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Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
Segmentation, Targeting & Positioning: A Case Study of Vitacimin
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Segmentation, Targeting & Positioning: A Case Study of Vitacimin

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This document was presented when I was guest lecturing at FEUI on December 8th 2012. The purpose of this case study is to share the real practice and implementation of a Marketing Strategy concept.

This document was presented when I was guest lecturing at FEUI on December 8th 2012. The purpose of this case study is to share the real practice and implementation of a Marketing Strategy concept.

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  • 1. ReVITAlize VITACIMINSegmentation, Targeting & PositioningA Case Study – Presented in FEUI Depok Disclaimer: The presented contents and materials in this document, are merely used for academic discussions only and not to be used for commercial purposes without any permit from the author. This document is reserved by Intellectual Property of the author.
  • 2. About TAKEDA Pharmaceutical Company• Takeda is a research-based global company with its main focus on pharmaceuticals• Takeda has been established since 230 years ago, founded in Osaka, Japan.• As the largest pharmaceutical company in Japan and one of the global leaders of the industry, Takeda is committed to strive towards better health for patients worldwide through leading innovation in medicine.• Takedas ethical drugs are marketed in around 100 countries worldwideMission:“We strive towards better health for patients worldwide through leadinginnovation in medicine”Vision“Takeda’s vision is to embody global pharmaceutical leadership throughinnovation, culture and growth guided by an unwavering commitment tosignificantly improve the lives of patients”1 |Click > Insert > Header & Footer | DDMMYY
  • 3. Product Picture
  • 4. Vitamin C Products Launch Year Comparison MNF LDATE A11G2 VITAMIN C COMBINATIONS SUPER ESTER C TCN Feb-93 REDOXON ZINC B/S Jul-00 SUPREME ESTER C TCN A11G1 VITAMIN C PLAIN VITACIMIN TAK Apr-71 VITALONG C TRC BNO Jan-86 XON-CE KLB Jan-92 VICEE D.V Sep-88
  • 5. PORTFOLIO STRATEGY5 |Click > Insert > Header & Footer | DDMMYY
  • 6. Market / Product Expansion Grid Ansoff’s Market/Product Expansion Grid• Current and future product position to determine the best strategy Product Development Diversification newPRODUCT Market Penetration Market Development Vitacimin & New Variants Existing Existing MARKET new6
  • 7. Market Penetration & Development Strategies Market Penetration Market Development Vitacimin & New Variants Current Users Non Users Increase Usage Frequency Increase Brand Awareness Lapsed Users New Market Segment Retention & loyalty strategy Increase Brand Awareness Current Competitors Users New Geography Increase switching from Increase distribution competitors to our products7
  • 8. VITACIMIN MARKET LANDSCAPE• IMS Data
  • 9. VITAMIN Market in Sales Value Total VITAMIN market in total value EUR 283 mio, growth +8%, driven by Multivitamin & Minerals 70,000 +15% 64,214 A11A MULTIVITAMINS + MINERALS 60,000 A11B MULTIVIT WITHOUT MINERAL -2%Value EUR’000 50,000 48,654 A11D VITAMIN B1 & COMBINATION 40,000 +3% A11G VIT C INC.MINERAL COMBS 38,446 A11E VITAMIN B COMPLEX 30,000 A11X OTHER VITAMINS 20,000 A11C VIT A & D INC. COMBS 10,000 A11F VITAMIN B12 PLAIN - 08Q4 09Q1 09Q2 09Q3 09Q4 10Q1 10Q2 10Q3 10Q4 11Q1 11Q2 11Q3 11Q4 12Q1 MAT 30% 27% A11A MULTIVITAMINS + MINERALS 25% A11B MULTIVIT WITHOUT MINERAL MS % 20% A11D VITAMIN B1 & COMBINATION 20% A11G VIT C INC.MINERAL COMBS 15% A11E VITAMIN B COMPLEX 10% A11X OTHER VITAMINS 6% A11C VIT A & D INC. COMBS 5% A11F VITAMIN B12 PLAIN 0% 08Q4 09Q1 09Q2 09Q3 09Q4 10Q1 10Q2 10Q3 10Q4 11Q1 11Q2 11Q3 11Q4 12Q1 MAT 9 |Click > Insert > Header & Footer | DDMMYY
  • 10. VITAMIN C Market in Sales Value Total VITAMIN C market in total value EUR 38.4 mio ,growth +3%, driven by Vitamin C Plain at +14% growth. VITACIMIN growth outperforms, at 17% 25,000 A11G2 VITAMIN C COMBINATIONS -5% 19,074 SUPER ESTER C 20,000Units’000 19,371 +14% REDOXON ZINC 15,000 SUPREME ESTER C A11G1 VITAMIN C PLAIN 10,000 VITALONG C TRC 5,394 VITACIMIN 5,000 +17% XON-CE 0 08Q4 09Q1 09Q2 09Q3 09Q4 10Q1 10Q2 10Q3 10Q4 11Q1 11Q2 11Q3 11Q4 12Q1 MAT 60% A11G2 VITAMIN C COMBINATIONS 50% 50% 50% SUPER ESTER C MS % REDOXON ZINC 40% SUPREME ESTER C 30% A11G1 VITAMIN C PLAIN 20% VITALONG C TRC 14% VITACIMIN 10% XON-CE 0% 08Q4 09Q1 09Q2 09Q3 09Q4 10Q1 10Q2 10Q3 10Q4 11Q1 11Q2 11Q3 11Q4 12Q1 MAT 10 |Click > Insert > Header & Footer | DDMMYY
  • 11. MARKETING RESEARCH• Vitamin Consumers - IPSOS• Consumers Demographic - Roy Morgan• Real Consumers survey – Internal• Indonesia Shopping Behaviour – MARS
  • 12. What is the incidence of taking Vitamin C? Because of its several benefits, Vitamin C intake among Takeda’s target market is widespread — indicating a big market for VITACIMIN Incidence of consuming Vit. C Supplement Total (100%) Not Consumed in Consumed in P1Y (5%) P1Y (95%) Not Consumed in Consumed in P3M (3%) P3M (92%) NOTE: © 2011 Ipsos P1Y; Past 1 Year P3M: Past 3 Months P1M: Past 1 Month Not Consumed in Consumed in P1M (6%) P1M (86%)Base: All respondents 12A8c – A10 : Which brands of Vitamin C have you consumed in past 1 year, past 3 months, past 1 month?
  • 13. Ready to Drink as 1st option for other format of VITACIMIN The chewable candy format dominates the Vitamin C market since VITACIMIN is the market leader. The chewable candy format is appealing to a wide group of Vitamin C users and also projects a fun, practical & ‘young’ image; although it is expensive, RTD is seen as young, fun, effective & refreshing READY-TO- CHEWABLE EFFERVESCENT TABLET DRINK (RTD)  Females  Young Profile  Wider segment  Young  SEC A  Single Why Prefer  Practical  Practical  Practical  Practical to Use  Expensive  Practical to use  Expensive  Refreshes  Consumed daily  Refreshes Image  Easily absorbed  Bad taste  Fresh sensation  Easily absorbed  Immediate reaction  Fun to consume  Immediate reaction  Practical to use © 2011 Ipsos  Fun/cheerful  Serious  Active Personifi-  Serious  Teenagers  Smart  Fun/cheerful cation  Adults  Adults  Teenagers 13
  • 14. Key Learning -1 The usage & purchase behavior of the leading brands vary depending on their format--- the ‘non-medicine type’ which are the chewable candy and the Ready-to-Drink have generally the same characteristics versus the “medicine type’ which are tablets and effervescent as shown below: VITACIMIN XONCE YOU C1000 ENERVON C REDOXON  RTD Product  Chewable  Chewable (Ready To  Tablet  Effervescent Format candy candy Drink) How  71%  61%  63%  53%  51% Consumed occasional occasional occasional occasional occasional Consumption  5x/wk  4-6x/wk  4x/wk  5x/wk  4-6x/wk Frequency Place of  Warung  Mini market  Pharmacy  Pharmacy  Warung Purchase  Pharmacy  Warung  Drugstore  Drugstore Planned vs  Impulse,  Impulse,  Impulse,  Impulse,  Impulse, © 2011 Ipsos Impulse 54% 56% 63% 24% 34% Purchase  11x/month  11x/month  12x/month  6x/month  5x/month Frequency 14
  • 15. Price Index Redoxon Double VITACIMIN Xonce Vitalong C Enervon C You C1000* ActionManufacture Takeda PT Kalbe Farma PT Bernofarm Mediafarma Bayer Consumer PT. Tbk Care Djojonegoro C-1000Formulation Chewable Chewable tablet Capsul Tablet Effervescent Drink tablet tabletPackage strip @2 tab strip @2 tab Bottle @30 cap Bottle @30 Tube @10 tab BottlePrice per Rp475 Rp440 Rp700 Rp747 Rp2,229 Rp5,000tabDosage 1 1 1 1 1 1Price / day Rp475 Rp440 Rp700 Rp747 Rp2,229 Rp5,000(daily dose)Index 100 93 147 157 469 1,053Formulation Ascorbic acid Vitamin C 250 mg, Vitamin C 250 mg, Vit B1 50 Mg, Vitamin C 1000 mg, Vitamin C 500mg soft powder of Na soft powder of Na Vit B2 25 mg, zinc 10 mg. 1000 mg, ascorbate 250 mg ascorbate 250 mg vit B6 10 mg, Niacinamide 2 vit B12 5 mcg, mg, vit C 500 mg, Sodium 45 niacinamide 50 mg, mg, Ca pantothenate 20 Sugar 14 g, mg Carbohydrate s 14 g, Energy 60 kcal. 15
  • 16. Which brands are mostly remembered? -1 Vit. C users are aware of several brands; VITACIMIN has an advantage in terms of SPONTANEOUS awareness with Redoxon following from afarIn : % Top of Mind Other Spontaneous Aided 76 Vitacimin 36 40 21 97 58 Redoxon 18 40 39 97 42 YOU C1000 8 34 47 89 49 Enervon C 18 31 39 88 35 Xonce 9 26 46 81 17 Vicee 2 15 54 71 © 2011 IpsosBase: All Respondents (UnWTD n=550; WTD n=550)A1 : What brands of Vitamin C do you know of? (S) DO NOT AIDA2 : What other brands of Vitamin C do you know of? What else? Anything else? (M) DO NOT AIDA5 : By looking at these cards, which brands of Vitamin C do you know of? What else? Anything else? (M) 16
  • 17. Brand Map (Total) VITACIMIN is highly associated to being suitable Brand map also reveals that for all family members, safe for daily consume, fun to consume, affordable. Redoxon on the other hand is perceived more “serious”--- recommended by doctor & pharmacist; Xonce & Vicee are not associated to any factors Main Title Af f ordable price Can be consumed everywhere/anywhere Practical to consume Purchased everywhere Vitacimin Suitbl f or all f am members Saf e f or daily consumed Xonce No side ef f ects Fun to consume Avaibl in various f lavors Vicee Good taste Fam/f riends recommend Avaibl in various f ormats Contains several vitamins Pharmacist recommend Famous brand Maintain immune systm By f amous company Ef ectiv maintain stamina High quality Being advertised © 2011 Ipsos Doctor recommend Base: All Respondents(UnWTD n=550; Redoxon WTD n=550) 17B3. Which brand applies to……
  • 18. Roy Morgan’s Research – Type of Vitamin Usedby Age Groups (Redefined)• The 76% of Vitamin Chewable tablets users are range from 18 to 49 y.o 65 and over 0.9 50-64 6.9 Other 35-49 22.7 Bottled drinks Normal tablets 25-34 28.1 Chewable tablets 18-24 25.7 Effervescent tablets 14-17 15.7 0 10 20 30 40 50 Raw Data Effervescent Chewable Normal Bottled % tablets tablets tablets drinks Other 14-17 y.o 4.4 15.7 9.6 10.7 1.8 18-24 y.o 19 25.7 20.2 19.4 24.3 25-34 y.o 32.5 28.1 33.1 36.4 38.2 35-49 y.o 24.4 22.7 26.2 26.9 19.6 50-64 y.o 19.2 6.9 10.2 6 15.4 > 65 y.o 0.5 0.9 0.8 0.6 0.7 TOTAL 100 100 100.1 100 100
  • 19. Summary of Indonesia Shopping BehaviourSurvey 2012 – OTC Category, MARS• OTC products are more to occasional products which purchased if needed. And mums play a key role in choosing the OTC products to be used by her family. 58% find the 59% OTC when purchases 74% buy OTC Family is OTC when products in sick needed retail Decision makers in purchasing OTC products: mums/wives 73% Purchase , dads/husbands locations: 25% Pharmacy 45%, Mini buyers: stall 35% users: mums/wives dads/husbands 57% , 35% dads/husbands Mums/wives 35% 34% Children 29%19 |Click > Insert > Header & Footer | DDMMYY
  • 20. The Face of Respondents20
  • 21. MARKETING STRATEGY• SEGMENTATION• TARGETING• POSITIONING & DIFFERENTIATION
  • 22. Segmentation based on Vitamin C consumptions Source: internal calculation based on Secondary data; MARS Indonesia Shopping Total 234 mio population Behaviour, Markplus Middle Class Population Monitoring, BPS (100%) 63 mio households Non Middle Class Middle Class 133 mio population Population (43%) Population (57%) 36 mio households FAMILY routine Non (~%) expense on 27 mio population health (29%) 10 mio households Segments for Not consumed Consumed 15 mio populations market Vitamin or vitaimin or supplement (43%) Supplement 6 mio HH education (57%) Segments for Not consumed Consumed market Vitamin C Supp in Vitamin C 14 mio population P3M Supp in P3M penetration (92%) 5.5 mio households (8%) 22 |Click > Insert > Header & Footer | DDMMYY
  • 23. Targeting Market education Market penetration Family Family Dad 40-45 y.o Mum 35-45 y.o Children 12-18 y.o 2nd 1st Progra ms Mass Spill Individual Male & Female, 16 – 35 y.o over 3rd Progra ms Vitamin / Vitamin C Supp Supplement Users Users23 |Click > Insert > Header & Footer | DDMMYY
  • 24. Positioning & Differentiation Family Wider age group Chewable XonCee FUN FIT Twice a day Protection/ Immunity HEALTHY FMCG like OTC like VITACIMIN RTD Redoxon Young-Middle You C age groung 1000 Tablet Healthy Enervon C Bottle 1-3 takes in one week StaminaExpensive Beauty Mid expensive Nourish Skin Individual24 |Click > Insert > Header & Footer | DDMMYY
  • 25. Thank youwww.dannykosasih.com @dannykosasih

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