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Menarini faced two primary challenges:
• Perfect Store Strategy: In order to present the right offer to the right customer, Menarini needed to identify the best-selling package size and tailor their approach to consumer preferences accordingly.
• Focus on Prostamol 90: Menarini aimed to increase sales of the larger package size (Prostamol 90) without negatively impacting sales of other package sizes.
Menarini gained access to crucial data and insights on customer behaviour and competitor performance, enabling them to make more informed decisions.
They monitored daily sales data and average prices, ensuring they remained competitive.
Additionally, Menarini utilised sell-out monitoring to track both unit sales and overall sales figures, allowing them to gauge consumer interest in the different package sizes. By optimising the browsing experience on their strategic retailer based on commonly used keywords, Menarini ensured that Prostamol 90, the larger package size, featured prominently on the platform.
As a result of these strategic actions, Prostamol experienced substantial sales growth, with Prostamol 90 driving the majority of the increase in both sales value and orders.
✔ Prostamol Sales Growth: During the year-to-date period of May ’23, Prostamol’s sales value increased by an impressive 21% at the strategic retailer.
✔ Increased Orders: The overall orders of Prostamol showed a remarkable growth of 23% compared to the previous year, indicating higher customer demand and interest.
✔ Larger Package Preference: Despite the price increase on the 30 and 60-capsule packages, the growth in unit sales (3%) was outpaced by the growth in orders (23%), indicating that consumers were opting for the larger package size (Prostamol 90) instead of than buying multiple smaller packages.
✔ Prostamol 90 Dominance: The growth in Prostamol’s sales value and orders was mainly driven by the popularity of Prostamol 90, which saw a remarkable 56% increase in sales value and a staggering 115% increase in orders.
Increase in Sales Value for Prostamol in YTD
Increase in Orders vs Last Year
Increase in Sales Value for Core Product - Prostamol 90
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