Analysing brand stretch opportunities

Alliance

Our client had a vast amount of knowledge within prescription medicines, experiencing strong YOY growth through one of their flagship brands. The commercial team wanted to understand whether there was an opportunity to drive incremental growth by driving the brand as an over-the-counter (OTC) brand.

Why The Good Crowd:

The team wanted to leverage our understanding of the consumer market. We carried out a brand and category review. Analysing market data, the brand health of competitors, product positioning and pricing via a collaborative ‘learning journey’ with go/no go decisions factored in at critical milestones. Initial findings were then supported with qualitative research to validate both HCP and consumer perceptions.

The Results: 

The leadership team had a detailed understanding of the competitor landscape, a pricing corridor for commercial consideration, more information on their own brand perceptions from HCPs and consumers, all feeding into ‘their ability to win’ in the competitive space.