How can a Brand reconcile different brand positionings in different markets: the case of laboratoires filorga in Portugal

Abstract

Laboratoires Filorga has different business models through the affiliate countries, showcasing different performances. The scope of this paper is to understand if the business model of the Portuguese affiliate, based on exclusive distribution through the professional distribution channels and an investment in building a relationship between the brand and Dermatologists, Plastic Surgeons and Aesthetic Medicine Doctors through medical visit, should be applied by the remaining European affiliates. Primary and Secondary data were analyzed and the research shows that while challenges exist in replicating this model across Europe due to regulatory variations, the potential success, supported by the data, is evident.