Apotek 1

Challenging the status quo

Based on the market insights, Marketing Clinic helped Apotek 1 take a critical look at established assumptions on how to best promote and trigger sales in the skin care category. A new creative concept was introduced, where real customers were casted to create a warm, customer-oriented angle, a change from the previous generic and product-oriented focus. Apotek 1’s marketing budget stayed constant, but was restructured, with a larger share allocated to advertising. The media mix was consolidated to three channels only (TV, DM and digital), rather than the previous six channels. Several changes were introduced in-store to declutter and improve the store layout and create distinct and clear signage to promote skin care products. All efforts were coordinated to ensure a consistent image across different marketing channels.

The keys to success

Apotek 1’s growth was unlocked through the merging of different key insights streams, a willingness to take a critical look at unspoken organizational assumptions and ingrained ways of working. Finally, success was unlocked by Apotek 1 investing time and effort into a series of concerted initiatives to deliver on the marketing plan.

The Outcome

Based on market insights on key needs among different consumer segments, Marketing Clinic helped Apotek 1 introduce several important changes to their marketing efforts; from optimizing creatives and changing the media mix to redesigning instore layouts and displays. Apotek 1 experienced revenue growth of 10,3% in 2012, with 8,3% coming from organic growth directly linked to the marketing optimization initiatives. This far exceeds the general market growth, which was only at 1%.