The first Indian surgical suture company; they had stagnated at 30Crs a year while the competition grew to 1,200Crs+. As part of team and company expansion to 200Crs in 3 years, brand definition and positioning was seen as a key driver to success.
We distinctly positioned the parent brand ‘MCO’ and the market facing brand ‘Relyon’, so that end customers as also internal stakeholders were clear. Strategy & Positioning, along with tactical engagement ideas helped define a direction for the marketing team.
A renewed excitement and sense of pride instilled with the staff. They felt empowered with the new marketing material to make a big sales push. Specific insights from the research actioned initiatives with doctors and other stakeholders towards shorter purchase cycles.