Data-Driven Strategy for Prostamol Sales Growth

This case study outlines Menarini's implementation of a Perfect Store Strategy for their prostate health supplement, Prostamol. The objective was to effectively present the right product to the right customer while promoting the larger package size, Prostamol 90. Menarini faced challenges in identifying the best-selling package size and ensuring that the promotion of Prostamol 90 did not negatively impact sales of smaller packages. The solution involved leveraging the eRetail Audit Marketplace to gain insights into customer behavior and competitor performance. Menarini monitored daily sales data and utilized sell-out monitoring to track unit sales and overall performance. As a result of these strategies, Prostamol experienced a 21% increase in sales value and a 23% increase in overall orders. The larger package size, Prostamol 90, saw a significant 56% increase in sales value and a 115% increase in orders, demonstrating the effectiveness of the data-driven approach in optimizing product visibility and meeting consumer preferences.