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 product’s 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., “it’s built to fall • apart,” therefore, it goes to work fast. • This superiority offers the consumer two distinct benefits to • help relieve his heartburn. • Superior efficacy, i.e., it disintegrates fast to get to work on your heartburn fast. • Superior palatability; i.e., a smooth, finer-textured tablet that “chews fast.”

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 proposal’s 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

5. 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. • Components: • Research question which specifies the information that the decision maker needs. • Development of hypotheses • Scope (boundaries of the research) • Please note: • Hypotheses are basically alternative answers to the research questions (including speculations). Possible sources for the generation of hypothesis include: • Whatever information is available • Theories derived from social studies • Experience • Boundaries could be geographical, demographical, budgetary and or usage patterns. Makes the research questions as specific and precise as possible