Developing a strategic brand and market analysis for a leading pharmaceutical company.

Challenge

Develop strategic marketing programs to promote over-the-counter pain relief products to specific population segments. The objectives of the program were to 1) Enhance recognition and increase awareness and sales among the target demographic through strategic involvement with meaningful organizations and events; 2) Cultivate lasting and meaningful relationships with the various communities to whom the product is sold; and 3) Reinforce the brand's general marketing efforts.

Solution

Webb Patterson implemented a targeted marketing campaign to increase company and product presence among the target market and provide opportunities for product sampling. The process used for brand and market analysis included focus groups, anecdotal feedback from consumers, in-depth discussions with the brand managers, and a telephone survey of 400 participants from the target market. The firm reviewed the types of activities pursued by the target market and focused program development accordingly.

Results

Feedback received at events designed to promote the brand was overwhelmingly positive. In addition, the brand saw a sales increase by 4 to 5% in the last year, despite the fact that the product category was seeing a decline.

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