Sunday, April 24, 2016

The power of authenticity

Philip Kotler in his eponymous book on marketing (Marketing Management: Millennium Edition), page no. 404, says "branding is the art and cornerstone of marketing".  The soul of branding, remains AUTHENTICITY.  The brand promise has to be honest.  The deliverables of brand marketing should be genuine and perceivable.  If BotroClot or Clotase TS are haemocoagulase pharmaceutical preparations that provide superior wound healing and avoid subcutaneous haematoma during surgical wound closure, then this brand promise should be honest.  The targeted doctor should experience this brand benefit in his or her surgical practice.  Marketing is thus a value delivery system that generates customer satisfaction and revenues.  Marketing approaches that offer brands create brand assets for a company.

In the Bangalore consumer market, today, there are three stand-out brands, with their own interesting stories.  These three authentic brands connect with their target audiences and if you are a target audience, these brand marketers make you want to connect to the brand.  In the tough contemporary world of scarce attention economy, with a plethora of brands vying for a prospect's mind share, these three stand-out brands are super successful through their differentiation, pertinence with target audience, and the enduring value they offer.

These three brands now powerful in Karnataka and Bangalore markets; come across as honest, hardworking and appear to strive to relate with their consumers:

a) Vijayavani - a Kannada language daily newspaper.  Through superiority of content and presentation style, Vijayavani has brought back readers to Kannada language newspaper sector.  This morninger has evidently expanded the Kannada language morning newspaper market rather than just take market share from competitors (which is also one of its marketing triumphs).

Vijayavani stands out through its relevancy of content to prospective and current reader population.  Vijayavani being an aggressive start-up newspaper in ethnic language space, is energetically innovative without diluting its cultural values.  This unique innovation paradigm, based on cultural values of Kannada readers, has good vibes with Kannada readers.

The brand challenges of Vijayavani will of course be to remain relevant, try and scale up continuously profitably, and adapt to futuristic digital templates with a digital revenue model, since digital is a growing trend in the market space.

b) Paperboat: is a stellar creative beverage brand reflecting the boisterous start-up and innovation scene in Bangalore (which is popular for being an IT hub).  While Biocon is an iconic biotechnology major with first-generation leadership and ownership, based out of Bangalore, it is a wannabe international giant making rapid strides in US and Japan markets.  Biocon is well on its way to becoming a global success, it will be a trump card of Bangalore (Trump pun is intended!).  Republican US Presidential aspirant Donald Trump ought to become friendlier with friendly Indians and Bangaloreans, because the various call centers and Indian generic pharmaceutical majors, innovative Ayurvedic and nutraceutical companies are becoming part of American business and social ecosystem.  It will not be a surprise if Paperboat which has sailed to US and other geographies conquers the palates there; and inadvertently Donald Trump sips Paperboat aam ras (it is Mango season now in April 2016, India!).

Hector Beverages is a great non IT start-up story, they are splashing this hot summer with hot sales!  With a factory based at nearby Mysuru and another at Delhi: Paperboat offers authentic traditional fruit based beverages.  Paperboat is loved by consumers of all generations, the drinks are safe, tasty and healthy, Paperboat has captured the imagination of Indians.  Despite several sourcing problems, you see... Indians are large in numbers and have hefty appetite, Hector Paperboat is trying hard to meet market demand for its pouch based drinks.  The best part is, Paperboat is a guilt-free product.  You can proudly stock Paperboat in your home refridgerator, offer Paperboat to your children and guests.  And be rest assured the highly palatable healthy drinks will be loved by all.

Hector Beverages is also struggling to market Tzinga, an energy beverage brand, however, it fails to find patronage for Tzinga in families.  Tzinga will continue to struggle, as their passionate inventors will not want to stop marketing it; the reason why Tzinga marketing is an uphill task?  Simple, India is a family-oriented market.  No well-meaning conservative mother or parent will either patronize Tzinga or let her children consume it regularly.  Tzinga will probably find pockets of consumption from westernized people and rebel teenagers/some youth.  However, Hector will find it hard to script a mass market story for Tzinga.  Paperboat from Hector, is however, a different story, it's brand promise is genuine and, importantly, strikes a chord with Indian families.

The caveat is, if you want to be a successful marketer of consumer healthcare or other products, which are addressing mass markets, make sure the brand promise is agreeable with families (particularly mothers and grandmothers).

c) Narendra Modi, PM of India: Brand Modi is rocking.  His radio talk program, mann ki baat, is popular and invigorating listeners.  There is promise and hope listening to him on radio.  Brand Modi stands for development, patriotism, solution based activity, being a doer, dynamism, no-nonsense, hard work and aggressive defense of Indian cultural values and strategic interests.  This brand promise strikes a chord with mass voter markets.

Closing remarks:

The beauty of above three brands is, they are start-up first generation brands (including Brand Modi, who has a tea seller legacy).  They have found success through dint of merit and finding a market-gap.

Vijayavani filled the market-gap for a no-nonsense, trustworthy, daily Kannada newspaper based on the cultural values of Kannada language readers.  Vijayavani has created waves through its integrity and commitment to readers to deliver authentic Kannada (unmixed with English) and progressive writings.  High quality articles in Vijayavani reflecting diverse news and views, do not have a parallel even in English newspapers that are regarded as mainstream and elite.  In fact, Vijayavani can take credit to becoming a mainstream media vehicle with aspirational brand value, in Karnataka (including mega innovation city Bangalore).  It looks great, today, to keep Kannada Vijayavani on the tepoy of your drawing room.  

The success of these home grown brands ought not to create complacency in its creators.  India is a vast market.  It is a growing market even for print media products.  Market situations are dynamic, hence, it becomes all the more important to avoid resting on laurels.  It is better to have an evolving time-bound blueprint for future forays of the brands.  Growth in sales and profits through customer satisfaction is a healthy mantra of marketing. 

Pharmaceutical marketers have key learnings in above success stories of consumer space.

From Vijayavani Kannada newspaper, we learn how to triumph by respecting the cultural values of the potential market: in this case the market is - Kannada newspaper readers (potential and actual).  Kannada Vijayavani is a print product based on the cultural values, and the creators have succeeded in presenting the product scientifically/authentically, with superior content and style.

It will not be wrong to infer from above case study that good Ayurvedic products will continue to see traction in Indian market, since Ayurvedic products will match the culture of Indians.  There is a large market-gap in healthcare market, here.  Baba Ramdev's Patanjali range of products is filling into this market-gap.  However, Ayurvedic and other traditional healthcare products will surely require to be authentic and scientific, this is the challenge ahead.

From Paperboat, Hector Beverages, we learn the enormous potential of presenting ethnic recipes in modern convenience formats (easy to use and portable packaging).  Again the traditional authentic scientific trend is evident from the success of Paperboat.

Brand Modi represents devotion to hard work, aspiration to improve and become world-leader, high self-esteem, connecting to people through various media (conversing and seeking feedback) to hone improved developmental good governance programs for a hopeful future.  Brand Modi promises authentically, a good future, and improvements to people, from present status quo.

Pharma marketers can surmise from Brand Modi case study, the importance of having constant two-way communication with potential and actual prescribing doctors, and other stakeholders (chemists, stockists, healthcare providers and purchase agents), to generate value - added profitable marketing programs.

Thanks for reading this analytical account, please scroll down to read all other posts (click on older posts if required), recommend this blog to your acquaintances for healthy reading!  Cheers!!

Monday, February 29, 2016


This write-up is based on some of the drugs mentioned in the white paper: Productive Innovation Index (PII) 2015, celebrating the top 30 pharmaceutical companies - most successful at bringing innovations to market.  Idea Pharma has produced this white paper - this company links with pharma companies to successfully take new pharma products to market (Idea Pharma is a phase 2 player).  Idea Pharma does work from phase 2a, for strategic positioning, differentiation, value preposition, path to market strategy and so on…In phase 2 stage of clinical trials, the molecule is tested on larger number of patients (100 to 300 nos.) for efficacy and safety.

In 2015 there were interesting pharmaceutical products from Gilead and J & J - that tasted marketing success:

1)   Sovaldi (sofusbivir 400 mg film coated tablets), from Gilead: is a medication used to treat hepatitis C viral infection.  This effective treatment helps reduce peginterferon treatment (for treating hepatitis C viral infection) and also reduces chances of liver cancer.  Sofusbivir (a nucleotide analogue drug) blocks hepatitis C virus’s DNA polymerase enzyme thus preventing hepatitis C virus from replicating in the body.  Sovaldi sales in 2014 was 10.30 billion USD.  (In the first nine months of 2014, Sovaldi recorded sales of 8.30 billion USD).

2) Olysio (simeprivir) and Sovriad (simeprivir) from Johnson and Johnson (Jannsen Therapeutics division) (both are simeprivir 150 mg capsules): Olysio is an antiviral antihepatitis C virus drug: simeprivir.  It is given orally, once – a – day, in combination with pegylated interferon and ribavirin (another antiviral drug) for treatment of chronic HCV (Hepatitis C Virus) infection.  This antiviral regimen is given to genotype 1 infected patients with chronic decompensated liver disease, including cirrhosis.  Simeprivir is an oral NS3/4A protease enzyme inhibitor (second generation protease inhibitor) (this enzyme is present in hepatitis C virus, and inhibiting this enzyme prevents the hepatitis virus from replicating in host cell).  Olysio was launched in the end of 2013, and in first nine months of 2014 it recorded sales 1.60 billion USD sales.  Sovriad (from Jannsen) is also a brand of simeprivir sodium 150 mg capsules and is marketed in Japan.

3)      Invokana (canagliflozin 100 mg and 300 mg film coated tablets) from Johnson and Johnson: is a first-in-class antidiabetic drug that inhibits a protein in the kidneys called SGLT2 (sodium glucose co-transporter 2 molecule), this protein reabsorbs the majority of glucose filtered by kidneys.  Thus, by inhibiting SGLT2, glucose is not reabsorbed, it goes out of the body through the urine.

4)   Imbruvica (ibrutinib 140 mg capsules) from Johnson and Johnson: is a targeted therapy anticancer drug used for treatment of blood cancer (leukemia): where there is increased WBC count, eg., chronic lymphocytic leukemia (this drug attacks cancerous cells without damaging normal cells, hence, side effects are less, ibrutinib not called a chemotherapy drug, since most chemotherapy drugs work on the simple principle that cancer cells divide and multiply faster than normal cells, but some normal cells also divide fast, hence, side effects with chemotherapy drugs are more).  Ibrutinib targets an enzyme called Brutons Tyrosine Kinase (BTK).  This enzyme protein molecule is required for multiplication of malignant or cancerous WBCs (White Blood Cells).  By blocking BTK, the multiplication of such cancerous B lymphocytes (a type of WBCs) is reduced.  In 2014, Imbruvica had sales of about 492 million USD. 
5)      Zytiga (abiraterone acetate 250 mg tablets) from Johnson and Johnson: This drug inhibits an enzyme called CYP17.  Zytiga is given in combination with prednisone for treatment of resistant prostate cancer that has spread to other parts of the body.  When abiraterone inhibits CYP17 (which manifests as two enzymes), androgen synthesis is inhibited, reducing levels of testosterone, epiandrosterone and dihydrotestosterone.  By reducing blood levels of testosterone, abiraterone helps in reducing size of prostate gland etc.  2012 sales of Zytiga was almost 1 billion USD (near block buster, at 931 million USD).

6)    Invega sustenna (paliperidone pamitate, extended release injectable suspension, for IM use; available in 5 strengths including 39 mg, 78 mg etc.; available eg., as pre-filled syringe of 1 ml containing equivalent to 100 mg of paliperidone) from Johnson and Johnson: this is an atypical antipsychotic used in schizophrenia, and as adjunct to antidepressants and mood stabilizers).  This long acting injectable antipsychotic is given once a month.  In 2014, Invega sustenna generated USD 1.5 billion sales.

7)    Rezolsta (fixed dose combination of darunavir 800 mg and cobicistat 150 mg film coated tablets, pink oval shaped) from Johnson and Johnson: This is described as the first boosted protease inhibitor.  Darunavir is a protease inhibitor (anti HIV) with good safety and efficacy.  Cobicistat is a pharmacokinetic enhancer.  This makes darunavir easy to consume and improves patient compliance.  Cobicistat and ritonavir both inhibit CYP3A4, an enzyme.  The HIV is an intracellular parasite of the CD4 T helper lymphocytes.  The protease enzyme produced by HIV helps in replication of the HIV inside the CD4 T helper lymphocytes (a type of WBCs).  Darunavir is an enzyme that inhibits this protease enzyme and stops the replication of HIV.  Cobistat inhibits CYP3A4, an enzyme in the liver, that breaksdown or metabolises darunavir.  Hence, due to the cobistat action, darunavir stays in the body for a longer time and is more efficacious in lowering the viral load of HIV.  Prezista (single ingredient darunivir) had sales of 1.70 billion USD in 2013.

8)  Zydelig (idelalisib 150 mg per film coated tablet) from Gilead: this is designated as breatkthrough designated drug launched by Gilead.  This breakthrough anticancer medicine used to treat three types of blood cancer is an oral Phosphatidylinositol 3-kinase inhibitor.  The indications are chronic lymphocytic leukemia, follicular B cell non Hodgkin lymphoma and small lymphocytic lymphoma.

Breakthrough designation: On July 9, 2012 the Food and Drug Administration Safety and Innovation Act (FDASIA) was signed. FDASIA Section 902 provides for a new designation - Breakthrough Therapy Designation. 

A breakthrough therapy is a drug: 

Ø  intended alone or in combination with one or more other drugs to treat a serious or life threatening disease or condition and
Ø  preliminary clinical evidence indicates that the drug may demonstrate substantial improvement over existing therapies on one or more clinically significant endpoints, such as substantial treatment effects observed early in clinical development.

If a drug is designated as breakthrough therapy, FDA will expedite the development and review of such drug.  All requests for breakthrough therapy designation will be reviewed within 60 days of receipt, and FDA will either grant or deny the request. 

Thanks for reading this rather technical blogpost on some of the fast growing and interesting 
drugs of 2015.  Please scroll down and read all other posts, kindly click on older posts to read other 
interesting posts put up in the past: feel free to recommend this blogpost to your well-wishers.

Thursday, December 31, 2015

Gr8 motivational moments @ 67th IPC, Mysuru

The largest and most prestigious gathering of pharmacists in India is the annual event: Indian Pharmaceutical Congress.  The 67th edition in 2015 was held at Mysuru (19.12.15 to 21.12.15), event being hosted by JSS University, Mysuru of which JSSCP (JSS College of Pharmacy, Mysuru) is a part.

67th IPC, Mysuru had a special personal appeal for various reasons: (1) it was being held in my home state - Karnataka (2) Mysuru is my birthplace (spent many years here and at Bangalore) (3) JSSCP, Mysuru is my B Pharm alma mater.

Hence, it was logical that we participate, and my employer company sponsored a team to participate in 67th IPC, Mysuru (besides being generous in general sponsorship).  My participation included a scientific submission for poster presentation, which was then upgraded to oral presentation, for which I was pleasantly surprised to get BEST ORAL PRESENTATION AWARD BASED ON MERIT.  Hence, it was a double joy - not only was I on cloud 9 being in JSSCP, Mysuru (my B Pharm alma mater), and I was also at my home-town Mysuru: further, I also won a very special award (best oral presentation certificate based on merit)...

The talk was on study of factors affecting patient compliance and marketing results as per pharmacists of Bangalore.  Some interesting insights were obtained in this study (through structured questionnaire containing a Likert scale type question, close ended questions and some open ended question).  Right affordable pricing and retail bonus offers will help improve patient compliance and marketing results.  Upto 40% more sales results on an average can be obtained.  Reduction of side effects, improving convenience and better organoleptic qualities of the promoted product, along with counseling by pharmacist, among other factors, will strengthen patient compliance behaviour and marketing results.

Posing with Mr. Rajesh N Jagdale, MD, JIPL (22.12.15), award in hand!

Dr. B Suresh M Pharm Phd
 Vice - Chancellor of JSS University, Mysuru; President, Pharmacy Council of India & Chairman, Local Organizing Committee, 67th IPC, Mysuru

Dr. B Suresh who straddles the pharmaceutical firmament like a colossus, is a consummate doyen of our profession - he was the moving force behind the success of 67th IPC, Mysuru.  

Man of the moment - cynosure of 67th IPC, Mysore: Dr. B Suresh

The entire 67th IPC organizing team inspired by Dr. Suresh - included the faculty of JSSCP, Mysuru/Ooty and volunteer students of JSSCP, Mysuru/Ooty - they gave their supreme proactive best to make the iconic international pharmaceutical event a most memorable one.

Dr. V K Subburaj, IAS, Secretary, Ministry of Chemicals and Fertilisers is a thorough intellectual who knows the pharmaceutical industry like the back of his hand.  His lectures were not only knowledgeable, the positive tone of his presentations was very inspiring, with most attendee delegates wanting to listen more and more...
The most pleasant amazing piece-de-resistance speech during the inauguration ceremony was from Mr. Ananth Kumar, Central Govt. Union Minister of Chemicals and Fertilizers, under whom pharmaceutical sector comes.  Not only did he emphasize the need for affordability, accessibility and availability of pharmaceuticals, he represented the need to go ahead with innovation (ie., go beyond generics and biosimilars); he also made the announcement that a separate Ministry of Pharmaceuticals will be set up in 2016 by Union Govt., thus giving a major emphasis to Indian pharmaceutical sector.

Mr. S V Veeramani, Chairman and MD, Fourrts, Chennai was most active, humble, engaging and he gave illuminating lectures on challenges facing pharmaceutical industry.  A most approachable and affable personality, his commitment to Indian pharmaceutical sector is awesome.

Selfie with affable and dedicated pharma professional: Mr. S V Veeramani, MD, Fourrts

The panorama of dignitaries and VIPs... some of them being Dr. G N Singh, DCGI, Dr. E Reddy, Joint Drugs Controller of India, CDSCO...Dr. Rao Vadlamudi, of IPA etc.,  and many many others gave inspiring speeches to educate, empower and motivate delegates.

The next decade will see the pharmaceutical firmament: Rs. 2 lakh crores annual sales turnover of Indian pharmaceutical industry (domestic + export); the pharmaceutical educational field with its 1500 pharmacy colleges; 7 lakh pharmacies across India; 262 USFDA approved manufacturing plants; 1400 WHO GMP approved manufacturing facilities; 253 EDQM (European) standard manufacturing facilities; 20,000 ultra modern manufacturing and packaging facilities..getting a humongous growth pill.  Vive-la: Indian Pharmaceutical sector and its stellar leaders!!

Dr. T K Ravi, Principal of Sri Ramakrishna College of Pharmacy, Coimbatore is a most dedicated persona, unflappable and ever cheerful: he has managed the scientific activities of IPCs for past few years with fact, his is the critical core activity which provides the raison d'être of IPCs...his majestic presence lent cheer to the 67th IPC, Mysuru.

Selfie with Dr. B R Shetty, MD, NMC Group, Abu Dhabi

Dr. B R Shetty, MD, NMC Group, Abu Dhabi, was the super surprise pharmacist present... this billionaire pharmacist lent glamour and fillip to the 67th IPC, Mysore.  His inspiring speech during the valedictory function was amazingly well received with good applause from the crowd.  I also had the good fortune to get my award from this amazing down-to-earth achiever, who owns two full floors at Burj Khalifa!

Awesome Dr. Samba Reddy: he posed for me when I took this snap with my mobile, Thanks Dr. Samba Reddyji!
He came, he saw, he spoke, he conquered our hearts and... vanished (because he was in a tearing hurry)!  Dr. Samba Reddy (read about him here) is on the verge of producing a first-in-class antiepileptic... his 20 minute talk on new drug development was superb... sprinkled with vital statistics and the narration was very user-friendly.  He is an amazing pharmacist, who won 6 gold medals during his B Pharm final year... truly Dr. Samba Reddy was the toast of 67th IPC, Mysuru, I hope he will win the Nobel prize one day!

During the oral presentation!

Receiving the certificate from evaluators for the presentation

Receiving the award for oral presentation on stage: golden memories of a pharmacist!

Receiving the award from Mr. U T Khader, the health minister of Karnataka; DCGI, India others... ( and Dr. B R Shetty is also seen partly)

One of my most pleasant memory is of presenting my talk, receiving the certificate and then receiving the best oral presentation award on stage... it is a memorable moment for the pharmacist in me!  Thanks to the best wishes and blessings of all: my elders, teachers, employers, colleagues, family, friends etc.

Dr. H G Shivakumar M Pharm Ph D, Former Principal, JSSCP, Mysuru, is one of the most popular teachers of JSSCP, Mysuru: known for his combination of gentlemanliness and strictness, he got a resounding ovation from the crowd when he went in for his memento (on stage)...

The present Principal of JSSCP, Mysuru is the much accomplished dapper Dr. Parthasarathi, he is a big name in clinical pharmacy, posing with him presents an elegant picture.  (in the background is registrar medical doctor, Dr. Manjunath: a tall handsome good humoured and able administrator of JSS University).

Dynamic Dr. Raghunandan Ph D

Dr. Raghunandan Ph D, a warm hearted, intelligent and dynamic person serves as Deputy Director of JSS University, Mysuru, taking care of industry-JSS University projects etc...
Dr. Kulkarni, Vice Principal of JSSCP, Mysuru (my B Pharm teacher too), is an ever-smiling gentleman

Selfie with Dr. Burande and Dr. K M Bhat (DR. KMB)

Dr. Burande (centre in above foto) of Pune is a doyen academician who conducts lots of courses to bridge academia and industry.  The other person in above foto, is my very good pal from my B Pharm years, my classmate and present Prof. and HOD of Quality Assurance, COPS, Manipal: Dr. K M Bhat.  Today, Dr. KMB has grown amazingly in stature, research and teaching activity, with wide ranging contacts in academia and industry.  He was kind enough to attend my talk.  His sincerity is amazing...I was witness to it when he was evaluating the large number of scientific posters.
Dr. B G Nagavi, Dean of Pharmacy college, RAK, UAE
Dr. B G Nagavi an illustrious pharma persona academician poses with my classmates who are now achievers in their own right.. Dr. Anupama (blue saree) is a Principal and noted academician, (Dr.) Leena, eversmiling and equipoised, has several academic achievements to her credit, she too is a HOD.  Dr. Nagavi is a noted teacher worldwide, former Principal of JSSCP, Mysuru... he was our teacher too.

Smart line-up: our past teachers (near me) and our seniors Dr. Gowda and Dr. Koteshwara (Koti) (next to Dr. Anupama: who is an illutrious JSSCPIAN achiever), Prof. Dr. Koti is HOD of Pharmaceutics at COPS, Manipal (another truly celebrated pharmacy institution), Dr. KMB too works there

Standing with Mr. Shaji (who is with the Drug Dept., Kerala) my JSSCP college mate: is always a person who spreads cheer
With Dr. S Bhat, Registrar, JSS University, Mysuru: he is a true friend and well-wisher (my college mate at JSSCP, Mysuru)

Respected Sri Sri Sri Deshikendra Swamiji Pontiff of Suttur Math and divine force behind JSS University, Mysuru
With time goodwill gets strengthened ... nostalgia swamps us... life goes on...the divine joy of 67th IPC Mysuru will remain ... till the final call comes...there are many more fotos & insights of this IPC and memories... may be some other time...Happy New Year 2016 dear readers of this blog... have a great life... you can continue to read all other posts in this blog too by scrolling down and clicking on older posts as and when required, thanks!

Friday, September 25, 2015

Food for stomach, food for thought: WORKSHOP MARKETING approach

Glamorous start!
Times Network had an interesting concept that was meticulously executed at Hotel Taj Vivanta, M G Road, Bangalore on 18.9.15.  I was invited for it… another colleague Mr. Harish, too got an invite for the same.  It was what I call as a WORKSHOP MARKETING approach.

Times Network is a big media organization having pan-India market leader products like The Times of India, The Economic Times and six TV channels including Zoom, Times Now …

The idea was to engage with prospects (like me), try and convert them into TV advertisers.  The bait was a 45 minute highly engaging educative talk by STEPHEN PEAD, Marketing and Branding expert, NRS Media International, Sydney, Australia.  The topic of Stephen’s talk was: THREE WAYS TO GROW YOUR BUSINESS.  The setting was Taj Vivanta: a five-star hotel on M G Road, Bangalore, an up-market address!

The entire event was given an aspirational appeal, so attendance was good.  The follow-up too was sharp and persuasive, so prospects were motivated to attend the workshop.

The marketing process from the TIMES GROUP, including, sending invites, telephone follow-up, sorting the prospects and understanding those prospects where conversion chances were bright, was thoroughly analysed and executed with aplomb by their sales team.

Scintillating Stephen

Stephen Pead, gave advertising gyan in an attractive manner with great graphics and videos too.

Some of his gyan (knowledge) nuggets are here:

a)      In the three ways to grow your business, answer the question: WHAT IS YOUR BUSINESS PLAN?  The business plan should be robust: the sales and marketing strategy in the business plan should drive customers to the business.  This can be done through advertising.  The advertisement should promote the product successfully and be effective.
b)      Brand advertising is also called top-of-mind advertising, image advertising, brand recall advertising and awareness advertising.  It is easy to recall 3 brands in any category.  However, the fourth and fifth is always difficult.  So it is vital to ensure leadership positions for the brand in a category.  Advertising helps move the brand into the consideration set of customers (on top of the ladder of recollection).
c)      CALL-TO-ACTION advertising supports brand advertising and branding.  This is a tactical advertising approach.  An example of call-to-action advertising is: September sales is here!  50% authentic discount on product A, rush and buy today, offer open till stocks last!!  However, such campaign or activation or call-to-action advertising approaches, which have sinus curve, will show gaps in the advertising campaign (ie., there are periods with no ads.).

Peak and valley activation advertising strategy has gaps in campaign (see ppt foto)
d)     To maximize impact of advertising, it is essential to have a campaign for 12 months, and the call-to-action advertising should ride over and above this sustained twelve month campaign.
e)      Good advertising should clarify: WHO YOU ARE, WHERE TO FIND YOU AND WHAT WE DO.
f)       “Repitition makes your reputation”: repetition is the core of advertising.  Promote in a differentiated way in a confusing market place. 
g)      The equation of advertising success and for a good advertisement:
Good advertisement = HERO (product) + EMOTION + RECALL

Make the product the hero, ensure person (reader or viewer or listener of advertisement) gets positive emotion and ensure recall through differentiation (eg., clutter free ad., excellent colour, etc).
h)      Stress on the USP of the product; provide the competitive advantage of the product, and the point-of-difference.
i)        Answer the question to WHAT IS IN IT FOR ME (customers are posing this question in their minds constantly).
j)        Analyse: What are you saying? To whom are you saying?  How many times are you saying?

The other speakers from Times Group provided information on exciting invitation deals for potential advertisers to enter national advertising using the TV channels of Times group.  They also gave analogies on how commodities through right use of branding concepts (logo etc) can be converted into brands for obtaining better market value.  The central message was to latch onto power of branding through TV advertising using the TIMES network of 6 TV channels.

This was done by Times group through a smart way of WORKSHOP MARKETING, the workshop being conducted by Mr. Stephen Pead!