Many pharmaceutical manufacturers in the cold and flu treatment segment have lamented the unusually warm weather this winter, which was the warmest on record in many countries.
“Understanding the climate risks and acknowledging our prolonged silence in the highly competitive category, we tasked our long-time partners at Nostra Communications Group with launching an advertising campaign to help us increase our market share,” said the director of Aicore, a marketing company whose Bulgarian portfolio includes brands from the German company Bionorica.
Dmytro Kutovoy, CEO NCG, commented: “We have been supporting Aicore’s brands in various countries, including Bionorica, for over 15 years, but this is the first time we’ve encountered such weather-related risks. Nevertheless, our understanding of multiple markets allows us to analyze media consumption patterns and calculate the effectiveness of media campaigns even with limited initial data. The Bulgarian media landscape is remarkably similar to that of Ukraine a decade ago but with significantly greater digital influence.”
This knowledge, combined with collaboration with Bulgarian market insiders and synchronization of the advertising campaign with the client’s marketing activities, enabled us to design and execute a campaign that, according to quarterly sales analysis, increased the client’s market share in a declining segment by one-third—from 12% to 16%.
