BRAND DECLINE IN SHALLOW DATA ENVIRONMENT / OLD BRAND IN DECLINE
A successful core brand had been in decline for several years. It was still the top brand in the category but it was heading South fast. To slow the decline, the company increased activity spend dramatically to almost double its competitors’ and yet the brand continued to decline, with no market share impact from increased spend and activities. The client approached Eularis for help.
The Eularis 94.8 System analyzed the brand and its competitors using data that was collected at the beginning of the process, as explained above. Some immediately rectifiable issues were uncovered that the brand was not fully aware of, nor the extent to which they were impacting the brand sales. Of note is that this was an old brand.
It was loved and trusted, which had got it to position 1 in sales and market share. The campaigns and marketing being done were all emotional based and had worked well for it until now. However, with the new competitors in the marketplace all doing very rational marketing (clinical evidence, etc.), this was eroding sales and it was time to reintroduce some rational based marketing into our campaign.
The brand team refocused on rational messages with potential to give the most marked increase in market share and also trained the reps to do detailing differently to fit with the new approach. Also, budget was reallocated according to what the system showed would provide optimal revenue and profit.
The brand that had been declining steadily for 2 years went up in market share by 30% in the first year, and then by 71% in the second year. Admittedly, not all of this was due to analytics, as in the second year a competitor pulled out of the market. However, the revised marketing strategy put the brand in a position of strength in the first year, allowing it to really grow rapidly again, and when the other brand pulled out of the market, our brand was able to capitalize on this for impressive results.