Marketing plan to launch a gel antacid brand in vietnam market master project in business and marketing management

TRƯỜNG ĐẠI HỌC MỞ TP HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITEÙ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL MBMM4 PHA THÀ H TRU G MARKETING PLAN TO LAUNCH A GEL ANTACID IN VIETNAM MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Ho Chi Minh City (2010) STATEMENT OF ORIGINALITY This work has not been submitted for a degree or diploma in any university To the best of my knowledge and belief, the project contains no materials previously published or written by another person except where due reference is made in the project itself Phan Thanh Trung December 14, 2010 ACKNOWLEDGEMENT Firstly, I would like to express my appreciation to Mr BUI THANH TRANG - PhD, my project tutor, for all his valued guidance and expert advice in the preparation of this project Special thanks to my mentor for his personal encouragement and unlimited support in sharing marketing experience which motivated me to work harder on this project Last but not least I would like to send my deepest appreciation to my family and my company for their emotional support and spiritual encouragement throughout my MBA study TUTOR'S COMMENTS I air1 writing to confirm that the project entitled: MARKETING PLAN TO LAUNCH A GEL ANTACID IN VIETNAM A product belongs to antacid category Prepared by Mr PHAN THANH TRUNG Has satisfied the requirement for a Master's project in Business and Marketing Management I, therefore, recommend that the project be presented Tutor BUI THANH TRANG TABLE OF CO TE T PAGE EXECUTIVE SUMMARY 01 CHAPTER 1: I TRODUCITO 1.1 Reasons to Research 1.2 Objectives of Research 1.3 Methodology 1.4 Scope of Research 1.5 Structure of Research 03 03 03 03 04 04 CHAPTER 2: LITERATURE REVIEW 2.1 Process to launch a new product 2.2 Marketing Activities To Build And Develop A New Product 2.2.1 Product 2.2.2 Price 2.2.3 Place 2.2.4 Promotion 05 07 07 07 08 09 10 CHAPTER 3: RESEARCH DESIG 3.1 Framework of Research 3.2 Methodology and Sampling composition 3.2.1 Qualitative Research 3.2.2 Quantitative Research 3.3 Information Need 11 11 11 11 12 13 CHAPTER 4: MARKET A ALYSIS, RESULT OF RESEARCH, MARKETI G ACTIVITIES 4.1 Market Analysis 4.1.1 Market situation 4.1.2 Introduction of United Pharma Incorporation 4.2 Result of Research 4.3 SWOT Analysis 4.4 Target Consumers 4.5 Positioning 4.6 Marketing Activities To Launch Acidown Gel 4.6.1 Acidown Gel 4.6.2 Pricing of Acidown Gel 4.6.1 Distribution of Acidown Gel 4.6.1 Communication Strategy of Acidown Gel 14 14 14 16 17 21 23 24 25 25 26 27 28 CHAPTER 5: CO CLUTIO A D RECOMME DATIO S 5.1 Conclusion 5.2 Recommendation 34 34 35 REFERE CE APPE DIX Appendix 01: Discussion Guidelines Appendix 02: Quantitative Questionnaire 36 37 37 39 TABLE OF FIGURE OR PICTURE OR TABLE Contents Page Figure 2.1 A Framework of a new product launching process 05 Figure 3.1 Research Framework 11 Figure 4.1 Antacid market value and Growth rate of Antacid category vs the total OTC market value Growth 15 Figure 4.2 Moving Annual Total Revenue of Top 17 Corporations in Vietnam of OTC market; up to Oct 2010 16 Figure 4.3 Brand awareness from antacid consumers 17 Figure 4.4 Popular symptoms of hyperacidity 18 Figure 4.5 Source to influence respondent to choose an antacid 18 Figure 4.6 The purchasing place where hyperacid sufferers bought antacid 19 Figure 4.7 Functional benefits preferred 19 Figure 4.8 The most suitable price for a good quality antacid 20 Figure 4.9 The most trusted recommendation of an antacid brand 20 Figure 4.10 Pricing Analysis of Acidown Gel 26 Figure 4.11 Distribution Channel Organization 27 Figure 4.12 Stages of Communication 28 Figure 4.13 Three Success Factors of Communication 30 Figure 4.14 Profit and Lost Statement of Acidown Gel in years 33 Picture 4.1 Packaging Image of Acidown Gel 25 Table 3.1: Sample allocation of quantitative research 13 EXECUTIVE SUMMARY According to the latest statistics of Vietnam Science Digestion Association, 2009, over 70% Vietnamese population have stomach problem caused by bacteria of food and irregular diet and activity habits which harm “Total antacid market is expected at US$ 24 million for the year 2010, growing by 21% vs 2009, which is faster than the average Over The Counter market growth of 15%” the stomach and digestion Along with the eco-socio development, the modern lifestyle with hard work and stress have negative impact on the health of a person’s stomach and digestion Failures to treat the diseases promptly could result in severe complications, negative effects, or even lifethreatening hazards According to the IMS Health Vietnam1 , Total antacid market is expected at US$ 24 million for the year 2010, growing by 21% vs 2009, which is faster than the average Over The Counter2 market growth of 15% There are kinds of antacid formats, tablet and gel Gel format contributed nearly 70% of total antacid market in 2009 and achieved a better growth rate of 23% due to the switching trend from tablet to gel format Gel market segment is being dominated by Phosphalugel and Gastropulgite with market value shares of 30% and 14% respectively (source: IMS Health Vietnam Data 2009) “Gel format contributed nearly 70% of total antacid market in 2009 and achieved a better growth rate of 23% due to the switching trend from tablet to gel format” With the incremental of antacid market, this thesis will propose a marketing plan to launch a new antacid brand in Gel format which is marketed by United Pharma Incorporation (UPI) to penetrate into this attractive market In order to propose a concept of a gel format antacid to market, the primary research of qualitative and quantitative was designed and conducted with the objectives to find out the IMS HEALTH Vietnam: pharmaceutical intelligence, providing information and consulting services to the healthcare market Over The Counter: is the pharmaceutical product does not need prescription of doctor Consumers are able to study and seld-medicate it by themselves antacid Usage and Attitudes, the most required attributes of antacid, choice criteria of an antacid, sources that make target consumers trust an antacid brand and price range as well The research found out that majority of consumers self-medicate themselves for the an antacid medication and followed by recommendation from pharmacies; “Relieves pain quickly” and “Coating Stomach” were the functional benefits that target consumers expected from an effective antacid; “The prescription of doctor” was the most influenced source for antacid users trust in an antacid brand; the most suitable price for a good quality antacid of a gel antacid is VND 3,000 to VND 3,500 The thesis proposes to launch an antacid brand in gel format named Acidown Gel with better antacid neutralizing capacity It is positioned as STOCHACHE “A SPECIALIST TREATMENT” IN Specialist means that Acidown Gel understands what hyperacid sufferers expect, why and when hyperacid sufferers should use brand and how hyperacid sufferers use an antacid “The thesis proposes to launch an antacid brand in gel format named Acidown Gel with better antacid neutralizing capacity It is positioned as A SPECIALIST I STOCHACHE TREATME T” With the ambition to gain share from key leading players (Phosphalugel, Gastropulgite) in gel segmentation, Acidown Gel is positioned not only competitive in function (efficacy) but also the pricing strategy in retailed price (pool strategy) and in gross margin for retailers (push strategy) The research showed that majority of antacid purchases came from pharmacies Therefore, availability and channel penetration at pharmacies are the primary key success factors of Acidown Gel The optimal utilization of distributor’s sales-force and whole-sellers to distribute Acidown Gel to pharmacies is crucial element for its success Acidown Gel sales forecast will achieve VND 10.5 billion (equivalent to US$ 0.5 million) in third year UPI will get the positive accumulated net profit in the third year and continue to achieve the positive net profit in year 04 and year 05 This project is considered as a good investment CHAPTER 1: I TRODUCITO 1.1 Reasons to Research UPI is a Philipinese foreign direct invested company with a pharmaceutical manufacturer With competitive advantage in own production, it is quite initiative in material in improve production cost, innovative proposition and capturing market dynamics According to the report of IMS health Vietnam in Jun 2010, UPI was ranked at the second largest OTC corporations in revenue market leaded by SANOFI-AVENTIS and followed by GSK UPI has found that the antacid marketing is increasing and market size of antacid is quite big with US$ 24 million in 2010 Therefore, it is planning to penetrate this lucrative segment In order to find the ideas of product to develop the product concept, the primary research needed to be conducted to explore the target consumers’ insights The target consumers’ insight is the foundation to shape the product concept 1.2 Objectives of Research - The brand awareness from end-users - The brand Usage and Attitudes: The common symptoms which a hyperacid sufferer usually suffered The brands were used to address the problem Who advised those brands? - Criteria of an antacid - The sources that make them trust an antacid brand - Price range of a qualified antacid brand 1.3 Methodology Qualitative and quantitative were used in this research Qualitative was conducted with focus groups in different age ranges and genders who suffered in hyperacidity in last months in order to collect the insights, needs, key perceptions The result of qualitative research is the foundation for the next step of quantitative research Quantitative research was conducted with questionnaire in the field Personal interviews (face-to-face) were done with 100 respondents by the exit methods in front of the pharmacies, hospitals or medical clinics using structured questionnaire 1.4 Scope of Research The primary research was conducted in different districts of Ho Chi Minh City This thesis depicted a trusted and workable antacid brand in gel format to offer the market This thesis proposed Marketing plan to launch an antacid brand in gel format in Vietnam market 1.5 Structure of Research: The Thesis Includes Chapters: - Chapter 1: Introduction to introduce Reasons to Research, Objectives of Research and Methodology of research, Scope of Research - Chapter 2: Literature Review to review the theory of process to launch a new product - Chapter 3: Research Design - Chapter 4: Market Analysis, Result of Research, Marketing Activities - Chapter 5: Conclusion and Recommendation 27 is more expensive than Acidown Gel’s retailed price is, and Vice versus The higher price index, the more expensive it is Acidown Gel’s retailed price is set at the level of end-users’ affordability (prior to the research findings) and it is more competitive than the rival Phosphalugel and Gastropulgite who are the market leaders in antacid market with share of 30% and 14% respectively (IMS Health Vietnam Data 2009) 4.6.3 Distribution of Acidown Gel Distributor GANNON GROUP - VIETNAM Whole-sellers Pharmacies Hospital Clinics (93% sales share) (6.5% sales share) (0.5% sales share) Figure 4.11 Distribution Channel Organization Source: UPI sales-force organization With the strategy to build Acidown Gel as a self-Medicated OTC, partnering with pharmacies is the vital strategy to enhance availability and channel penetration of Acidown Gel in the market Acidown Gel is mainly sold through the pharmacies Therefore, effort is focused on the pharmacies Therefore sales-force resource of both Distributor Gannon Group and wholesellers are optimally utilized for distributing product to pharmacies The strategy exposes that Availability and Penetration are the primary key success factors of Acidown Gel 28 4.6.4 Communication Strategy of Acidown Gel Communication Objectives - Build Acidown Gel awareness among target audiences - Educate target consumers and pharmacists understand the outstanding functional benefits of Acidown Gel - Build Acidown Gel as an image of Specialist in Stomachache Treatment - Express reasons to believe and convince consumers switch to Acidown Gel and make them loyal to Acidown Gel Communication Messages Across the communication campaign, we build Acidown Gel an image of a stomach specialist Acidown Gel educates target audiences about the hyperacidity Above all, Acidown Gel is always beside target audiences to understand the stomach problem and advise target audiences the methods to address their problems In order to that, communication campaign will go through many stages Below is the progress of delivering the evolution of topics: Stage 01: Reality of Hyperacidity Stage 04: Acidown Gel – Your Specialist Figure 4.12 Stages of Communication Stage 02: Understand the Hyperacidity Stage 03: Which are solutions from Specialist? 29 Stage 01 - Reality of Hyperacidity: In this stage, we educate the consumers and pharmacist that Hyperacidity is the popular diseases because of changing of lifestyle and work It is caused by the simple reasons which we are not aware of, for instance irregular diet, stress in work or meal skipping Stage 02 - Understand the Hyperacidity: In this stage, Acidown Gel is able to play a role of a stomach specialist by warning target audiences that they should not ignore the beginning symptoms of hyperacidity Acidown Gel educate target consumers to understand the dangers, severance and hidden threats from hyperacidity If we skip the beginning stage, it is putting us into the danger of stomach ulcer or cancer Moreover, Acidown Gel also give the recommendations and advices to target audiences how to prevent them from hyperacidity by practicing exercise, regular diet or changing bad habit which harms stomach Stage 03 - Which are the solutions from Specialist? With the deep understanding hyperacidity, Acidown Gel will advise target audiences how to prevent hyperacidity by medication and non-medication It depends on the level of diseases, Acidown Gel will give recommendations accordingly Stage 04 - Acidown Gel – Your Specialist: Acidown Gel is always by your side It always listens to you and feedback you with helpful recommendations and advice Acidown Gel will build the interactive communication with target audiences, receive worried questions and advise respective solutions With the above activities, Acidown Gel makes sure that it is close to target audiences With the above messages rolls out, Acidown Gel will be perceived as a Specialist in stomachache treatment And target audiences will perceive one thing that Acidown Gel is close to them and supportive to them 30 Communication Tools In order to form a communication tools, Acidown Gel needs to understand the insight from target audiences and deliver the factors which meet audiences’ demand Set of communication is built based on three critical factors – Need a product; Understand the Benefits and Trust the Brand NEED THE PRODUCT UNDERSTAND THE BENEFITS Communication BRAND TRUSTING Figure 4.13 Three Success Factors of Communication Factors have to be gone through by target audiences Otherwise, Acidown Gel doesn’t have chances to be chosen by targets Therefore, communication tools must be able to deliver the factors to the consumers’ mind Below is communication activities and calendar which will be conducted to deliver the message rolling-out: Communication Schedule Budget allocation in year Launching Event Product Conference Press Release Press Quiz for Pharmacist Weekly Radio Programe Advertising Print ads Radio Public Relation Advertorial/Editorial Year 01 Pre-launch Year 02 month 01 10 11 12 Total Y 01 Total budget ( VND '000,000) Quarter 01 02 03 04 Total Y 02 VND 4,000 Total budget ( US$ '000) VND 1,100 VND 3,500 VND VND 700 VND 400 VND 1,600 VND 1,000 VND 800 VND 500 VND 800 VND 500 VND 1,100 VND 2,200 VND 800 VND 1,600 VND 300 VND 200 VND 600 VND 300 VND 200 VND 300 31 Explanation of each activity: Quiz for Pharmacist Press Release Product Conference ACTIVITY DESCRIPTIO Before Acidown Gel is massively launched, we a pre-launch through so-called product conference To achieve brand endorsement from key opinion leader We invite pharmacist, press representatives, target consumers’ representatives To create awareness of Acidown Gel in pharmacists first, then consumers We propose to invite doctors from Ho Chi Min City Medical center to deliver benefits of Acidown Gel He plays a role as a Brand ambassador and endorses brand to increase brand Trust We prepare the Press Release kit and deliver it to journalists during the conference Through the press release, news will be spread to create the awareness amongst consumers To utilize the power of public press to trigger the power of brand trust We tie up with health magazine to public the To create awareness of articles of stomach disease under Acidown gel endorsement of doctors To bring Acidown Gel Beside the article, we insert some question close to pharmacists who as quiz to ask question about stomach are the influencers Then we deliver free magazine to pharmacist to stimulate them to study and feedback us via quiz They will get reward if they answer the right question through SMS Print Ads/Radio OBJECTIVES To encourage pharmacist to understand more about stomach disease to advise consumers The theme of print ad/Radio illustrates the busy life of working people They are too busy to take care of them with meal and rest As a result, they suffer from hyperacidity To educate target consumers that the simple reason may cause problem of stomach If they suffer from that, Acidown Gel is the solution for them Acidown Gel is always listens to them and advise them with consultancy program If they have problem, please listen to Acidown Gel and get advice from him – a specialist Advertorial/Editorial Weekly Radio Program 32 This is the bridge to connect target consumers with Acidown Gel And Acidown Gel plays it specialist’s role through this program All the questions will be collected through hot-line or email Then we will invite doctors to answer the selected worried question Then we broadcast it on weekly radio program To bring Acidown Gel closer to consumers To help Acidown Gel play its role of specialist in stomachache treatment To build the Trust into the brand through endorsement of doctors in public Through Advertorial/Editorial, we build story of a bread-winner He/she struggles with balance of work and life He/she likes the out-door activities after work to socialize with friends or business partners To educate them about the stomach disease With the stress of work and pressure of family’s financial status, he/she finds hardwork is the mean to help him/her to achieve which he/she defines that it is his/her life’s objectives Under pressure of work, he/she usually has bad habits which are putting him/her in dangers of harming their stomachs To alert them the danger which is close to them To advise them how to prevent from hyperacidity To bring Acidown Gel – an image of specialist to help them whenever they need help With the above communication activities, Acidown Gel is positioned as an image of stomach specialist Endorsement from doctors will help to build the Trust in brand which is the trigger for brand loyalty Brand loyalty is foundation of strategy of using consumers as a brand ambassador through Word of Mouth 33 PROFIT/LOST in YEARS and Promotion Budget VND '000'000 Items Year 01 Year 02 Year 03 Year 04 Year 05 Sales Forcast in Unit No of Box Sold Out per Month 5,000 8,000 10,500 13,000 16,000 No of Box Sold Out per Year 60,000 96,000 126,000 156,000 192,000 Selling Price(Year on Year) Price List per Box V D 0.075 V D 0.079 V D 0.083 V D 0.087 V D 0.091 VND 4,500 VND 7,560 VND 10,419 VND 13,544 VND 17,503 et Sales GROSS SALES SALES RETURNS VND VND VND 10 VND 14 VND 18 SALES DISCOUNT VND 315 VND 529 VND 729 VND 948 VND 1,225 NET SALES V D 4,181 V D 7,023 V D 9,679 V D 12,583 V D 16,261 Total OPEX PRODUCTION/SALARY/RENT VND 1,254 VND 2,107 VND 2,904 VND 3,775 VND 4,878 GROSS PROFIT VND 2,926 VND 4,916 VND 6,775 VND 8,808 VND 11,382 OVERHEAD VND 732 VND 1,229 VND 1,694 VND 2,202 VND 2,846 TOTAL OPEX V D 4,732 V D 4,729 V D 4,694 V D 6,202 V D 6,846 Promotion Budget V D 4,000 V D 3,500 V D 3,000 V D 4,000 V D 4,000 Total ET Income OPERATING INCOME (VND 1,805) VND 187 VND 2,081 VND 2,606 INCOME TAX (VND 451) VND 47 VND 520 VND 651 VND 1,134 NET INCOME (VND 1,354) VND 140 VND 1,561 VND 1,954 VND 3,403 ACCUMULATED NET INCOME (V D 1,354) V D 348 V D 2,302 V D 5,705 (V D 1,214) VND 4,537 Figure 4.14 Profit and Lost Statement of Acidown Gel in years Source: Internal P&L forecast from Finance Department This project is quite positively good since its accumulated net profit is positive in the year 03 It continues to earn positive net profit in the next coming years 34 CHAPTER 5: CO CLUTIO A D RECOMME DATIO 5.1 Conclusion Antacid market is increasing its market value because of changing of lifestyle and with hard work and stress have negative impact on the health of a person’s stomach and digestion Antacid market is becoming more and more lucrative market for OTC manufacturers to penetrate into Thanks to the effective delivery of quick relief and perception of “Coating Stomach”, consumers are switching to gel format which leads to the increasing it value share in total antacid market With the qualitative and quantitative research, the thesis did found out the required functional benefits of target consumers, then proposed UPI to develop a new brand socalled Acidown Gel in gel format to penetrate into gel format Acidown Gel is developed based on the findings of research to optimally satisfy the consumers’ needs and desires Together with competitive price strategy, Acidown Gel not only attracts consumers in retailed price, but also influences pharmacies to push it thanks to competitive margin However, Acidown Gel still confronts with some challenges since it is the new brand with low brand awareness And loyalty of antacid from consumers is quite high, it is not easy to trigger consumers to use other brand if familiar brand well delivers its efficacy Other challenges come from the strong competition of local brands and threats of me-too products from counterfeiters 35 5.2 Recommendation Antacid is the particular category in pharmaceutical industry because majority of consumers self-medicate themselves since they get acquainted with certain brands Therefore, communication strategy directly targeting consumers to build awareness and convince them try product is necessary Because of majority of self-medication from consumers, the trade availability at retailers is the key factors of success of Acidown Gel Therefore, it requires the hard effort of salesteam to distribute Acidown Gel deeply and widely in stock-level and geo-graphic coverage The first experience is the crucial element to win the consumers At the first trial, if product works with a consumer, they will try next time If it doesn’t work at the first time, he/she will not try it again Therefore, the prepared research and development of Acidown Gel must be carefully conducted through many steps to make sure that it is developed with the effective formula The strongest influencing driver to convince consumer to switch to another antacid brand is recommendation from doctor Thus, close tie-up with hospitals and gastric doctor will help to level up brand image and create more possibility to influence potential consumers’ switching 36 REFERE CE A DOCUME T OF MBMM-4 COURSE: Christian Blumelhuber (2010), Building & Managing Brand Claire Gruslin (2010), Market Research, BIS & Competitive Intelligence Jean Pierre Baeyens (2009), Strategic Marketing Management Stephane Paulus (2009), Management Accounting & Control Systems B BOOKS: Nguyễn Đình Thọ - Nguyễn Thị Mai Trang(2009), Research) ghiên cứu thị trường (Market Peter Wennström (2009), Wennstrom's Four Factors of Success: A Simple Tool to Innovate Healthy Brands Philip Kotler (2000), Marketing Management Millenium Edition Robert Y Cavana(2001), Applied Business research: Qualitative and Quantitative Methods William M Luther (2001), The Marketing Plan: How to Prepare and Implement It C LI KS: www.websitemarketingplan.com www.entrepreneur.com www.themarketingmentors.com 37 APPE DIX Appendix 01: Discussion Guidelines OBJECTIVES • • To understand consumers’ perception on hyperacidity and the role of antacid - Usage & attitude towards an antacid - Triggers & barriers Define the potential Antacid ideas for United Pharma to launch AciDown Gel I TRODUCTIO • Introduction of research • Respondent’s introduction - Name, job, age… - Family, kids… • How you think about your current life? What makes you happy / unhappy in life? • How you think about your current health? What makes you concern in life? • What you in your free time? • How you entertain yourself? - Media habit? - Activity? CO CER & HEALTH I GE ERAL • What are your concerns when taking care of your health? Why? • What are your expectations for your health’s improvement? Which factors you care the most? Why? • What comes to you mind when I say “Health”? • How you evaluate your current Health repertoire? - What makes you satisfied? What are the unmet needs? - What you expect to make it better or you need any improvement? A TACID BRA D ASSESSME T • What brands of antacid are you aware of? How you know those brands? • What comes to your mind when I say brand AAA? - Impression/ strengths / weakness for each brand? 38 - Marketing activity of each brand? - Personification for each brand? • What brand are you using for addressing hyperacidity? - Who makes decision of that brand? - Factors make you choose it? Why? • How long have you used that brand? • Which brand did you use before it? How you shift to the current brand? Why did you switch to this current brand? • If we have a new brand of an antacid Gel with better functional benefits than your current one, how is it possible to switch to this brand? • What should we to convince you to switch to this brand-new brand? TABLET FORMATE VS GEL FORMAT • What you think about the current antacid in the market? • What are the differences between tablet format and Gel format? • What is the strengths and weakness of each format? • What are the roles and benefits of each format? • Why you use the table antacid format, if any? • Why you use the gel antacid format, if any? • What you expect from tablet antacid format? • What you expect from Gel antacid format? • What are your unmet needs with your current antacid? • Which format are you familiar the most? Why? • Which format is most effective? Why? • Which flavor you think is the best for your taste? Why? THA KS A D I CE TIVES 39 Appendix 02: Quantitative Questionnaire Quantitative Questionnaire of Antacid Structured Questionnaire is designed based on below section : • First section questions collected the demographic characteristics of respondents • Second section included brand metrics to measure the brand awareness, share of mind, penetration and activities • Third section explored consumers’ consumers’ behaviors towards an antacid brand • Forth section related to choice criteria of an antacid brand Part 01: Demographic information Full-name _ Gender Male Female Age range 18 – 24 25-40 41 ++ Channel of interview Hospital Pharmacy Medical Clinic District of interview Part 02: Brand Metrics Screening Question: S1 Did you suffer hyperacidity in last months? No -> Terminate the interview Yes -> S2 S2 Did you use any antacid to address your hyperacidity in last months? No -> Terminate the interview Yes -> Q1 Q1 When we talk about antacid, which brands you know? [MA] 10 11 Kremil-S Maalox Antacil Zantac Gastropulgite Motilium-M Stoccel Phosphalugel Novagast Veragel DMS Other(specific): ……………………… Part 03: Consumers’ behaviors Q2 Which symptoms you suffer when you have got last hyperacidity? [MA] Indigestion Feeling like wanting to vomit Feeling like hungry Flatulent/Full of air Dull Ache Belching/heartburn Spasm pain Burn in stomach Other(Specific)……………… 40 Q3 Which brands did you use to address your last hyperacidity? [MA] 10 11 Kremil-S Maalox Antacil Zantac Gastropulgite Motilium-M Stoccel Phosphalugel Novagast Veragel DMS Other(specific):…………………………… How did you get those antacids? [MA] Q4 Using Brands 1.Recommendati Prescription ons from from Doctor s Pharmacists 4.Self- Recommendations Medication from relatives/Friends/C olleagues Kremil-S Maalox Antacil Zantac Gastropulgite Motilium-M Stoccel Phosphalugel Novagast Veragel DMS Other(specific): ……… Where did you get those ones? [MA] Q5 Using Brands Kremil-S Maalox Antacil Zantac Gastropulgite Motilium-M Stoccel Phosphalugel Novagast Veragel DMS Other(specific): ……… At pharmacy At Hospital Clinical Reservation at Home 41 Part 04: Brand Choice Criteria Q6 Which is the most important functional benefit that you expect from an antacid Brand? [SA] Relieves pain quickly Has no/little side-effects Coating the stomach Long lasting efficacy Easy to swallow Has a long effect Q7 According to your opinion, which is a Quality Trustworthy antacid Brand?[SA] Is sold widely at pharmacy/ hospital Is a popular brand Recommended by pharmacist Recommended by my relatives/ friend Recommended by Doctors Is an imported product Q8 Which other feature you expect from an antacid brand? Choose one [SA] Has different taste to select Has different format to select Has good taste Value for money Appealing packaging Q9 Which is the most-trusted sources of information you to choose an antacid Brand?[SA] Recommendations from Pharmacists Recommendations from relatives/Friends/Colleagues Prescription from Doctor Self-Medication Advertisings in general [TV/Newspaper/Magazins/Radio, etc] Q10 Which price is the most suitable price for a good quality antacid of table format?[SA] Less than VND 500 VND 500 ~ VND 999 VND 1,000 ~ VND 1,499 VND 1,500 ~ VND 2,000 More than VND 2,000 Q11 Which price is the most suitable price for a good quality antacid of Gel format?[SA] Less than VND 2,000 VND 2,000 ~ VND 2,999 VND 3,000 ~ VND 3,499 VND 3,500 ~ VND 3,999 More than VND 4,000 Thank you ... antacid brand in gel format to offer the market This thesis proposed Marketing plan to launch an antacid brand in gel format in Vietnam market 1.5 Structure of Research: The Thesis Includes Chapters:... proposes to launch an antacid brand in gel format named Acidown Gel with better antacid neutralizing capacity It is positioned as STOCHACHE ? ?A SPECIALIST TREATMENT” IN Specialist means that Acidown Gel. .. due to the switching trend from tablet to gel format” With the incremental of antacid market, this thesis will propose a marketing plan to launch a new antacid brand in Gel format which is marketed