A Terragni Case Study From Illness To Wellness TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL
TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL Client Background Challenge Objective What We Did Opportunities Barriers Solutions Business Outcomes Global multinational pharmaceutical company Employees Generic prescription products 30 23k+
TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL Client Background Challenge Objective What We Did Opportunities Barriers Solutions Business Outcomes Repositioning from illness to wellness Customers only bought probiotics when they were prescribed with antibiotics Repositioning of a brand, from a drug that accompanies antibiotics to a wellness based probiotic supplement
Client Background Challenge Objective What We Did Opportunities Barriers Solutions Business Outcomes Insights and solutions towards Assess the importance/relevance with probiotics as a category in the mind of consumers and potential consumers – declarative & subconscious perceptions. Identify which of the main category attributes are currently associated with brand probiotic and with 2 leading & competing brand probiotics Find out the key benefits that can be used in brand probiotic communication – patient declarative & subconscious perceptions TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL
Client Background Challenge Objective What We Did Opportunities Barriers Solutions Business Outcomes Category experiment - What attributes are important in the category? Positioning experiment - What attributes are strongly associated with brand product as opposed to competitor product? Declarative study – Referring to category as well as brand perception and choice. TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL
Client Background Challenge Objective What We Did Opportunities Barriers Solutions Business Outcomes ✨ Consumers believe probiotics help and have no side effects Consumers understood that probiotics assist gut health Reframing probiotics from an illness product to a wellness product TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL Highlighting different benefits through tailored messages to communicate with different interest groups: e.g. disease groups, men’s groups, young mothers groups
TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL Client Background Challenge Objective What We Did Opportunities Barriers Solutions Business Outcomes Current consumption driven only by prescription. Doctors prescribe probiotics only with antibiotics Existing communication of the brand focus largely on probiotics preventing antibiotic led diarrhea, but this benefit ranks third in customer perceptions Pharmacists don’t drive consumption in the product category
Client Background Challenge Objective What We Did Opportunities Barriers Solutions Business Outcomes TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL Positioning and communication strategy redefined based on the following: Targeted messages that draw audience attention and help drive the probiotic positioning faster for the client brand ✍️ Tailored messages to communicate with different interest groups: disease groups (diabetes, etc), men’s groups, young mothers' groups Stronger emphasis on the association with wellness beyond antibiotic consumption, through uncluttered, direct messaging
Client Background Challenge Objective What We Did Opportunities Barriers Solutions Business Outcomes ⬆Enhanced market share as a result of repositioning and redefined communication TERRAGNI CONSULTING (P) LTD PRIVATE AND CONFIDENTIAL
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