Week 10 EOC : Dream Job

Director, Regulatory Advertising and Promotion

Overview:

Questcor is a specialty biopharmaceutical company which was awarded Forbes’ Magazine’s #1 Best Small Company award in 2011 and Orange County Register’s #1 Best Large Company of 2012. We help patients with serious, difficult-to-treat autoimmune and inflammatory disorders. Currently, we are supporting research in a number of rare conditions, including in treatment-resistant patient populations, where there is significant need for better therapeutic options.

The Company booked $548 million in net sales during the 12 months ended March 31, 2013, which represents a 500% increase from the equivalent period ended three years ago. The Company has solid margins, positive cash flow, a strong product base and a dedicated US sales force. Excellent top line growth momentum continues as Questcor continues to pursue its growth strategy. Market capitalization is approximately $2B.

We are currently seeking an Director, Regulatory Advertising and Promotion.

This position will be primarily responsible for managing regulatory activities involving assigned marketed products including (1) review of promotional labeling and advertising; and 2) preparation and filing of documents that support the marketing applications, and (3) interpretation of relevant federal and international regulations.

Responsibilities:

• Serve as regulatory team member on promotional review committee;
• Reviews and approves promotional, advertising, and disease-state educational materials for commercial products; manage cross-functional review team
• Provides strategic context and advice on regulatory issues relating to promotion and advertising
• Interact effectively with internal (e.g., Sales and Marketing, Medical, Corporate Compliance, and Legal) and external (e.g., the FDA’s Office of Prescription Drug Promotion [OPDP]) stakeholders.
• Reviews content and format of marketing materials and other documents, assuring compliance with corporate policies, federal regulations and guidelines, and product development objectives;
• Reviews regulatory guidelines and publications to keep apprised of new regulatory developments
• Participates in commercial meetings to provide a regulatory perspective on marketing strategies, implementation and promotion objectives

Director, Regulatory Advertising and Promotion

Final Project: Tagline

Based on every piece of information we have talked about, we decided to give our Spec - R tuning a tagline. There are couple of taglines we have in mind,

1. We do it all
2. We can do it
3. We treat you right
4. We love your car and you
5. Ultimate tuning solution

Advertisements with an excellent idea, good creative execution and tactical timing often worked. If all else failed, sheer repetition was always a tool that could be used to drive home the brand message. (Ebook page 178)

 We want our customers to understand our tagline once they have visited us once. From all those taglines I personally like No.1 and No.5.

No.1 basically tells people we can do whatever you want to do with your car, from interior to engine. We can do it, No matter what.

No.5 is a little bit complex which provides more information in this tagline. Who can call themselves as ultimate? Only BMW does. So we also used the keyword ultimate to make our customer feel like we are the No.1 most professional import car tuning shop in town. You come to us, you come to the right place. So we called it Ultimate tuning solution. You come to us, you come to the right place for your car and you will not go anywhere else for car tuning.

Like any branding medium, there are dozens of challenges confronting today’s advertisers: how to connect with the consumer, overly complex messages, a lack of brand narration or a disconnection between the product and the ad. (Ebook page 177)

Advertising can also overplay or distort immediate brand concerns, such as the desire for brands to have a closer connection and understanding with their audience. (Ebook page 177)


Based on the explanation, we have decided to go with the "Ultimate Tuning Solution" as the tagline for our Spec-R Tuning.  

Final Project: Tag Lines and Key Talents

Our mission: The Spec-R tuning is dedicated to providing professionally engineered, thoroughly tested solutions and components that improve vehicle performance and enhance the driving experience.

Branding is important because of its relationship and impact on the world we live in. Brands affect people’s lives simply because they are part of our daily choices and decisions.

Come to our shop to experience the best customers service and let our top rated performance engineer to take care everything tune request for your car. We want to provide you the best car tuning experience at Spec-R tuning.

Brands start with a great idea that tells a good story. Everybody understands a story – stories cross borders, and they connect generations, class and cultures. Stories are created for their audience and this is what makes them powerful. The story – or narrative – behind a brand is its backbone.

We are not tuning car for money, every of our employees are die-hard car guy. We want to share this passion and spirit with you by providing the best car tuning experience for you. We tune cars for love, not money.

Our top rated mechanics are all having more then 10 years experience on tuning import performance cars with numerous modified awards. There is nothing they don't know about your car, maybe they will lost themselves in Las Vegas, but never on your car.
      

Final Project: Statement of You Specialty

From the talent list we have provided, I'd like to narrow it down to a specific statement. We look at our shop as a brand by providing fine car tuning experience. Experience matters to every brand and just how the audience interacts with the brand must be consciously developed across every interaction. ( Ebook page 163).  

We take care everything you need for you car by giving you the experience of our brand. Those experiences come from the list we have talked about in the previous post. I call it "Final Destination" is because once you let us tune your car and you will never go to another shop for car tuning. This is the only goal that we are trying to archive is because our shop is not only a car tuning shop but a brand. We are trying to giving you the best experiences and make every of your penny worth it.  

Brands are now seeking to capture an experience that moves beyond triggering the five senses. Brand experts talk about capturing a ‘sixth sense’ or brand ‘spirit’, which establishes a deeper connection with the audience. The brand experience is extending into more unique and original ways of living the brand’.  

Our ultimate goal is to server you the best and build your relationship with our brand. This is the most important point is because nothing is stronger than people's words. “The experience, in any form, should remain simple in execution and uncomplicated in its message” 

Final Project: Talents and Top Five

1. Best mechanic and ECU tuner in the U.S
3. Equipments are new and top quality in the market.
6. Best customers service
7. Clean working environment
8. We provide the best car tuning experience in Las Vegas area


The brand experience is created from a brand vision. The experience itself is everything your audience senses about your brand. Every resulting perception and insight will support or denigrate the brand. An experience may have a product or service behind it, but this is not essential – a brand experience can become a reality even though it may be based on a concept (the War on Terror, for example) and it will always result in an emotional response. (Ebook 163)

We have picked our top five talents from our spec-r tuning car shop. I believe if we can take advantage of those talents we got, we will definitely beat all of car tuning shop in Las Vegas area is because none of them can even provides two of those qualities above. A good mechanic is easy to find but a good ECU tuner is really hard to find. Lets just say not many people are good at mess around with engine. 

Not only that, we want to make our customers experience our shop as a brand. By providing them fine brand experience and create good customer relationship with them.  

Brands can also use promotion to set a brand experience and product expectation even before the product or service is launched. As spending power increases and choice blossoms, audiences now have an expectation that just about every purchasing opportunity should deliver some degree of delight. We want a high level of service and an ever-higher quality of product and this poses a challenge for the creators of the brand experience. (Ebook 163)

Final Project: Talents

I have been falling in love with cars since I was a kid. My dad is also a hardcore car guy and motorcycle guy. I guess he is the one that inspired me the most with his bikes and cars. Also, I started to watch World Rally Championship and Dokar Rally since I was 10 with my daddy. We have always talked about the drivers and cars, from Subaru's classic blue and gold to KTM's dual sports motorcycles. I have owned my first sport car at 2008 and of course I put a lot of works and time into it. I started with 0 experience and but I learned very fast. Everyone has their own talent in different industries I guess mine is on cars.

Brand experience is how the audience reacts to a brand at any contact point, and it is the basis of consumer dialogue with the brand. (Ebook page 162)


The four ‘P’s are key to any product or service. They are:

• • Product (or service)
• • Price
• • Place
• • Promotion (Ebook page 154)  

The brand experience is the real and tangible showcase of the brand and is expressed through dozens of individual opportunities. (Ebook page 162)

I have worked on in car tuning industry for many years and people always notice me in car shows. Now back to the Spec-R tuning, we have the best team with experience and know what we are doing. On the other hand, we provide the best customer service as well. Not like many other car shops in town, we have the best equipments. Everything is brand new and the best in the market. We also have 6 car lifts which means we can work on 10 more cars at the same time with no problems. Also, our workshop is the biggest in Las Vegas with private, smoke free environment.



1. Best mechanic and ECU tuner in the U.S
2. Focus on import cars
3. Equipments are new and top quality in the market.
4. Biggest workshop in town
5. Biggest showroom and customers waiting area.
6. Best customers service
7. Clean working environment
8. We provide the best car tuning experience in Las Vegas area
9. Best labor rate $100 a hour. Cheaper than dealership and most of car tuning shops.
10. Great location. Easy to find.         

Final Project: Passions

          For the brand new car shop Spec-R tuning is going to launch in Las Vegas area. The No.1 and the most important things is to get the words out. What makes our shop become the best in Las Vegas area and what can drag those die hard car nuts to our shop?As our lives become more complex and full of choice, branding is starting to change business by making the intangible, tangible. It offers more than a frill around a product or service – when people are passionate about particular brands there is an emotional connection that goes beyond the appreciation of the product or service. (Ebook page 73) Its the Passion. We need to show our customers our passion and we are the No.1 most professional import car tuning shop in our area. First of all, we need to have two or three show cars. Nissan GT-R is the one we have to get is because Nissan GT-R is the No.1 Performance car in the world. We need to make a beautiful GT-R to impress our customers and the most important thing is to show them what we can offer them. Top quality works and top customer service. On the other hand, no many people can afford Nissan GT-R if we can make our GT-R as a beautiful show car we can drag a lot of other brands car owners to our shop. Once a brand’s positioning is clear, it is then faced with the challenge of selecting the appropriate media to reach its audience and, most importantly, making that encounter memorable. A brand may succeed in getting your attention, but to be memorable it must ‘engage’ you. (Ebook page 106) This means we are qualified to tune a GT-R and of course we have no problem to tune your import cars. Once we get our words out, we will have a lot royal customers and they will never go to another shop for their cars. The main content of the chapter covers new consumer attitudes and the new approach of brands that want to engage in ‘dialogue’ with their audience. (Ebook page 94)