Successful OTC Brands Volume 2: Investigating Strategies for Success
|出版商||Nicholas Hall & Company||商品編碼||314925|
|成功的OTC品牌:成功策略的調查 Successful OTC Brands Volume 2: Investigating Strategies for Success|
|出版日期: 2014年10月31日||內容資訊: 英文||
Successful OTC Brands: Volume 2 offers an in-depth review of 15 key brands that have held strong despite a meagre outlook for the current OTC market. Many leading brands are finding it tough: facing mounting competition from cheaper private labels, alongside consumers looking for more value-conscious options. There has never been a better time to learn from successful OTC brands and the A+P strategies they employed to build or maintain share in this tough market.
This new set of brand case studies offers another insight into best practices and techniques that have propelled the featured brands to success. Featuring the latest mid-year 2014 data from Nicholas Hall's DB6 Global OTC Database, the profiles include in-depth analysis of A+P campaigns - on both a global and local scale - focusing on traditional marketing channels as well as use of social media and consumer engagement campaigns. The case studies will examine how product lines have developed, consider new launches, successful repositioning and fragmentation of the market. As well as illustrating how marketers have responded to specific threats, such as the end of patent protection, rival launches and safety concerns.
Each of the brand profiles are available as individual modules or choose the full report for a comprehensive overview.