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    69 views29 pages

    Porter Novelli - S Communications Tool PDF

    Uploaded by

    Ava Alexandra

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 29
    CODON NODDNNNNNND OS. RODUCTION USN a Efcivecommoncaton bagi wih pleig. Ping ot Foner Nonl bagis wih Compan. CConpas a promn, maetrgbosed opreach or doping Sng rags and skal apecte commas at (ls cen barat ond maeing bjecine Ho apy Sap pocc tt conpl ca queen nd rexanine jig emptor bot ocean al ay ake acceso dep hi yea ad tae pce Sheps our loco or clan eer ond cars our inal ochre fom, The allowing mon il gid you reg he peo = ua ganas CConpor, xd wl sve ce a ra al er ean nd ‘Sea 05 Sdveing cg conennicatore rors Teng ou ‘eral ae wil ive your cs an rey, cd hey wl ‘ride he canon fr ow we pro alos rx. Shoe Roionsip Manageman isthe esac a wht we 8 can tuo we wate, ery let — frp or notoreat — hos out of bjs tht wil inpact fre impacted bon mere Cnavanien,c cheer kode ap oor cs chee te cece, we deeop sig communications programs ta! ‘el monage howe olael’ loko, [A Pater Noval we lee tt Sakae Rabiniip Monogemant she catl ‘olor omg commences, We blr tens conmoncchos ban wih Compas CCnmuniaten Archiechre (C4) Paar Nowli's Foner fr nderonng Shade fslolontip Manogemart so ode ht hsv nd chet to hk once decpns ond to coat the Ll range of or commuaone ‘pects Using Communicatons Ache Ronewok ox ov gue, we whe «hase view of uta coe conmunicalon dips — moraing pube ‘fare ond cores conmuncatons~ ond he mile tahhste romps ey ‘och Thee aprooch nae re * Cont wie sole ndaooe + Aci nero: and ean win and cou ou cer’ soba ours + Discover he mot five way fo rach and exgage aaa hom 3 rmedonaiel perspective + As the na crores ba vere dort —onang al leh + Owtermin on aerate cope fconmuricaton spc, drown om PN cad ve copa: fe spe a he viel CA mode ‘Awe wakes en sp of Compo, we wil negate ou hn chute ‘alse compen of Canmnicotans Arcacre ~ the Spins, she, ‘ord speciobar.Uednconbiason, Conposs ond Cammuricaton, Achincre oe ‘Shee acevng age communion progr hs generar lt The CA model nd the Compan reso pir of ou tana o xcalance de ho we monogs cat reioshps ad ey conpie ey oma of Pera Now Signe Sane Har THIS GUIDE INCLUDES ‘Ta folowing pages prove © mona er uzetly completing each ep fhe Compote aning pecan, Win ech spike proce You wl ind vcon on: PURPOSE: an explonatin of why his nponon PREPARATION: au o what you need 6 vdeo in anc PROCESS: tha tpr alow occ your gel. PAY-OFF) what you shud hav whan you oe shed PROTOTYPES: realwald PN examples of hows wok as been done, Ination, he Appandic conan 9 Ponsing Bland background mat tat wil itn your reparation and onl ‘COMMUNICATIONS ARCHITECTURE {VISUAL MODEL) CORPORATE AFFAIRS THE TEN STEP PROCESS 2 een Se Coo EL Boowo EERE Bh ster rates q BD sve rou Bi ser Bl seer sic Ee Ey ces, TT HB ser com: step nine BB ster re ‘ou preproon er i sap maybe he tose oa Sing beg wh on spn ‘Med Yo lt mao conto he ‘het nd toe aw oor wha ye tyroio chow Ns mporan wt ese ‘sess who pcos owt hens ow ‘Asyou lin be cat yo dro he (Seaercasbawee he cles poz ‘runes god, on eve ardor Ireratng espn on bch rps a bine go repent ‘sfermonages cine hope aoe, on ytd eae + Fiance performance + Reputation + Rik Containment Maratig eta rh xg x prance on dinar tfc {poste mang oie, ‘Seles mapping: Moping sm fr the lon oomed os ire gst cmmunestons and ie! moran aces ned to make fences abot he ‘foc oho oct PAYOFF Foceds seeps nd fcc, Pret rss Input rhe progioms meving Freed ROTOTYPE Hare sme exon of how you wuld mace your wecess ie thw you yon ween in cheng Maka dg he moments} Sled perme donor doce Gocelrcprisercadin thoneake codon ve Seon Pression wit fr = win fh dog Bl wordt Onn che room oxy Come inguin ‘Once you and your am have comple 2 pnring ee, 2 iin rohect Sop bck ron tw ance Daa “Gu heck Does everhing mate srt Do te faces spot th soelst Do estes upp he commun haces? Are the communica ejects agnd wi the opprepcesokehole tops? Have we cried he teare Solder rope Hove we ated fh veri fc brzomalinfuenen ne planing Util, dove cr Ploeg pou Sn roche oval goat Kod, os! Inporotly, ore we cleo mecur cnd poe out ferent aman: communicators plan arty fiihnd Ere hugh paring ee ‘ny hoe bees compte one docomet pepo, o pon fee irl nd he oning at rly done ul al goals re erated or erknowedgd be [posible Ou commancaton progam ia working pape vibe and Wing ren ht remo pn at cong wat, eared ce The parn of pan which iden crcl Hoktoldes and deed sltships ny remain anchonged bu fe eo san wil lhl ave Th hr roon c the pons toning pi. Osjcves wll mat ond ne oes wl emerge. Te spend wih whch he clon od hoping sterner chonge se bet age {cr how gue ts commurzotons lon sna be updated. Rebtine leeds from horizon ions wil ao ec or vere infuerce programs. Pars met change aan enough ond niin naught alc dey changer athe onan hyn impos ‘Az we hoe sid, Compass 9 sl dg you ad your cet on @ ‘ound couse, Condins noi charge. The a snowing wich changes re inporor’ ond which ent as iowlog comes wih epurance. Moor Congas and Communications Achiecre wl seve you wel eet nar allie alot provide he most alive Sehr Rlsesp Monayanert post or che ra a ae = Qa J = — = = = = = 2 2 = = nn Wiordchnodt ho cays ben he nod inl commuter chore el Inco, bowers frotos moore wre outer, ord roched mre peopl Now ting ov beginning chonge How shold egoaton mes he hlerges toto tows up byte i onal vnc How il ny ona ond no hee seed bya pce wher ounces conan ely ei fre ores nd commons wie hl col orb bond Gd he Soy tet pend ncroangy red wth bo connor Ad hw shad ‘ey bald o conmencotins fem ht will hen ae certs of he nw {oppas to presoted by Heian nrc et ecko ne more oy ot ee fh colanges wo fc: helnge 1 Ine wal Horizon fuece canon push hs opto abut you produce. When or pode rd seve dipee ecg hn, hve onpans tecane cave bes thal may be head eon he wer ophy ‘rong hor way mareom me, ond obtain. owing coonzed tafe cf Hise Iver, when you do steno fernes yor own bel cares hoe the mae pe ecep or tes yor el, Ye power i Henson ance dave fom spor ue. Sion ouecce ipod poly ond voc wha ey se ob Sihone coop oleae tage 3 et ery bond connercatin eins om fe company etc th bond ‘evr Nol’ ongoing exprnca in mening mia crs ond hon cu oreproen ook ond proses, ander wun ope muancaion sey hp os oro hse ease or our mony chr, Out fur Sy ape ea ten cmon ng ens ace (rel tse wel ae the chages wg abut by Hn inc. ‘ihre crs con gt bogged own ut, fhe Conmensotons choc Tromewok th int he hear ow buts ood ht pte [Sg poue ord undriond how to cntine chon ond ace shad bo ba stoloyed chews ow cen range communica goo, bt che lndton of om Nols pita Sys ome se ct ‘es tape lt pn dase Neca he Sea Same dp od eps coke yo poe che sag geo eee eo So loesceng bese A ema v mien tin ne rch, pl vbr in, edn Kacatab on ant wage en ako ined porno sarge tees oe ‘Sin on oon moan hn reopen a Shey aay recat cha egret net pecan ey or Sed ener Sor snc ara neces vopes aches ns, et pee cee The mor ings chong he mere or cents ead soso ores wham they can ‘nat on who have th ls od inowloge fo fe stand ain Par Nowe ‘rasa mpc moma mabe ode hah, ow moet ‘ore ods and process, onder ulgu oppreah in omnes sogy| Fries arower es question for et mary cone. Port Noval cei Re, with cr hp ar ent wal rv ino wold cl Hata, et cen npn nee hn of pti in he Indy or nae scr How ithe indy ot mek scr changing nd isthe lat aig vt What the bay buns ond commer andst ‘Wha she competve elf Whol es sth ct rely leg ede eng bpm Yr, enone ose perience hove impact “Who compatton! sang nd weakness ga pan cong ft ny in Whos th chats corn moet ston? Whos hc cen brand or egonizaon eri Dow he cht alr oni rnd promis? Does wth or ea o chong int Wha! rhe ky conpsiveodvorogs and davon tome ccm rte pod te cen’ pose ot ‘gonna reg Ph cin otc ao Lip, hr ci tl cmpnnd one ob noe on eing FP Ute fr cmpetior, Pron wat apo ony fords 8, doh nh hs ged maha ae by agnonly ending the compotion’ pee. Hower be pod ha et pce __troage sin OTC Pisce ht he mara neon xzring {oc rca sunny, Peso ha sod 0 woe now of he FP ‘Seen psa ond plormocisin Noch Amica Furth, he par e fnpccaot ep sortie 2008, ovo, rot bon on wieoetle compte henge pin overocing mrt calonger: by itoveros Sermuston Th proses LV fort co rove occ | esas epi n cates of sre GERD ing hich pat eke esr meseaion oly Ufo prshcton of gare os GERD conte of tas! wo separ Cieordrs erie etphogis ond nonraie af diene. Con berber ob adaminnt ympom of GERD” PPL MARKET METRICS. ‘Total US, ale $11.9 bin 2002) + SupeieSoes Ranking: Pe hove adhe wo in sl or 10 years ond (reo second cy 0 Closer edias inthe United Sc, (S. 002} 202 toa Test x * To cm ate) ConVDaon Maa Sow 2 nae ry om 2 st om a3 + Among Highest Seling Phormecwutial Products Few ond Prize the honoring pronpon dug in fe Utd Ske. (Ws. 2000" to Con 2 ‘ 5 tore Pee ee Wel rooed (AR Pion aoc oct tosh 2m ih 9 Anger ote Pema 2h Pon Ft satin 2002 Td Ban 0) 086 an se38 a7 088 2200 Fe So Fr IPL MARE EXVIEONMEN step Biook rre: Dee . Hotgems and tC eon oe sng nol my enh Sees tat fa noe pen oe pn Mong ee ne ‘Fl Mote! ager Rew corpses vo ood he ee SAT pene Ph cay ceo oe hate rh me The hemes cone hence cecal conse vt Be rove yon ‘oral Competitive: Conputon sfc nora he malas Stcethr rently Urea n tat phomacsegen, meyloctes Sek nesses tay ge Bo pds on pd ay Sk cgunid ndeon ‘richng by Cntemer:Stching onan PP ot ae common cron hs acy Sten pong pre odaton at bre Re comtos of OIC acon wl ening The rng bahar” snc Morenita spate an ee men eaging easier Birsbniea baat Sete ray se cei thie Ricnigesse eae Botoasbanects cm to Se cacao paras errenrees igen oratoc ta ere Hegiomaucomarery seme PPL MARKET DEVELOPMENTS: Onna: "TSlovre Phorm AG lunch hf era eso of omeprazole Acne n Once 2002 eng copy the mat for rome (clog ny omic on he eve PP oneal. Sac ‘enact, Schwa genre oneprezle hos criboeed 70% o Freect matt Sore + tpn Pharmaceiele hs co rough 0 genase omeprazole {einer er fcr ering pe! ingumer ign wth ‘ater Generic eins Poi wil aly th US. moa + others: 3005. Pevoudfonsopassl ord Acphox re expec abe ‘oleate gorse n 2009." Pretticomees en Sperber 2003 ag din Pe O16 bh in OTe npn ele en ‘Srp wit for espn wen Hea pl oy ce ‘Tee pta Pome OT eon pein vs.” + Other re: nda expr ble cer Ps, ining Aszeec’s Nason and TP Fermresel Posi Prva cod non low what own OTe" Te omocecs ed eeiied Pec fos sought FOA appro Febuary 200) oe fst bsg ol ageecle Prd TAP hoping Pec wit Exetra menor igor spe on IT conpny ead imation anol span fmsanon he dg, ced hr onc ‘pplcaton pong fora uch bet” ew ‘Aceing he moat earch frm Dhan, ree sole comporea in opon end Keres iedcing now nd poraay Goce th an Atos hovel opr Pe Usocre TU 199 or ropes) napa nd be dug eld be lincoln 0S by 2065 . REGULATORY, LEGISLATIVE ISSUES ncaa Ne nh 2009 al ade Comin ich on sigan nto Amazares's mang proceso fo $2 ‘or herb ig Nese” ‘ederl Jadge Rules Against Makers of Generic Omeprazole (Priloncn Oasber 2902, 0 ces ge ed er oe goeric dg kes incdng An hinged On Atenas po br see ‘he ling evens Atrazanac's enna mratng pried ts 2007 Howe ipa Wd FDC ey enn bo ‘genre rion fone dons not kings oe ph PETITIVE AS: ey PLAYERS: ites AE Pele, Pre OTC, Net Ws Phrmcns Po e, Telets Gomes ane od Pct ‘bor istomel Eta ed eben Bon in| We ond Ans AS roc MARKET STRUCTURE US Pr Moat Fi Nie Mens of 2002 {USD Millions) hroont Powe ($784) ($2,221) treed etm ($2,279), ($1,031) dei ‘sea, BRAND AWARENESS. ESBS CD 1 wwe we 1% atm, ram fn O08 Wir iirc FRc 10.5% moro FTO 6.7% mes ost sear 3.8% recognized ame 17% ‘North amore 1% eRe SDE ROO R NEAREST Antra Anetra Antra Antra Antra Antra 122% Cera SS 10% EES EGES ERS 0.1% ‘ae aoe Matar A "Wag Pac ZARac 710% Ranidil Ranidil 1% PASPERTIN 15% win itn 1S Mos BEE 11% gastrointestinal brands em ‘in Europe Sone: bn tit oon) ey hones HB Sulerers > GERD Suterers dane: rd mall popdatansed sre oe imately 7% of the U.S population sufers from heron Sei Tao choos od end SOR hon Novtorat to oe Up oe ot US pin "Redon nar spp nen” 7’ C10 cs pol fry cinco oe esata na dow en cnn a eh Social Guam tan Spon hm ied baa in beet a0 am ne nd nl + torts wpteed why not 20% lb ws ron ar hn 50% tt prs women mc cn Seachem 2% dem ecg “Neto son 507% i ppdon big vee etre GED tie ned Som, mare hon £0 “ice ts pte chon hoe noe wok Sepa 21 nen tbe hve CD. Son Hors ge ny sere by Fie Mase Sree ctoang eon ven 200 te gt tas 3% ea! gp an ARS ropom tomar pect pore ignore “Stew onal ag b0000 TREATMENT PROTOCOIS FOR GERD: ‘Arion Gosroonraogial Aocaon (AGA) Gosrerphogea Bax (CERO) Toomer Pca 1 Diogo * History of GERD symptoms, primary heb © Baim eephaprn © Amindlry 24 pt ot tes 1 Therapy + Lliye mdieasont * OTC haropy + Arscd/ 2 Racor Anognits +P theopy NOTE: The AGA cones hat poten sho be permite alieat nls ta sympons pest mre han or weeks Ths he cet perro OTE Prose wil how a prkand inact on he siete ctned ober since hopy nthe Frm of OTC Pll ow Tay emerge x he ne evap, KEY COMPETITORS’ STRENGTHS, WEAKNESSES * Plo tha irate for he cent of ers, ear ond =i fc deoe a i Pron. *fecrreyaetent by Anatomia 201 rd ferrin ole company's oplng tearm dug Pics wos developed in oncipoton of Poe ing te pane fees * Nexo and Pome hove ban poly web oh ntadcton i guar verion of omeprazcle * Sle of Poa ond Nexium led moe tan $6.6 bilion in 2002 ond he mora lar” * From 19862000, PRLOSEC wos te opting pression mecca a the word and tony poi ding ath mare hon 10 lion poten le pncpionPILOSEC for ange feild dares" wee rE ‘cuienr: wert Company description: Yj fone Araicon Heme Pod) Spwoa four bute wagran, he lrg of whch spac

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