ANF (Associação Nacional de Farmácias)
New Brand and Product Development
Farmácias Portuguesas goal was to develop a multichannel strategy and product portfolio within the Pet category, taking advantage of the potential market opportunity and the customer’s existing engagement with pharmacies.
Daymon developed a customized Private Brand Program, starting with category diagnostic built on top of research to Pet owners and Pharmacies. The Daymon team created a concept for Pet category, designed the brand identity and architecture for the main segments. Execution included product portfolio planification at category and SKU level, sourcing and new product development. Daymon also developed the communication plan covering POS strategy and communication campaign.
Within 18 months the PATTA brand was developed with a portfolio of 60 skus covering protection, care and nutrition segments. All the products were approved by Vet specialists. PATTA was introduced to pharmacy owners in 4 sales conventions across the country, with excellent feedback received. (Being launched during Covid-19, the distribution and sales are still ahead the initial targets.)