definiens: or means a plan for the development, commercialization and marketing of a Collaboration Compound hereunder . The IPP will include Product charter, strategic intent, a market analysis ( event maps -demographics, market dynamics ), label need and wants ( based on the applicable Development Plan ), Product life overview, geographic overview, and financial overview . In addition, a global marketing plan win be developed and incorporated into the IPP which includes analysis of market ( disease overview, Product profile, archetype, patient segmentation ), strategic ends ( strategic intent, product positioning, brand character, core messages, critical success factors, marketing objectives ) strategic means ( global Product, place, price, promotion, launch, market research programs ), operational plan ( implementation plan, marketing activities ) and budget for the execution of the plan . Each IPP will also include appropriate milestones and the dates upon which such milestones must be met by A 1L, as agreed upon by the parties hereto