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5. ALEX OSBORN
(1963)
Brainstorming is a group or individuAL creativity
technique by which efforts are made to find a conclusion for a
specific problem by CAPTURING a list OF ideas spontaneously
contributed by its members.

7. BRAINSTORMING :
... to attack the problem with the ideas as
much as possible.

8. TYPES OF BRAINSTORMING :
1. Individual brainstorming
 is the use of brainstorming in solitary.
Problem :
 Presentation
 Paper
 assignment

10. 2. GROUP BRAINSTORMING
 CAN DEVELOP IDEAS IN MORE DEPTH THAN
INDIVIDUAL BRAINSTORMING.
PROBLEM : SOMETHING THAT NEEDS DISCUSSION.

11. TIPS FOR GROUP
BRAINSTORMING
1. Have a clear objective
2. Record your ideas
3. Never interrupt people’s idea.
4. Hold off on criticism or judgment.

12. RECORD YOUR IDEAS :
Sticky notes
Computer

13. Mind mapping

14. PRINCIPLES OF BRAINSTORMING
 DELAY EVALUATION AFTER FINISHING
 Freedom of ideas Think outside the box!
 QUANTITY NOT QUALITY
 Building on the ideas of others
 Invite external and internal participants who think
differently and care about the brainstorming challenge

15. Skill diversity.
Thinking style diversity.
Experience diversity.
Age diversity.
Nationality diversity.
Gender diversity.
Aspects of diversity:

16. RULES ON BRAINSTORMING
 DO
 1-CAPTURING EVERYTHING
 {COLLECTING AS YOU CAN A
LARGE NUMBERS OF IDEAS}
 2-ENCOURAGE PARTICIPATION
 3-ASK CLARIFYING QUESTION
 THEN
 CLASSIFY
 REDUCE
 ANALYZE
 DO NOT
 1-EVALUATE ANYTHING
 {LET EVERYBODY IMAGINE}
 2-FORCE PARTICIPATION
 3-ASK JUDGING QUESTION

18. Vertical Brainstorming :
Osborn’s Checklist –
(S.C.A.M.P.E.R)
Substitute
Combine
Adapt
Modify (Magnify, Minify)
Put to other uses
Eliminate
Rearrange

19. OSBORN’S CHECKLIST FOR ADDING NEW IDEAS
•Substitute? ..... Who else, where else, or what else?
Other ingredient, material, or approach?
•Combine? ...... Combine parts, units, ideas? Blend?
Compromise? Combine from different categories?
•Adapt? .......... How can this (product, idea, plan, etc.) be
used as is? What are other uses it could be adapted to?
•Modify? ........ Change the meaning, material, color,
shape, odor, etc.?
•Magnify? ...... Add new ingredient? Make longer,
stronger, thicker, higher, etc.?
•Minify? ........ Split up? Take something out? Make
lighter, lower, shorter, etc.?

20. •Put to other uses? ..... How can you put the thing to
different or other uses? New ways to use as is? Other uses
if it is modified?
•Eliminate? ..... What can you eliminate? Remove
something? Eliminate waste? Reduce time? Reduce effort?
Cut costs?
•Rearrange? ..... Interchange parts? Other patterns,
layouts? Transpose cause and effect? Change positives to
negatives? Reverse roles? Turn it backwards or upside
down? Sort?

21. THE ADVANTAGES OF BRAINSTORMING :
 Encouraged Creative Thinking
 All ideas are accepted
 Makes everyone part of team
Exciting and Easy

22. . THE CLASSIC DILEMMA
 Marketing has an obligation and need to support both Development
and Sales. However, the simultaneous demand and contention for
limited Marketing resources may cause one or the other to lose out.
Creative thinking is required to assure that the needs of all parties
are met.
 Challenge #1: We're having trouble planning the next product
because we're so busy supporting the product we just launched.
 Issue: Let's face it, product launches are exciting. Months of energy
have gone into creating a product that will (hopefully) enable Sales
to make a breakthrough. Marketing is 120% absorbed in launch
activities and training the sales force. The problem is that
Development team are waiting to work on the next product and they
need new product requirements NOW!

23.  Challenge #2: Our Marketing team spends so much time working with
Development they don't have enough time to support Sales.
 Pricing has been mentioned here as a separate challenge
considering its prime importance as a strategic tool . Pricing is more a
strategy decision that should supplement brand purchase as well as
provide the required bottom line for the brand /therapeutic category .
Sometimes both these could move into opposite directions and taking
a pricing decision itself can turn out into a major challenge
considering the market conditions and internal objectives of the
company .
These are some of the challenges faced by Pharma marketers
mentioned in brief. We would discuss each of these in detail along
with the probable strategies to tackle these in the future

24. THE DISADVANTAGES OF BRAINSTORMING :
X Only works when everyone in the room has
something to say.
X Without strict control or leader present, the group
may take a long time to get the solution.
X Group with a large members will not effective.{21}.