Our client had a top-performing cough management brand; however, in the recent past, the brand developed some issues.
This led to the damaging of the brand name.
Hence the client wanted to understand the brand equity and further check for line extension with a new formulation that does not cause addiction.
The Methodology –
The methodologies used were, qualitative IDI’s with users of the brand (consumers)
Extensive quantitative brand management survey with ENT’s, Paediatricians, GP, CP, and chemists.
The Outcome –
The findings provided a detailed understanding of the addiction issue and critical markets for the same.
Detailed brand equity was carried out to understand the goodwill of the brand, which showed high awareness/ usage but poor NPS and ITP, which was characteristic of a declining brand.
Further line extension into – various formats, formulation, and flavor, was done. The client re-launched the brand in 6 months and re-established its position.
