BCG - The Boston Consulting Group

Situation

The client is one of the largest domestic over-the-counter (OTC) players in China. It has several OTC subsidiaries, each of which has been very successful using a different business model. BCG was brought in to perform category analysis, as well as sales and marketing capabilities assessments for all the subsidiaries. This work was to form the basis for a uniform new OTC strategy that would be used across the organization.

Approach

The BCG team rolled out a large-scale market research effort—covering eight cities and 6,000 data points—to gain consumer insights around category analysis. For the capabilities assessments, our team conducted extensive internal and external interviews to identify the factors that are key to sales and marketing success in the OTC sector. We talked to the client’s sales and marketing managers and members of the sales force, as well as distributors, competitors, pharmacists, and doctors.

Impact and value created

Our research resulted in a comprehensive new strategic plan, which we presented to the client’s senior management team and its Board members. The company’s leadership adopted the new direction we recommended. And the plan we proposed currently serves as the foundation on which the client strives to solidify its leading position in China’s OTC market.

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