Start Consumer Health Operations for a MNC Pharmaceutical Company
A MNC Pharmaceutical Company Board of Directors wanted to enter the Consumer Health Product Market Space. They have a major global presence in Prescription Products. Management decided Consumer Health Product brand acquisition, brand extension, product differentiation using Fast Moving Consumer Good product forms and marketing
The OTC division generated more than $150 million annual revenue demonstrating viability for the Directors
challenge
To develop OTC pharmaceutical products differentiated with FMCG forms, marketing and distribution to overtake established competitive brands.
solution
Develop “medicated confectionary” forms of vitamins and supplements and herbal blends
The first Gummy Vitamins were formulated and manufactured. Manufacturing was done by a MNC confectionary company under contract, quality control was done in-house
The technology evolved to 3 gram gummy supplements with up to 17 herbal and vitamin ingredients per piece
Liquid botanical nutritional supplements were formulated in flavored syrup, in single dose pouches, another first-ever presentation
results
- Gummy Vitamins gained a foothold and became a major OTC product form for the client, gaining distribution in all FMCG channels, and became a new global product category
- Liquid “confectionary gel” dietary supplements in single dose presentations became major FMCG products, creating a new global product category
- The complete portfolio of OTC Products and Brands was rolled out in 5 countries.