Marketing Campaign Award
This award relates to ongoing marketing activities for the development of an ethical or OTC product, originally launched prior to November 2008. Entrants will need to demonstrate the ongoing development of the brand in 2009, with particular emphasis on the key elements of the marketing mix and the integration required to improve or to maintain the product’s performance. Customer focus and market development are important aspects of this award. While sustained achievement is important, emphasis should be placed on the activities and performance during the period covered by these awards: January to December 2009.
Please note this category is only for products deemed to be outside of the launch phase: Launch campaigns and those involving brand revitalisation must be entered into the Product Launch award.
Format & Guidelines
Your entry should be a submission of 1500 to 3000 words and it may include charts and diagrams if appropriate. Please provide a selection of supporting materials, eg. Brochures / samples.
Note: Entries and supporting material should be unbound. Please supply 4 copies of all supporting materials
Your entry should be set out under the following headings:
Executive Summary
Please provide a synopsis of no more than 500 words. Should your entry be nominated for an award, extracts from this synopsis may be published so please ensure that it contains no confidential or sensitive information. PRIME undertakes that no part of your entry will be reproduced in any form whatsoever and will remain strictly confidential at all times.
Market Analysis
Situation analysis looking at market opportunities and potential, (product/customer/patients etc) competitive analysis, pricing etc
Objectives
Sales objectives, market share, market penetration, target customers / patients etc
Strategy
Positioning against external and internal competitors; basis of competitive advantage; resource allocation etc
Tactical Implementation of the Marketing Plan
List of key activities (internal and external); utilising and integrating different channels to the customer; co-ordinating tactics to original marketing objectives/strategy etc
Effectiveness
Outcomes vs. objectives; methods of and criteria for evaluation etc
Judging Criteria
- Clarity of objectives
- A well defined marketing strategy
- Effective resource allocation
- The quality of implementation
- Customer / patient focus
- Technological innovation
- Innovative thinking and execution
- Impact on customer perceptions
- Evaluation criteria
- Results
- Overall marketing effectiveness
Short listed entries will be given the opportunity to submit a "poster" summary of their campaign to be included in the exhibition of winners work at the PRIME Awards ceremony. If your entry is short listed, you will be notified by email in August 2010.
Winners will be announced at the awards ceremony on Thursday 23 September 2010.
If you would like to make a submission for this award category, please review information on 'How To Enter' page and proceed with completing the 'Entry Form'.
Should you have any further questions regarding this category, please send an e-mail to This e-mail address is being protected from spambots. You need JavaScript enabled to view it
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