Driving brand lever for brand growth
THE ORGANISATION
A mega brand of a top 10 pharmaceutical company was a distant number 3 in the category. The core variant was stagnating and the brand value proposition was losing it’s relevance.
CHALLENGES
How to re-ignite growth of its core SKU and help it drive overall brand growth?
THE WHITESPACE DOSAGE
Brand lever and KPI-driven execution
THE WHITESPACE PRESCRIPTION
1. Devising Brand Strategy
The exhaustive brand planning process, conducted in close collaboration with the brand team, ensured a tailor-made brand strategy complete with a brand lever, key issue identification and critical success factors. The identified brand lever was adopted across all the SKUs and used to develop the overall brand communication strategy. This was further augmented by a clear, brand-lever-focused campaign strategy focused on the key physician segment(s) of the core SKU marked with relevant KPIs.
2. Marketing Coaching
WhiteSpace Healthcare worked as a coach with the Brand custodian to ensure seamless execution of the strategy through strong collaboration.
