Training on

Building Strong Pharma Brands

Training on

Building Strong Pharma Brands

(23-25 May 2017)

Resource Person

Registration Fee: Rs. 25,000 thLast Date for Registration: 18 May 2017

Register online by clicking “Register” on our website

(www.oric-pd.comsats.edu.pk)

Akhtar Mahmud, Chief Branding Officer-Brand Image, brings with him 30+

Years of corporate exposure from Pakistan mainly Multi-national companies:

Unilever, DHL & FedEx in senior marketing positions to Corporate leadership.

Mahmud has been conducting Training & Development programmes for

Banks, MNCs, local conglomerates, IBP, PIQC, and leading T&D

organizations. Market research, training and consultancy projects for Pfizer,

Sandoz, Searle, GSK, Sanofi, NabiQasim, Barrett Hodgson, CCL, BBC,

United Nations, Hoechst, Millat Tractors, ICN, Aga Khan Health Services,

Milupa Foods, Berger Paints, CIBA Geigy, Getz-local & International, and

NGOs are few of the key programs undertaken by him.

Also an IBA Graduate with a major in Marketing, Mahmud is teaching at IBA,

Karachi since 2001. He has also attended various seminars in US, Europe,

Middle East, South East Asian countries on Branding, Brand-based

communications, Creativity in Advertising and influencing Consumer

Behavior through Neuro-marketing.

For Further Details and Registration:

ORIC-Professional Developmentst1 Floor, SSBC Building,

COMSATS University, Park Road, Islamabad-45550

Phone: +92-51-9049-(6120/6027/6020/6028)

Fax: +92-51-90496028, Cell: +92-340-0505570

Email: oric-pd@comsats.edu.pk

The Pharmaceutical Industry in Pakistan is seemingly active in marketing

“Products” quite aggressively. Barring few MNCs, the majority of

organizations are not “Branding” their products. Giving molecules a name and

focusing on obligatory marketing through sales is name of the game in the fast

pace world of pharma sales. Generic are gaining momentum at cheaper

prices.

Never before, had the Pharmaceutical Industry realized, so intensely, the

importance of branding their drugs. Creating an image in the mind of Doctors

and Patients, by establishing a relationship between them and the drug, is

now being viewed with renewed vigor in developed markets. With concerns

about clinical efficacy, safety and side effects taking center role, intangible

psychological benefits are taking prominence in acquiring market leadership

and higher margins.

This workshop would unveil branding tools and laws, as to how “Brand

Contract” at various levels may create all the difference. It'll also discuss how

to decrease dependency on traditional local modules making a transition to

on-line, interactive and visual media.

The workshop will also present case studies on Humaira Sovaldi, Lipitor vs

Crestor and Januvia. Participants will also work in groups on their real-life

case study dilemmas with weaker brands.

1. Yaz outclassed Femina 28 on effective USPs.

2. Flagyl stands tall in the Metronidazole segment.

3. Ciproxin from Bayer makes more margins than the No.1 brand in the

category.

4. Novidat & Oxidil succeeded in creating highest volumes through law of

Name and Company.

5. Risek & Nexum-leading brands using Long tail approach.

6. Cefespan is making room in the Cephalosporin category fast.

7. Eylea responding to a deep price cut by Lucentis.

8. GSK successful in branding generics through “Value Health Project”-

Cipval, Fixval.

About the Workshop

Who Should Participate?

9. Voltral & Voren using the “differential advantage” in the Diclofenac

segment.

10. Methycobal from Hilton is the market leader in Cobalamin.

11. Glucophage is dominating Metformin

12. GSK still leading in the anti-biotic segment – Augmentin, Amoxil,

Ampiclox, Velosef, Fortum-via Condition and Portfolio branding.

?Essence of Branding

?BI positioning

?Perceptual Mapping for Competitive Analysis

?Implications of Brand Value Pyramid for Pharma Products

?Giving Pharma Brands a Persona

?Creating USPs and Reason to Believe (RTB)

?Selecting Brand Promise

?Improvising and differential advantage

?Giving Brand a Positioning Statement

?Condition, Product & Portfolio Branding

?360 degree Brand based communication

?Using Creative & Customized contents via social and interactive

Media

?Developing interactive forums for local and International KOL

customized Channel programs

?Laws of Branding used in Pharmaceutical /Drug Marketing

?Brand-based pricing is premium pricing

?Neuro-marketing concepts to “Prime” Doctors mind: Oedipus &

Electra complex, Sublimation

?Fetishism, Metaphoric Branding, Somatic Markers, Animations

All existing and future Product Managers, Business Unit Managers,

Marketing Managers at Pharmaceutical Companies

Topics to be Covered

How and Why?

Discount Policy:Group Discount: 25%

rd(for 3 person and onwards from the same organization)