Marketing training details (THE WAY)

AGENDA
1.Existed Proposal
2.New Proposal
-The Program At a Glance
-Benefits from this Course
-Detailed Contents
3.Back-up

(Celltrion MKT College)
6 - step wised Marketing Training Programs
Introduction of
Product
Management
New Product
Launch
Management
Marketing
Mix &
Execution
Resources
Management &
Internal
Communication
C4 Insights &
Opportunities ProductLifeCycle
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
Management
Access to
Practical
Pharmaceutical
s 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
everywhere

TWC 6-step wised Marketing Training Programs
Basic Pharmaceutical
Marketing Training
• Marketing Planning (Introduction of Product Management)
Advanced
Pharmaceutical
Marketing 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 Pharmaceutical
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)
6단계 모두 진행 4 단계로 진행 3 단계로 진행 2 단계로 진행
1,2,3,4,5,6 코스를 분기별,
월별 진행 (6회-12일)
12,45,63 코스를 분기
별 및 월별 진행 (4회-8일)
12,4,53,6 코스로 진행
(3회-6일)
1,2,4,5,3,6 코스로 진행
(2회-4일)
90 mio KRW 70 mio KRW 50 mio KRW 30 mio KRW
*Specific Budget is TBD

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 (12,4,53,6)
•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)
6단계 모두 진행 4 단계로 진행 3 단계로 진행 2 단계로 진행
1,2,3,4,5,6 코스를 분기별,
월별 진행 (6회-12일)
12,45,63 코스를 분기
별 및 월별 진행 (4회-8일)
12,4,53,6 코스로 진행
(5회-10일)
1,2,4,5,3,6 코스로 진행
(2회-4일)
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 1
9.00am – 6.00 pm
Day 2
9.00am – 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 Countries)
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 anti
cipate their compound, market (size,
structure, growth trends)
• Trainees learn what marketing and p
roduct management is all about fro
m elements to intermediated stage
• They have a chance to discuss the
evolving 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 Trend
1-4. Brand Performance
1-5. 경쟁사분석 (Competitor analysis)
1-6. SWOT analysis
2-1. 시장세분화 전략
2-2. 시장세분화와 SFE
2-3. Positioning
2-4. Sales Objectives & forecasting
2-5. Promotion Strategy
3-1. 판촉전략 Action plan
3-2. Promotional timeline
3-3. MKT Mix & P & L
3-4. 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
0
1000
2000
3000
4000
5000
6000
7000
8000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Double Z Model
2009 Cumulative MAT 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, Communication
10 • Organization, Partnering, Logistics, Tracking & Performance Management

The Program at a Glance _ Advanced Course I
Day 1
9.00am – 6.00 pm
Day 2
9.00am – 6.00 pm
Introduction-C4 Insights & LCM Introduction- Launch Readiness
Define the Problems and Details Shape the Brand
Consumer & Customer Practical Exercise
Compound & Competitor
Practical Exercise
Group Exercise
Shape the Market
Drawing Conclusion & Developing
Hypothesis
Practical Exercise
Practical Exercise Things to do by Company
Practical Exercise
Group 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 b
e 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

Define the Problem
Insight Development Process

Consumers
Compounds
CompetitorsCustomers
At a Glance of The Competitor Context
Insights into areas of
competitive advantage

Detailed Contents
• C4 Insights is essential to develop brand strategy and situation analysi
s, 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 Insight -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 1
9.00am – 6.00 pm
Day 2
9.00am – 6.00 pm
• Introduction – MME (General Pr
ocess Review)
• Situation, Key Issues
• Group Work:
1.Grill Down Tool-Asking Why?
& So What? Hypothesis cascade
2.Prioritise your Issues and be prepared to
your rationales
4hrs • Introduction-Resource Manageme
nt & Internal Communications
• Understanding of MRM & MOM
• Multi- Channel Marketing
(Commercial Excellence)
• Group Work:
1. Describe your whole resources around Ma
rketing Group
4hrs
• Key Objectives, Action Planning
• Execution, Measurement
• Group Work:
1.Using Key Objective Ladder and Making up
SMART check list
2.Select one best creative theme and activities
you need to accomplish your objectives
4hrs • New Marketing Concept – License
in , out / Co-promotion, Co-
marketing , CSO, CMO
• Maximized Internal
Communication 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 intern
al 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

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
manageme
nt &
Internal
Communic
ations
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
4가지의 C에 관한 개념 정립
Optional
Course (2)제품을 둘러싼 Issue 와
Opportunity & Risk를
management 할 수 있음
Marketing
Mix &
Execution
STP 부터 시작한 기본개념에서
실무적인 MKT SI (Strategic
Imperatives) 와 tactical plan을
짤 수 있음
Essential
Course (2)
Calendar of MKT College by Quarter

Overview of 6 step-wised Marketing Training
6 wised Marketing
Training
Training Objective Key Take a way Period/Duration
Budget
(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
Management
• 신제품이 각 나라에서
launching 하기 위해 필요
한 모든 KPIs 들을 체크
할 수 있다.
• 환자와 의사에 관한 S&T 확
립을 할 수 있는 개념정립
• Market access 관련 기본
개념이해
2Q/2days 10 Mio
Resources
Management &
Internal
Communication
• 활용 가능한 모든
resource (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 수립
할 수 있음
• 내가 가진 제품에 LCM 을
적용해 볼 수 있다
3Q/2days 10 Mio
C4 Insights &
Issues ,Opportunities
• 주요 check-list 를 4가지
category 내에서 파악 할
수 있다.
• 4가지의 C에 관한 개념 정
립
• 제품을 둘러싼 Issue 와
Opportunity & Risk를
management 할 수 있음
4Q/2days 15 Mio
Marketing Mix &
Execution
• 실질적인 제품 전략과 더
불어 실행할 수 있는 길을
열어 줄 수 있다.
• STP 부터 시작한 기본개념
에서 실무적인 MKT SI
(Strategic Imperatives) 와
tactical plan을 짤 수 있음
1Q,2015/2days 20 Mio

Key assumptions for Celltrion MKT College
 기본적으로 6 단계의 마케팅 교육을 제안합니다.
 단계별로 2일 교육으로 진행이 되며, 총 12일간의 교육이 1년간 진행이 됩니다.
 6단계의 교육과정을 4단계,3단계,2단계 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 way는 일맥상통 되게 진행을 합니다.
 Full course (6단계) 뿐 만 아니라 Intensive course (2~4단계) 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
 6단계 기준으로 고려 할 때, 12일 과정이며, 총 1년간의 시간이 소요됩니다. (1~2회/분기)
 4단계 기준으로 진행할 경우 약 8개월 예상 (1단계/2달)
 2-3 단계 기준으로 진행 시에는 6개월 이내에 과정을 마칠 수 있습니다.
Other
 Insight management (제약사의 PM vs. 셀트리온의 Country Manager)를 위해서 더웨이에서 파견을
나갈 수 있습니다. 또한, 셀트리온 MKTG에서 교육 Contents 개발을 위해서 더웨이에서 함께 작업
하는 것도 가능합니다.
Course

Marketing training details (THE WAY)

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