand Equity audit 4. SWOT Analysis - competitive situation 5. Brand Status - summary of all research Belief Dynamics ? 1. Segmenting the audience 2. Selecting the target 3. Identifying beliefs 4. Understand current and desired behavior 5. Identify key beliefs for mapping 6. Identifying bonds and barriers Leadership Equity Model ? What is the brand capable of becoming or sustaining? How can we best maximize the science and the data about the product in the mind of the target? What equity types are owned by key competitors? What are our constraints and opportunities? F.O.R.C.E. ? Our Approach to Building Celebrex Brand An Exclusive Affiliate of Medicus Group International in China Product Profile Key functional attributes are being promoted: Efficacy without compromise Business Strategy – Key Target Audience Leadership Equity Model ?Competitors Positioning Desired Reaction - Professionals “I believe that Celebrex is the safest in class and o