Marketing plan for Lactacyd FH for teens

MINISTRY OF EDUCATION AND TRAINING MINISTRY OF EDUCATION AND TRAININGMINISTRY OF EDUCATION AND TRAINING MINISTRY OF EDUCATION AND TRAINING UNIVERSITÉ LIBRE DE BRUXELLES UNIVERSITÉ LIBRE DE BRUXELLESUNIVERSITÉ LIBRE DE BRUXELLES UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY HO CHI MINH CITY OPEN UNIVERSITY HO CHI MINH CITY OPEN UNIVERSITY HO CHI MINH CITY OPEN UNIVERSITY SOLVEY BUSINESS SCHOOL SOLVEY BUSINESS SCHOOL SOLVEY BUSINESS SCHOOL SOLVEY BUSINESS SCHOOL MBMM PROGRAM MBMM PROGRAMMBMM PROGRAM MBMM PROGRAM PH PHPH PHẠM THUÝ MINH M THUÝ MINHM THUÝ MINH M THUÝ MINH MARKETING PLAN FOR MARKETING PLAN FOR MARKETING PLAN FOR MARKETING PLAN FOR “ ““ “LACTACYD FH FOR TEEN LACTACYD FH FOR TEENLACTACYD FH FOR TEEN LACTACYD FH FOR TEENS SS S” ”” ” FINAL PROJECT FINAL PROJECTFINAL PROJECT FINAL PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT MASTER IN BUSINESS & MARKETING MANAGEMENTMASTER IN BUSINESS & MARKETING MANAGEMENT MASTER IN BUSINESS & MARKETING MANAGEMENT Advisor AdvisorAdvisor Advisor Dr. Dr. Dr. Dr. Nguyen Thi Mai Trang Nguyen Thi Mai TrangNguyen Thi Mai Trang Nguyen Thi Mai Trang Ho chi Minh city Ho chi Minh cityHo chi Minh city 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………………………………………………………………… 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 4/ Lactacyd FH for teens: ………………………………………… 16 II.2.3. Company strategy analysis……………………………………………… 17 II.2.4. SWOT analysis…………………………………………………………. 17 II.2.5. Key success factors: ………………………………………………… 18 P ART III. R ECOMMENDATIONS 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 1 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: - 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. 2 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. [...]... product Lactacyd FH for teens : Product: Formula : natural resources like Lactacyd FH, high quality (4) Source: Principles of Marketing Philip Kotler Third Edition 2001 21 Package insert: indicate clearly the effectiveness in preventing bacteria growth Basically, Lactacyd FH for teens is the same with the current Lactacyd FH, just only have difference in: Fragrance: The same fragrance for Lactacyd FH. .. branding from the company Part III RECOMMENDATIONS 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 19 Segmentation: The market is splitted into two groups: population of teens who ages are between 13-18 years of age population... do nothing Lactacyd FH is positioning by: “Let’s teens feel comfortable and confident”, ”Protect teens out of bacteria ‘s infection during playing sports or menstruation” Lactacyd FH for teens will be closely tied to ‘Comfort, dynamic, youthful and confident to teens ’ as the core emotional benefit and ‘Hygiene/ cleanliness’ as the core functional benefit Perception towards Lactacyd FH for teens actually... product Lactacyd FH: o Fragrance: Lactacyd FH has soft fragrance (agreed by 64% teens) o Packaging: Lactacyd FH has nice packaging (agreed by 60% teens) o Advertisement: Teens awared Lactacyd FH ‘s advertisement, but not impressed much by them (agreed by 38% teens) o Product attributes: Teens focus mostly in the combination of cleaning, reduce bad odour effectiveness and fragrance of Lactacyd FH (mean:... 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:... 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... strategies do not have any specific promotional programs for teens 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 18 Strengths Weaknesses - Strong given brand... Visa approval for new product Lactacyd FH for teens Marketing 1/2009 23 2/ Price: Pre-launch Due date Action plan Affected party 6/2007-12/2007 Setting price strategy Marketing 6/2008 Finalize price strategy Finance Finance, Marketing 3/ Distribution: Launch: Due date Action plan Affected party *Retailing: Distribution, Key distribution channels: drug outlets as pharmacies & hospitals marketing, Deliver... Teens and Tweens; ICSC Spring 2003 11 > 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. .. 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: o Usage habit: - Teens have ever used FH solutions and pure water for feminine hygiene However, they use mostly FH solutions . MARKETING PLAN FOR MARKETING PLAN FOR MARKETING PLAN FOR MARKETING PLAN FOR “ ““ LACTACYD FH FOR TEEN LACTACYD FH FOR TEENLACTACYD FH FOR TEEN LACTACYD FH FOR TEENS SS S” ”” ”. 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 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