Case GenacoL
Genacol is a consolidated Canadian product present in more than 50 countries and a leader in its segment in most of them. In Canada, for example, it won for four consecutive years the award for “Best Consumer Product”.
Composed of collagen and many other components, Genacol fights pain against bone and muscle problems. Also, it’s a great asset for the skin.
In Brazil, the product was unable to leverage sales and went to Agency Madison for a full service consulting.
DIAGNOSIS
After studying the business and understanding what was being done, Agency Madison team figured that work needed to be done from scratch and relaunch the brand in Brazil. Our consulting entered the entire sales process and made changes that changed the company’s trajectory.
Establish an Annual Marketing Plan.
New pricing strategy.
Development of a new distribution scope for volume gain.
Market development at digital level.
Institutional communication totally modified and adapted to the Brazilian market.
Marketing strategy segmented by each target.
Accelerated Sales
Already in the first six months of project, we found that sales jumped to an increase of 81%, significantly increasing the company’s revenues in Brazil. In practice, between June and December 2017, the actions of Agency Madison contributed not only to increase sales, but mainly to give a new direction for the company within the Brazilian market.
0
months
of work
0
%
increase in sales
UNDERSTANDING BRAND AND IDEAL PUBLIC
Early in the project, Agency Madison did a research to better understand the lifestyle of the target audience. Genacol is a product that serves an elderly audience, high performance athletes and men and women in general who seek to improve their health. That way we can put together what we call a “target”.
This allowed us to understand each target audience instead of seeing it as a generic audience.
Based on that, we produced a unique communication for each of them. In the communication between brand and consumer, we began to emphasize the product’s differentials and benefits, understanding each person’s pain within their lifestyle. We also set the company apart from its competitors by the fact that it had a scientifically proven superior quality.
As a very technical matter, to relaunch the brand in Brazil, we rely on its success in more than 50 countries. The theme “Success in more than 50 countries” communicated better the product’s quality than technical terms that people are unaware of.
“Agency Madison is a serious and competent agency that has provided us with very important support in the development of our business. Commitment, respect for deadlines, good ideas and quality service are some of the attributes that make Agency Madison a trusted partner. ”
Sonia Ben Lolo
Genacol Brasil