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  • Secondary data Observation In-depth interview
  • 香港 98% 男性願用避孕套 憂避孕藥影響伴侣健康 電子生活信息媒体生活易於 4 至 5 月期間,進行一項名為“親密生活”的網上調查,成功訪問了 722 名年齡介乎 25 至 50 歲的已婚男性。調查發現, 82% 男士 表示不清楚或認為避孕套會影響伴侣健康, 97% 男士誤會避孕藥會影響伴侣健康,因此選用避孕套避孕。 新聞來源 : 大公報 June 02, 2009 家計會二零零七年香港家庭計劃知識、態度及實行調查報告 在避孕方面,調查發現男用避孕套是最多受訪女性曾經使用的方法, 83% 受訪婦女曾經使用,滿意的比率亦高達 93% 。其次是口服避孕藥,但曾經使用口服避孕藥的受訪婦女比率只有約 36% ,較 2002 年的 50% 下降了接近一成半。   在調查期間有實行避孕的 1,078 名女受訪者中,被最多人用作主要避孕方法的亦是男用避孕套,超過六成。男用避孕套的使用率多年來不斷上升,由 1982 年的 20% ,升至 2007 年的 63% 。曾經是最多人使用的女性結紮手術及口服避孕藥,多年來使用比率不斷下降。女性結紮手術由 1982 年約 28% ,下降至 2007 年的 9% ;口服避孕藥則由 1982 年接近 27% 下降至約 8% 。至於子宮環的使用率,由 1992 和 1997 年的大約 6% ,上升至 2007 年接近 12% ,增加差不多一倍,相信是因為近年有更多內地婦女來港定居所致。
  • 六成人避孕首選安全套 時至今日,家計會教導港人避孕的方法也很多,包括男用避孕套、子宮環、口服避孕藥、避孕針、男女結紮手術等。當中,女性口服避孕藥曾在 80 年代非常普及,家計會 1982 年數字顯示,有 26.8% 婦女用此方法避孕,但受歡迎程度逐年下跌, 2007 年僅 8.4% 人使用。而男用避孕套則取而代之成主流,由 1982 年的 20.2% ,每年增長至 2007 年的 63.7% ,成為大部分港人的「避孕首選」。 家計會高級醫生羅善清認為,此趨勢或與港人行房次數減少有關。她指出,港人做愛次數一直在世界上「包尾」,甚至有夫婦每月僅圓房兩三次,避孕套可方便偶然「心血來潮」的港人使用,「用完一次便丟,但食藥就要長期食,無論有無性行為都要食,否則便無效」 據 2009 年人口及住戶統計資料報告書指出,香港仍男少女多,灣仔區的男性所佔比例最低,與每千名女性相對的僅有 755 位男性;中西區則為每千名女性相對的 791 名男性。男女比例最平衡的是葵青區,每千名女性對 963 名男性。
  • Single Female Age 30-39 Stable partner (??)
  • BBGP

    1. 1. A TABOO STILL! DOM DOM DOM…
    2. 2. single LADIES’ buying Behaviour of Condom IN HK <ul><li>CHAN HON PAN HARRY 1010111130 </li></ul><ul><li>LIU WING YEE WINNIE 1010135330 </li></ul><ul><li>PANG WING SZE CELIA 1010135350 </li></ul><ul><li>WONG FEI FEI FAY 1010111230 </li></ul><ul><li>WONG NGA LAI IRIS 1010111240 </li></ul><ul><li>YAM WING CHI VINCCI 1010147300 </li></ul>
    3. 3. durex <ul><li>Market Leader in condom industry </li></ul><ul><ul><li>Competitive Market </li></ul></ul><ul><ul><li>Saturated Market Share </li></ul></ul><ul><ul><li>Explore new products & market segment </li></ul></ul><ul><ul><li>Be the first Mover in the market </li></ul></ul><ul><li>Condom  ladies? </li></ul><ul><li>Explore the market potential for ladies </li></ul>
    4. 4. Durex Okamoto
    5. 5. Wonder Life Fulex
    6. 6. Competitors Brand Durex Fulex Okamoto Wonder life Origin UK Taiwan Japan Malaysia Positioning Leadership, Re-assurred Old-fashioned, Family style Meticulous, Masculine Fresh, Attractive
    7. 7. methodology <ul><li>Secondary Data </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Newspapers, magazines </li></ul></ul><ul><ul><li>Journals </li></ul></ul><ul><li>Observation </li></ul><ul><li>In-depth Interview </li></ul>
    8. 8. Expanding market <ul><li>家計會二零零七年香港家庭計劃知識、態度及實行調查報告 : </li></ul><ul><li>在調查期間有實行避孕的 1,078 名女受訪者中, 被最多人用作主要避孕方法的亦是男用避孕套 ,超過六成。 男用避孕套的使用率多年來不斷上升,由 1982 年的 20% ,升至 2007 年的 63% 。 曾經是最多人使用的女性結紮手術及口服避孕藥,多年來使用比率不斷下降。女性結紮手術由 1982 年約 28% ,下降至 2007 年的 9% ;口服避孕藥則由 1982 年接近 27% 下降至約 8% 。至於子宮環的使用率,由 1992 和 1997 年的大約 6% ,上升至 2007 年接近 12% ,增加差不多一倍…… . </li></ul>
    9. 10. Why ladies? <ul><li>No. of single ladies is increasing </li></ul><ul><li>High spending power </li></ul><ul><li>Independent </li></ul><ul><ul><li>Financial </li></ul></ul><ul><ul><li>Life style </li></ul></ul><ul><li>More concern about health </li></ul><ul><li>and safety compared with man </li></ul><ul><li>Increase in decision power in relationship </li></ul>
    10. 11. Target segment <ul><li>Female </li></ul><ul><ul><li>Especially single </li></ul></ul><ul><ul><li>Age 25-39 </li></ul></ul><ul><li>Heterosexual </li></ul><ul><li>Have sex activities </li></ul>
    11. 12. What to Observe? <ul><li>Distribution Channels </li></ul><ul><li>Location in shop & display </li></ul><ul><li>Consumers’ behaviours </li></ul><ul><li>Price </li></ul>
    12. 13. CRC Shop 華潤
    13. 14. 7-ELEVEN
    14. 15. Wellcome
    15. 16. Watsons
    16. 17. Taste
    17. 18. mannings
    18. 19. <ul><li>2010/11/18 (Thu) </li></ul><ul><li>6pm-7pm </li></ul><ul><li>Wanchai – 7-eleven </li></ul><ul><li>Buyer behavior: </li></ul><ul><ul><li>1 lady glanced on the products for a while </li></ul></ul><ul><li>Location: Near cashier </li></ul><ul><li>Limited choices of products & brands </li></ul>Observation
    19. 20. <ul><li>2010/11/19 (Fri) </li></ul><ul><li>8pm-9pm </li></ul><ul><li>Festival Walk – Taste </li></ul><ul><li>Buyer behavior: </li></ul><ul><ul><li>2 men purchased </li></ul></ul><ul><ul><li>1 man showed interest but no purchase </li></ul></ul><ul><li>Location: Men’s Personal Care </li></ul><ul><li>Wide range of products & brands </li></ul>Observation
    20. 21. In-depth Interview <ul><li>Number of Interviewees: 13 </li></ul><ul><li>Interview Format: One to One </li></ul><ul><li>Duration for each interview: around 40 minutes </li></ul><ul><li>Classification by buying behavior: </li></ul><ul><ul><li>Non-User: 2 </li></ul></ul><ul><ul><li>Inactive: 5 </li></ul></ul><ul><ul><li>Passive: 4 </li></ul></ul><ul><ul><li>Active: 2 </li></ul></ul>
    21. 22. NON-USER <ul><li>佢唔鐘意用喎,無辦法啦,咪用其他方法囉﹗ </li></ul><ul><li>我覺得 CONDOM 呢樣野都唔係咁安全,我點知佢會唔會篤穿佢呀,萬一有左咪大鑊﹗ </li></ul>
    22. 23. NON-USER <ul><li>Fulfill the needs of Man </li></ul><ul><li>Personal preference </li></ul><ul><li>Not necessary, can use other methods to avoid pregnancy, e.g. pills </li></ul><ul><li>Do not worry about infecting with disease </li></ul>
    23. 24. INACTIVE <ul><li>吓﹖我覺得呢 D 野應該係男人買架喎,如果佢懶得去買,咪唔做囉﹗ </li></ul>
    24. 25. INACTIVE <ul><li>WHO to buy? </li></ul><ul><ul><li>Man </li></ul></ul><ul><ul><li>They will NEVER buy condom on their own </li></ul></ul><ul><ul><li>They think it is solely the responsibility for men to prepare condoms for sexual behavior </li></ul></ul><ul><ul><li>They NEVER have inputs on making buying decisions </li></ul></ul>
    25. 26. INACTIVE <ul><li>WHEN to buy? </li></ul><ul><ul><li>Not on regular basis </li></ul></ul><ul><ul><li>Sexual partner (Men) will buy condom occasionally when it is needed </li></ul></ul><ul><ul><li>When it is “ out of stock ” , they would rather reject sexual behavior than buying the condoms by themselves </li></ul></ul>
    26. 27. INACTIVE <ul><li>WHERE to buy? </li></ul><ul><ul><li>Traditional channels: </li></ul></ul><ul><ul><ul><li>Convenience Store </li></ul></ul></ul><ul><ul><ul><li>Supermarket </li></ul></ul></ul><ul><ul><ul><li>Personal Care Store </li></ul></ul></ul><ul><ul><li>Love Stuff Store - NEVER </li></ul></ul>
    27. 28. INACTIVE <ul><li>WHAT to buy? </li></ul><ul><ul><li>Condoms that fulfill the functional needs (Safety) is pretty enough for them </li></ul></ul><ul><ul><li>For any other special features, just depends on the needs of Man </li></ul></ul><ul><ul><li>Typical Product: Classic/ Double Safe </li></ul></ul>
    28. 29. INACTIVE <ul><li>HOW to buy? </li></ul><ul><ul><li>Low effort: Trust brand name and will not search for information </li></ul></ul><ul><ul><li>Targeted: Stick to the same product and NEVER change </li></ul></ul>
    29. 30. PASSIVE <ul><li>無辦法啦,佢唔肯買,唯有自己買囉﹗ </li></ul><ul><li>打真軍咁激﹖做就傷害自己,唔做就會影響感情喎﹗ </li></ul>
    30. 31. PASSIVE <ul><li>WHO to buy? </li></ul><ul><ul><li>Man & Woman </li></ul></ul><ul><ul><li>They will buy condom on their own sometimes only when the man forget to buy/ not willing to use </li></ul></ul><ul><ul><li>Contribute to buying decision </li></ul></ul>
    31. 32. PASSIVE <ul><li>WHEN to buy? </li></ul><ul><ul><li>Out of stock </li></ul></ul><ul><ul><li>Special dates: vocation/ Christmas, etc. </li></ul></ul>
    32. 33. PASSIVE <ul><li>WHERE to buy? </li></ul><ul><ul><li>Traditional channels: </li></ul></ul><ul><ul><ul><li>Convenience Store </li></ul></ul></ul><ul><ul><ul><li>Supermarket </li></ul></ul></ul><ul><ul><ul><li>Personal Care Store </li></ul></ul></ul><ul><ul><li>Love Stuff Store – Sometimes with friends </li></ul></ul><ul><ul><li>Online Store </li></ul></ul>
    33. 34. PASSIVE <ul><li>WHAT to buy? </li></ul><ul><ul><li>Habitual purchase of Condom that fulfill functional needs with acceptable feeling </li></ul></ul><ul><ul><li>Impulse purchase of Condom with special features, depends on the environment (5 senses) and mood </li></ul></ul>
    34. 35. PASSIVE <ul><li>HOW to buy? </li></ul><ul><ul><li>Low – Medium effort: Trust brand name, but will also be attracted by some special features </li></ul></ul><ul><ul><li>Feel embarrassing, targeted location + act quickly </li></ul></ul><ul><ul><li>Go to the store with boyfriends and force him to buy </li></ul></ul>
    35. 36. ACTIVE <ul><li>男朋友多數都買同一款,所以我有時會自己去買, 話哂都係保護自己喎,同埋有時都 想間中試下 D 新款,唔想咁悶丫嘛 !例如有味同有紋嗰 D 囉” </li></ul><ul><li>“ 唔會尷尬,呢樣野好正常啫 ..... 男朋友多數對款式無咩所謂,有得做就 OK.... 我多數都會揀啱自己的 </li></ul>
    36. 37. ACTIVE <ul><li>WHO to buy? </li></ul><ul><ul><li>Male or Female </li></ul></ul><ul><ul><li>Usually the couples have stable relationship </li></ul></ul><ul><li>WHEN to buy? </li></ul><ul><ul><li>When there is out of stock (won ’ t keep too much stock at home) </li></ul></ul>
    37. 38. ACTIVE <ul><li>WHERE to buy? </li></ul><ul><ul><li>Personal Care Store (e.g. Mannings, Watson ’ s) </li></ul></ul><ul><ul><li>“ Sex Shop ” to explore new product </li></ul></ul>
    38. 39. ACTIVE <ul><li>HOW to buy? </li></ul><ul><ul><li>High Effort </li></ul></ul><ul><ul><ul><li>Actively look for what they want </li></ul></ul></ul><ul><ul><ul><li>Willing to look into the product details </li></ul></ul></ul><ul><ul><li>Won’t feel embarrassed (regard it as a common personal need) </li></ul></ul>
    39. 40. ACTIVE <ul><li>HOW to buy? </li></ul><ul><ul><li>Condom that fulfill Functional needs: Safety / quality (have the sense of protecting oneself)/ Comfortable (texture, allergy) </li></ul></ul><ul><ul><li>Condom that fulfill Hedonic needs: Make fun (Attractive Package/ Flavor, etc.) </li></ul></ul><ul><ul><li>Not sensitive on price </li></ul></ul>
    40. 41. SUMMARY Customer Effort Value Ranking Action Non-User No 4 Create needs + add belief Inactive Low 3 Increase involvement Passive Low - Medium 2 Enhance purchasing experience Active High 1 Product marketing
    41. 42. Recommendations <ul><li>4Ps Marketing Strategies are recommended to effectively attract prospective consumers and expand market share </li></ul><ul><li>P roduct </li></ul><ul><li>P lace </li></ul><ul><li>P rice </li></ul><ul><li>P romotion </li></ul>
    42. 43. Recommendations- P roduct <ul><li>Safety - research/ certificate support </li></ul><ul><li>Anti-allergy material </li></ul><ul><li>Feminine packaging </li></ul><ul><li> Satisfy consumers’ needs </li></ul>
    43. 44. Recommendations- P roduct <ul><li>Assorted Pack </li></ul><ul><ul><li>Customers to experience different types of condom with special features </li></ul></ul><ul><ul><li>Stimulate purchase after first trial </li></ul></ul>
    44. 45. Recommendations- P lace <ul><li>Display: Near female products </li></ul><ul><ul><li>Target passive & active users </li></ul></ul><ul><ul><li>Reduce embarrassment in buying process </li></ul></ul>
    45. 46. Recommendations- P lace <ul><li>Online Channel </li></ul><ul><ul><li>Target passive user </li></ul></ul><ul><ul><li>A platform for passive user to get product knowledge </li></ul></ul><ul><ul><li>For special feature products </li></ul></ul>
    46. 47. <ul><li>Promote safer sex </li></ul><ul><li>愛自己,愛身邊的另一半 </li></ul><ul><ul><li>Add belief on non-users & inactive users </li></ul></ul><ul><li>Promote self-selection & enjoyment </li></ul><ul><li>女人要話事 </li></ul><ul><ul><li>Add/ reinforce belief on passive & active users </li></ul></ul>Recommendations- P ROMOTION
    47. 48. <ul><li>Buy classic product, get free sample of new product </li></ul><ul><li>Multiple item discount </li></ul>+ Free + + Recommendations- P ROMOTION
    48. 49. <ul><li>Point of Purchase Display: Add promotion banners </li></ul><ul><ul><li>Get more product knowledge </li></ul></ul><ul><ul><li>Reduce embarrassment </li></ul></ul>Recommendations- P ROMOTION
    49. 50. <ul><li>Celebrity endorsement </li></ul><ul><ul><li>Create symbolic meaning </li></ul></ul>Recommendations- P rOMOTION Bernice Liu ( 廖碧兒 ) Zhou Xun, Jue ( 周迅 )
    50. 51. Recommendations- P rice <ul><li>Higher selling price </li></ul><ul><li>High Product Quality </li></ul><ul><li>High Quality of Sex </li></ul>

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