EXAMPLE: CREATIVE STRATEGY STATEMENT

1
EXAMPLE CREATIVE STRATEGY STATEMENT

• Market Target
• Current users of chewable antacid tablets,
  primarily the O-T-C brands, Tums, Rolaids, and
  DiGel.
• Symptom Targets
• Heartburn is the symptom target for three major
  reasons
• Heartburn as a symptom has not been preempted by
  another brand, Tums, Rolaids, or Digel.
• The major thrust of the products difference and
  the creative strategy is speed of relief, the
  primary concern of heartburn sufferers.
• Effervescent type products are not used in
  significant quantities in the treatment of
  heartburn, thus cannibalization of Alka-Seltzer
  will be minimized.
• Core Selling Proposition
• Gives the heartburn high speed relief.

2
EXAMPLE CREATIVE STRATEGY STATEMENT(continued)

• Strategy Definition
• The only antacid table offering superior
  palatability and
• superior efficacy i.e., speed of relief.
• Support the efficacy claim, explaining that it
  disintegrates rapidly to get to work in your
  stomach fast.
• Support the palatability by referring to its
  cool, creamy taste.
• Subordinate to the texture support palatability
  by referring
• to cool and creamy taste.
• Product Features
• The product is a chewable antacid tablet with a
  difference.
• It is formulated to disintegrate fast i.e.,
  its built to fall
• apart, therefore, it goes to work fast.
• This superiority offers the consumer two distinct
  benefits to
• help relieve his heartburn.

3
Idea Sources and Methods for Generation

• METHODS TO GENERATE IDEAS
• Direct Search
• Exploratory Consumer Studies
• Facilitate Users Solutions
• Technological Information Forecasting
• Consumer Engineering
• Individual Incentives
• Creative Group Methods

• SOURCES OF IDEAS
• Patents Inventions
• Competition
• Acquisitions
• Market Needs
• Users Solutions
• Technology
• Engineering
• Management Employees

• NEW PRODUCT IDEAS
• Concept
• Prototype
• Product

4
A summary of the proposals financial and risk
characteristics
Forecasts
Probability of Being Within 0.1 Estimate
Development time Revenue Unit
cost Investment Economic life
0.0
0.5
1.0
Date of market introduction Probability of
technical success Probability of market
success Expected economic life Project index
(A x B)
Average annual before tax profit
average investment average annual return on
investment
A
B
(probability of technical success) x (probability
of market success) x economic life
Years to Positive after tax profit
Positive cumulative net cash flow Net present
worth (at ______ ) Rate of return
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MARKETING RESEARCH - REDUX

• STEP 1
• RESEARCH PURPOSE
• Which opportunities are anticipated
• What is the scope of the opportunities and
  possible boundaries setting.
• Keep in mind possible options, criteria for
  choosing among alternatives,
• and the users of the research results
  (corporate, end users).
• STEP 2
• RESEARCH OBJECTIVE
• The objective is a statement, in a precise
  terminology as possible, of what information is
• needed.

Makes the research questions as specific and
precise as possible