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ACCELERATING GROWTH OF A MEGA BRAND

THE ORGANISATION

A mega brand of a top 10 pharmaceutical company, after a strong performance was seeing the signs of slow down in growth. The newer variants which were launched in the past to address niche segments were not bolstering the brand growth. 

CHALLENGES 

How to drive brand growth without cannibalization of the brand variants?

THE WHITESPACE DOSAGE

Developing Brand Communication and Campaign design

THE WHITESPACE PRESCRIPTION

1. Devising Brand Strategy

The exhaustive brand planning process working closely with the brand team ensured a tailor made brand strategy complete with brand lever. Based on the identified brand lever the brand communication strategy was developed. The Brand communication strategy was augmented by a clear brand lever focused campaign strategy 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.

IMPACT

The brand not only rebounded with a growth of more than 17% but by surpassing it's target, it emerged as the biggest contributor to surplus for the entire division.

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