Steering Leadership of Tiger Balm
as #1 Herbal Topical Pain Relief
Goals
Designed and implemented a comprehensive three-year growth plan for Tiger Balm, aimed at:
- maximising brand growth through awareness of the range
- expanding market share through education on core products benefits
- establishing Tiger Balm as the go-to herbal topical pain relief solution.
Challenge
Perrigo had limited knowledge in healthcare, herbal remedy categories, cosmetics, and medical devices, hindering brand’s capability to expand its range within the UK.
Approach
Implementation of an “insights-first” methodology to harness brand growth
Conducted extensive market research, category reviews, and consumer research to uncover key growth opportunities.
Insights informed:
- Brand Positioning: Positioned Tiger Balm as the #1 herbal pain relief brand with expertise in effectively tackling body aches and pain, the natural way.
- Communication Messaging: Develop brand messaging specific to core usage occasions and main product benefits, increasing the relevance of Tiger Balm, towards consumers seeking an effective alternative to non-medicated pain relief options.
- Media Activation: Launched high-impact campaigns to increase consumer awareness of Tiger Balm and improve the purchasing path through programmatic ads, TV, VOD, and Point of Sales materials within retailers and pharmacy chains.
- Healthcare Professional Collaboration: Built educational campaigns to engage healthcare professionals, driving referrals and recommendations for Tiger Balm.
- Innovation Pipeline: Initiated consumer research to inform new products innovation pipeline, in line with the evolving consumer needs and market gaps, while staying true to the brand’s core heritage.
Skills
Brand Strategy, Brand Positioning, Brand Management, Communication strategy, Media activation, Marketing Campaigns, Consumer Research, Retail expansion, Brand P&L
Website: https://www.tigerbalm.com/uk/
Results
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