HOME >> Our clients >> Successful Cases


Brand extension of Smecta of a famous transnational France pharmaceutical firm

The famous brand Smecta, which belongs to a famous French transnational pharmaceutical firm had been sold in China for almost 10 years. After up to 200 million RMB, the sales amount had been fluctuating all the time, and stopped increasing. In 2002, this company cooperated with Cons Company, invited Cons to make brand extension plan for Smecta to keep increasing in its mature period.

Cons Company has done a series of work for this：

The first step: market survey, to find out the market potentials of the hospital market and potentiality of O, Children's market potential and adult's market potential. Smecta was developed in children’s market before, giving cognition that it was to treat children that suffer from diarrhea. Through the survey, Cons found that in diarrhea-treating market, OTC market was greater than hospital market and adult market greater than children market. Though children's hospital market was already in mature period, potentials in other market were enormous.

The second step: make 4-year brand managing plans. The concrete steps were：
1．In 2002, keep popularization in children market, and list one children packaging to enter OTC market. Begin to do the preliminary preparation for treating children's gastritis in hospital;
2．In 2003, focus on developing Hospital market of medicine that treat children's gastritis. Begin to make preparation for the popularization of medicine treating adult's chronic diarrhea;
3．In 2004, focus on developing Hospital market of medicine treating adult's chronic diarrhea. The hospital will popularize to adults and suffer from diarrhea chronically especially. Begin to make preparation for the popularization of medicine treating adult's chronic gastritis and intestines and stomach tumor.

After such brand plan, has extended from the simple hospital market to OTC market, and the disease that it could treat has developed from children’s diarrhea to children’s gastritis, adult’s chronic diarrhea and intestines and stomach tumor. And, the packing of product is different from the children type to adult type. Smecta becomes the image of a good treatment for alimentary canal diseases in consumers’ minds. And, the transition and forming of the brand image is a progressive course, having not changed its localization on child's market but expanded its treating range. And, Smecta has become key brand assets of this transnational pharmaceuticals.
Successful case of marketing promotion

More Successful Cases of Consulting Service >>