Rapidly Respond To The Corona Virus Crisis



Client Challenge

Mentholatum, the owner of consumer health brands including Deep Heat, Deep Freeze and Deep Relief, wanted to rapidly respond to the coronavirus crisis. Having dealt with the initial shock and implemented the necessary operational changes, the management team asked Morgan Cross to help them consider their strategic options and find ways to accelerate both short- and medium-term growth.


Our Role

  • Led the leadership team in understanding how consumer, retailer and competitor behaviours are likely to change as a result of the pandemic, and identifed the challenges and opportunities that these changes will create
  • Undertook scenario analysis to strength-test and refocus the company’s strategy
  • Critically analysed the product development plan and used the new consumer insights to uncover new product and brand growth opportunities
  • Refocused the company’s digital strategy
  • Provided ongoing advice to the Managing Director and the leadership team, acting as a sounding board on key issues and opportunities


Within 4 weeks, we had achieved the following results:

  • A refreshed strategy with a new 2-year goal and an agenda to improve efficiency and deliver both short-term and medium-term growth
  • An accelerated product and brand development plan, capable of delivering significant growth for the business within 2 years
  • An updated digital strategy, with clarity on performance goals and new capability requirements

Client Testimonial

In just a few short weeks, Stuart helped us to cut through the uncertainty created by the pandemic and create a new, refreshed strategic plan that will enable us to rapidly bounce back from the downturn and accelerate the growth of our sales, market share and profits. I would recommend Stuart to any executive leader looking to reset their strategy as a result of the coronavirus crisis.

Rob Yateman, Managing Director




Morgan Cross Consulting Ltd
PO Box 9210
Newark, NG24 9EG

+44 (0)1636 526111