Animal Health
Developing a Turnaround Strategy for a top global brand struggling to compete with new technologies
“They continually demonstrated commitment to adding value and exceeding client expectations.”
— Executive Advisor
Our Work
In 2017-18, we were engaged by a leading international Animal Health company to develop strategies for turning around one of their top brands. The brand had historically led the category globally but a suboptimal response to the entrance of new technologies had led to significant erosion in sales and market share, most pronounced in Europe.
Drawing on available market data, client interviews, local primary research and input from our AH associates we conducted a thorough assessment of the brand’s strategic position in each of the five focus markets. The focus of the work was to identify strategic, financial, operational and point of sale (vet, pharmacy and retail) options to reverse decline and generate growth.During the project, the business reaffirmed its commitment to more than doubling the sales of the brand to Net Sales of €1bn in 2026. Among the key building blocks for achieving this vision were adjacencies, line extensions and switch.
Outcome
Working with the client team we helped to investigate and prioritise markets, channels and categories for any new or switched products under consideration for launch into Europe. We developed initial size of prize estimations, optimal entry strategies by market and a roadmap towards launch. The plan have begun to be implemented and VBM have been approached by the client for support in certain areas.