Marketing plan for Lactacyd FH for teens

HO CHI MINH CITY OPEN UNIVERSITY HO CHI MINH CITY OPEN UNIVERSITY SOLVEY BUSINESS SCHOOL SOLVEY BUSINESS SCHOOL SOLVEY BUSINESS SCHOOL MBMM PROGRAM MBMM PROGRAM PH PHẠM THUÝ MINH M

HO CHI MINH CITY OPEN UNIVERSITY

HO CHI MINH CITY OPEN UNIVERSITY SOLVEY BUSINESS SCHOOL SOLVEY BUSINESS SCHOOL SOLVEY BUSINESS SCHOOL

MBMM PROGRAM MBMM PROGRAM

PH

PHẠM THUÝ MINH M THUÝ MINH M THUÝ MINH

MARKETING PLAN FOR

MARKETING PLAN FOR

““““LACTACYD FH FOR TEEN LACTACYD FH FOR TEEN LACTACYD FH FOR TEENS S S””””

FINAL PROJECT FINAL PROJECT FINAL PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT MASTER IN BUSINESS & MARKETING MANAGEMENT

Advisor Advisor Advisor

Dr Dr Dr Nguyen Thi Mai Trang Nguyen Thi Mai Trang

Ho chi Minh city Ho chi Minh city Ho chi Minh city

2007

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

TABLE OF CONTENTS

Acknowledgement of commitment Acknowledgements Table of content Comments from Advisor Comments from Professors Abbreviations Page Executive summary……… 1

Part I COMPANY DESCRIPTION AND PROJECT OBJECTIVE: ……… 3

I.1 Company history: ……… 3

I.2 Product to be studied ……… 3

I.3 Problems to be solved: ……… 4

I.4 OBJECTIVE OF THE PROJECT……… 5

Part II SITUATION ANALYSIS:……… 5

II.1 Marketing environment analysis ……… 5

II.1.1 External environment analysis: ……… 5

* Pharmaceutical market environment: ……… 5

* Regulation: ……… 5

* Socio-cultural ……… 6

* Competitive: ……… 6

II.1.2 Internal environment analysis: ……… 6

Company analysis:……… 6

Manufacturing, R & D: ……… 6

II.2 Product overview and market situation: ……… 6

II.2.1 Product overview: ……… 6

II.2.2 Competitors and customer analysis : ……… 7

II.2.2.1 Market share and competitors: ……… 7

II.2.2.2 Customer analysis: ……… 8

II.2.2.2.1 Current target customers: ……… 8

II.2.2.2.2: Potential customers: ……… 9

Data analysis on Potential customers: ……… 9

1/ Social and psychological characteristics of teens ……… 9

2/ Usage and attitude to FH solutions: ……… 11

3/ Product acceptance: ……… 16

II.2.3 Company strategy analysis……… 17

II.2.4 SWOT analysis……… 17

II.2.5 Key success factors: ……… 18

PART III.RECOMMENDATIONS ON MARKETING STRATEGY AND IMPLEMENTATION PLANS:………

18 III.1 Marketing mix proposal for “Lactacyd FH for teens” during 2007 to 2009: 18

III 2 Implementation plan proposal……… 22

Part IV Evaluation, monitoring, and control: ……… 25

Part V Conclusion:……… 25

References……… 26 Appendices

Abbreviations:

MBMM: Master of Marketing and Management program

PHC: Primary Health Care

FH : Feminine hygiene

S-A: Sanofi-Aventis

OTC: over the counter

Executive summary

Sanofi-Aventis strengthened its position as the top pharmaceutical company in Europe and as the number 3 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 3-20% 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:

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

Part I COMPANY DESCRIPTION AND PROJECT OBJECTIVE:

I.1 Company history:

Sanofi-Aventis pharmaceutical group was established since 1973 in Paris, France It has

a global mission of preserving health and serving patients as “Because Health Matters”

We have affiliates in most of countries in Europe, American, Asia-Pacific and Africa

We strive to provide patients all over the world with products responded to their needs Our group is now famous in the world chemicals, vaccines and drugs with major therapeutic areas: cardiovascular, thrombosis, oncology, internal medicines,…

In Vietnam, there have more than 700 employees working in two representative offices

in Ho Chi Minh city and Hanoi , two factories, one distribution center and a sale force team working in most provinces Among that, Sanofi-Synthelabo Vietnam is one factory where producing some famous medicine as Calcium corbiere, Lactacyd, Magne B6… Products of S-A affiliates have entered Vietnamese market since 1993 including raw materials, vaccines, drugs With high investment from France, S-A Vietnam has been now being the second largest company in VN with more than 30 drugs existing in the markets, extending from the generic to high-tech formula

All company employees, especially marketing team have great efforts more than 10 years to gain these achievements Marketing activites now become more professional

by offering strategies adapted quickly with the alternative markets

I.2 Product to be studied:

Marketing team is divided into two

groups including Primary Health care

(PHC group) and Ethical group PHC

develop marketing strategies for

medicine using to treat normal diseases

These medicine are considered internationally as OTC drugs One of them is Lactacyd FH, will

be studied in the project

(Figure 1: Organization chart of PHC group)

Marketing Director

Secretary

Ethical manger

I.3 Problems to be solved:

Lactacyd FH is feminine hygiene solution, very popular to females It is also the first choice for doctors and pharmacists who give prescription to the patients / end-users Lactacyd is now gain 45.15 % market share of products and being the leader

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 3-20% That affects strongly to sales achievement of Lactacyd FH and leads to loose many customers

To fight against this danger, PHC marketing has been setting a marketing program during 2007-2009, with the following mission and goals:

* Mission:

Provide high quality drug to serve patients

Keep to be the leader in the market

By choosing the following solutions:

competitors

They set the following goals:

>Contribute 20% sales growth to the market, to build up Lactacyd FH brand

>Keep average 45.15% market share and to be the leader

>Keep the loyalty customers

We choose to re-segment the market The entire target customers (female ≥ 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 at Teens may have different usage and attitude

to FH solutions in comparison with the older females then they may need a different product Targeting at teen segment help us meet the goals Our project objectives detailed as follows:

I.4 OBJECTIVE OF THE PROJECT:

- To understand consumer behaviours of teens and their attitudes to feminine hygiene solutions, and in comparison with the main competitors:

* Usage habit to feminine hygiene product

* Main factors influencing their choice toward a brand

* Marketing activities for feminine hygiene solutions to teenagers, the reasonable channels for advertising, promotion, distribution and pricing

- To evaluate consumer acceptance toward the current Lactacyd FH

- To propose marketing strategies for new product “Lactacyd FH for teens” and recommend an implementation plan

Part II SITUATION ANALYSIS:

II.1 Marketing environment analysis:

II.1.1 External environment analysis:

Pharmaceutical market environment:

The pharmaceutical market is expected to expand so quick in Vietnam (23% IMS.2006) The government hopes to boost per capita spending to US$10-15 by 2010, through a major development programme Drug prices increased substantially between

2004 & 2005 Pharmaceutical companies are blaming increased operating costs brought about by the introduction of GMP standards, the fear of a government decision to cap drug prices and the expectation that overseas producers will increase the cost of their drugs (1)

Since 2000, Vietnam becomes one of the countries having quick economic growth in Asean region with average 7.4% GDP per year Relating with that, 81 millions peoples

in Vietnam and nearly 30% teens spend more for health care and drugs The pharmaceutical markets forecasted to have strongly growth in the future

(1) Source: The Outlook for Pharmaceuticals in South East Asia to 2012 October 20th, 2006 Webmaster@Espicom.com © Espicom Business Intelligence )

* Regulation: • Drug is strictly controlled by Ministry of Health Ex: OTC drug list has

not issued until now so none of drugs can be sold in the supermarkets That cause the limitation of distribution channels of Lactacyd FH, it is only allowed to dispense in drug outlets as pharmacies In reality, it is considered as OTC in other Asian countries

* Socio-cultural: Due to higher density of population in central cities, the drug markets

have been centralized overthere Most of patients have a tendency to go directly to pharmacy to get the advice from pharmacist and buy drugs Afterthat, they can go to the hospital for long-term treatment

* Competitive: there have severe competition between local, imported products having

the same effectiveness It is the same issue for copies, generic and counterfeit drugs

II.1.2 Internal environment analysis:

Company analysis:

S-A Vietnam is the second largest pharmaceutical company in vietnam

Key Facts about Sanofi-Aventis Vietnam:

Manufacturing, R & D: We ensure high quality by application of ISO 9001:2000 and

GMP WHO

II.2 Product overview and market situation:

II.2.1 Product overview: (Figure 2: product ‘s picture)

Composition: Lactoserum (natural resources), Lactic acid

Packaging: box of 1 bottle of 250ml or 60ml

Indication: Feminine hygiene in menstruation and post partum care

Protect and cure vagina from vaginitis, vulval prutitus Lactacyd FH

is a high product quality, manufactured under license from France

Market situation:

(50%)

II.2.2 Competitors and customer analysis :

II.2.2.1 Market share and competitors:

o Market share: Business statistic data indicated that Lactacyd FH is the top brand in

the entire market , with 45.15 % market share

Gynoformine

Da huong

Others

Lactacyd FH: 45,15% Gynofar: 18.95 % Phytogyno: 11.40% Carefree: 8.7%

Figure 3: Market share

of feminine hygiene solutions in Vietnam , end of 2006

Source: IMS 2006

o Competitor analysis: There have 3 main competitors

(see detailed figures in Appendix 2) They are in top five competitors versus Lactacyd FH in the entire market

- Carefree, a daily femine wash solution, is produced by Johnson and Johnson

Philippines A key FH solution in supermarkets

- Phytogyno, feminine hygienic solution, registered as a medicine, from Central

pharmaceutical factory No.2

- Gynofar is from a local factory in Vietnam , the second leader in market share

They are being sold in pharmacies, supermarkets Middle class and low income females are familiar with them many years ago These FH solutions have been differentiated with Lactacyd FH by cheaper price, attractive packaging and promotional program Their target customers are the same with Lactacyd FH

II.2.2.2 Customer analysis:

II.2.2.2.1 Current target customers:

- Females use FH solutions for adjuvant treatment to vagina infections by the advice from doctors and pharmacists They use also for daily feminine hygiene FH solutions are called “Feminine hygiene solution”, or “Woman hygiene gel” or “Daily feminine wash”

- Market size : 2.858 milion USD (IMS Q1/2007), grow 14%

Indirect customers are doctors and pharmacists who give advice to their patients/

end-users

Direct customers : females over or equal 13 years old However, company data analysis

showed that there have 3 groups contributed to total sales

aware much about feminine hygiene They use for medical problems as vaginal infection, gynaecological disease

Source: ACN U&A, March 2006

-> Before re-target, teens group contributed 11 % of total sales

However, some females still think soap and shower cream can clean well their vagina area They go to the hospitals when having problem severely and at that time, they need

to have a specific medicine for treatment

With strong awareness from doctors and lots of phamacies everywhere, FH solutions is now becoming popular to female Furthermore, with many females events organized in television or public area, females are aware much about taking care themselves out of

bacteria infection by daily wash So that, a market size of FH solutions is now increasing

II.2.2.2.2: Potential customers:

As mentioned above, PHC started for finding new strategies to meet the goals One of them is re-segment the markets Teen group may be a potential segment With the advisor from PHC, I conducted a market research to collect data to prove that

Data collection has made including secondary data and primary data

* Secondary data: social and psychological characteristics of teens, consumer behaviour

to products, where they shop and why focus on teens

* Primary data: a qualitative research and a quantitative research had been run from Feb,

2007 to April, 2007, in Ho Chi Minh city, with all interviewees are pupils in secondary school and high schools The results were analyzed by SPSS

(Research design, methodology and detailed results: see Appendix 2)

Primary data consists of information collected for the specific issue at hand The researchers must also take great care in collecting primary data to ensure that they provide marketing decision makers with relevant, accurate, current and unbiased

Data analysis on Potential customers:

1/ Social and psychological characteristics of teens:

- With large number of Teens on the cusp of becoming young adults, the behaviors and attitudes they exhibit now are important to marketers in the present and in the years to come

- Today’s Teens exhibit a strong need for individuality in their self-expression, they also display a deep attachment and respect for family In addition, they marry an interest in fashions of the moment with a sincere desire to purchase products from companies that have a social conscience

- Why Focus on Teens?

( 2 ) Source: Principles of Marketing Philip Kotler Third Edition.2001

Beyond the growth in the Teen population, marketers cannot afford to ignore Teens for numerous other reasons because teens :

■ Have significant discretionary income

■ Spend family money as well as influence their parents’ spending on both large and small household purchases

■ Establish and affect fashion, lifestyle, and overall trends

- Lifestyle, Attitudes, Behaviors

Today’s Teens live in a time of sweeping technological advances, relative affluence Consequently, their attitudes and cultural awareness exhibit a number of distinguishing characteristics For example, they:

■ Are realistic and optimistic with a strong sense of individualism, but not with the fierce independence of the previous generation

■ Want and expect to have control over their media experiences

- Where teen shop

Teens shop in numerous other venues, including discount stores, convenience stores, grocery stores, and more

After shopping malls, apparel and discount stores are girls’ most frequented venues then Drug stores (3)

Teens girl in Vietnam:

They are still living and depending on their parents Most of them are pupils in secondary and high school (class 6 to class 12)

It is the new generation with high support from their parents They are healthy, young and dynamic They like sport, outside activities, communication They quickly approach with new technique, model, knowledge

They are influenced much by their friends, teachers, media Menstruation period is an important physical event to them

(3) Sources: Teenage Research Unlimited (TRU), October 2003; Yankelovich Youth Monitor as cited in MediaPost’s MediaDailyNews “Echo Effect: A New Generation of Media Users, Ad Distrusters” 2/17/04

NPD Group report (3/18/04): Buying Habits of Teens and Tweens; ICSC Spring 2003

> It is concluded that:

Market Opportunities

■ Teens are a growing market

■ Teens have money to spend

■ Teens influence household spending

Market Challenges

■ Teens have more choices than ever How will advertisers get — and keep — Teens’attention in the face of so many products vying for their attention?

■ Raised in the age of information

Teen’s behaviours to FH solutions:

Once per month, teen girl has three to five days of menstruation However, they

do not pay attention much on feminine hygiene daily Playing sport and outside activities create feminine diseases like irritation, itchiness, vagina infection…Due

to the limitation of health knowledge or being shy, they have never or rarely use

FH solutions to protect their vagina area It is very dangerous due to creating opportunities for the growing of bacteria Furthermore, there has no FH solutions targeted teens only

2/ Usage and attitude to FH solutions: Based on the results of the primary research:

- However, most teens could not remember the brands

- After suggestion, most brands were awared and they were very easy to remember They knowed Carefree, Lactacyd FH, Phytogyno, Gynofar

o Brand preference assessment:

The surveys conducted with four FH solutions including Lactacyd FH and their main competitors Results showed that

- Carefree is their first brand preference (mean 3.27/5)

(see details in Appendix 3.1)

Level of FH brand preference (total)

2,22 3,27

2,39 2,85

2,42

Carefree

Lacta

cyd FH Gy

far

Phyt

ogyno

o Reason for brands awareness

- The advice from pharmacist or doctors affected direcly to their usage

- Word of mouth also affected to teens Teens know the brands when hearing from other people who already used

o Level of reason assessment to FH solutions:

- They know and like brand mostly by pharmacist’s advice (mean: 4.13/5) and doctor’s advice (mean 3.57/5)

- Word of mouth is also effected to their brand choice

- The next is by seeing advertisement in media (see details in Appendix 3.2)

o Product benefits understanding:

Teens understood the effectiveness as removing dusty, reducing irritation, reducing itchiness They also know that FH solutions can reduce bad odour, re-fresh your health… However, they have no deeper understanding about indication as not causing dryness, having no side effects, or using for

gynaecological care, … If we arouse that these products have been antibiotics, anti-infection, natural resources, teens agreed with it

of such characteristics, product will be more perfect

o Packaging size interest:

They understood that bigger size (#200ml) will have better price for long term usage However, they prefer smaller size between 50 ml and 100 ml It is the popular choice for current pack size of FH solutions

o Pack size preference:

Most of teens chosed volume between 50 ml to 250 ml per unit (26%) That is medium pack size created by most famous brands as Carefree, Phytogyno, Lactacyd FH (see details in Appendix 3.16)

o Willingness to pay a price:

- Continuing with medium pack size, teenagers also prefer medium price

- Cheeper than 30.000VND is their answers for pack size of 200 ml per unit In fact, it is not suitable with high quality product as Lactacyd FH but other local competitive products can satisfy that

o Price preference:

Following to the chosen pack size, most teens also chosed the medium price suggested by 17.000 VND to 20.000 VND Of course, they prefered cheapest price but it can not accepted by premium brands with high quality (see details in Appendix 3.8)

o Distribution:

- FH solutions are distributed mainly through pharmacies Until now, by drug policy in Vietnam , FH solution has not been considered as OTC then customers can not buy it freely in the market , athough it is OTC in other Asean countries

Only Carefree as cosmetic are freely sold in the supermarkets Some other FH solutions are Phytogyno, Gynoformin… can be found in the supermarkets without permission

Teens do not know about that Besides pharmacies, they find easily many FH brands in supermarkets and easier to remember Carefree, Phytogyno than Lactacyd FH

Where to buy FH solution

o Promotion and advertising:

Most teens believed in their relative ‘s advice or friend’s advice However, they really believe in doctor’s advice

Promotion of FH solutions is not easy to find in anywhere to end-users except Carefree has ever had discount promotion Teens awared this brand much by seeing this promotional program in the supermarkets

Assessment:

Ex: Lactacyd FH is advertised on women magazine, billboard , radio…

(see details in appendix 3.10.)

o Product attributes measurement to FH solutions to use continously:

- Cleaning well: (mean 4.54/5 )

- Reducing bad odour: (mean 4.33/5)

o Factors measurement of FH solutions to use continously

- Reasonable price (mean: 4.11/5) : the second

- Small pack size is the third (see Appendix 3.4)

o FH product’s purchasing:

In average, Teens buy FH solutions once per two months (26%) or a few times that they can remembered Generally, it is complied with the designed volume for daily using from one to two months of medium pack size (see Appendix 3.7)

o Premium brand:

- Teens appreciated premium brand with the highest percentage (51%)

- Popular products is the second (see Appendix 3.9)

o Brand usage measurement:

Brand usage measurement (Total)

Lactacyd FH

Carefree Lactacyd Gynofar Phytogyno Other

FH

20 16

12

26 26

10 13

35

29 13

18 22

24

20 16

28 26

12

25 9

58

18

8

10 6 Use fluently

3/ Product acceptance:

We continued to survey teen’s acceptance to current product Lactacyd FH:

impressed much by them (agreed by 38% teens)

reduce bad odour effectiveness and fragrance of Lactacyd FH (mean: 4.15/5) but they scored the first for the combination further with fresh causing effectiveness (mean: 4.33/5) It is better to have such total effects to Lactacyd FH (see Appendix 3.5, Appendix 3.12, Appendix 3.13, Appendix 3.14, Appendix 3.15)

4/ Lactacyd FH for teens:

Generally, all teens expected having a product specified for them as suggested

“Lactacyd FH for teens” will satisfy their need if having the following characters:

The next are including nice and youthful design, strong promotion and attractive fragrance (see Appendix 3.6), and all of these factors are appreciated much (mean 4.29/5)

In conclusion, most of teens have ever used and awared much about FH solutions due to its efficiency FH solutions satisfy their need by providing quality brands with suitable price, nice packaging and advertisement Teens prefered to buy them with the advice from pharmacists and doctors and buy in pharmacies or supermarkets These U & A are similar with the current segment but there have

some differences we need to pay attention in However, all teens expected

having a specific product for them with more attractive than the given product

II.2.3 Company strategy analysis: the outline of current strategies is following:

o Segmentation: the entire female population

o Targeting:

- Indirect customer: doctors, pharmacists

- End-users: female from ages 13 to over 40 Mostly targeting in females ages 21-40

in urbans and central towns

o Positioning: “A comprehensive solution for daily feminine hygiene”

Current product Lactacyd FH was proven by a survey to know how they positioned

in consumers’s mind It indicated that Lactacyd FH brand is not very positively received amongst key competitors Carefree, which is the first preference brand to teens, by the positive and negative effects:

- Positive effects as having functional benefits (refreshing, no dry feel, pleasant fragrance, good reducing bad odour and irritation, availability in pharmacies as reliable channel), brand values (trustworthy brand status), reasonable price

- Negative effects as simple and not very attractive packaging design Less popular than Carefree by less noisy in advertisements, not as widely available at different purchase channels as Carefree Lactacyd FH is positioned by for medical treatment

o Product: simple packaging design , not very attractive, but high quality

o Price: premium price due to high quality

o Place: distributed through pharmacies and hospitals, direct sales or wholesalers

o Promotional and communication: the current strategies do not have any

The results above suggest us ideas to propose the marketing strategies for new products called: “Lactacyd FH for teens”

II.2.4 SWOT analysis

Base on the above analysis, a SWOT analysis used to find out the strengths, weakness, strengths and opportunities for the new product “Lactacyd FH for teens”

Strengths

- Strong given brand awareness to doctors and

pharmacists who give advice directly to the

teens

- High quality -> to be sure the effectiveness

- High quality then being premium brand that

- New product for the market to teens

- Natural resources of Lactacyd is a new

tendency for customer’s therapy

- Market size growth due to high teen

population and high awareness

- Economic growth allow customer to use high

quality product for health care

opportunities to approach teens

II 2.5 Key success factors:

- Strong given brand image (Lactacyd FH) in indirect customers

- Full clinical data for primary customers including doctors and pharmacists through symposium

- Higher financial investment for development and branding from the company

Part III R ECOMMENDATIONS ON MARKETING STRATEGY AND IMPLEMENTATION PLANS :

III.1 Marketing mix proposal for “Lactacyd FH for teens” during 2007 to 2009:

Base on the results of research above, I proposed a marketing strategy for new product

“Lactacyd FH for teens”

 Segmentation:

The market is splitted into two groups:

The segmentation criteria is characteristic of potential clients It is the demographic segmentation The market is splitted according to age in which teen group having different expectation and behaviour with the older group

 Targeting:

We understand that targeting support marketer due to

When targeting in teens, we take into account:

product and high expectation to new product for teens

product locally to launch

It allow us to develop an efficient strategy to reach our goals and satisfy the needs of teens We have :

Indirect customers: doctors and pharmacists who give advices directly to teens

End-users: teens (ages 13-18)

From the project objective, we mainly focus on end-users as teens

The demographics of teen segment: