Case-study: Equity Building: Prioritisation, investment and equity re-building
Context: A leading global brand was facing significant share, volume and declining profitability. The Equity became fragmented in a competitive, costly and complex category, facing deletion in the trade.
RESULTS
2% SHARE & ~9% SALES GROWTH
PENETRATION +15%
AWARENESS, CONSIDERATION & LOYALTY INCREASES
30% GP VALUE GROWTH
MOST RECOMMENDED DERMATOLOGY BRAND
ACTIONS
Identified segments to play, exited others
Simplified portfolio -40% skus / lower COGS.
Advanced equity positioning & Pricing with new Hero ‘Science’ assets & claims.
Moved to 100% Digital Precision Marketing.
Built Dermatology credentials with Health Care Professionals for patient recommendation.