AGENDA

                                                                Utilizing Competitive War Games for Strategic Planning

1.  Introduction – Definition and Rationale

     What is War Gaming (Competitive Simulation Exercise)?

     Why do you need War Games?

     When are War Games appropriate?

     How are they conducted, depending on the business objectives?

2.  What is War Gaming

    a.  Competitive simulation – adopting the competitor’s POV to inform development of strategy

    b.  Useful as an internal marketplace analytic tool

    c.  Allows brand team to develop SWOT analysis of competitors

    d.  Helps to assess strengths and weaknesses of competitive set, and identify and prioritize potential threats 

3.  WHY do you need War Games?

    a.  Market is fluid and often crowded – launches never occur in a vacuum

    b.  Anticipating competitor threat is key to optimizing brand strategy and positioning

4.  WHEN are War Games appropriate?

    a.  Launching a product or entering a new market

    b.  New competitors, or existing competitors are modifying strategy or tactics in ways that may impact your brand 

    c.  New competitive data or studies emerge that may impact the treatment area or class

    d.  Routine product planning and review for upcoming period

5.  HOW are War Games Conducted?

    a.  Internal and external (customer-facing) components

    b.  Internal

    c.  External

    d.  Requirements for successful War Gaming

6.  Outcomes:

    a.  Competitively-forged strategy, tactics, positioning, and / or messaging

    b.  Strong team alignment and awareness of approach toward brand moving forward

    c.  Pressure tested materials and approach with key stakeholders – both internally and externally

    d.  Invigorated brand team!