Situation:

The brand A – was born as a painkiller specialized in menstrual cramps, years later enters the competition with a similar positioning strategy but with better distribution. Brand A began to lose differentiation and relevance until it lost market share with its main competitor

Challenge:

Expand the space of the brand to allow entry to new categories in the future. Increase the level of relevance to support the development of new products Increase the level of differentiation in communication Increase market share

Action:
Identify relevant and new emotional aspects that would allow us to be the lever of the brand to grow. We realize the projection of the strategy of the brand towards the future to take advantage of territories of growth. Adjust the value proposition of the brand that maintains it without losing its current consumers. Develop new communication and activation schemes that will connect with the audience.

Result:

Increase in sales by 15% vs. the previous year (2013/2014). Resumption of leadership in market share from 44% to 47% Case of global success

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