Download How does a brand with only 3 SKUs compete with a

 X X
MF4-12 28.557 MARTIN O FLYNN LLC
ENTHUZ E 412K.8 23
How does a brand with only 3 SKUs
compete with a 32-SKU category leader?
BACKGROUND
ASSIGNMENT
Strengths
Launch Delsym
for children,
an OTC
liquid cough
suppressant,
as a lineextension of
the adult
formula.
®
• Highly recommended by doctors and pharmacists
• Unique position as the only 12-hour liquid cough medicine for children
Weaknesses
• Lack of awareness—parent brand, Delsym® (for adults) was a sleepy, un-promoted brand,
only detailed (sampled) to doctors
Opportunities
• Gain additional distribution through secondary locations in the children’s section of the food
and drug channels by re-packaging/launching Delsym® as a children’s product
Threats
• Small budget in a very splintered marketplace with established brands from Robitussin, Vicks, Triaminic, Tylenol, etc.
MF SOLUTION • Leveraging its unique, patented 12-hour duration, we positioned Delsym® for children as the
longest-lasting cough suppressant sold without a prescription
• Developed a communications strategy, targeting consumers and medical practitioners
• Piloted broadcast media tests in select markets that sold a lot of Robitussin (high CDI/low
BDI) and predicted high flu influence MEASURABLE RESULTS
• Delsym® for children is now #1 in pediatric cough syrup dollar sales, outselling even
Robitussin (previous category leader) in the food, drug, and mass channels
See ADDITIONAL
samples on back
• Pharmacists and pediatricians readily embraced the new product, currently one of the top three brands recommended
X X
MF4-12 28.557 MARTIN O FLYNN LLC
ENTHUZ E 412K.8 23
BOOTH PANEL
CONSUMER FSI
POINT OF SALE
TRADE AD
PHARMACY PROMOTION
DOOR HANGER