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.
How to drive brand growth without cannibalization of the brand variants?
THE WHITESPACE DOSAGE
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.
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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