Lupin 2023

GSK puts Advantage Brands plan in action

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PITTSBURGH — GlaxoSmithKline Consumer Healthcare (GSK) has established several key sales, marketing and merchandising objectives for its retail partners in 2010 to capitalize on its Advantage Brands strategy, according to Mike McCormick, director of the initiative.

GSK’s Advantage Brands comprise 17 well-known products (including Citrucel and Tagamet) that cover such categories as laxatives, vitamin supplements and cough/cold remedies.

“In the difficult economic times that we are facing today, creative business solutions focused on efficiencies while driving value truly differentiate great companies from good companies,” notes Chris Olivier, president of sales at Advantage Sales and Marketing. “The Advantage Brands/GSK partnership is a perfect example of a creative business solution that has taken costs out of the system while delivering increased value.”

He adds that the partnership has grown “from strength to strength” and in importance to the company’s sales and marketing groups. GSK’s dedicated retail and merchandising teams, continues Olivier, exemplify the power of winning together in delivering and driving results for the company.

“For years these brands have enjoyed tremendous equity in the marketplace, and many still retain the No. 1 brand/doctor recommendation in their category,” McCormick explains. “Beginning in May, these brands reintroduced themselves into the marketplace through strategic positioning as a unified Advantage Brands portfolio. This positioning communicates to consumers through creative copy and a consistent look and feel the breadth and depth of the portfolio.”

The strategy, McCormick says, educates consumers on how the Advantage Brands can help their needs for everyday health and wellness.

“The Advantage Brands portfolio strategy is the latest in innovative and differentiated business approaches that GSK has taken in recent years,’’ comments Clark Brown, vice president of sales and general manager of Advantage Brands at GlaxoSmithKline Consumer Healthcare. “This approach combines the strengths of 17 well-known consumer brands and a small, creative GSK management team with a leading-edge partner in Advantage Sales and Marketing.

“Together we have created a health and wellness platform that offers a relevant communication to consumers while bringing a renewed focus on leading name brands to our retail partners.”

McCormick notes in particular the “Essentials for Living Well” platform.

In 2010 the Advantage Sales and Marketing team will strive to ensure maximum support for Essentials for Living Well freestanding inserts, continue to build and refine the Essentials for Living Well web site to encourage consumers to purchase GSK products in-store, and build and maximize its in-store shopping market efforts and its Essentials for Living Well menu program with key retail partners.


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