From Multi-Brand to Exclusive: Optimizing OTC Sales Forces and Brand Presence in France

CHALLENGE

A French private equity firm sought to explore an investment opportunity in the over-the-counter (OTC) market, specifically targeting a company with its own brand and a subcontracting business in anti-lice and pain relief products. The firm's goal was to strategize on how to expand the proprietary brand within French pharmacies. This involved evaluating options to enhance the product range, develop effective marketing strategies, and shift from a multi-brand sales force to an exclusive brand sales force. They needed expert knowledge to guide this strategic transition and maximize market growth.

BTHT APPROACH

To tackle this challenge, our experts embarked on a comprehensive exploration of the OTC market dynamics with the client during 1-Hour consultations, where they focused on: - Brand Expansion Strategies: Investigating how to deepen the product range and strengthen the brand presence in French pharmacies. - Marketing and Sales Tactics: Analyzing successful marketing approaches and commercial strategies used in the OTC sector. - Sales Force Optimization: Examining the benefits and logistics of transitioning from a multi-brand to an exclusive brand sales force.

Our client were provided with valuable perspectives on market trends, effective brand positioning, and strategic sales initiatives. This included consulting with professionals who have deep experience in the OTC sector, whether by owning, founding and growing an OTC company or by owning a pharmacy in France.

OUTCOME

The private equity firm is currently evaluating opportunities to enhance the brand’s presence in the French pharmacy market and drive exceptional growth. Through consultations with experts, they are gaining invaluable, actionable insights. These discussions are uncovering nuanced strategies for brand expansion, marketing optimization, and transitioning to an exclusive sales force, all of which are crucial for shaping their investment strategy.