Client’s children’s digestive aid sold OTC and through doctor prescription is a close number 2 in the market. The brand has been declining in volume nationally for 10 years. In the last 3 years it has declined 10% in volume. Revenues have been made up through price increases. The market leader in the category also sells largely OTC. The objective was to understand the drivers and barriers to growth, develop the strategy to reverse this 10 year volume decline and improve overall sales to a positive sustainable growth rate of 10+% going forward.

Client’s men’s innerwear business growth in North Region was at 20% and not on par with West at 40%. The leading brand in the men’s innerwear category has around 90% percent market share. The objective of the diagnosis was to identify the blind spots that were preventing the North region from growing at the desired rate. The areas probed were Brand Strength, Product Fit, Pricing, Sales/Distribution Channels, and Marketing Programs.