Industry
Healthcare & Life Sciences
Company Profile
- Leading German Consumer Healthcare company
- Broad portfolio of branded and generic OTC products
- Clear focus on the pharmacy channel
Situation and Objectives
- Successful branded CHC manufacturer with strong growth in the past
- Ambitious growth targets going forward
- Risk of being stuck in the middle: Attacked by low price competitors but unable to compete with premium brands
- Strategic plan for coming years developed, but high uncertainty/lack of detailed analysis in key strategy areas
Approach
- Analyze trends, winning strategies and key internal competencies
- Use "Multi-brand assessment framework" to analyze if a multi-brand strategy is commercially viable in the short- or long-term
- Simulate different multi-brand scenarios (for selected OTC areas) and compare to base case ("as-is“ strategy)
- Sensitivity analysis to understand impact of key parameters
- Develop high-level "go-to-market" approach for second brand
Framework to assess multi-brand viability (key market drivers)
Results
- Recommendations on important market trends to consider going forward and how to leverage winning strategies from other companies
- Identified strategy areas that need to be prioritized and/or adapted
- Clear multi-brand strategy recommendation
Impact
- Expected +13% (>5M €) incremental multi-brand profit for years 2019-2020 compared to base case
