Founded in 2004 as a spin-off of the Autonomous University of Barcelona (UAB), AB-BIOTICS is a leading player in the probiotic space. It develops, produces and markets unique, patented strains with characterised mechanisms of action, premium probiotic solutions targeting specific therapeutic areas, and finished products, for the food, nutraceutical and pharmaceutical industries.​

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A global player, AB-BIOTICS is part of the Kaneka Corporation. Both companies collaborate to advance microbiome research and development and are committed to providing their customers with high-quality products and exceptional service. ​

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AB-BIOTICS approached BDB to help define and communicate a clear value proposition for its biotic solutions.​

As a leading probiotics company specialising in premium strains and therapeutic areas, it wanted to better convey its competitive differentiation to customers.​

A key pre-identified challenge was the emergence of copycat probiotic products in the market that mimicked AB-BIOTICS’ branding and marketing materials. These players were attempting to cause marketplace confusion between their offerings and AB-BIOTICS.​

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Phase 1​

BDB undertook extensive research to understand AB-BIOTICS’ brand positioning and opportunities from multiple angles:​

In-depth interviews with internal teams – R&D, marketing and business development provided insights regarding AB-BIOTICS’ proprietary strains, science, and evidence on efficacy.​

Interviews with current and prospective customers uncovered the target audience’s needs, challenges and buying criteria.​

Competitor research identified gaps in the market and opportunities for AB-BIOTICS to differentiate.​

Phase 2​

A brand health study in North America helped gauge customer perceptions of the brand, allowing us to benchmark accordingly and validate our brand strategy in that specific region. For this phase, BDB partnered with a US-based agency from the E3 International Agency Network, specialised in B2B research and strategy. Through the collaboration we were able to leverage BDB’s deep sector and client knowledge alongside our partner’s research and local expertise.​
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This multidimensional approach enabled BDB to thoroughly understand AB-BIOTICS’ brand and market landscape. The research insights informed the strategic value proposition, messaging and visual brand guidelines, developed to convey its points of differentiation and reconnect with customers.​

The redefined value proposition and core messaging better conveyed AB-BIOTICS’ scientific leadership and precision probiotics innovation to customers. ​

The messaging clearly distinguished AB-BIOTICS from copycat competitors by emphasising its proprietary strains, patents and rigorous R&D capabilities. This helped combat marketplace confusion caused by imposter brands.​

Internally, the new value proposition aligned the organisation and rallied employees regarding the company’s ability to pioneer new probiotic solutions. By clearly communicating its point of differentiation, AB-BIOTICS strengthened its platform for continued category leadership and future growth.​​​