A leading international manufacturer of technology-oriented products and pharmaceuticals in the OTC Pharma division commissioned the interim manager as interim senior product manager. Her task: management and support of the core brand for the target groups of doctors, pharmacists and end consumers in the DACH region and strategic repositioning of the core brand.
The company had previously relied on its good market position and strong brand awareness. However, market share and market growth were stagnating. The company therefore felt compelled to position and strengthen its core brand much more strongly and to realign its previous strategies and measures. This step was also necessary in light of upcoming plans and preparations for a new product launch within the umbrella brand.
Strengths and weaknesses as well as customer insights identified
The interim manager first gained an overview of the core brand, positioning, current marketing strategies with the associated marketing measures and the upcoming product launch. In coordination with the marketing team, she identified and analyzed the strengths and weaknesses of the products as well as customer insights. On this basis, the interim manager developed a conceptual strategy and measures for the repositioning of the products to target groups (repositioning) and a strategy for the upcoming product innovation.
Developed repositioning for umbrella brand products
The repositioning included in particular key tasks such as the strategic review of individual products within the umbrella brand portfolio, the redesign of brand-relevant elements such as messages, claims, USPs etc. and a clear differentiation from the competition. New emotional messages were developed for the repositioning of the umbrella brand products, which were more closely aligned with the target groups and should enable a better approach. All internal stakeholders were involved in this process.
Promoting internal acceptance through proactive communication
In order to promote internal acceptance of the repositioning, the interim manager involved all relevant departments in the decision-making process from the outset. In an online workshop, all objectives, marketing strategies and measures associated with the umbrella brand were prepared and conceptualized. Tasks were also assigned and priorities set.
The medical and pharmacy sales force played a special role. The interim manager discussed the planned realignment in detail with the regional sales managers and the umbrella brand's marketing team. She also ensured that the results were continuously communicated to the entire sales force at various conferences.
Implementation of initial marketing measures for repositioning in the market
For the umbrella brand's marketing team, specific communication measures (online and offline) were defined under the leadership of the interim manager. This also included the measures for the planned product innovation. These communication measures were then successively implemented. Together with the marketing team, sales-supporting POS communication measures and campaigns in pharmacies were initially successfully implemented. In addition, planned advertising materials within the media planning were adapted to the new positioning.
New strategy strengthens brand loyalty, customer retention and new customer acquisition
After six months as Interim Senior Product Manager, the interim manager was able to successfully complete the mandate. The strategic realignment became the basis for the new marketing. Thanks to a clearer positioning, the products of the umbrella brand could now be positioned more strongly and clearly in competition and target groups could be addressed more clearly with individual products. As a result, a much stronger competitive advantage can now contribute to brand loyalty, customer retention and new customer acquisition in the future.
