Success Stories - Snapshots

Growing Share in the US Glucose Monitoring Market

Market share for this company in the US had been flat for numerous years. To increase the team's understanding of the critical business issues, and help them develop a growth strategy, we implemented and facilitated an integrated Marketing/Sales strategic planning process. This process resulted in market share growth, and significantly improved field level implementation.

Clarifying Strategic Direction for Women's Health Care Global Portfolio

This company's Women's Health Care portfolio was inconsistently marketed across different geographies, and little alignment existed around a strategic direction for its global brands. In order to achieve alignment around portfolio and brand strategies, we implemented a 3 year program including strategy clarification, planning process, mandate and roles, and learning and development. The clarified portfolio strategy enabled the Business Unit's flagship brand to achieve global share leadership.

Introducing Innovation into the Canadian Beverage Market

When this Canadian juice manufacturer needed to introduce "innovation" to its product line, we created a disciplined new product planning process to help the Marketing and R&D teams in identifying, assessing, developing and launching new product concepts. Members of both teams were trained in New Product Development and Planning. One of their first new beverages exceeded revenue objectives, and won an Award for Innovation from the Canadian Federation of Independent Grocers (CFIG).

Defending Global Multiple Sclerosis Market Share

To create a "Strategic Response Plan" to minimize the impact of a new global competitor in the multiple sclerosis (MS) market, we designed and facilitated a "War Games" process for Global Marketers to create the presumed defense strategies of their competitors, and develop competitive scenarios. As a result, the client's brand "held its own" in face of this global competitive launch.

Upgrading US Pharmaceutical Marketing Capabilities

When direct-to-consumer (DTC) marketing was first approved in the US pharmaceutical industry (including TV, print and on-line), we developed a DTC Planning Process for one of the leading pharmaceutical companies. We also designed a 3 seminar series to train 150+ pharmaceutical marketers and their cross-functional counterparts in "best practices" from the Consumer Packaged Goods industry. This initiative enabled marketers to develop more effective DTC plans.