Positioning and launching a global product portfolio

Working with Nestlé’s global allergy team based in Geneva, Switzerland, Rafkin and his team first conducted market research with moms, GP’s, nurses, pediatricians, allergists, and key opinion leaders in London, Shanghai, and Mexico City. Over the course of a year-long engagement, Rafkin conducted competitive brand audits, developed key insights, mapped the patient journey from in utero to toddlers of 18-36 months, identified sources of influence, unmet needs, and key barriers to successful diagnosis and treatment, developed targeted segmentation and positioning strategies, and created an easy to understand and easy to navigate brand architecture and portfolio strategy. 

The result was a highly successful global roll out of the Nestlé allergy portfolio, the successful repositioning of Nestlé from second-tier ‘newcomer’ to top-tier global leader, and compound annual revenue growth of 33% over a three-year period.

I worked closely with Lee to develop a global brand strategy and go-to-market plan for Nestle Health Science’s allergy management business. Lee led highly complex, parallel projects in the UK, China, and Mexico, and developed an exceptional strategy and launch plan for our pediatric allergy initiative, which became one of the core growth pillars of our entire company. It was great to work with Lee. He has the unique ability to transform insights from different markets into an actionable and concrete plan, and the skills necessary to lead and run a big global project like this.

Elodie Roch L’Hotellier

Senior Global Strategy Lead, Nestlé Health Sciences