Fourteen Innovation Trends in OTC Pharmafor 2015 & · PDF fileFourteen Innovation Trends in OTC Pharmafor 2015 & 2016 ... develop new products mainly in the Cough, ... weight-loss

Fourteen Innovation Trends in OTC

Pharma for 2015 & 2016

-Strategic Growth Opportunities-

March, 2015

This document has been prepared by Advisium Group

for potential clients. No part of this document may be

disclosed without written permission from its authors

and /or owners.

This presentation was prepared by Advisium Group for its potential clients, no part of it may be disclosed without permission. p. 2© Advisium Group. 2015.

This document shares our point of view on the key innovation trends that are shaping the

largest categories in the OTC Pharmaceuticals Industry: Cough + Cold + Antiallergenics,

Analgesics, Gastrointestinals, Vitamins, Minerals & Supplements. Advisium Group is a strategic

growth consulting boutique that helps its clients to boost up revenue growth streams through

new products and services innovation, brand relevance maximization, business model

innovation and international growth optimization.

About this document


Contents

Big PictureI

Key Pharma OTC Trends 2015 - 2016II

About UsIV

Opportunities & ImplicationsIII


I. Big Picture

Scope and reach of this document

THIS IS A BIG PICTURE OF WHAT WE EXPECT TO BE THE MOST MEANINGFUL TRENDS IN PRODUCT AND BRAND

INNOVATION FOR THE PHARMA OTC INDUSTRY IN 2015 AND 2016. We have pulled together a huge amount of

public available information, analyzed it and synthesized it to become actionable.

Product categories:

• Analgesics; Cough, cold & Allergy; Gastrointestinal;

Vitamins, Minerals & Supplements

Countries covered:

• Core: USA, UK, Canada, Germany, France, Spain

• Other countries: Australia, Brazil, Japan, Russia

Time span covered:

• Major new product communicate as a "novelty" from

December 2014 until January 2015. We are aware that

some of these products have been launched during last 5

years, however we found them relevant as major OTC

players still find them relevant.

Data gather AnalysisConclusions and

Recommendations

Scope & Reach

This

document

Major brands covered:

• Analgesics: Advil, Voltaren, Tylenol, Panadol, Nurofen, Aleve,

Bayer Aspirin, Salonpass, Dafalgan, Thermacare, Efferalgan …

• Cough, Cold & Allergy: Vicks, Mucinex, Claritin, Strepsils,

Allegra, Zyrtec, Otrivin, Robitussin,, Contac, Mucosalvan,

Theraflu, ...

• Gastrointestinal: Gaviscon, Prilosec OTC, Essentiale, Imodium,

Dulcolax, Tums, Buscopan, Metamucil, Zantac, Pepto-Bismol, ...

• Vitamins, Minerals & Supplements: Centrum, Nature made,

Lipovitan, Caltrate, Blakcmores, Nature's Bounty, Pharmaton,

Supradyn, One-A-Day, Osteo-Bi-flex, …

Main Sources:

• Press notes / websites

• Our own experience


I. Big Picture

Extended

Offering

Gallenic

Based

• Ailment intensity

• Multi-symptoms

• Sensorial

• Guidance Platform

• Hardware beyond drugs

• Enhanced Brand Activations

Key TrendsDescription

Ailment

Based

• Improved performance

• Speed

• Strength

• Absorption

• Night & Day differentiation

• Dual action

• Specialist

• Improved length of effects

• Improved taste

Industry is strengthening the

efficacy of OTC solutions in

different levels of ailments

/symptoms

Innovation keeps improving the

main functional dimensions of

the category (performance,

length, taste)

Pharma leaders push traditional

boundaries beyond drugs and

take an active guidance role

towards consumers

Low High

AnalgesicsCough, cold &

Allergy

Gastro-

intestinalsVitamins, Mineral

& Supplements

PharmaOTC Innovation Trends 2015 - 2016

Core Group

1

2

3

4

4f

5

12

13

Lifestyle

Based

• Women

• Children

• Adults 50+

Pharmaevolves from being

category centric to a consumer

centric approach

7

8

9

Convenience• On-the-go

• Easy to take

Convenience is still key for

driving growth in Pharma OTC10

4a

4b

4c

4d

4e

11

6

14


Contents

Big PictureI


About UsIV



II. Key Pharma OTC Trends 2015 - 2016

While many mainstream OTC brands are still standard, some of them are addressing different levels of ailment's

intensity as a source of inspiration to address consumer needs. This way the brand franchise can be stretched

into relevant territories for consumers.

Trend #1: Ailment intensity

Cough, cold & allergy Other categoriesEXAMPLES

DayQuil& NyQuil Severe (Vicks)

• This product is a clear example of a line extension using the ailment's

intensity as an Innovation Driver for

OTC solutions



Some top brand franchises are exploring growth opportunities through launching solutions that address

several related symptoms.

Trend #2: Multi-symptoms

MucinexFast Max

• This product addresses acute congestion & cough symptoms

(controlling cough, relieving nasal

& chest congestion, mucus, ..)




Sensorial effect (warm, cool) become essential in some OTC category segments, being a potential way to

develop new products mainly in the Cough, Cold & Allergy and Gastrointestinal categories.

Trend #3: Sensorial effect

Contac Cold + Flu Night

cooling relief liquid

• Launched as a remedy to ease throat instantly at bedtime


ThermacareCold Wraps

• This new product range Introduces a new technology to gain efficacy in joint

pain treatment (Target Temp Insulation

Technology)



Trend #4: Improved performance

4a

4b

4c

Speed

Strength

AbsorptionDual Action

4d Night & Day

Differentiation

Improved

Performance

4e

4f Specialist

One of the dominant strategies in OTC pharmaceutical products innovation is improving the performance of an

existing solution. We have identified at least six key levers that are being currently leveraged by top OTC

pharma brands to address their consumers’ needs.



Speed of action is one of those critical dimensions that improve an OTC product's performance, especially in

the analgesics category. This driver is also relevant in the antacid products.

Trend #4a: Improved performance - Speed

Advil Fast Acting

• Advil's newest launch claims to use a unique technology (Advil Ion Core™ Technology) to

support address pain quickly

Analgesics Other categories

TUMS Chewy delights

• This product message claims "Goes to work in seconds”

EXAMPLES



From regular to extra, ultra, forte or max strength. The use of semantics extend the size of the dimensions

related to product strength in the product naming, clearly influencing product's positioning in consumer

minds, thus driving growth for key brand franchises.

Trend #4b: Improved performance - Strength

Bayer Advanced Aspirin

• This product leverages the extra-strength as a Point of

Differentiation through a

claimed "Micro- Particle

Technology"

Analgesics Cough, cold & allergyEXAMPLES

Gastrointestinal



One of the alternatives being used to stretch brand portfolios is to address the absorption dimension. This

lever usually drives a "fast action" response to uncomfortable symptoms such as pain.

Trend #4c: Improved performance - Absorption

SalonpasDEEP Relieving Gel

• Launched as ‘Quick absorbing and penetrating deep relief". The product

differentiates against the ones of

main competitors through an

effective pain relief of up to 8 hours

Analgesics

PanadolAdvance

• It uses a new technology called Optizorb, which helps

stimulating the fast absorption

and a more effective pain relief

EXAMPLES



OTC category leaders are addressing several consumer needs, from helping to sleep well during an ailment

period to offering daytime "specific" formats that are compliant with daily activity. The number of Day & Night

combo product presentations seems to be increasing.

Trend #4d: Improved performance - Night & day differentiation

Advil PM

• This product combines the power of Advil with a nighttime sleep-aid

(consumers fall asleep faster and

stay sleep longer!)

Analgesics Cough, cold & allergy

Theraflu Day & Night value pack

• Taking Combo to new shores of consumers’ convenience to provide

relief to the worst cold & flu

EXAMPLES



"Dual action" is an innovation feature usually to drive a double relief effect thanks to the action of the active

principle ingredients.

Trend #4e: Improved performance - Dual Action

GastrointestinalEXAMPLES

Analgesics

GavisconDouble action

• It works in two ways to effectively relieve both heartburn and indigestion

NurofrenExpress Tablet &

Patch Bundle

• The dual action usually takes place in a single product, in

this case, Nurofren

recommends to combine

two products for optimal

results



Brands are becoming more experts. Their offering is extending to a high specialization focused on helping

consumers such as preventing (like cardio, lack of energy) or reducing symptoms of specific ailments (migraine,

arthritis, ...).

Trend #4f: Improved performance - Specialist

Aspirin Cardio

• This product focuses on cardio health & prevention

with optimal dosages

depending on what the

consumer needs (full, low, ..)

Analgesics Vitamins, Minerals & SupplementsEXAMPLES

Energy Cardio Others



Many OTC brands launch products that have an enhanced effect duration, varying from 8h to 24 hours, but

always becoming a major differentiation point in consumers’ communication messages.

Trend #5: Improved length of effects

QlearQuill24h Allergy Relief

• This product was launched as an anti-allergic with effects

lasting all day and night (24h)

Cough, cold & allergy Other categories

Gavilast

• This product is made to relief heartburn & indigestion for up

to 12 hours

EXAMPLES



Chocolate (the maximum exponent of indulgence) and fruit are the main flavors used in OTC drugs when it

comes to improving taste. Some brands are even partnering with foods & beverages brands (i.e. Lipton) to

break down the taste barrier for consumers.

Trend #6: Improved Taste

Caltrate Soft Chews Chocolate

• Caltrate has combined the benefits of Calcium and Vitamin

D in low-calories chocolate soft

chews with a high consumer

centric approach

Vitamins, Minerals & Supplements Other categories

Theraflu Multi-Symptom Severe Cold

• The great taste of Lipton® Green Tea & Honey Lemon Flavors makes it easier to

take this extra powerful relief

EXAMPLES



When OTC brands address women target groups, they do it through different angles to connect with them.

Some leading brands "address pregnancy, weight-loss and even self-expression needs.

Trend #7: Women

Centrum pregnancy care

• A multivitamin and minerals supplement conceived to support

nutritional needs of pregnant women

(and also those ones who are

expecting to be soon)

PregnancyEXAMPLES

Siluette control

SupradynSiluet Control

• This product focuses on helping women to support

their nutritional needs while

on a weight control program

EVE

• Japanese drugstores shelves were disrupted with a new packaging that

addresses women self-expression

needs, reinforcing brand's connection

with their consumers

Self-expression



When OTC brands dive into children target groups, innovative offerings usually take into consideration two key

drivers: (1) Enhancing the Fun look & feel, and (b) Making it easier for parents to dose their kids.

Trend #8: Children

Supradyn junior gummies

• Gummies are a funny and healthy way to take vitamins

(consumer oriented approach)

Funny look & feel Easy gallenic format

Dissolve tabs / meltables

• Some brands are introducing dissolvable tabs and meltables

to facilitate product use.

EXAMPLES



In a changing demographic landscape in Western societies, there is growing adult population exceeding 50+

y.o. that needs to care about Osteoporosis, Arthritis or other ailments related to their age.

Trend #9: Adults 50+

Vitamins, Minerals & Supplements Other categoriesEXAMPLES

Centrum Men / Women 50+

• Multivitamin product tailored to the specific needs of aging men

and women



Leading OTC Brands are launching products that offer higher flexibility to their consumers, adjusting to their

current lifestyles and needs.

Trend #10: On-the-go

Gastrointestinal Other categories

SupradynActivo GO

• A multivitamin product ready for use in any situation that with a nice taste provides energy and vitality for the

whole day long

EXAMPLES

Gaviscon Liquid sachets

• Easy way to relief from heartburn on the go. Easy to use in any situation



OTC medicines are becoming easier to swallow / take, as aging target groups are having more problems to

swallow traditional pills.

Trend #11: Easy to swallow/use

Imodium

• Launched as ‘a quick dissolve’ tablets for fast, effective relief

of diarrhea

GastrointestinalEXAMPLES

Other categories

CaltrateMinis & Soft chews

• 35% smaller pills and chewable formats help to address the swallowing needs

of the brand’s consumer base



Beyond medicines, brands try to address their consumers needs through online tools that guide them to

improve their daily habits and lifestyles.

Trend #12: Guidance Platform (1/2)

Digital Guidance Platforms / WebsitesEXAMPLES

Bewegungcoach Voltaren

• Voltaren built a platform to promote better activity among its consumers featuring a coach that guides

them on techniques, while reinforcing the brand’s

positioning "The joy of movement"



Technology is key to help consumers being healthier. Apps, websites and tracking tools that help to prevent,

control and manage health issues.

Kids wellness tracker

• This tool helps to build a profile to track children's

health

Advanced Tracking Tools Reminders

V-Minder

• An App that help consumers to remind when and which vitamin

& supplement they should take

EXAMPLES

Trend #12: Guidance Platform (2/2)



Brands are developing hardware that reinforces their commitment to help consumers dealing with their

ailments. Going beyond drugs is helping OTC brands to build up equity among their consumers.

Trend #13: Hardware beyond drugs

EXAMPLES

Vicks' Air purifier, steam inhaler, humidifier &

vaporizer

• The range provides the ideal conditions for soothing relief of cough and congestion, while it reinforces

Vicks’ brand positioning

Cough, Cold & Allergy Other categories

Smart Relief Icy Hot

• Icy Hot has extended its offering with a convenient device that applies an electro-

stimulation technology similar to the one used by

doctors to relieve painful muscles & joints



The look and feel of some brands' communications is becoming closer to consumers, switching from being

product centric to a lifestyle approach. Some brands are also trying to making it easier for consumers to try

their products.

Trend #14: Enhanced brand activations

Allegra anti-allergy

• Communication campaign focused on to consumers’

everyday situations

From product to lifestyle Product trial

Product trial

• Some brands offer a “satisfaction warranty", if consumers find that after trying the product

there's no any relief, the brand commits to

refund their money

EXAMPLESEndorsement Celebrity

Michelle Bridges partnership

• Michelle as a highest profile health and fitness celebrity has collaborated to create a range of

nutritional supplements products


Contents

Big PictureI


About UsIV



Driving growth by understanding trends

Catch and build growth

upon key consumer

trends

Lead and own new

trends built upon

consumer need states

OTC Pharma Brands can aim to two strategies for driving growth by innovating through consumer trends.

1

2

III. Opportunities & Implications



1. Catch and build growth upon key consumer trends

We help you to ride on the key trends that your consumers are pursuing.

Trends driven

Workshop

• Our team scans interesting trends for your brands / consumer groups and builds up a list of NPD ideas suitable

for fueling your innovation pipeline

Tools

Adhoc list of

ideas to

develop &

screen

Description Examples

Cocreation

with lead users

Inspiring Ethno

Trips

• 2 day session with stimuli from what is happening not only in your category and country but in a more global picture

to bring ideas which will inspire your team to ideate new

ones aligned with your brand and consumers

• Half-day and full-day sessions with leading edge consumers, designers, bar-tenders and marketers, to create

together new product and brand activation ideas

• Cocreation can begin right from scratch or building upon existing prototypes

• Adhoc trips outside your comfort zone (eg. Geography), so that your team experiences the dynamics and feeds with

ideas from markets that are experiencing category growth

due to innovation both in product and route-to-market

• After building a list of more than 250 ideas based on key trends, a

major player decided to build and

screen 8 innovation platforms

• After exploring major trends with us, a major player identified a

quick win to build upon the

Natural Healing trend

• After running a few cocreationsessions one of our clients

discovered new ways to fuel a

previously hard to build idea so

that it connected with consumers

• After a trip to one of the key markets identified by our team, a

major producer was inspired with

new ideas to build and test



2. Lead and own new trends built upon consumer need states

• Finding strategic opportunities to activate your brand based on those consumer need states that seem more relevant at

the moment in a way to establish new communication codes

and means to gain consumers’ hearts and minds

Brand driven

innovation &

growth

initiatives

Driving

Consumer

Health

Management

beyond

PharmaOTC’s

traditional

boundaries

• Matching the key trends with your core consumers‘ need states and explore product innovation opportunities

which are aligned with your brand franchise essence, so

that it is easier to leverage your brand assets

• Incorporating holistic health management approach into the brands’ equity and enriching their product portfolio with

non-drug based products is a via to explore growth

opportunities

• Exploring and designing health ecosystems that go beyond drugs offering by spotting opportunities on services, apps,

external third parties with little or no connection with

pharma or even health management (e.g. fitness wear

manufacturers, services, ...)

• Leveraging brand values on the right relevant trend, helped

activation activity to connect

better with consumers and gain

awareness

• Based on the brand positioning and core values, we help major

brands finding the best matching

routes to extend their offering

• We can help OTC Pharma Brands to explore growth in

unconventional subcategories for

Pharmamanufacturers

• We can support you to set new ecosystems including the ones

driven by digital and real life

elements as consumers see their

health as a sum of both things

Tools Description Examples

Understanding the key trends can also be the opportunity to dig into consumer needstates and build

meaningful value propositions.


Contents

Big PictureI


About UsIV



Consulting boutique, founded in 2009 by a group of former

FMCGMarketing Directors with additional previous

experience at leading Strategy Consulting Firms and

Communication Agencies.

Based in BARCELONA, but with clients all over EUROPE.

Specialized in MARKETING, INNOVATION & STRATEGIC

GROWTH for FMCG, Pharma and Consumer Services.

We help our clients to convince their shoppers at the POS &

delight their consumers with relevant , unique and attractive

BRANDED value propositions.

IV. About Us

Advisium Group


At Advisium we support our clients to grow both through organic and inorganic means.

Inorganic Growth

Acquire & Develop

Foreign Brands

Acquire / Partner a Foreign

Player to gain Distribution

in its Local Markets

Acquire / Partner Foreign

Player to leverage its Access

to International Distribution

/ broadenoffering

Organic Growth

New

Products &

Services

Optimal

Branding

Propositions

POS &

Channel

Innovation

International

Market

Expansion

Business

Model

Innovation

Feeding Corporate

Strategic Growth

We fuel Strategic Growth to our clientsIV. About Us

This presentation was prepared by Advisium Group for its potential clients, no part of it may be disclosed without permission.

IV. About Us

p. 35© Advisium Group. 2015.

Company Leadership

•More than 15 years of expertise and experience on a very wide spectrum of the strategic and operational side of marketing and innovation management

• Solid experience launching new products & brands in many Foods, Beverages, FMCG and Pharma categories in several countries

• Experienced senior executive leading results both as external strategic consultant and as internal marketing executive

• Strategic Advisor and speaker at ESADE CREAPOLIS (ESADE Business School’s Innovation Hub) and academic collaborator at IESE Business School

• Languages: English, Spanish, French, Catalan

•Main companies that I have done projects for:

» Foods & Beverage: EFES, Molson Coors, Mondelez, Carlsberg, Damm Beer Group, Grupo

Leche Pascual, Nutrexpa, SABMiller, Coca-Cola, Heineken, Panrico, Chupa Chups,

Carlsberg, Torres, Bahlsen

» Cosmetics & Pharma: Revlon, Reckitt Benckiser, Lilly, Boehringer Ingelheim, Diafarm

» Services: Living Social, Grupo Barceló, Belgacom, Banco Santander, Citibank,

Atrapalo.com, MTV, Grupo Planeta, BBDO

FRANCISCO PESTANAFRANCISCO PESTANAFRANCISCO PESTANAFRANCISCO PESTANA• Founding Partner of Advisium Group

• MBA awarded by IESE Business School

• PhD Researcher in Management -

Consumer driven Innovation by

CranfieldUniversity’s School of

Management OM

• Dual citizenships: Spanish & Mexican


Expert Talent BoardIV. About Us


FILIBERTO AMATIFILIBERTO AMATIFILIBERTO AMATIFILIBERTO AMATI JORGE GONZÁLEZJORGE GONZÁLEZJORGE GONZÁLEZJORGE GONZÁLEZ

ESTER GRAUESTER GRAUESTER GRAUESTER GRAUEDUARD VIDALEDUARD VIDALEDUARD VIDALEDUARD VIDAL

MENNO MARIENMENNO MARIENMENNO MARIENMENNO MARIEN

JONATHAN CONNJONATHAN CONNJONATHAN CONNJONATHAN CONN

Go-to-Market Strategist &

Quality Partner

FMCGIndustry Expert, Brand

Strategist & Quality Partner

Consumer & Shopper

Insights StrategistBranding Strategist

Creative & Ideation Strategist

Digital Growth Strategist

Italian. Global experienced executive holding

country manager positions for Campari and

Disaronno in several regions. Former P&G and

Philips marketer. Experience boosting Brands

and developing solid Innovation pipelines.

Spanish. LBS PhD in Business Management.

Assistant professor at IESE Business School.

Global experience advising leading Pharma

and FMCG companies. Published academic

article on Pharmaceutical Marketing in a

recognized scholar journal.

Spanish. Former head of market research for

the adhesives and cosmetic division at Henkel

Spain. Expert in qualitative and quantitative

research.

Spanish. Former Strategic Planner and

Branding consultant at several communication

agencies in Spain. Large experience launching

creative concepts and campaigns in FMCG.

Pharma OTC, Automotive and Financial

Services industries.

Dutch. Expert in creating new concepts.

Former director at a couple of Spain’s leading

innovation agencies. Associated Professor at

Imagiment (La Salle University – Spain).

Australian. Digital consultant and

entrepreneur. Former head of digital retail at

Home Retail Group PLC (UK) Former

consultant at the global PwC strategy practice.

Global experience including UK, Australia,

Ukraine, Spain and Germany.


Our reachIV. About Us


We help companies to lead their Innovation and Marketing initiatives around four key areas: (1) New Products,

Brands and Services Ideation & Development, (2) Sales and Business Model Innovation, (3) Marketing Strategy

& Intelligence, and (4) Optimal Brand Activation.

INNOVATIONINNOVATIONINNOVATIONINNOVATION MARKETINGMARKETINGMARKETINGMARKETING

New Products,

Brands & Services

Marketing Strategy

+ Intelligence

Optimal Brand Activation

New Sales and

Business Models

I help companies to generate and launch new products & brands “from scratch” and / or to innovate by leveraging any of their offering’s essential values and attributes:

• Unique Benefit /Claim / positioning / communication

• Optimal proposition / Brand territories

• Consumption / purchasing moments

• Interaction with other products / services

• Format / packaging

• Usage / storage / disposal

I help companies to innovate the way they do business by working their commercial and business models on the following areas:

• New channel relationship / collaboration models

• New market / channels strategy

• New models to accelerate sales conversion

• New corporate / service cultures

• New business models

I help companies to understand their current and potential shopper segments, key drivers and needstates so that they can approach them with appealing offerings by focusing on:

• Consumer / end user & shopper insights and key decision triggers map

• Consumer & Shopper marketing strategy driven by shopper opportunities + needs and possibilities at every Key Account and with every Key Product / Category

• Optimize the offer funnel and the organization dynamics to make more agile and efficient the route-to-market

We help companies to make true their efforts to appeal the Shopper at the POS (off & online) by leading:

• Focused communication + merchandising solutions aligned with shoppers’ missions, consumers’ drivers and brand’s core territory

• Shopper driven promotions and optimal assortments aimed to profit from traffic generated by the whole category

• Detailed 360 campaigns & promotional activity plans, optimal assortments + planograms per Key Account

• Action plans, KPIs, roles and responsibilities for key personnel


Advisium Group core team has advised a large number of companies helping them to generate and capture

value on each initiative.

Foods,

Beverages &

Consumer

Goods

Pharma &

Life Sciences

Telecom,

Media &

Consumer

Services

Retail

IV. About Us

Main companies served by Advisium Group’s core team


IV. About Us

Global experience


• Advice organization’s innovation capabilities and identify growth opportunities • Build the business innovation strategy to develop innovation capabilities throughout the organization• Deliver a portfolio of innovation initiatives to crowd the whole innovation pipeline in different time horizons

• Run dynamic Innovation workshops putting together creative and analytic profiles with company’s key stakeholders and / or cross-functional teams (Marketing, Sales, R&D, Manufacturing, Logistics, Customer Service, Financial, Legal, …)

• Lead and provide support to market insight research efforts (non-intrussive ethnographic, other quali and quanti research) , bring coherency throughout briefing development, agency services deployment and results interpretation

• Perform trendspotting and coolhunting search to bring relevant Food-for-thought on trends and opportunity windows• Bring focus to ideation/creativity/lateral thinking and help concepts pass through a first consideration on feasible alternatives

• Analyze current innovation pipeline and plans for NPD• Identify new potential innovation leads and their gap with current innovation capabilities• Develop models to prioritize initiatives, optimize resource allocation and to help project management• Balance initiatives across the innovation pipeline to increase success probabilities in the short, mid and long term

• Analyze the organization and processes involved with innovation and NPD and advise opportunity gaps• Determine the ideal organization and processes to accelerate innovation and its fit with current organization• Create an Innovation Acceleration Strategy and help the organization to deliver roll-out recommendations

• Advice fine-tuning opportunities and alternatives(Brand, Packaging, Price-point, Range, Positioning, …)• Define feasible options, run market screening research and fine-tune the product• Prepare product launch (Marketing communication and PR planning / setting up, sales training, logistics follow-up, system entries, price policies, field-marketers scheduling, key account presentation / negotiation materials, …)

• Define shopper marketing strategy, specific goals per brand, segment, account, …• Lead shopper specific research to understand shoppers' psychology at the POS / POC• Perform shopper clusters analysis and define ideal assortments, merchandising, price and promotion guides per cluster • Design efficient workflows and plans to develop shopper marketing competencies

A shortlist of our MARKETING and INNOVATION capabilities

Consulting /

Advisory

Consulting /

Advisory

Interim

Management

Interim

Management

Innovation Strategy for Success

Optimal Innovation Portfolio

Innovation Pipeline Acceleration

Ideas Catalysis and Concepts Exploration

Branded Concepts Ignition

Main Services Approach

Shopper & Consumer Shopper & Consumer Intelligence Management

Marketing Innovation Management

• Lead innovation strategy and projects implementation from market insights to go-live and post-launch results• Bring focus to new potential brands and new product opportunities, ensuring right resourcing for innovation• Overcome obstacles to ensure projects are delivered on time and within budget• Track ongoing results and fine-tune the organization’s efforts to improve them

• Lead all consumer and shopper research projects in a cost and time efficient manner• Develop an area and provide ongoing consultation on shopper and consumer issues throughout the organization• Build short and long term insight plans to support product innovation and general brand management

1

2

3

4

5

6

7

Shopper Marketing Excellence

8

IV. About Us



Learn more about us at: www.advisium.net

Contact: Francisco Pestana

eMail: [email protected]

Phone: (+34) 630-864-623

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Documents

Fourteen Innovation Trends in OTC Pharmafor 2015 & · PDF fileFourteen Innovation Trends in OTC Pharmafor 2015 & 2016 ... develop new products mainly in the Cough, ... weight-loss