One of the top antidiabetic brands in the industry discovers over 200 crore untapped market opportunity to drive their sales to 600 crores
Business Context
One of the leading players in the antidiabetic segment was facing a challenge to propel the growth of their flagship brand. One of the sentiments catching strength within the sales and marketing team was that the market now had got saturated and there was not enough scope to grow the brand within the molecular segment they operated considering the onslot of newer molecules.
Intelligent Solution
To address this challenge, Gregor Analytics team employed the Contour© approach and systematically identified the clusters of cities wherein there was a scope of expanding the market or increasing the brand share or both. The solution also identified the cities which were closer to market saturation. Convergence of sales and marketing efforts along the high potential cities was carved out effectively.
Transformational Result
The brand which was stagnating in value terms saw an immediate growth of 10% in the first year of implementation. Goal of 600 crores now seemed achievable in spite of launch of newer molecules in the segment.
Sales growth of 23% achieved through "100 city focus" for a regionally skewed 50+ crore brand stagnating at a CAGR of 4% for four years
Business Context
One of the acquired gastro-intestinal brand was facing a growth challenge wherein the marketing team was unsure whether they need to further strenthen their strong contributing zones of North and East or build their focus on their struggling South and West zones for driving growths where they had a field presence aling the years of brand existence.
Intelligent Solution
Gregor Analytics team worked closely with the client to arrive at the "top 100 city focus" strategy. The top 100 cities were short listed based on City Potential Index derived through the proprietary algorithm using multivariate analysis and macroeconomic attractiveness, healthcare attractivenes and category attractiveness scores drawn out for over 250 cities in the country. Prioritisation was done using ‘City Potential X Power’ matrix thereby accounting for both market opportunity and internal strenth.
Transformational Result
The "100 city focus" strategy crossed through conventional zonal strategies and helped to give a direction and convergence in sales and marketing activities and a special focus across the organisation to drive the growth momentum over 20%. Additionally, the study also brought in the need to have a hybrid approach of Rx and OTC using advanced analytics.
Pharmaceutical company grows its antidiabetic portfolio 4 times by strategically avoiding cannabalisation of an established brand owing to launch of new molecule
Business Context
One of the top 10 companies, had a legacy brand in the SU + MET segment with a turnover of close to 200 crores. However the brand was showing stagnation. Additionally new generation Gliptins were to be launched in the same division. Company had a task to propel the growth of the legacy brand in wake of cannibalization fears.
Intelligent Solution
Contour findings were successfully implemented by bringing in focus in the top cities, setting targets based on market potential and internal strengths rather than allocation. Both sales and marketing teams converged to increase the sales and marketing activities in the identified cities. Last but not least, sales force were redeployed to the potential cities. All this led warded off the stagnation and increase in Performance even after the launch of Gliptin.
Transformational Result
The antidiabetic portfolio has grown 4 times in the last 4 years wherein the legacy brand is growing at a CAGR of 20% and the new brand launches have added over 180 crores to the portfolio.
A leading OTC brand saves 10% of sales force cost through optimisation of the sales force numbers in the potential cities
Business Context
A leading OTC player in the energy drink market wanted to optimise their prescription field force to the potential cities and cut down on their over dependence on a few cities for sales.
Intelligent Solution
Contour© approach could effectively size up the market which was not reflected adequately in any of the secondary market audits. The robust methodology of incorporating the macroeconomic attractiveness, healthcare attractiveness and category attractiveness scores helped to arrive at the potential cities of focus. Aspirational market shares and the productivity targets derived through proprietary algorithms helped the company to arrive at the forecasted sales numbers and thereby the sales force numbers.
Transformational Result
Company could arrive at the potential, target and sales force deployment in a scenario where there was no data or benchmarks. There was a significant saving in the bottom line with increase in the revenues.
Company sets its expectations right on identification of brand extension trap using Delta©
Business Context
One of the leading players in the ‘pain/analgesic market’ introduced brand extensions with the established premise that brand stretches benefit from the brand equity of the parent brand. However, company was perplexed at the performance of brand extentions which were unable to meet up the expectations of new launch.
Intelligent Solution
To identify the reasons behind the failure of brand extensions, Gregor Analytics team employed the Delta© approach which identifies the key influencers and critical success factors for brand performance. Herein, correlations were drawn between the sales of parent brand and gamut of variables spanning across market indices, corporate statistics, brand targets, sales force numbers and sales efforts. Correlation coefficients helped to identify the influencers and sensitivity analysis directed to the success parameters.
Transformational Result
Through Delta©, it was conclusively proved that trade component was the major component driving the sales of parent brand and parent brand held equity only in few geographies. Interestingly, the correlation with divisional sales and other brands within the division reinforced the trade push for the parent brand rather than prescriptions. Since brand extension strategy focused on Rx, there was very little chances of brand equity advantage of parent brand to the extension. This helped the company to identify the failure trap and set the expectations right.
Sales reviews now made simpler, customised, relevant and targeted using Delta©
Business Context
One of the leading dermatology brand was facing a growth challenge and the company was unable to conclusively prove whether the brand has to adopt the Rx or retail route to boost its performance.
Intelligent Solution
Gregor Analytics team worked closely with the client to analyse the sales of the brand and its correlation with all the possible variables likely to influence the brand. Before and after effect was analysed within two geography clusters viz. where the brand continued to be promoted through Rx route and the other through retail push. Sensitivity analysis helped to identify the critical success factors for each of the geography (state level) within the cluster to zero down on the review parameters.
Transformational Result
Company could take the decision to shift the brand strategy from Rx to retail in entirety. For successful transition, the supply chain strenghths were identified and continuously monitoring helped to strengthen the retail push.