Case studies

Charting a path to growth

Helping Bayer Consumer Health to define a consumer and marketing strategy for global expansion

In 2014, Bayer Consumer Health (BCH) acquired Merck’s consumer health business. The acquisition steered BCH into unchartered territory, bringing four new product categories into its portfolio, so it turned to Deloitte for help in defining a consumer and marketing strategy.

Using its market-leading Growthpath® methodology, Deloitte successfully supported BCH in charting a path to long-term, sustainable growth and competitive advantage. As a result, BCH’s international Category leaders and Marketing Directors developed customer-led strategies, making clear ‘Where-to-Play’ and ‘How-to-Win’ choices, and identifying significant growth upside from the acquisition.

The ‘Bayer Consumer Health: charting a path to growth’ project has been shortlisted for the Management Consultancies Association’s 2017 Awards in the Strategy category.

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