2025年3月23日日曜日

(14) What is Brand Strategy? CSF?

Insight based Brand Plan

I wrote that although the word "positioning" is widely used, its definition and image vary from person to person, and explained that positioning is a desired perception, a state in which "if customers recognize your product in that way in their mind, then they will choose your product."

、We were able to come up with many desired perceptions for each customer and moment, but you could say we have been thinking about desired perception = positioning of product X for each "customer group (segment)" and "important moment."


When formulating actual action, all you need to do is think carefully about how to change the current perception of an important segment into a desired perception, so there is a desired perception = positioning for each segment and moment. However, in brand plans that are reviewed by Japanese senior management and global executives, a "single position statement" is required, not for each segment or moment, so we need to effectively organize and unify the desired perceptions that we have created up to now. To be honest, I think that "it's fine if there is a positioning = desired perception for each customer and moment," but many brand plan templates require a template that summarizes the positioning of the brand, important strategies, messages, etc. on one page, so I feel like I have to make one (I think that's what a summary slide should be).

To create this one slide, you will need to compile many of the analyses and materials you have created so far, including current/desired. In the case of Product X, the segment we should focus on the most is "Doctors who prescribe Product X less than 50% of the time," and brand choice is important, so we've summarized it like this, focusing on that segment.

First-choice antihistamine that provides hay fever-free life for two months with just two tablets taken twice a day
The fact that the effects of a single dose of the medication last for a month not only helps patients remember to take the medication, but also has the great benefit of making patients "pollen-fever free" and forgetting that they have hay fever. The drug price is about 1.5 times higher than existing drugs, but the side effects are similar to those of existing drugs, so there is not much to worry about. I prescribe two tablets to my hay fever patients before the season.

The bold black parts are summarized as "short sentences that are in keeping with the Global context" and then a positioning statement (≒ a summary of the desired perception of each moment) is included. If you write it like this, you can include all the insight elements.

 Finally, we come to today's topic: strategy. A strategy is "the process or steps for achieving desired perception = positioning," but I hope you can remember it with an image like this one rather than with words.



Achieving this positioning of Product X (i.e., reaching a state where the target physicians have the desired perception) through a single activity or message is quite difficult, so in many cases it is better to design a path or steps to get there. So, although I define Strategy in writing as "the path or steps for achieving Desired Perception (≒positioning)," I think this is easier to remember in the image above.

For product X, we summarized the current/desired for each segment like this:


If you think about it, what would be the strategy for product X?
  1. understand Product X profile: "One-time administration, effect lasts for one month" Eliminate concerns about side effects
  2. Understand the importance of patient needs for a "hay fever-free" treatment that offers greater benefits than switching to existing medications (breaking down the barrier of satisfaction with existing medications)
  3. Product X becomes the first choice drug, and 2 tablets per season = 2 months' supply is prescribed.
It's also OK to think in check box like this;

□ Understanding product characteristics (effectiveness/safety)
□ Patient Benefit: Product X >> Existing drug → Prescribe Product X
□ Product X = First-choice drug
□ 2 tablets of product X per season = 2 months' supply

Anyway, strategic element essential to achieving the success of product X (positioning), so these decomposed elements of strategy are
  • Critical Success Factor (CSF)
  • Key Success Factors (KSFs)
It is called. It doesn't matter whether you use CSF or KSF, so I created a slide that also includes the positioning statement mentioned earlier.  Here is slide example incorporating positioning statement



At this point, Positioning, Strategy, CSF/KSF, Key messages, and high-level actions are all summarized on a single slide. I just organized the analysis I've done so far and what has come up in the workshops. Senior management and global reviewers are accustomed to reviewing from macro to micro, so this type of slide encompasses the entire brand plan, so be sure to create it carefully. If you have done a lot of analysis and work along the Pts journey that I have written so far, you will be able to make this slide without any problems. However, this is quite a high-level slide, so slides that go into more detail and explain what to do for each segment? What are the key actions? are also often made. (Sorry, the action is still poor...)


As you may have noticed, there are 65,000 doctors across the country who prescribe antihistamines, so it would be an enormous task to try to cover everyone with medical representatives. On the other hand, Peak's drug sales are about 17 billion yen, so if it were a mega-product that could earn 100 billion yen, we could consider hiring 1,000 sales reps... but since we are not at that level, the next thing we need to think about is how many MRs we should have and how many resources we should allocate to promotion.


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