Branding Elements
Commercial Appraisal
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The general outline and elements of a Strategic Marketing Plan are the following:
- Introduction
- Situation Analysis
- Disease Prevalence
- Current Market
- General Environment and Unmet Medical Needs
- Market Analysis
- Competitor Analysis
- Competitor Situation Analysis
- Competitor Activities
- Customers / Segmentation
- Pricing and Reimbursement
- Future Market Assumptions
- Product Profile
- S.W.O.T. Analysis
- Key Issues / Critical Success Factors
- Product Strategy
- Introduction
- Product Positioning
- Clinical Strategy
- Regulatory Strategy
- Pricing / Reimbursement Strategy
- Preparing the Market
- Preparing the Company
- Logical Links
- Sales Forecast
- Three Years Objectives
- One Year Objective
- Assumptions and Financial Objectives
- Year-by-Year Forecast
We observed with some clients that they miss elements like
- expense budget
- proposed activities / operational plan
These elements are found within the Operational Marketing Plan, where the product tactics are laid out.
This term was defined by: Max Beckmann - Status: October 2010
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