Achieving competitive advantage

Marketing & Innovation

The Challenge

A large pharmaceutical client launched an Rx product into a very competitive over-the-counter market. They struggled with their point of difference, positioning, and understanding their competitive context, and were also challenged with a weak dynamic between global and local teams and agencies.

The Solution

We created a two-day Competitive Scenario Workshop that pulled together their global and local brand teams as well as agencies. It included competitive immersion planning, which produced a competitive assessment, competitor SWOT analysis, strategy plan, effort priorities, defense strategy, and defined counter effort priorities. For the first day, teams were given a competitive brand to fully immerse in and uncover most likely strategies and approaches. On day two, they went back into current company roles with the competitor strategy knowledge to refine their own plans.

The Results

  • Achieved a competitive advantage that grew market share and ultimately won them several awards.
  • Created a comprehensive competitive playbook that outlined strategic priorities, point of difference, effort priorities, and counter effort priorities.
  • Developed clear short term, mid-term, and long term competitive strategies.
  • Anticipated competitive plans and actionable defense plans.
  • Gathered together brand managers, global agencies, and local teams.
Michele is Aspirant's Director of Marketing & Innovation, and is a senior marketer and facilitator with 25 years of extensive experience in brand management, strategy development, Design Thinking, and innovation. She works with various corporations and non-profit businesses as a consultant to help them grow their business through strong strategy, marketing plans, and skills development. She has worked with companies in the Fortune 100 and Global 1000 as well as mid-sized companies in a range of industries, with a focus on healthcare.

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