Seit 14 Jahren verhelfen wir Marken zu mehr Wachstum, weil wir sie u.a. dabei unterstützen, sich gegen preisaggressive Wettbewerber aus dem In- und Ausland durchzusetzen, die in vielen Märkten auf dem Vormarsch sind. Sehen sie hier, wie auch für Ihre Marke ein Preispremium nicht zu einer Belastung, sondern zu einem Wachstumstreiber werden kann. - AMC GmbH & Co. KG

1. WE MAKE EVERY BRAND GROW
Extract from the Impulse Speech:
“How to win against competitors with predatory
pricing strategies“
May 2013

2. APPROACHES

3. © All rights reserved by AMC GmbH & Co. KG, even and especially in cases of proprietary rights applications.3
Overview of the different approaches
Listing-advantage
for the trade
partner

4. © All rights reserved by AMC GmbH & Co. KG, even and especially in cases of proprietary rights applications.4
How do you clearly differentiate your brand from competitors with predatory
pricing strategies?
ANNOYANCES?
LATE EFFECTS?
WRONG
PRIORITIES?
RISKS?
NEW
OPPORTUNITIES?

5. CASE STUDIES

6. © All rights reserved by AMC GmbH & Co. KG, even and especially in cases of proprietary rights applications.6
Case Study – Aspirin Plus C
Aspirin Plus C
How many of you know Aspirin Plus C?
For how many of you is it the most frequently taken pain reliever?
More and more people were buying from the pharmacy the cheaper pain reliever,
Ratiopharm.

7. © All rights reserved by AMC GmbH & Co. KG, even and especially in cases of proprietary rights applications.7
Case Study – Aspirin Plus C
Does this TV-Spot turn
Aspirin into your
preferred pain
reliever?

8. © All rights reserved by AMC GmbH & Co. KG, even and especially in cases of proprietary rights applications.8
One of the problems: Aspirin was ranked worse than competitors
For me Aspirin Plus C is as a
pain reliever not
effective enough, since
the pill has to be dissolved in
water which means that the
active ingredients will
be watered down.

9. © All rights reserved by AMC GmbH & Co. KG, even and especially in cases of proprietary rights applications.9
A strong argument improved the price-performance-ratio.
Vitamin C activates the
dissolution of the active ingredients
already in the water. So
the ingredients reach the blood
stream faster and can relieve
pain particularly fast and
tolerably.

10. DISCUSSIONS

11. © All rights reserved by AMC GmbH & Co. KG, even and especially in cases of proprietary rights applications.11
Why does your target group prefer rival brands?

12. AMC - PROJECTS

13. © All rights reserved by AMC GmbH & Co. KG, even and especially in cases of proprietary rights applications.13
AMC Success Example - TENA Lady
Possible solutions for the communication:
• Only TENA offers special protection against the smell of
urine so that even very fine noses will not notice
anything!
• TENA has special absorption features specifically
developed for soaking up urine, which offers you 100%
protection against leakage and smell.
Success
• Implementation of a 100% price premium as compared to
rival products
The problem:
• overall satisfaction with other solutions (e.g. panty liner)
• TENA does not offer a (recognizable) benefit with regard
to safety and protection

14. Please do not hesitate to contact us if you are interested
in the impulse speech or would like to learn more about
us!
Ralph Krüger, CEO
069 – 90 555 9 100
ralph.krueger@a-m-c.biz