Marketing training details (THE WAY)

Marketing Training Pro-posal

AGENDA

1.Existed Proposal2.New Proposal -The Program At a Glance -Benefits from this Course -Detailed Contents3.Back-up

AGENDA

1.Existed Proposal2.New Proposal -The Program At a Glance -Benefits from this Course -Detailed Contents3.Back-up

(Celltrion MKT College) 6 - step wised Marketing Training Programs

Introduction of Product

Management

New Prod-uct

Launch Manage-

ment

Market-ing Mix & Execution

Resources Man-agement & In-ternal Commu-

nication

C4 Insights & Opportunities Product Life Cycle

Management

(Celltrion MKT College)Why do you need to learn about 6-step wised ?

6-Step Wised

Marketing Training

Set up MKT Training

based on the People Man-

agement

Access to Practical

Pharmaceu-ticals MKT

General to Specific

In conclusion, to give a right directions and take right information from partners, all of CMs have to know of their marketing practices in every-

where

TWC 6-step wised Marketing Training Programs

Basic Pharmaceu-tical Marketing Training

• Marketing Planning (Introduction of Product Management)

Advanced Phar-maceutical Mar-keting Training

• New Product Launch Management• Resources Management & Internal Communication• Product Life Cycle Management• C4 Insights & Issues ,Opportunities• Marketing Mix & Execution

Training Course Target Audience Remarks

Basic Pharmaceutical Marketing

ALL• Marketing Principles• Understanding of

Marketing Plan and Flow-Process

2Days Program

Advanced Pharmaceu-tical Marketing

PM , Brand Manager• Advanced Marketing • Special Marketing

Training Session in line with Company’s request

2Days Program/Course

Proposal by Courses

1. Marketing Planning (Introduction of Product Management)

2. New Product Launch Management

3. Resources Management & Internal Communication

4. Product Life Cycle Management

5. C4 Insights & Issues and Opportunities

6. Marketing Mix & Execution

Total Course Intensive Course (1)

Intensive Course (2)

Intensive Course (3)

6 단계 모두 진행 4 단계로 진행 3 단계로 진행 2 단계로 진행1,2,3,4,5,6 코스를 분기별 , 월별 진행 (6 회 -12 일 )

12,45,63 코스를 분기별 및 월별 진행 (4 회 -8 일 )

12,4,53,6 코스로 진행(3 회 -6 일 )

1,2,4,5,3,6 코스로 진행(2 회 -4 일 )

90 mio KRW 70 mio KRW 50 mio KRW 30 mio KRW

*Specific Budget is TBD

AGENDA

1.Existed Proposal2.New Proposal -The Program At a Glance -Benefits from this Course -Detailed Contents3.Back-up

Summary of Proposal

•Total 63 Managers in Marketing Department (PM & Country Manager, General MKTG,etc)

# of Trainees

•Total 5 times (A-B,C-D,F)

•Total 10 Days (2Days/Course)

•3 Courses, Intensive II (12,4,53,6)

•60 mio KRW (10 Days vs. 6Days)

# of Times

# of Days

# of Courses

# of Budget

Proposal by Courses

1. Marketing Planning (Introduction of Product Management)

2. New Product Launch Management

3. Resources Management & Internal Communication

4. Product Life Cycle Management

5. C4 Insights & Issues and Opportunities

6. Marketing Mix & Execution

Total Course Intensive Course (1)

Intensive Course (2)

Intensive Course (3)

6 단계 모두 진행 4 단계로 진행 3 단계로 진행 2 단계로 진행1,2,3,4,5,6 코스를 분기별 , 월별 진행 (6 회 -12 일 )

12,45,63 코스를 분기별 및 월별 진행 (4 회 -8 일 )

12,4,53,6 코스로 진행(5 회 -10 일 )

1,2,4,5,3,6 코스로 진행(2 회 -4 일 )

90 mio KRW 70 mio KRW 60 mio KRW 30 mio KRW

*Specific Budget is TBD

Curriculum Construction Advanced Courses will be operated by separated class

Marketing Mix ,Execution & Resource Management (I)

w/t 33 Trainees

Marketing Mix ,Execution & Resource Management (II)

w/t 30 Trainees

C4 Insights & New Product Readiness (I)

w/t 33 Trainees

C4 Insights & New Product Readiness (II)

w/t 30 Trainees

Introduction of Product Management

(Principle Course)w/t 63 Trainees

1• Introduction – Pharmaceutical Market Analysis / Definition of Marketing

2• Changes & Directions of Result-Driven Market

3• Role & Responsibility of Product Manager

4• Process of Strategic Marketing Plan

5• Marketing Objectives / Segmentation & Targeting / Positioning

6• SWOT Analysis / Market Targeting

7• Sales Forecasting Method & Exercise

8• Marketing Mix/ Promotional Strategy / Product Portfolio Management

9• Basic Finance concept in Marketing

10

• Effective Internal Communication process (POA)

Marketing Planning Program Contents- Principle Course -

The Program at a Glance _ Principle Course

Day 19.00am – 6.00 pm

Day 29.00am – 6.00 pm

• Introduction of Principle Course• Market Analysis, R&R of PM• Group Work: (R&R Review)

4hrs • Sales Forecasting• Marketing Mix• Portfolio Management• Group Work: (Forecasting by Products or Coun-tries)

4hrs

• Strategic MKT Plan• STP• Group Work: (STP of Products)• SWOT Analysis• Targeting

4hrs • Promotional Strategy• Finance Concept• Group Work: (P&L Review)• Effective Internal Communications

4hrs

Program Overview - Objectives

• Trainees know their industry and an-ticipate their compound, market (size, structure, growth trends)

• Trainees learn what marketing and product management is all about from elements to intermediated stage

• They have a chance to discuss theevolving roles of a product manager

1. Market situation

2. Promotional Strategy

3. Action Plan

1-1. 시장 정의 (Market Definition)

1-2. 거시 환경 분석 (Macro-environment analysis)

1-3. Therapeutic Class sale Trend1-4. Brand Performance1-5. 경쟁사분석 (Competitor analysis)

1-6. SWOT analysis

2-1. 시장세분화 전략 2-2. 시장세분화와 SFE2-3. Positioning2-4. Sales Objectives & forecasting2-5. Promotion Strategy

3-1. 판촉전략 Action plan3-2. Promotional timeline3-3. MKT Mix & P & L3-4. Communication(POA)

Program Overview – Key Take a way• Trainees will adapt a brand direction

and strategy to develop a marketing plan

• They work on a real case-study in groups or by themselves follow the exercising process:

— Making up STP

— Perform right Forecasting

— Expect right Internal communication— Partnering

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

1000

2000

3000

4000

5000

6000

7000

8000

Double Z Model

2009 CumulativeMAT MAT-1

C4 Insights & New Product Readiness

1• Introduction – What are the C4 Insights & Why should we prepare for Launch Readiness

2• Define the Problems-Consumer, Customer & Compound-Driven Insights, Competitive Context

3• Drawing Conclusion

4• Developing Hypotheses

5• Brand LCM

6• Stage Strategy-Rapid, Slow Skimming Penetration in Growth, Maturity, Decline phase

7• Launch Readiness Review

8• Shape the Brand-Market Place (C4 Analysis), Market Access, Brand Strategy, Competitors

9• Shape the Market-KOLs & Influencers Development, Medical, Patients, Communica-tion

10

• Organization, Partnering, Logistics, Tracking & Performance Management

The Program at a Glance _ Advanced Course I

Day 19.00am – 6.00 pm

Day 29.00am – 6.00 pm

Introduction-C4 Insights & LCM Introduction- Launch Readiness

Define the Problems and Details Shape the Brand

Consumer & Customer Practical Exercise

Compound & CompetitorPractical ExerciseGroup Exercise

Shape the Market

Drawing Conclusion & Developing Hypothesis

Practical Exercise

Practical Exercise Things to do by CompanyPractical ExerciseGroup ExerciseBrand LCM

Stage Strategy

Practical Exercise

Group Exercise From C4 Insights to Launch Readiness

Summary

Expected Benefits From Advanced Course I

After this course the trainees should be able to..−Understand what is the best important things to check out everything

−Master the fundamental concepts of the Marketing Mix & Execution from C4 Insights and take into account of effective partnering management.

−Have a clear understanding of the following manners that may have to be considered in any initiative that are connected with the partners

C4 Insights Review and Defined Problems Life Cycle Management Check out partners’ KPIs Preparation for new launch in new market Confidence to understand flow of Marketing

Validateinsight

DevelopHypotheses

DrawConclusions

Gather Facts &Observations

Define the Problem

Insight Development Process

Con-sumers

Com-pounds

Competi-torsCustomers

At a Glance of The Competitor Context

Insights into areas ofcompetitive advan-tage

Detailed Contents• C4 Insights is essential to develop brand strategy and situation analy-

sis, tactical plans as well, that is started from define the problem

Insight Exercise

• What are the C4 Insights• What are the emotional drivers of behavior?

Positioning Counter Positioning

Launch Road map

Define the Problem Consumer Insight

Customer Context

Compound-Driven Insight

Competitive Context

Drawing Conclusion

Developing Hypothesis

Detailed Contents

Consumer Insight -BAMM(Behavior and Attitude Modification Map)-Functional and Emotional Context-Consumer Thought Process

Customer Context -Context(Physician,Nurse,Payer,Pharmacists,etc)-Understand Inter-relationships-Physician self-perception-Physician beliefs-Physician behavior-Physician motivation

Compound-Driven In-sight

-When to look for and What to look for-Scientific back ground vs. Compound Attributes

Competitive Context -”Not just What but How”-Knowledge(competitor practice_SoB,Orgaanization,etc)

Drawing Conclusion -Bubble up, Truisms & Contradiction-Identifying Values gaps & Simplify to Amplify

Developing Hypothesis -Six path Frame work

Marketing Mix ,Execution & Resource Management

1• Introduction – MME (General Process Review)

2• Situation, Key Issues

3• Key Objectives, Action Planning

4• Execution, Measurement

5• Introduction-Resource Management & Internal Communications

6• Understanding of MRM & MOM

7• Multi- Channel Marketing (Commercial Excellence)

8• New Marketing Concept – License in , out / Co-promotion, Co-marketing , CSO, CMO

9• Maximized Internal Communication Strategy

10

• MME & MRM

The Program at a Glance _ Advanced Course II

Day 19.00am – 6.00 pm

Day 29.00am – 6.00 pm

• Introduction – MME (General Process Review)

• Situation, Key Issues • Group Work:1.Grill Down Tool-Asking Why? & So What? Hypothesis cascade2.Prioritise your Issues and be prepared to your rationales

4hrs • Introduction-Resource Manage-ment & Internal Communications

• Understanding of MRM & MOM • Multi- Channel Marketing (Com-

mercial Excellence)• Group Work:1. Describe your whole resources around

Marketing Group

4hrs

• Key Objectives, Action Planning• Execution, Measurement• Group Work:1.Using Key Objective Ladder and Making up SMART check list2.Select one best creative theme and activities you need to accomplish your objectives

4hrs • New Marketing Concept – License in , out / Co-promotion, Co-mar-keting , CSO, CMO

• Maximized Internal Communica-tion Strategy

• Group Work:1. Think somebody who have conflict with your work in the company and how to improve relationship in the near future

4hrs

Expected Benefits From Advanced Course II

After this course the trainees should be able to..−Have conviction of Marketing Process

−Master the right series (6 stages)−Utilize right resources without some conflicts within partnering and inter-

nal stakeholders 6 stages (Situation Analysis-Key Issue-Key Objective-Action Planning-Execution-Measurement) MRM,MOM Internal Communication Management of Partners

Detailed Contents

Situation -Understanding of Causes-Facts-Implications-The Role of SWOT-C4 Review & SWOT Check list

Key Issue -3Steps (Define, Align, Prioritize)-Linkage between Key Issues and Strategic Imperatives

Key Objectives -SMART Objectives-Strategic Objectives & Business Objectives-Setting Strategic Objectives-The Key Objectives Ladder (Today vs. Tomorrow)

Action Planning -Know Action Planning is integrated way to deliver the key Objectives-3Challenges (Creativity, Assessment, Integration)-Digging Deep & Bridge Questions-The Bowtie Effect Worksheet (Engage, Experience, Expand)

Execution -Improve Execution to increase impact-Focused on Top buckets of spending-Putting ROI into Action

Measurement -Develop Check list-KPI Development

AGENDA

1.Existed Proposal2.New Proposal -The Program At a Glance -Benefits from this Course -Detailed Contents3.Back-up

Key take a way Q2 Q3 Q4 Q1 Remarks

Basic MKT Course

STP 에 관한 기본개념 정립

Essential Course (1)

Forecasting 관련 실무적용

Internal communications 와 Partnership 의 기본개념 정립

New Product Launch

환자와 의사에 관한 S&T 확립을 할 수 있는 개념정립 Optional

Course (1)Market access 관련 기본 개념이해

Resource management & Internal Communications

MRM,MOM 의 이해

Optional Course (3)

Patients map 구성의 이해

MCM 의 이해 및 New MKT Tool 적용

내부의 자원 활용부분 (DISC 활용 )

LCM

각 Stage 별로 전략을 수립할 수 있음

Optional Course (1)

내가 가진 제품에 LCM 을 적용해 볼 수 있다

C4 Insights

4 가지의 C 에 관한 개념 정립Optional

Course (2)제품을 둘러싼 Issue 와 Opportunity & Risk 를 management 할 수 있음

Marketing Mix & Execution

STP 부터 시작한 기본개념에서 실무적인 MKT SI (Strategic Imperatives) 와 tactical plan 을 짤 수 있음

Essential Course (2)

Calendar of MKT College by Quarter

Overview of 6 step-wised Marketing Training

6 wised Market-ing Training

Training Objective Key Take a wayPeriod/Dura-

tionBudget (Mio KRW)

Marketing Plan 수립 과정 (Basic course)

• MKTG 에서 알아야 하는 모든 것을 배울 수 있다 .

• 기초 과정이면서 동시에 전체 그림을 그릴 수 있는 능력을 배양시킨다 .

• STP 에 관한 기본개념 정립• Forecasting 관련 실무적용• Internal communications

와 Partnership 의 기본개념 정립

2Q/2days 15 Mio

New Product Launch Manage-ment

• 신제품이 각 나라에서 launching 하기 위해 필요한 모든 KPIs 들을 체크 할 수 있다 .

• 환자와 의사에 관한 S&T 확립을 할 수 있는 개념정립

• Market access 관련 기본 개념이해

2Q/2days 10 Mio

Resources Man-agement & Inter-nal Communication

• 활용 가능한 모든 re-source ( 내 / 외부 ) 에 대한 새로운 시각을 갖게 한다

• 커뮤니케이션의 중요성에 대한 인식전환

• MRM,MOM 의 이해• Patients map 구성의 이해• MCM 의 이해 및 New MKT

Tool 적용• 내부의 자원 활용부분 (DISC

활용 )

3Q/2days 20 Mio

Product Life Cycle Management

• 제품의 수명주기에 따른 마케팅전략의 재조정을 할 수 있다 .

• 각 Stage 별로 전략을 수립할 수 있음

• 내가 가진 제품에 LCM 을 적용해 볼 수 있다

3Q/2days 10 Mio

C4 Insights & Is-sues ,Opportunities

• 주요 check-list 를 4가지 category 내에서 파악 할 수 있다 .

• 4 가지의 C 에 관한 개념 정립• 제품을 둘러싼 Issue 와

Opportunity & Risk 를 management 할 수 있음

4Q/2days 15 Mio

Marketing Mix & Execution

• 실질적인 제품 전략과 더불어 실행할 수 있는 길을 열어 줄 수 있다 .

• STP 부터 시작한 기본개념에서 실무적인 MKT SI (Strategic Impera-tives) 와 tactical plan 을 짤 수 있음

1Q,2015/2days 20 Mio

Key assumptions for Celltrion MKT College

기본적으로 6 단계의 마케팅 교육을 제안합니다 . 단계별로 2 일 교육으로 진행이 되며 , 총 12 일간의 교육이 1 년간 진행이 됩니다 . 6 단계의 교육과정을 4 단계 ,3 단계 ,2 단계 과정으로 축소하여서 핵심부분만으로도 진행이

가능합니다 . ( 마케팅부서의 CM-Country Manager 들의 working days 를 고려하여 협의 하에 진행 )

Objectives 각 단계별로 교육 목적에 대한 방향성을 명확히 하고 진행을 합니다 . 기존의 제약사 MKTG 의 교육과는 다른 시각으로 접근을 함 과 동시에 모든 과정들에 대한 이해와

방향성 설정에 초점을 두고 진행을 합니다 .

Key take a way 각 단계별 objectives 와 key take a way 는 일맥상통 되게 진행을 합니다 . Full course (6 단계 ) 뿐 만 아니라 Intensive course (2~4 단계 ) 도 모든 key take a way 를 가져갈 수 있습니다 .

Budget 각 단계별 교육비용이 상이 합니다 . (Work-shop 및 simulation 이용에 따라 변동이 있습니다 .) Full course 로 진행 시 에는 견적이 낮아 질 수 있습니다 . 단계별 소개부분에서 자세히 다루겠습니다 .

Period 6 단계 기준으로 고려 할 때 , 12 일 과정이며 , 총 1 년간의 시간이 소요됩니다 . (1~2 회 / 분기 ) 4 단계 기준으로 진행할 경우 약 8 개월 예상 (1 단계 /2 달 ) 2-3 단계 기준으로 진행 시에는 6 개월 이내에 과정을 마칠 수 있습니다 .

Other Insight management ( 제약사의 PM vs. 셀트리온의 Country Manager) 를 위해서 더웨이에서

파견을 나갈 수 있습니다 . 또한 , 셀트리온 MKTG 에서 교육 Contents 개발을 위해서 더웨이에서 함께 작업 하는 것도 가능합니다 .

Course