Charting the course to financial results with the IQ Pill
Contoso Marketing Script by Pat Coleman
All product launches must navigate a sea of complexity and risk
Every board faces tough sailing through these rough waters
Market conditions and regulations loom on the IQ Pill's horizon
Our projected financial goals await a successful trip through Q3
Approve the IQ marketing plan and we'll sail there smoothly
$10 million will propel the launch with demand from doctors
5 million on advertising will increase medical awareness
Similar spending levels helped us reach our target rate in the past
Industry averages validate the projected results of our plan
Ad agency figures predict that ad responses will remain predictable
$3 million on educational visits will increase the IQ sampling rate
Our current program resulted in a 20% increase in sampling
The visit program for Company X has been doing extremely well
Based on comparable pills we can expect to meet our goals
$2 million on sponsoring conferences will increase visibility
At previous conferences we measured a 24% increase in visibility
The upcoming schedule ensures top decision makers will attend
Our sales reps report that conference sponsorship build strong
$50 million will smooth the way for demand from consumers
$25 million on TV ads will increase consumer awareness
$15 million on other ads will increase awareness online and off
$10 million on sponsorships will increase visibility
The plan will navigate through all regulatory requirements
It complies with federal, state and European regulations
It follows medical association ethics principles
It adheres to trade commission information practices
Will Contoso be able to make the Q3 journey to good results?
Market conditions and regulations threaten a successful trip
Approve the IQ marketing plan and we'll sail there smoothly
Charting the course to financial results with the IQ Pill
The IQ Pill - Twice as smart in half the time