Turning a cash 'CALF' into a star
THE ORGANISATION
A leading brand of a speciality pharmaceutical company was stagnating. The national performance of the brand was being buoyed by high regional saliency and repeat purchases by patients. However, the prescriptions for the brand had started to decline in the core specialty.
CHALLENGES
Being a low involvement category and with a lot of history attached, how could the organization drive brand growth?
THE WHITESPACE DOSAGE
Product life cycle management
THE WHITESPACE PRESCRIPTION
Due to the history attached to the brand, we knew the solution had to address two sets of customers — the internal customers (sales force) and the external customer (doctors). The brand strategy was rebuilt by:
1. Auditing the current segmenting, targeting, and positioning of the brand.
2. Repositioning the brand based on brand essence.
3. Deriving the Brand Lever from the unique selling proposition.
4. Designing and executing targeted campaigns based on the brand lever consistently.
5. Appropriate campaign KPIs designed and monitored.
IMPACT
The Brand became the leader in the category and a Star in the company portfolio with the sales increasing by almost 4 times in 4 years. The increased contribution to the bottom line helped the company finance the launch of several innovative products that further contributed to company growth.
