Oralsept spray, Gedeon Richter
Brand Strategy and Marketing plan development
This case comes from my corporate brand management background. Even though Oralsept is not a natural or eco-product, the project demonstrates our approach to brand strategy, positioning, and go-to-market execution.
This case comes from my corporate brand management background. Even though Oralsept is not a natural or eco-product, the project demonstrates our approach to brand strategy, positioning, and go-to-market execution.
- About the project
Development of a full 360° marketing strategy for Oralsept - an OTC sore throat brand.
Type of work: Strategic brand & go-to-market case (assessment assignment)
Role: Brand & Product manager, Gedeon Richter
Market: Russia, 2023
Category: OTC sore throat medications
Type of work: Strategic brand & go-to-market case (assessment assignment)
Role: Brand & Product manager, Gedeon Richter
Market: Russia, 2023
Category: OTC sore throat medications
2. Market Context & Challenge
The OTC sore throat market is highly competitive, dominated by brands with strong TV exposure, high awareness and wide pharmacy distribution.
Oralsept had strong growth momentum but lacked:
Oralsept had strong growth momentum but lacked:
- a clear differentiated positioning
- a unified message for consumers, doctors and pharmacies
- a long-term media & channel strategy
3. Scope of Work
• Market & competitor analysis
• Price architecture & positioning vs key leaders
• Target audience definition (B2C: consumers and B2B: doctors, pharmacy buyers)
• Brand essence + key messaging for both formats
• SWOT analysis and growth levers
• Full 360° marketing plan for 2024
• TV, print & digital campaign logic
• Pharmacy / doctor strategy (B2B
• Sales force KPIs & trade recommendations
• Price architecture & positioning vs key leaders
• Target audience definition (B2C: consumers and B2B: doctors, pharmacy buyers)
• Brand essence + key messaging for both formats
• SWOT analysis and growth levers
• Full 360° marketing plan for 2024
• TV, print & digital campaign logic
• Pharmacy / doctor strategy (B2B
• Sales force KPIs & trade recommendations
4. Key Strategic Moves
-
Positioning: “gentle and effective throat relief for the whole family” -
Dual communication logic: emotional for consumers, rational proof for doctors/pharmacies -
Differentiation vs leader: same active ingredient, lower price, caring tone -
Separate KPIs and message hierarchy for consumers, pharmacists and doctors - Message territory: effectiveness, safety for children 3+, emotional approach
- Media strategy: regional TV + targeted digital instead of high-cost national TV
5. Results & Impact
✔ Full 360° strategy delivered: positioning, messaging, media & channel plans
✔ Case positively evaluated by senior management during strategic assessment
✔ Demonstrated ability to handle full OTC brand strategy across B2C + pharmacy + medical routes
Execution not implemented: case was developed as a strategic assignment, not a live launch.
✔ Case positively evaluated by senior management during strategic assessment
✔ Demonstrated ability to handle full OTC brand strategy across B2C + pharmacy + medical routes
Execution not implemented: case was developed as a strategic assignment, not a live launch.
Note: All market insights are based on public or test data. No confidential commercial information is disclosed.
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