Thorntina-74 Mixture

Case Study: Thorntina 74 Demand Creation Strategy

Background

Thorntina 74, a high-quality herbal immune booster, sought to enhance both physical availability (retail presence) and mental availability (brand recall) while building consumer trust and retailer engagement.

Challenge

Despite its proven efficacy and positive testimonials, Thorntina 74 faced limited market penetration due to low brand awareness, inconsistent retail stocking, and consumer skepticism towards herbal remedies. The challenge was to create sustained demand by increasing visibility, strengthening retailer partnerships, and reinforcing credibility.

Insight

A consumer research study involving 230 respondents across six selected communities revealed a critical purchasing behavior: the majority of consumers preferred to buy both herbal and pharmaceutical medicines from pharmacies within their localities. This insight underscored the need for a hyper-targeted approach, leveraging proximity media solutions to drive awareness, facilitate easy access, and encourage trial of Thorntina 74.

Strategy

• Proximity Awareness: Localized signage at pharmacies and herbal shops, geo-targeted digital ads, and in-pharmacy activations.
• Retailer Engagement: Training workshops, stocking incentives, and distributor partnerships to strengthen supply chains.
• Consumer Trust: Testimonial campaigns, community health sessions, and media sponsorships to reinforce credibility.
• Digital & Media Strategy: Influencer-driven social media campaigns and high-visibility health program sponsorships.
• Long-Term Engagement: Loyalty programs, referral incentives, and an online community for customer interaction.

Results & Impact

• Increased Awareness: 1.8 million reached via OOH, 1 million through digital ads.
• Stronger Retailer Support: Stocking in 40% of 100 targeted community herbal shops and pharmacies.
• Boosted Sales: Monthly sales increase from 6,000 to 18,000 bottles in six months.
• Enhanced Brand Credibility: Established as a trusted immune booster among consumers and health professionals.