CASE STUDY
OUR WORK
Distributor & consumer research & Growth strategy for a leading pharmaceutical company
Objectives :
- Primary research for client’s internal team, stockists, chemists, end consumers
- Secondary research to understand industry growth drivers
- Growth strategy based on research insights including campaign creation for client’s calcium brand
The objective
What
Strategize and Execute a strong marketing plan for CIPCAL
For
Increasing the sales of the product multifold through online & offline integration
How
Create a compelling story to build a strong brand recall leading to conversions
The Positioning
Talking About Right Things
Medicine
Supplement
Prescribed
Prophylactic
Reactive
Proactive
Health Issue
Better Health
The Execution
Project Structure
Stage-01
Foundation work
- Data Analysis, Market research
- Focus Group: Customer, Sales, Distribution,
- Competition
Audience Persona
Stage-02
Implementation Phase – wise(Test, learn, Improve cycle)
- Brand Strategy, Master Campaign
- Content Strategy/Guidebook
- Microsite Structure
- Social Media Strategy
- Digital PR Strategy
- Ecommerce Strategy
Stage-03
Brand Customer – win strategy docket
- Microsite Development
- Content & Creative work(Blog, PR, Videos, Social Media)
- Offline Activation
Consumer and market understanding life cycle
01
Challenge
Lack of understanding of target audience and potential target audience
Limited identity systems for creating brand and product strategy
Lack of identity systems
02
Information & insights
Data visualization based on available data and insights from the team
Understanding sales data to link consumer attributes with personas
Data visualization
03
Informed Strategy
Targeted representation of audience and the product through internal data visualization and external research
Visual identity
04
Elevated Image
Campaign and collateral linkage with target audience to identify best approach
Understanding audience behavior to research insights
Elevated sales image
05
Brand Strategy
Evolved brand strategy, brand guide and persona marketing strategy post assimilation of previous steps