Our client required help defining its portfolio strategy for the category, with an Iconic Indian Heritage brand and the recently acquired global brand. Could the Indian brand serve as an umbrella, with medicated and non-medicated variants, with the global brand phased out? What is the optimal Media Mix for the Indian brand in order to meet the aggressive volume targets?
BSA, Mix Modelling and Forecasting were deployed to address portfolio optimisation, repositioning and investments. These models were used with insights from qualitative, track, comms testing, segmentation, and other research. Tactics from competitors were analysed to create a roadmap to double sales by 2021.
Although through different RTBs, consumers seek similar benefits and product cues from medicated and non-medicated pain relief categories, making halo effects between the Heritage brand medicated and non-medicated variants likely. Therefore, there was an opportunity to explore brand stretch (straddle across medicated and non-medicated) and phase out the global brand while retaining its formulation.
The client redefined the portfolio strategy, empowered the Indian brand, and redirected investment from the global to the local brand.
The investment strategy we recommended for the next three years was deployed, and the brand has started showing growth. It is on track to double sales in the next three years.