Case Study / Healthcare
KAZ
A World of Health & Comfort.
Client
KAZ is located in the USA and represents high-quality hygiene and healthcare products with brand names like Braun, Wick and Honeywell. In the German market the company affords quality products for the diagnosis and treatment of colds with the Wick brand.
Goal
The major objective was to support the marketing activities of the Wick Comforting Vapors, user-friendly menthol vaporisers to prevent symptoms of colds.
Strategy
During the national implementation of Wick Comforting Vapors especially end consumers were targeted to early recognize the major amenities of a user-friendly menthol vaporiser. At the same time this activity helped to enhance the personality of the Wick brand especially in family households. Germany belongs to the most important core markets of the Wick brand selling its medical products especially in pharmacies.
KAZ is located in the USA and represents high-quality hygiene and healthcare products with brand names like Braun, Wick and Honeywell. In the German market the company affords quality products for the diagnosis and treatment of colds with the Wick brand.
Goal
The major objective was to support the marketing activities of the Wick Comforting Vapors, user-friendly menthol vaporisers to prevent symptoms of colds.
Strategy
During the national implementation of Wick Comforting Vapors especially end consumers were targeted to early recognize the major amenities of a user-friendly menthol vaporiser. At the same time this activity helped to enhance the personality of the Wick brand especially in family households. Germany belongs to the most important core markets of the Wick brand selling its medical products especially in pharmacies.
Implementation
Among media relations activities for consumer and women magazines also the product and the brand name Wick were made accessible to pharmacists via trade media approaches.
Results
During launch especially trade media were used to address and inform sales oriented multipliers in pharmacies. Another focus was on consumer information to advise the opinion leading target group of women of the Wick Comforting Vapors in special and to stabilise the brand identity. All in all this campaign achieved a penetration of 40 percent in the target groups.
Among media relations activities for consumer and women magazines also the product and the brand name Wick were made accessible to pharmacists via trade media approaches.
Results
During launch especially trade media were used to address and inform sales oriented multipliers in pharmacies. Another focus was on consumer information to advise the opinion leading target group of women of the Wick Comforting Vapors in special and to stabilise the brand identity. All in all this campaign achieved a penetration of 40 percent in the target groups.
back
