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.

























3

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



(PHC) group manager


Group product manager

Group Product
manager
Product manager Product manager

Group Ethical

4

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:
- Re-segment the target customers and target to potential segments.
- Develop new products to target this potential segments.
- Conduct a new marketing strategies to build up branding by differentiating with the
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:

5

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.
© Espicom Business Intelligence. )

6

* 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:
•

Number of employees 744
•

Number of sites 2
•

2006 Sales figures 35 M €
•

Rank in the local Market : 2
nd

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)


Brand name: LACTACYD
®
FH
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.

7

Market situation:
 Total sales in 2006: 1.12 million USD, achieved 2.5% company total sales.
 Being the leader of FH market (source IMS 2006).
 Forecast sales in 2007 : grown up 20%.


Distribution channel: through pharmacies (35%), hospitals (15%),
and wholesalers
(50%).
 Retailing price: 1.01 USD (bottle of 60ml), 2.86 USD (bottle of 250ml) .
 Target customer: females ages13 to over 40.
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.



Market share of feminine hygiene solutions
45.15%
18.95%
11.40%
8.70%
6.40%
4.75%
2.55%
2.10%
Lactacyd FH
Gynofar
Phytogyno
Carefree
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

8

- 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%.
o Lactacyd FH’s customers:
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
 Female ages 21 to 40 in urbans: 52% total sales, are key customers who are
aware much about feminine hygiene. They use for medical problems as vaginal
infection, gynaecological disease.
 Teen girls and females up to 20 (11%)
 Women mature over 41 (28%) .
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

9

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
information. (
2
)

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


10

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

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 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:
o Usage habit:
- Teens have ever used FH solutions and pure water for feminine hygiene.
However, they use mostly FH solutions.
- They used once to twice per week. Teens used FH solutions mainly during
menstruation period or for medical treatment (irritation, itchiness, bad odour…)
o Brand awareness:
- Without suggestion, a few girls though about Lactacyd FH firstly and Carefree
secondly. The other brand is Phytogyno and Gynofar or Eva….
- 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.

12

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)
- Lactacyd FH is the second brand preference (mean 2.85/5
)
(see details in Appendix 3.1)

Level of FH brand preference (total)
2,22
3,27

2,39
2,85
2,42
Care
f
ree
L
a
ct
acyd F
H
Gynofar
P
hy
togyn
o
Un
r
em
em
bered
Mean
Mean

Figure 4: Level of feminine
hygiene preference to teens

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

13

gynaecological care, … If we arouse that these products have been antibiotics,
anti-infection, natural resources, teens agreed with it.
o Product’s image:
- Teens remembered rose flower when thinking about Lactacyd FH. It is not the
feeling of all teens but that means product image is still good.
- Fragrance attracted teens while nice packaging is very low interest. Reasonable
price came in their mind firstly. However, they agreed that with the combination
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

14

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
27%
26%
26%
21%
35%
23%
24%
18%
Phamacies Hospital
Supermarkets Sharing with families
Ages 13-15
Ages 13-15
42%
20%
22%
16%
Ages 16-18
Ages 16-18
Total
Total

Teens prefer to buy FH
solutions in:
1/Pharmacies and hospitals

2/ Supermarkets
3/ Sharing with families

Figure 5:
the place where teens prefer 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:
- Health care in TV (42%) : the 1
st
preference.
- Health care education and training in school for girls (37%): 2
nd
preference.
- Advertisement on TV (25%) : 3
rd
preference

Ex: Lactacyd FH is advertised on women magazine, billboard , radio…
(see details in appendix 3.10.)

15

o Product attributes measurement to FH solutions to use continously:
- Cleaning well: (mean 4.54/5 )

- Reducing bad odour: (mean 4.33/5).
- Reduce itchiness well (mean 4.05/5) (see Appendix

3.3)
o Factors measurement of FH solutions to use continously
- Fragrance (mean 4.15/5): the 1
st
preference
- 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
Gynofar
Phytogyno
Other
Lactacyd
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
Used
Know
Known a little
Unknown
%

Figure 6: Brand usage
measurement to teens


It is indicated that they used frequently Carefree (26%), than the other brands.
Lactacyd FH is the third (13%) after Gynofar. (see Appendix 3.11)

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3/ Product acceptance:
We continued to survey teen’s acceptance to current 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:
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:
- High quality (mean: 4.36/5)
- Reasonable price (mean: 4.28/5)
- Clean and reduce itchiness (mean: 4.20/5)
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

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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
(after birth delivery, for gynecological diseases) rather than for daily use.

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
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” .