Discover how to drive brand growth and dominance in Emerging Markets with effective marketing strategies, capability building, and product management. Learn best practices for lifecycle management, brand strategy, annual planning, and marketing excellence.

Life Cycle Management for Sustained Brand Growth

Understanding customer needs and insights is crucial for managing the brand lifecycle. By collaborating with the insight team, you can build robust brand architecture, innovate globally and locally, and identify new patient segments. This includes exploring brand extension ideas, pill plus, and consumerization. Crafting a solid business case with growth scenario assessments ensures that your growth projects are sustainable. Effective product management processes, tracking project progress, and developing risk mitigation plans are essential for successful delivery.

Strategic Brand Management
Working with country teams to develop and execute a global brand strategy is vital. This involves creating informative and educational content that addresses various customer segments. Clear, evidence-based messaging highlights brand benefits effectively. Supporting country teams in developing and executing omnichannel engagement and content strategies is crucial. Direct-to-patient strategies for OTC brand SKUs should include patient segmentation, understanding consumer needs, insight mining, compelling messaging, and leveraging digital channels to increase brand access.

Annual Brand Planning for Market Leadership
Close collaboration with country marketing teams helps build differentiators and brand levers. By working with analytics and insight teams, you can develop actionable insights for brand growth. Deploying innovative GTM and access strategies with country teams, SFE, and digital marketing is essential. Adherence to a rigorous and well-prepared brand plan process ensures consistency and effectiveness.

Innovative New Product Ideation & Portfolio Development Understanding customer needs and dissatisfaction through primary research helps in building meaningful and differentiated concepts. Screening internal and external data sources enables identification of potential ideas that address these needs. Developing a business strategy involves analyzing the competitive landscape, customer journey, insights, TPP, pricing, packaging, positioning, attribute analysis, value proposition, and positioning concept checks. These elements are crucial for creating reasons to win in the market.

Marketing Excellence for Future Growth Identifying growth opportunities and developing best-in-class tools, templates, and processes enhances segmentation, targeting, positioning, and communication. Working closely with L&D teams for capability building ensures that country teams are future-ready. Driving future growth plans with innovative approaches and continuous improvement in marketing practices is essential for long-term success.

Operating Network for Comprehensive Success

• Internal: COE, MIS, Business Analyst, Digital Marketing teams, SFE, Country Marketing, SKOL.
• External: Portfolio team, Regulatory, Medical, Finance, Legal, SCM.