Case Study – Brand Architecture Rationalization

 Business Challenge

  • A leading pharmaceutical company needed greater clarity in restructuring the brand architecture for one of its flagship brands to simplify consumer purchase decision making.

SixthFactor Solution

  • 3 pronged approach to deep dive into the consumer psyche using in home visits, focus group discussions and mobile ethnographies (whereby consumers were shadowed digitally).

Value delivered by SixthFactor

  • What positioning would be most effective & relevant?
  • Consolidating positioning in the market by bringing focus of core utility of sub brands.

Client Action

  • Provided clarity on how to position the brand effectively so as to capitalize on the low penetration of the category in the market & increase market share.