I S U R U S M A R K E T R E S E A R C H A N D C O N S U L T I N G Case Study: Repositioning a consumer healthcare brand 1. Identifying the issue A specialized consumer healthcare service faced several marketing challenges: It operates in a category that is fairly small and growing slowly, and it faces several strong competitors. The company believed that it needed a new positioning and strategy to both consumers (the primary decisio

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