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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