Church & Dwight (major FMCG FTSE player)​
Skills: Brand Strategy, Brand Management, Communication Strategy, Media planning, Marketing Campaigns, Trade marketing, Retailer Pitches, Brand P&L​
Category: Brand Restage, Brand Strategy, Brand Positioning, Brand Management, Communication strategy, Marketing Campaign, Packaging, Retail Entry and Scale Up​
Website: www.replens.eu/en​
Unlocking Replens' brand growth:
turning it into UK's #1 market-leading brand
Goals
Relaunching Replens as an established- intimate moisturiser for Women of all ages, within the UK market, following Church & Dwight’s recent brand acquisition.
Challenge
Church & Dwight lacked prior history with the brand and had no experience in this particular category.​
Approach
Research both B2B and B2C behaviours towards intimate dryness along with market analysis. Determine suitable brand positioning, cross checked and refined through market research.
- Planned, Deployed and Monitored user-centric branded marketing campaigns, aiming at educating consumers on the causes of vaginal dryness and leveraging Healthcare Professionals’ advocacy toward the product.​
- Regulatory-compliant brand restage (full rebranding and brand positioning)​
- Spearheaded brand growth through the implementation of innovative marketing mix strategies and the introduction of a new product development pipeline, to fuel future growth. ​
- Increased profitability by implementing effective commercial and brand equity-building strategies​
Skills
Brand Restage, Brand Strategy, Brand Positioning, Brand Management, Communication strategy, Marketing Campaign, Packaging, Retail Entry and Scale Up
Website: www.replens.eu/en​
Results
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