Consumer OTC Corporation
The OTC market for diabetes monitoring was extremely competitive, with limited shelf space in food, drug and mass merchandising channels. The challenge was to increase and dominate our shelf presence, while minimize cannibalization within the broad portfolio of products.
Executed a global branding and segmentation review and developed a master brand strategy to consolidate and converted 5 global brands under the Accu-Chek umbrella brand, with a sub-branding naming strategy targeted to high-volume, highly profitable segments, carving out differentiated growth opportunities.
The umbrella branding enabled the recapture of several #1 marketing claims while increasing the “family” shelf presence with a consistent look and feel across packaging. Established Accu-Chek as the #1 global brand; achieved a 13% growth in sales and 2% growth in global market share. We greatly reduced operating costs with the new single packaging footprint.
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