MARKETING PLAN FOR “LACTACYD FH FOR TEENS TEENS”

MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES SOLVEY BUSINESS SCHOOL MBMM PROGRAM PHẠM PH M THUÝ MINH MARKETING PLAN FOR “LACTACYD FH FOR TEENS TEENS” FINAL PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Advisor Dr Nguyen Thi Mai Trang Ho chi Minh city 2007 Acknowledgements of commitment I, Pham Thuy Minh, prepared and conducted this business project : Marketing plan for “Lactacyc FH for teens” ‘ as final project of MBMM1 program With the approval and advices from the Marketing Director, Primary Health Care Marketing, especially Ms Hoang Nguyen Linh Da, Group Product Manager, this project has been accomplished by myself and served our company as a real case I trust the legality of all references, information, and materials using to complete the project Acknowledgements The author wishes to express her profound indebtedness to the courtesy advisor of Dr Nguyen Thi Mai Trang and Dr Nguyen Dinh Tho, and for their valuable guidance, document offers and encouragement during the course of this work Their helpful suggestions, supervision and comments have greatly improved the quality of this work I also wish to express his faithful gratitude to Dr Tran Anh Tuan and Professor Jean Pierre Baeyens for kindly consenting to be member of my thesis examination committee I also convey my sincere thanks to Sanofi-Aventis Vietnam, Marketing Primary Health Care team, for providing the information and general support enabling me to undertake of the Master of Marketing and Management program, and warmest thanks to my mentor, Hoang Nguyen Linh Da MBA, who offered me valuable ideas for the final project I hope to send my thanks to my friends in MBMM1 who gave me lots of practical and moral support My thanks want to send to all teen girls and teachers in secondary and high schools who gave me great information to finish the project Finally, I wish to express my gratitude to my beloved family Comments from Advisor Comments from Professors TABLE OF CONTENTS Acknowledgement of commitment Acknowledgements Table of content Comments from Advisor Comments from Professors Abbreviations Page Executive summary………………………………………………………………… Part I COMPANY DESCRIPTION AND PROJECT OBJECTIVE: ……………… I.1 Company history: …………………………………………………………… 3 I.2 Product to be studied ………………………………………………………… I.3 Problems to be solved: ……………………………………………………… I.4 OBJECTIVE OF THE PROJECT…………………………………………………… Part II SITUATION ANALYSIS:………………………………………………… 5 II.1 Marketing environment analysis …………………………………………… II.1.1 External environment analysis: ……………………………………… 5 * Pharmaceutical market environment: ………………………………………… * Regulation: ……………………………………………………………… * Socio-cultural …………………………………………………………… * Competitive: ……………………………………………………………… 5 6 II.1.2 Internal environment analysis: ……………………………………… Company analysis:………………………………………………………………… Manufacturing, R & D: ……………………………………………………… II.2 Product overview and market situation: …………………………………… II.2.1 Product overview: ……………………………………………………… II.2.2 Competitors and customer analysis : ………………………………… II.2.2.1 Market share and competitors: …………………………………… II.2.2.2 Customer analysis: ……………………………………………… II.2.2.2.1 Current target customers: ………………………………… II.2.2.2.2: Potential customers: ………………………………………… Data analysis on Potential customers: …………………………………… 1/ Social and psychological characteristics of teens …………………… 2/ Usage and attitude to FH solutions: ………………………………… 3/ Product acceptance: ………………………………………………… 6 6 7 8 9 11 16 4/ Lactacyd FH for teens: ………………………………………… II.2.3 Company strategy analysis……………………………………………… II.2.4 SWOT analysis………………………………………………………… II.2.5 Key success factors: ………………………………………………… PART III RECOMMENDATIONS ON MARKETING STRATEGY AND IMPLEMENTATION PLANS: ……………………………………………………………………………… III.1 Marketing mix proposal for “Lactacyd FH for teens” during 2007 to 2009: III Implementation plan proposal……………………………………………… Part IV Evaluation, monitoring, and control: ……………………………………… Part V Conclusion:………………………………………………………………… References…………………………………………………………………………… Appendices Abbreviations: MBMM: Master of Marketing and Management program PHC: Primary Health Care FH : Feminine hygiene S-A: Sanofi-Aventis OTC: over the counter 16 17 17 18 18 18 22 25 25 26 Executive summary Sanofi-Aventis strengthened its position as the top pharmaceutical company in Europe and as the number worldwide in 2006 Our medicine, cosmetic and vaccine are very popular to everybody in Vietnam Lactacyd FH, a product manufacturered by Sanofi-Synthelabo Vietnam, a factory of Sanofi-Aventis, has been used for feminine hygiene since 1996 Now it is the first choice of women in urbans and central towns because of its high quality and effectiveness Females equal or over 13 years old are its target customers Since 2005, Lactacyd FH has been faced with the severe competition from local products or imported products from another companies Their products are multiforms Their marketing strategies are very flexible to attract customers and compete against Lactacyd FH Furthermore, their retailing prices are lower than Lactacyd FH’s from 320% That affects strongly to sales achievements of Lactacyd FH and leads to lose many customers In order to keep the current market share average 45.15%, contribute to the sale growth and keeping the position of being the leader of FH solutions, S-A marketing has been setting a marketing program with the following solutions: - Re-segment the target customers and target to potential segments - Develop new products to target the potential customers - Conduct a new marketing strategy to build up the brand by differentiating with the competitors We recognized that the current target customers (females ≥ 13 years old) can be divided into two groups by age where teen girls ages 13-18 can be a potential segment that we need to target in Teens may have different usage and attitude to FH solutions in comparison with the older females who may need a different product Furthermore, teens are growing market in general and also in health care market Targeting in teens by providing them a new product for FH can help us meet the goals mentioned above With the advisor from Marketing Director and instructed by Group Product Manager, I developed a business project to target teen segment and proposed a marketing plan during 2007 to end of 2009 The project proposal has been done since the middle of 2006 and a qualitative and quantitative research had been run since February, 2007 to understand the usage and attitude of teens to FH solutions, to evaluate the current brand acceptance, to compare with the key competitors The results indicated that it has a strong ability to develop a new product for teens, temporary called “Lactacyd FH for teens” I following proposed a marketing strategy for this product It is recommended that “Lactacyd FH for teens” be launched in near future Appendix B/ Level of reason assessment to buy FH solutions C/ Level of character measurement of FH solutions B/ Distribution channel preference D/ Packaging preference E/ Price preference F/ Favourite promotion and advertising activities G/ Premium brand assessment G/ Product testing/ acceptance: evaluate current product Lactacyd FH Results and analysis: Method: analyzed by SPSS and presented by charts It is presented into two groups and The results are summarized into total It is the same contents with the final project and presented in charts GUIDELINE FOR IN-DEPTH INTERVIEW: 1/ What you use for feminine hygiene? (pure water, water with salt, shower gel, feminine hygiene ? ) 2/ It using feminine hygiene solutions, when you use? (after bathing, itchiness, menstruation duration, infection…) 3/ How many times you use feminine hygiene solutions? 4/ Which feminine hygiene solutions you know? 5/ Which brand you know? (Lactacyd FH, Carefree, Gynofar, Phytogyno?) 6/ Why you know them? 7/ Where you buy feminine hygiene solution? 8/ Where you know these brands? 9/ What efficiencies you like when using feminine hygiene solution? (cleaning, reducing rash, freshness, reducing irritation, un-dry vagina…? 10/ What is your further understanding? 11/ Which pack size you like? 12/ Which price you willing to pay? 13/ Do you like to buy a premium brand? 14/ Do you like to buy a product because of easy to use, easy to buy? 15/ Do you like a feminine hygiene solution more than tablet because of no need to dissolve in water? 16/ Do you follow strictly to doctor’s advice? Do you not pay attention on other’s? QUESTIONAIRES FOR QUANTITATIVE SURVEYS: A/ Teen ‘s behaviour to feminine hygiene solution 1/Which feminine hygiene solution you like most? Like a/ Carefree Strongly like Appendix b/ Lactacyd FH c/ Gynofar d/ Phytogyno e/ Others 2/ You like this brand because: Strongly Disagree Neutral Agree disagree Strongly agree a/ Hearing from your friend, family… b/ Seeing advertising on magazine, TV, radio, on the c/ Buying at pharmacies d/ Prescribed by doctors during treatment street 3/ You like to use feminine hygiene solution due to: Strongly Disagree Neutral Agree disagree Strongly agree a/ Cleaning b/ Do not cause itchiness c/ Reduce bad odor d/ Reduce itchiness well 4/ You like to use feminine hygiene due to the following appearance Strongly Disagree Neutral Agree disagree Strongly agree a/ Soft fragrance b/ Nice packaging c/ Suitable price d/ Solution ready to use 5/ Which place you like to buy FH solution solution? olution? a/ Pharmacy b/ Hospital c/ Supermarket e/ Sharing with families 6/ Which pack size of FH solution you like most? a/ Bottle > 200 ml b/ 50ml < bottle < 100ml c/ bottle < 50ml d/ not pay attention e/ Sachet 7/ How many times you buy feminine hygiene solution? 1-2 times/ week Once/ weeks 1-2 times/ month Once/ two months Very few 8/How much you want to buy a big botlle of FH solutions Appendix Between 40.000 to 45.000VND Between 30.000 to 40.000VND Below 30.000VND Do not attention on price 9/How /How much you want to buy a small botlle of FH sols Between 10.000 to 15.000VND Between 17.000 to 20.000VND Below 15.000VND Do not attention on price 10/ 10/ You buy feminine hygiene solution because of Strongly Disagree Neutral Agree disagree Strongly agree Premium brand Popularity Easy to find, easy to buy Others Know a Known Used 11/ 11/ What is your favourite promotional program to FH solutions Advertisement on radio, magazine Adveritisement on TV Promotion in supermarkets Health care education program in school Health care education program on TV Music show, game show Public advertisement Others 12/Have 12/Have you ever known or used t FH solutions ? Unknown little Used fluently Carefree Lactacyd FH Gynofar Phytogyno Others PRODUCT TEST / LACTACYD FH 1/ What is your idea about packaging ? a/ Bad b/ Acceptable c/ Nice d/ Very nice 2/What is your idea about fragrance: a/ acceptable b/ fragrant c/ Fragrant Appendix 3/If you know used Lactacyd FH, your feeling is Strongly Disagree Neutral Agree disagree Strongly agree a/ No effectiveness b/ Clean and fragrant c/ Clean, fragrant and reduce bad-odor d/ Clean, fresh, fragrant and reduce bad odor f/ Clean, fresh, fragrant and reduce itchiness 4/ Do you remember any advertising advertising or education cusuming program of Lactacyd FH outside, in TV, radio? a/ unãttention b/ Not well c/ Impressed a little d/ Remember 5/ Do you want to have a brand of Lactacyd FH for teens teens? a/ No b/ Unattention c/ Yes c/ Strongly desire 6/ What is your favourite factors that you desire in Lactacyd FH for teens Strongly Disagree Neutral Agree disagree Strongly agree a/ Feeling like b/ Nice and youthful design c/ Attractive fragrance d/High quality e/ Clean and reduce itchiness f/ Stong promotion and advertising g/ Suitable price h/ All of them 7/ What is your education? education? a/secondary b/ high school 8/ What is your family income? a/ from 1million to millions VND b/ from millions to millions VND c/ from millions to millions VND d/ more than millions e/ not know Appendix 10 APPENDIX 1: Level of brand preference Level of FH brand preference Level of FH brand preference (total) (ages 13-15) Brand Mean (%) 16 18 23 16 27 3.20 Mean Carefree 19 Mean 21 23 2,85 31 2,39 2,42 2,22 11 26 3.02 Lactacyd FH 3,27 31 27 2.27 11 2.53 Gynofar 27 24 29 Phytogyno 43 17 17 17 2.37 Brand r yn Un o rem em be re d Strongly like Scale 1: Like a little ; 5: Strongly like Level of FH brand preference Level of FH brand preference (ages 16-18) (total ) Mean (%) Carefree Lactacyd FH Gynofar Phytogyno Unremembered Scale 1: Like a little ; 5: Strongly like Appendix Like a little Ph yto g Gy no fa Ca ref r ee La cta cy dF H Unremembered 20 10 26 17 24 13 38 42 15 41 16 18 11 29 47 Like a little 29 12 15 15 18 12 26 Mean Brand (%) 3.34 Carefree 2.58 Lactacyd FH 2.27 Gynofar 34 2.56 Phytogyno 35 2.15 Unremembered Strongly like Scale 1: Like a little ; 5: Strongly like 10 18 14 22 20 20 18 31 12 24 23 30 45 Like a little 16 17 22 14 3.27 28 13 10 22 Strongly like 2.85 2.39 2.22 2.42 APPENDIX : Level of reason assessment to like FH solutions Level of reason assessment to like FH solutions Level of reason assessment to like FH solutions (ages 13-15) Mean Mean Reasons to like (%) Word of mouth Seeing advertisement on TV, radio, on street Mean Buying at pharmacies, instructed by pharmacist 14 47 14 15 10 10 3.58 15 28 11 33 3.14 4.13 46 31 4,13 3,6 Precribed by doctors during treatment 3,57 2,88 Word of mouth Mean 3,6 Seeing Buying and advertiseme instructed by nt on TV, on pharmacist 2,88 Scale Prescribed by doctors during 4,13 Mean Seeing advertisement on TV, radio, on street Buying at pharmacies, instructed by pharmacist Precribed by doctors during treatment 25 Strongly disagree Disagree Agree Strongly agree 3.62 Neutral 1: Strongly disagree 5:Strongly agree 14 19 20 24 10 36 20 14 10 25 25 36 19 22 10 3.60 Word of mouth 2.88 Seeing advertisement on TV, radio, on street 44 38 Strongly disagree Disagree Agree Strongly disagree 23 Mean Reasons to like (%) 4.13 Buying at pharmacies, instructed by pharmacist 3.57 Precribed by doctors during treatment Neutral 1: Strongly disagree 5:Strongly agree Appendix 38 Level of reason assessment to use continously FH solutions (ages 16-18) Reasons to like (%) Word of mouth 17 3,57 Level of reason assessment to like FH solutions (total) Scale 24 Scale 11 1: Strongly disagree 5:Strongly agree 24 14 14 15 10 10 47 28 33 31 17 15 11 2.58 4.14 46 38 3.63 25 3.52 Strongly disagree Disagree Agree Strongly agree Neutral APPENDIX 3 : Level of FH product attribute measurement to use continously Level of FH solution attribute measurement to use continously ( total ) Level of FH solution attributes measurement to use continously (total) Product attributes (%) Cleaning Mean Do not cause itchiness Mean 4,54 4,33 4,03 Reduce bad odor 4,2 Reduce itchiness well Cleaning Do not cause itchiness 22 32 Cleaning (%) Mean 22 Do not cause itchiness Cleaning 33 Reduce bad odor Reduce itchiness well 32 24 4.33 61 4.20 Strongly disagree Disagree Agree Strongly agree Neutral 5:Strongly agree Mean 22 4.49 65 22 33 4.15 43 4.03 43 Reduce bad odour 24 4.54 65 22 55 (%) Do not cause itchiness 4.03 43 Level of FH solution attribute measurement to use continously (ages 13-15) Product attributes Product attributes 33 4.54 65 22 Reduce Reduce bad odour itching well Level of FH solution attribute measurement to use continously (total) Appendix Scale: 1: Strongly disagree Scale: 1: Strongly disagree Mean 55 4.33 Reduce itchiness well 4 32 24 55 4.38 61 4.35 61 4.20 Strongly disagree Disagree Agree Strongly agree Neutral Scale: 1: Strongly disagree 5:Strongly agree 12 Strongly disagree Disagree Agree Strongly agree 5:Strongly agree Neutral APPENDIX : Level of factors measurement of FH solutions that teens prefer Level of factors measurement of FH solution that teens prefer (total) Level of factors measurement of FH solution that teen prefers (total) (%) Trust in quality Mean Nice , youthful, colourful pack 4,15 4,09 3,56 4,11 Mean 3,38 Nice, youthful, colourful pack Small pack size 14 14 12 13 18 Soft fragrance 16 Soft Suitable fragrant price 27 28 20 49 Agree a little 4.15 4.11 45 34 Strongly agree Sclale : 1: a little 5: too much Level of factors measurement of FH solution that teens prefer (ages 16-18) Level of factors measurement of FH solution that teens prefer (ages 13-15) (%) (%) Trust in quality Nice , youthful, colourful pack Mean 14 14 12 13 Small pack size 18 Soft fragrance 16 Suitable price 13 16 28 20 43 33 49 27 45 34 Trust in quality 3.45 42 14 27 Nice , youthful, colourful pack Mean 14 14 13 12 16 3.68 42 14 27 28 20 3.33 Small pack size Soft fragrance 18 43 33 3.44 4.13 4.05 4.05 Suitable price 16 13 49 27 45 34 4.10 Agree a little Agree a little Strongly agree Sclale : 1: a little 5: too much Sclale : 1: a little 5: too much Appendix 3.38 4.09 40 27 13 3.56 42 14 16 36 Small pack size Suitable price Trust in quality Mean 13 Strongly agree 4.26 4.13 APPENDIX : Level of product attribute assessment to Lactacyd FH Level of product attribute assessment to Lactacyd FH Level of product attribute assessment to Lactacyd FH (total) Sensation when using Lactacyd FH (%) Mean 48 Mean No effectiveness 3,74 Clean and fragrant 4,33 4,15 3,78 Mean tiv en es Cl ea s n a Cl an gr ea an df n, t r an ag f re d r sh an re , fr t du ag ce Cl ea ba nt d n, an od f re d ou sh red r , fr uc ag eb ad nt an od dr ou ed r uc ei t ch ine ss Clean, fresh, fragrant and reduce bad odour 12 No eff ec Clean, fresh, fragrant and reduce itchiness Cl ea n, fr 12 Clean, fragrant, and reduce bad odour Clean, fresh, fragrant and reduce bad odour 12 19 15 30 Strongly disagree Neutral Strongly agree 24 4.15 49 4.33 53 35 36 3.78 Disagree Agree 35 Mean 48 No effectiveness 2.05 3.91 Clean and fragrant 12 Clean, fragrant, and reduce bad odour 4.25 53 35 Clean, fresh, fragrant and reduce bad odour 12 Clean, fresh, fragrant and reduce itchiness 3.86 19 15 13 30 12 Scale: Strongly disagree 5: Strongly agree 14 24 35 Disagree Agree 2.00 3.56 4.42 53 35 3.97 48 32 14 21 46 Strongly disagree Neutral Strongly agree Disagree Agree Scale: Strongly disagree 5: Strongly agree Appendix 30 2.03 3.74 Sensation when using Lactacyd FH (%) 4.29 48 32 14 21 46 13 12 24 32 14 Level of product attribute assessment to Lactacyd FH (ages 16-18) Mean 48 7 46 13 12 21 Scale: Strongly disagree 5: Strongly agree Sensation when using Lactacyd FH (%) No effectiveness 15 Strongly disagree Neutral Strongly agree Level of product attribute assessment to Lactacyd FH (ages 13-15) Clean, fresh, fragrant and reduce itchiness 11 Clean, fragrant, and reduce bad odour 2,03 Clean and fragrant 19 3.68 APPENDIX : Level of factors assessment of Lactacyd FH for teens Level of factors assessment of Lactacyd FH for teens (total) Level of factors assessment of Lactacyd FH for teens Factors Mean (%) Feeling like Nice and youthful design Mean Mean 4,36 3,75 3,41 3,87 4,29 4,28 4,2 Attractive fragrance 20 High quality 12 14 Strong promotion and advertisement 12 3,44 11 Attractive fragrant High quality Clean & reduce irritation Strong promotion Suitable price 3.87 53 4.36 48 27 4.20 32 21 33 3.44 50 18 4.28 62 Strongly disagree Scale: Strongly disagree 5: Strongly agree All of them 3.75 34 31 11 3.41 17 25 34 15 34 40 33 Clean and reduce itchiness All of them Nice & youthful design 30 26 Suitable price Feeling like Disagree 4.29 Neutral Agree Strongly agree Level of factors assessment of Lactacyd FH for teens (ages 16-18) Level of factors assessment of Lactacyd FH for teens(ages 13-15) Mean Product characters (%) Mean Product characters (%) Feeling like Nice and youthful design 9 26 Attractive fragrance 20 High quality 12 14 Strong promotion and advertisement 12 Suitable price All of them Scale: Strongly disagree 5: Strongly agree 11 17 40 25 34 34 53 31 48 27 15 34 33 Clean and reduce itchiness Appendix 30 32 21 33 11 50 18 Strongly disagree Neutral 9 30 26 Attractive fragrance 20 3.98 High quality 12 4.35 Clean and reduce itchiness 14 4.04 Strong promotion and advertisement 12 3.57 Suitable price 3.63 3.78 All of them 4.23 62 Disagree Feeling like Nice and youthful design 11 17 25 34 53 31 32 11 4.40 21 33 50 18 3.7 4.38 49 27 3.0 3.72 34 33 15 34 40 3.24 4.24 63 4.26 4.32 Agree Scale: Strongly disagree 5: Strongly agree Strongly agree 15 Strongly disagree Disagree Neutral Agree Strongly agree APPENDIX : Level of buying FH solutions APPENDIX 8: price preference to FH solutions , unit volume < 200 ml Price preference to FH solutions unit vol