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Colief®

Colief®

How Ocean Healthcare achieved 60% increase in sales for the Crosscare Colief® range and significantly increased trade distribution.  

Background

Ocean Healthcare was appointed the new distributor for the Colief® range in July 2017.  The brand owner, Crosscare Ltd., appointed Ocean Healthcare for two key reasons: the potential for Colief ® range was not being maximised and they wished to effectively launch a new line extension.

Crosscare Limited is an Irish manufacturer and distributor of healthcare products throughout Europe, United States, Africa, Asia and Australia. One of its key brands is Colief® – a range formulated for infants and young children.

Objectives and Challenges

The objectives for Ocean Healthcare were to achieve the budget agreed with Crosscare and to develop a focused sales and marketing plan which would:

  1. Stop the decline in sales for the hero brand – Colief® Infant Drops
  2. Successfully introduce Colief® Breathe Easy Patch
  3. Increase overall sales and distribution for the full range (5 SKUs)

How Ocean Healthcare achieved these objectives

  • Stop the decline in sales for the hero brand – Colief® Infant Drops

The Ocean Healthcare sales team trained on key USPs of Colief® Infant Drops.  They arranged in pharmacy training schedules for pharmacy staff. The USPs of Infant Drops were clearly defined with a new detail aid and presentation.  Colief® Infant Drops have been in the Irish market for a number of years and it was vital that pharmacy staff – long term staff and newer staff were re trained on the brand benefits as well as highlighting the consumer activities planned for the product.

New distribution points were achieved – the most important were Tesco supermarket stores –the first time Colief® Infant Drops has been merchandised in the grocery trade.

A focused marketing plan (aimed at mums to be/new mums) was developed for target specific newspaper, magazine publications and digital activity with relevant online community groups.

  • Successfully introduce Colief® Breathe Easy Patch

Pharmacy staff were trained on the USPs of the Patch and left impactful point of sale material instore. Distribution was achieved in Tesco.  Key above the line activity targeted mummy focused publications (age 3+) as well as digital online activity.

  • Increase overall sales and distribution for the full range (5 SKUs)

The range was detailed instore bi-monthly – point of sale material was developed and placed in key locations. The team outlined the consumer activity which helped create awareness with resulting in more consumer sales from pharmacy. The increase in distribution for the range has created more opportunities to purchase.

Results

In less than one year working with the Colief ® range, the Ocean Healthcare team have increased sales and distribution considerably – sales value January to July 2018 is up 60% on 2017 YTD and distribution for the key variants is at a minimum of 75% (100% for Colief ® Infant Drops).

Deon Winterbach from Crosscare Ltd. comments:

“On behalf of the entire team at Crosscare Ltd, we are delighted with the immediate and positive impact of our new Irish distributor – Ocean Healthcare. Both sales and distribution across our range have seen significant growth in a short period, and we have no doubt that with Ocean’s expertise and drive, this trend is set to continue. We have been most impressed with Ocean’s dynamic and engaged management team and have seen real strategic value in our close and collaborative partnership. Sincerely looking forward to working with Graham and his team into the future.”