A brand under threat

A Brand
Under Threat


The client was preparing for the launch of a generic/branded copy competitor and wanted to anticipate its potential impact on its own, major prescription brand.


The client was offered a stress test simulation across nine EU countries. Research identified the key generic threat and competitive landscape in each of the markets and a Wargaming Workshop was designed to pinpoint the key stakeholders, map out their influence and identify how to leverage the key brand’s value proposition in each of the markets.


The simulation exercise generated a clear understanding of stakeholder needs and the anticipated impact of a generic/branded copy competitor in each market. The company then used that knowledge to focus its attention on increasing growth of its prescription brand by leveraging core strengths and capabilities.