Getting to the heart of the brand essence

Weleda struggles with the changed conditions in the pharmaceuticals market as well as with an increasing competitive pressure: There is not only an increasing number of competitors offering complementary pharmaceuticals, but there are also more and more pharmaceuticals that press forward into the natural remedy market. With a realignment, Weleda aims to ensure a uniform presence all over Europe and to gain market shares in the medium term. Brandpulse is responsible for structuring and positioning the pharmaceutical brand portfolio and for developing the communication concepts for the relevant pharmaceuticals.

It is Weleda’s aim to maintain, support and restore human health. What started in 1921 as a pharmaceutical laboratory with its own medicinal plant garden is now the world-leading manufacturer of pharmaceuticals for anthroposophical therapy and holistic natural cosmetics.

A clear Europe-wide positioning of the pharmaceuticals is supposed to strengthen Weleda’s market position and simultaneously ensure differentiation from other market participants. The findings of a comprehensive analysis of the individual market participants within the respective relevant markets, the target group needs as well as the promise of performance form the basis for the product positioning.

During workshops with the responsible marketing managers for the European markets, the values of the individual products are redefined, the customer benefit is derived and the profile is summarized by the brand essence.

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