1. “The Key Principles And Strategic
Plans to Grow Omega Pharma’s
Baby Care Category and Brands”
PROMOTOR: PROF. JACQUES ANGOT
ACADEMIC YEAR 2016-2017
CHRISTOPHE DE LOORE

2. Table of Contents
1.Introduction
2.Research Sources
3.Research
4.Data Analysis Survey
5.Conclusion
6.Discussion

3. 1. Introduction
 A. Omega Pharma
1987: Pharmaceutical company
35 countries
2500 employees
2014: Acquired by Perrigo
Global health care supplier
Purpose: presence in Europe

4.  B. Consulting Project
 Omega Pharma Belgium
 7 Departments => Sales and marketing
 4 Categories => Baby care products
 8 brands => Limited towards Galenco and Bibi
 Chart the baby market
 Seeking improvements

5. 2. Research Sources
A. Internal
 Colleagues
 Meetings
Distribution Chain + Sales Value
Shift pharmacy  wholesaler
 IMS
Overall view baby market
Selling Out
Market Share

6. 2. Research Sources
B. External
Field visits
Representatives
Retail
Survey

7. 3. Research
A. Internal information – Colleagues
 Galenco: OWN Brand
2003: Acquisition Omega Pharma
Baby Hygiene and Skin Care Products
Basic vs. Atopic vs. Kids
Bibi : Distribution Brand (Switzerland)
PACIFIERS, Feeding Bottles, Holders
Basic vs. Happiness vs. Classic

8. 3. Research
A. Internal information – IMS
 Galenco
Overall Baby Market in Belgium
Best sold products
Performance Galenco vs. Other Brands
Bibi
Overall market pacifiers in Belgium
Performance Bibi vs. Other Brands

9. 3. Research
B. External information - Field visits
Representatives
Pharmacies
Retail
Drug Stores
Survey
Hospitals
Street

10. 4. Data Analysis survey
Purchase Behaviour
Where?
Pharmacy > Drug Stores > Online > Medi-Market
Shop-Shop & Shop-Online
What?
 Brands > Private
Switch Brand to Private > Switch Private to Brand
51% Similar Brand for second child

11. 4. Data Analysis survey
Reason Brand vs. Private?
Reliability & Quality
Reason Product?
Security > Quality > Smell > Ease of Use > Brand > Price
Who?
Mother > Grandparents > Father
Information Collection
Maternity

12. 5. Conclusion
Good performance Galenco & Bibi
Shift Pharmacy channel => Retail channel
Pharmacist lost monopoly
Emerge Medi-market + Online
Introduction Omega Cloud
Importance Early Penetration
First contact
Concentration product distribution hospitals, gynaecologists, midwives

13. 6. Discussion
 Little data inside the company
 Pregnancy supervisor
 Recent acquisition by Perrigo
 New chairman since September
Biases Survey:
 Medi-Market not yet present in West Flanders
 No previous surveys done
 Stimulating sales through hospital channel
 Difficult: Contracts, grants, hospitalization days
 Opportunities: Midwives, ’Boxes’, gynaecologists, shops in hospitals
 Omega Cloud platform <=> representatives
 Group sessions for pharmacies

14. 6. Discussion
No uniform classification
Galenco
 Product placement : Washing >< Cleaning
 Expansion market: Mother
 Change in Volume
 Better follow-up
Bibi
 Gap soother size 0-6 months
 Double package
Learnings
 Contrast large company <=> Start-up
 Barriers in retrieving information
 Manage dependencies on other people

15. Thank you for your attention!