Strategic Alignment for Global Veterinary Brands
Project Details
Client
Market
The Challenge
Vetoquinol, a veterinary pharmaceutical company, launched a breakthrough antiparasitic product into the global market. Fifteen months post-launch, a compelling life cycle management (LCM) plan was required to maintain the brand’s market share, keep the product fresh in the minds of veterinarians and support further growth.
Creating a compelling LCM plan is complex. The plan must compete for internal resources with new product development, and involve insights from stakeholders across many functions including Consumer Insight, R&D & Regulation, as well as global markets.
Vetoquinol sought Ignite Exponential’s strategic expertise to align the multi-functional teams, systematically explore wide-ranging ideas, evaluate the portfolio and produce a compelling, prioritised LCM plan with associated business cases.
Our Approach​
To create the LCM plan, Ignite Exponential facilitated the preparation and delivery of a one-day workshop, bringing together global stakeholders associated with the brand.
In preparation for the event, a creative brainstorming session was hosted online to immerse stakeholders in the brand’s challenges. During this session, critical consumer insights were shared, and Ignite used creative stimulus to systematically explore and captured a portfolio of ideas for the brand.
Engaging tools and innovation frameworks developed by Ignite facilitated a structured exploration during the workshop. The team diverged on possible opportunities and then converged on a prioritized portfolio of initiatives that would support the brand for years to come. The prioritization process considered feasibility, key risks across functions, and the potential sales impact in the global markets where Vetoquinol operates.
Our Impact
Ignite Exponential’s structured and collaborative approach resulted in a comprehensive LCM plan for the brand with a clear set of next steps across the functions. The approach created alignment from all stakeholders with confidence that the whole opportunity space had been systematically and meaningfully explored.
This impactful process of LCM planning set a precedent in Vetoquinol, and has gone on to be applied to support future growth of other brands.
Ignite Exponential are our partner of choice for strategic brand planning and life cycle management. Their structured approach helps us navigate complex landscapes and build strong alignment with our colleagues. The processes they implemented has set a new standard for our global LCM planning.
Juliana Carrer, Global Brand Manager
Parasitology, Vetoquinol
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