mckinsey美國(guó)分公司資料-wenkub
2023-03-27 23:16:52 本頁(yè)面
【正文】 nch – cont. 4. Long term life cycle vision 5. Objectives 6. Strategy (short, mid and longterm) 7. Global product/brand team and satellite team position 8. Critical success factors 9. Action plan 10. Financials 11. IPP EXAMPLE Life cycle management team – example Critical that thought leadership es directly from global brand/product responsible Brand director will often provide daytoday team leadership Requires dedicated standing/recurring satellite team, often with direct market participation (1–2 people) The role of the subteam is to drive fact gathering, perform analysis, synthesize conclusions and draft/build buyin for LCM strategy Quality planning for a major brand takes 3–4 months and 3–5 fulltime people FOR DISCUSSION Today180。 Man Stanley analyst report (7/98)。s discussion * Footnote Source: Source Key elements of Life Cycle Management Thoughts on how to anize for LCM Key issues Life Cycle Management Life Cycle Management is largely about building brands over time – by incremental investments in value creating activities to maximize the value of a pound Objective Building a business based on a great product idea/brand – not just launch an innovation Mindset LCM requires a mercial mindset Setting ambition level Shape the product Shape the market Shape the pany LCM requires a mercial mindset Setting ambition level Shape the product ? Early cross functional agreement on vision for the product (target label) ? Invest with a venture capitalist mindset ? Deliver against timeline ? Focus on what is important ? Continuously enhance petitive differentiation ? Clinical development entirely focused on value creation (., most important indications) LCM requires a mercial mindset Setting ambition level Shape the market ? Shape the market early and actively ? Clear and consistent messages in munication/PR strategies ? Recognize regional differences in key markets ? Clear and broad perspective on resources required to shape the market ? Ensure tight link between RD strategy and market strategy LCM requires a mercial mindset Setting ambition level Shape the pany ? Have a consistent and transparent mercialization process ? Market leading where it really matters ? Strong motivation among employees to bring product to market ? Partnership/ munications across functions/teams/MCs ? Timely training of all relevant employees LCM requires a mercial mindset Setting ambition level ? Early cross functional agreement on vision for the product (target label) ? Invest with a venture capitalist mindset ? Deliver against timeline ? Focus on what is important ? Continuously enhance petitive differentiation ? Clinical development entirely focused on value creation (., most important indications) ? Have a consistent and transparent mercialization process ? Market leading where it really matters ? Strong motivation among employees to bring product to market ? Partnership/ munications across functions/teams/MCs ? Timely training of all relevant employees Shape the product ? Shape the market early and actively ? Clear and consistent messages in munication/PR strategies ? Recognize regional differences in key markets ? Clear and broad perspective on resources required to shape the market ? Ensure tight link between RD strategy and market strategy Shape the market Shape the pany The life cycle can be divided into three phases Actions often taken years earlier! Year Overall ambitions 0–4 ? Gain market share ? Establish market ? Rapid sales rampup 5–10 ? Expand market ? Gain market share 11+ ? Minimize impact of generics ? Develop and launch lineextensions Typical industry curve Potential curve with active LCM Phase Launch Extend Sustain Best practice targets for ”launch” phase Ambitions ? Rapid growth in market share (x% by year 4) ? Establish overall market (from y to z billion USD) ? Rapid sales ramp up (a% of year 4 sales in year 2) ? Align and anchor targets with entire anization Shape the product ? Rapid launch across all markets ? Product label/positioning/branding is consistent and differentiated ? Competitor moves and strategies assessed and implications taken – in advance ? LC
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