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HRCP Case Study: Charting a new course for growth

Situation

As its flagship brand declined, a major over-the-counter drug company was losing market share in a highly competitive, yet stagnant, market. Past efforts to boost growth through new products and line extensions underperformed and were highly cannibalistic. The business lacked direction—and management lacked confidence in its plans.

Challenge

Henry Rak Consulting Partners was engaged to recommend a growth strategy that encompassed both new and existing brands, including portfolio strategy, spending strategy and retail management.

HRCP Advantage

Based on its Growth Advantage analysis, Henry Rak Consulting Partners:

Identified a new business opportunity by recognizing a consumer usage segment that was largely overlooked and underdeveloped, and was not cannibalistic to existing business.
Re-positioned the client’s portfolio and revamped its development program to take advantage of this new business opportunity, targeting a younger, more upscale market.
Optimized advertising spending levels by developing a consumer-based pricing strategy. Further analysis of their marketing investments revealed under-spending on two key brands.
Developed retailer management trade promotion strategies that defined optimal trade activity and spending for each brand nationwide.

Results

Successfully repositioned client’s flagship brand—growth is on the upswing, following a long period of decline.
Successfully repositioned other non-flagship client brands against prescription products—achieving double-digit growth in one year.
Simplified and focused the program on big ideas with high potential for new incremental volume—identified 4 specific areas of opportunity.
Developed a spending strategy across the portfolio forecast to grow overall volume by approximately 5%.
Defined optimal trade promotion levels that improved ROI.

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Competitive Frame:

Identifying the sources of growth

Knowing where and how to compete are crucial to market success. The HRCP Growth Advantage provides a new and powerful view of your Competitive Frame, giving you the foundational knowledge needed to make strategic growth decisions with precision and confidence.