Centrum Cardio Launch 2012
Client Company Name: Pfizer Consumer Health Care GmbHBrand Name: Centrum CardioAgency: Grey ShopperCategory: Dealer/Salesforce/Internal MotivationTotal Commercial Communications Expenditure: €100,000 and overCountry: Germany
Background
The in Germany pharmacy-exclusive brand Centrum has to struggle with various difficulties in the market environment, which already start in the sell-in:
A regressive multivitamin market
Massive negative headlines to the topic multivitamins / dietary supplement
Constantly growing me-too offers beyond pharmacies
At product level:
- For 15 years, the traditional brand Centrum (multivitamin compound) is discussed through the sales department in pharmacies....