The pharma packaging market has been undergoing radical changes in the past decade to keep itself updated with newer innovative technologies for better serialization and to provide sustainable packaging solutions.
Serialization is a complicated practice and, therefore, needs to be implemented with extra care to avoid unpredicted costs. Additionally, the demand for sustainable pharma packaging has been steadily increasing and the pharmaceutical industry is not an exception to this trend. Due to growing demand and stricter regulations, manufacturers and brand owners are becoming more concerned about packaging sustainability. However, the main challenge is convincing consumers to choose your sustainable designs rather than competitor’s, as people now just assume that pharma packaging should be sustainable in the first place.
Business Issues
- The client: Pharma packaging company
The client – a leading pharma packaging company – with business units spread across multiple geographies was facing certain predicaments in differentiating their products from that of the competitors. As a result, the pharma packaging company approached Infiniti to conduct a brand strategy engagement. The pharma packaging company wanted to evaluate the authenticity of the organization and drive effective marketing campaigns to improve brand awareness.
How Can Brand Strategy Help Companies in the Pharmaceutical Industry?
With the help of a robust brand strategy engagement, pharma packaging companies can successfully generate revenues and further create a strong brand equity. Moreover, a well-defined and executed brand strategy helps firms directly connect to the consumers’ emotions, needs, and competitive environments.
Summary of our Brand Strategy Engagement
Client Journey
Infiniti’s brand strategy experts followed an extensive research methodology and carried out interviews and discussions with stakeholders in the pharmaceutical industry to help the client fine-tune their marketing strategies and maximize competitiveness across markets. The brand strategy experts also collated information from sources such as industry forums, company presentations, and newsletters to help the client enhance brand awareness.
The Solution Benefits and the Business Impact
The pharma packaging client gained in-depth insights into the competitive landscape, which helped them to enhance the brand’s performance. With the help of Infiniti’s brand strategy engagement, the client also improved brand recognition, built credibility, and increased the overall advertising effectiveness. The pharma packaging firm also built a customer-focused marketing strategy to scale their position across emerging markets.
The Future
Producing sustainable, yet functional, packaging is a test for any industry but even more so for the pharmaceutical industry, where regulations and patient safety take precedence. Additionally, while consumers and retailers are shifting to a more environmentally conscious mindset, they prefer safe, high-quality and easy to use medicines. Therefore, to achieve this, companies must start incorporating smart manufacturing processes, using eco-friendly materials, including recycled paper, board, and corn-starch, all of which are biodegradable.
A must-read case study for strategy specialists and decision makers looking to develop an understanding of the pharma packaging industry
