Case Study: DrNatura Colon Cleanse Insight Driven Business Planning Meda Consumer Healthcare is the US subsidiary of Meda Pharmaceuticals – a Swedish company with products distributed across 120 countries globally. In 2008 the Meda/US organization purchased DrNatura, an all-natural colon cleanse supplement sold almost exclusively online. Ascension was engaged by DrNatura to address key strategic issues impacting growth and the long term viability of the brand: How is the colon cleanse market segmented? What is the usage and repurchase dynamics of colon cleanse buyers? How did DrNatura revenue performance compare to key competitors? What should DrNatura do with the brand? Due to the online nature of the colon cleanse supplement business no category shipment or competitive performance data e

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