Alaxan Market Understanding - Athena An Do
Transcription
Alaxan Market Understanding - Athena An Do
Alaxan Market Understanding Report Document Prepared for: Vo Phuong Hong Cuc TNS consultants: David Watts Phuong Huynh Trang Vo Project: 2012-562 Nov 2012 Alaxan Market Understanding © TNS Contents 1 6 Research Backgrounds and Objectives 03 Pain Reliever – Brand Understanding 2 Research Methodology & Design 7 07 TVC Evaluation 3 Key Findings POSM Evaluation 4 Moving Forward 15 Alaxan Market Understanding © TNS 35 9 11 5 Pain Understanding 32 8 09 Understand target consumers 22 2 37 1 Research Backgrounds & Objectives Alaxan Market Understanding © TNS Research background Alaxan is a UIP’s brand positioned for muscle & body (M&B) pain treatment According to Brand Health Tracking of H1-2012, Panadol Extra, Efferagan, who are targeting to headache relief market, are trying to own image of total pain reliever. And achieved leading scores in most of key attributes – Penetration, Brand Awareness, Trial in M&B pain Alaxan shows high retention among its users though its share is behind Panadol Extra (HCM & HN) & Efferalgan (HN), proving high satisfaction among Alaxan users. Alaxan’s brand equity is good in HCMC (strong at Presence & Bonding) but weak in Hanoi (very weak at Presence & Bonding) in compare to the key competitors Mid of 2012, Alaxan launched a new campaign focusing on “Body Pain Relief” aiming to build Alaxan an “Expert of Body Pain Relief”, together with the new image and packaging Internal sale data show HCMC/SE & Mekong are the biggest contribution of Alaxan revenue, while North region contributes the least. Of which, Mekong achieved biggest growth ave 17% as NAT with 5% only; HCMC/SE & North faced downing trends Among the top 10 contribution cities/provinces, 7 are from Mekong region (most of them grow from 26% to 50% compared with 15% NAT); 1 city (Hanoi) from the North but has negative growth (-13%) Alaxan Market Understanding © TNS 4 Business Objectives To explore market gaps & opportunities for Alaxan and appropriate strategies to increase Alaxan business in the regions where it is strong (HCM & Mekong), as well as to expand Alaxan to regions where it is still weak (North, Central regions) 1 To determine business expanding strategy for Alaxan – utilizing the brand’s capacity & ability 2 To ensure no dilute/ impact to other regions of Alaxan business Alaxan Market Understanding © TNS 5 Research Objectives Key Objectives: Mekong Delta: To explore what makes Alaxan grows so well in An Giang To understand the Perception and Performance of Alaxan in AnGiang v.s other provinces in Mekong Delta How to grow Alaxan in the whole Mekong Delta? North and Central: To understand Alaxan’s Performance and Perceptions To explore opportunities for Alaxan to grow further To determine when, what and how to invest more on the North & Central that still not dilute investment in other regions where Alaxan has been doing well Secondary Objectives: Check if consumers saw the new campaign and get feedback if it is delivering the right messages or if it is a good tvc. Alaxan Market Understanding © TNS 6 6 2 Research Methodology & Design Alaxan Market Understanding © TNS Research Methodology & Design Standard Focus Group Discussions – FGDs 6 respondents per FGD Length: 120 mins per FGD Location: An Giang, Tien Giang, Danang, Hanoi Description ALAXAN USERS COMPETITORS USERS TOTAL An Giang 1 FGD 1 FGD 2 FGDs Tien Giang 1 FGD 1 FGD 2 FGDs Danang 1 FGD (Mixed Alaxan & competitors users) Hanoi Total 2 FGD 1 FGD 3 FGDs 4 FGDs 4 FGDs 8 FGDs Alaxan Market Understanding © TNS 1 FGDs 8 3 Key Findings Alaxan Market Understanding © TNS Key Category Learnings… Shoulders, neck and low back are the primary pain areas for most consumers. Moreover, stiff muscles are skewed to young people & sport players; joint pains occur among old respondents Mekong Delta consumers often suffer from muscle/body pain due to high level of manual working, yet in Danang and Hanoi, work pressure, over exercising, and changing weather are key reasons which lead to their muscle/body pains However, level of pains is not too extreme, sometimes can let it pass, otherwise seeking several solutions including taking medicine to help relieve the pain effectively Overall, low involvement in the category, especially in Mekong Delta region and less knowledge on pain reliever brands in general. However, Alaxan users seem to be able to better define key product benefits (i.e Alaxan is muscle/body pain reliever, Panadol is used for head-ache and cold), yet competitor users are less acknowledged WOM plays an important role in influencing brand trial and purchase, while TVC is main source of initial brand awareness WOM is key to trigger purchase and brand choice in Mekong Delta. Consumers are more concerned on side effect which is driven from WOM Pharmacist’s recommendation to reconfirm product benefits has influenced on purchase decision in Danang and Hanoi Alaxan Market Understanding © TNS 10 1 Understand Target Consumers Alaxan Market Understanding © TNS 11 Overview of target consumers MEKONG DELTA Straight forward Optimistic – live for today rather than tomorrow Practical minded, yet less updated Price sensitive Tradition oriented Most of them are blue-collar workers or store owners at wet markets. As they do manual work, they often have muscle pain. Strongly influenced by word of mouth DANANG HANOI Least image driven Simple and more practical Behind the trends Most conservative Moderately exposed to media and communication Pharmacist is the most reliable source for recommendation highly credible More health conscious – focus more on doing exercisesr egularly to maintain good health Most image driven Much more scrutinizing when purchasing Reflective More conservative More exposed to health care related information through TV advertising and internet channels More health conscious – focus more on doing exercise regularly to maintain good health Alaxan Market Understanding © TNS 12 Understanding the role of Health in consumers’ minds A healthy person is one who … Health is considered as top priority. Having good health is critical to achieve happiness and wealth Always smiles and enjoys life optimistic Active and full of energy ready to do things and achieve their goals Alaxan Market Understanding © TNS 13 Bright appearance and agile manner How do they maintain their good health? Proper exercise to maintain good health Do physical exercise and playing sports Managing work schedule successfully able to manage time to accomplish work without being stressed out Healthy eating regimes (less fat, less alcohol), keep regular schedule for eating, sleeping Relaxation and entertainment mental nourishment for a healthy body and life Alaxan Market Understanding © TNS 14 2 Understanding Category Dynamic Muscle and Body pain management Alaxan Market Understanding © TNS Causes of Muscle/Body Pains Work related Pain Shoulders, low back & neck are the most common pains Sleeping Position Related pain Sport or Heavy Activity Related Pain Muscle pains (legs and hands) are more skewed to men due to playing sport and heavy work activities Weather Change Related Pain (skew to Hanoi) Alaxan Market Understanding © TNS 16 Muscle/ body pain areas Muscle/body pain = đau cơ Neck (Đau cổ) Shoulder (Đau vai) Upper/ Middle back (Đau lưng) Arm (Đau tay) Lower back (Đau vùng thắt lưng) Legs (Đau chân) Calf (đau bắp chân) Alaxan Market Understanding © TNS 17 Causes of pains OVERALL YOUNGER AGE OLDER AGE Mostly suffer from various types of muscle/body pains which are caused by working condition, wrong sleeping position, heavy activities, playing sport and changes in the weather Shoulders, neck and lower back are the primary pain areas for most respondents Stiff muscles are skewed to young people & sport players; joint pains occur among old respondents However, the level of pains is not too extreme, some can “ live with the pain” and let it pass. If they suffer from ongoing aches and pain , taking medicine is considered a good long term treatment. Pains occasionally occur in the shoulder, neck, low back caused by working condition and heavy activities Working continuously for many hours; sitting without changing body position leads to tense muscles Playing sport and over exercising Carry heavy objects Mostly suffer from joint paint as a result of aging Pains occur in neck/shoulder due to sleeping position Pans built up over time due to working condition and weather changing Muscle pains in hands, calves due to work, playing sport and heavy activities Playing football, over exercising Carry heavy objects MEN WOMEN Suffer from body pains due to working condition, over exercising, and doing housework Yet, women in Mekong Delta mostly do manual work, thus suffer from pain/stiffness more often Alaxan Market Understanding © TNS 18 Levels of Pain MILD Lightly hurts Pain Intensity Degree Initial pain occurs Bearable MODERATE Hurts even more develop from mild pain OR pain occurs at once Caused discomfort Still within the pain tolerance 1-2 hours Duration of pain Medication/ Treatment Given Some last for 24hours yet pain less tense No treatment, let it pass Rest for very short time Medicated Oil Gentle massage SEVERE Hurts worst develop from moderate pain OR pain occurs at once Definitely frowning Mood changed Intolerable More than 2 hours and keep getting worst Last 1-2 days and more severe Apply patch/ gel Current therapy (massage, patch/gel etc) hardly palliate the pain Start taking medicine Take medicine Professional visits Apply hot/cold compresses Alaxan Market Understanding © TNS 19 Solutions for current pains Patch MUSCLE/ BODY PAIN Alaxan Market Understanding © TNS 20 Solutions for current pains – Strengths and weaknesses COMMONLY USED SOLUTIONS – Medicines are seen to effectively reduce the muscle/body pain for long term Topical solutions PATCH Immediate pain relief thanks to heating effect Longer effect than oil or massage solution HOWEVER Skin irritation/ allergy, Stains left after pealing off Easily drops off, does not stay on skin for long hours. Not aesthetically appealing, particularly for visible areas of body Heating effect appealing instant pain relief , yet longlasting effect is not perceived Oral solution GEL Deeply absorbs into skin perception of stronger and longer efficacy (than the patch) Provides high comfort – cooling effect and does not limit body movement HOWEVER Slippery – may leave unpleasant feeling when product on skin and need to wash hands after using. Product absorbed by clothes/ garments particularly when lying/ sleeping Most up to date, flexible and convenient applicable to all pain areas Alaxan Market Understanding © TNS 21 MEDICINE Quick and strong painrelief – works inside the body to kill pain, therefore directly impacts on the muscle HOWEVER, Side effects are major concern for long term usage – stomached, drowsy, liver Concern on reducing effectiveness of medicine due to long term use Most effective solution used for long term pain relief, when other solutions for external use are not highly effective Solutions for current pains – Strengths and weaknesses OCCASIONALLY USED SOLUTIONS – Instantly relieves muscle/body pains , but efficacy is not high. Topical solutions MASSAGE Instantly reduces stiffness by soothing the muscles make the muscle less tense HOWEVER Not a typical treatment for pain Need other’s assistance for massage on some areas that cannot be reached More for relaxation rather than pain relief MEDICATED OIL Heating-effect can relieve pain/ stiffness immediately HOWEVER Not used specifically for pain relief as heating effect does not last long, more suitable for headache or cold Less convenient - Leaves medicinal smell unpleasant for other people around A solution primarily for instant relief, yet not long lasting Alaxan Market Understanding © TNS 22 SKIN RUBBING (Mekong Delta only – a few mentioned) Usually applied for neck, shoulders, back areas; and for relieving cold/ tiredness/ slackness Instantly reduces stiffness/ slackness by soothing muscles + heating-effect of medical oil Applied when medicine is not available at home HOWEVER, Leaves rubbing marks & oil smell on skin – not suitable when user is socializing, at work Applied for pain-relief as an emergency solution; still traditionally used by older people (skewed to some Mekong Delta consumers) Understanding Category Dynamic OVERALL PERCEPTION REGARDING MUSCLE/BODY PAIN MANAGEMENT Moderately concern on muscle/body pain management as it directly affects to their activities in daily life Work less productive less active and flexible to deal with daily work, need more time to complete the job Affected on social relationship tired body leads to unexpected changes in daily mood easily leads to loss of anger management Thus, seeking solutions is needed to manage muscle/body pains depends on the level of pains/stiffness. Medicines are seen the most effective treatment method for muscle/body pains with high efficacy. HOWEVER, LOW INVOLVEMENT IN THE CATEGORY Low involvement in muscle/body pain relief brands across regions Several pain relievers are aware including Panadol, Alaxan and Efferalgan Perceived pain relievers are used for both headache and muscle/body pains(skewed to competitor users) while Alaxan users are more knowledgeable about product benefits Mostly spend less time on purchase process thanks to recommendation from friends, relatives, family members and pharmacist Not a serious ailment, thus less involvement in searching for solution Alaxan Market information Understanding © TNS 23 Understanding Category Dynamic WOM AND PHARMACIST ARE KEY INFLUENCERS, THUS BRAND SWITCHING POSSIBLE Highly aware from TVC, yet low involvement and less knowledge in the category, thus highly influenced by others e.g. WOM and pharmacists High brand switching is perceived in Mekong Delta as a result of : Less product/brand knowledge Easily being influenced by WOM Brand switching possible across Danang and Hanoi if there are high involvement from pharmacists Alaxan Market Understanding © TNS 24 3 Brand understanding in a competitive context Alaxan Market Understanding © TNS Advertising is the most effective source of brand awareness while WOM/ pharmacist is a reliable source of recommendation PHARMACIST ADVERTISING (TVC, print ads) Source of initial brand awareness consumers prefer a brand that appears in mass communication especially TV commercials evidence of qualified/ registered brands therefore product quality assured / no faked product. Delivers product benefits and information e.g. functions/ manufacturer Alaxan Market Understanding © TNS 26 The strongest influencer professional/ knowledgeable and specialized in medicine (skewed to Danang and Hanoi) WOM (parents, relatives, friends, neighbors ) Strongly believe in experienced people but require confirmation again with pharmacist before making final decision(skewed to Mekong Delta) Higher credibility due to actual experience – encourage product trial Brand selection criteria Least important criteria Most important criteria Key benefits to ensure high efficacy Specialized i.e. Strong and fast relief for muscle/body pain No side effect caused(stomachache, allergy, drowsy, tired) – more skewed to Mekong Delta consumers Advised/ suggested by experienced people proof of evidence highly credible Confirmation regarding product benefits(aware from TVC or WOM) reliable expertise and knowledgeable to ensure safe product usage Product Origin Benefits WOM or Pharmacists recommend ations Ingredients INFORMATION Alaxan Market Understanding © TNS 27 Price Pharmacist is key influencer in Danang and Hanoi while WOM is strong in Mekong Delta Pharmacists are considered to be knowledgeable about pharmaceutical products, have knowledge of medicine, therefore, able to recommend for “not serious ailment”, including stiffness/pain, cough, cold highly credible in Danang and Hanoi Mekong Delta consumers mostly rely on past usage experience, thus WOM plays an important roles in influencing product/brand choice Recommended from friends, neighbors, relatives reliable sources Product benefits are confirmed via real experience of product usage assurance of efficacy Side effect is key concern, thus although they have not used the product/brand, yet side effect information is spread from WOM also negatively impact their choice Alaxan Market Understanding © TNS 28 Brand/ category involvement is low Consumers have limited knowledge about brands of muscle/body pain relief, especially product benefits (in Danang and Hanoi). Brand involvement is low, especially in the Mekong Delta. TRIGGERS Not highly aware by some consumers(skewed to competitor users) Side effects(stomachache)- mostly from WOM Alaxan Market Understanding Only available in tablet BARRIERS Recommended by pharmacist or experienced users Aware of the brand from TVC, then reconfirmed by pharmacists (skew to Hanoi) Specialized for muscle/body pain (among Alaxan users) Strong and fast relief, especially for heavy body pains © TNS Recommended by pharmacist or experienced users Commonly used and wellknown brand First use for headache, then apply for muscle/body pains(skewed to competitor users) Reasonable price No drowsiness Communicated for headache and cold only less preferred for muscle/body pain(skewed to Alaxan users) Only available in tablet 29 Recommended by pharmacist or experienced users Effervescent format easy to take and absorb into the body Effectively reduce tiredness and hay fever rather than pain relief Price is rather high compared to Alaxan and Panadol. Not specialized for pain relief Alaxan - Specialising in MUSCLE pain relief Alaxan users across the regions are well aware that Alaxan is specialised in muscle pain relief , yet competitor users are not well acknowledged on Alaxan product benefits Some competitor users perceive Alaxan as treatment for both headache and muscle pain – thus Alaxan is not strongly positioned for body pain only in competitor user’s mind Highly appealing among Alaxan users for its specialised muscle pain relief with high efficacy, yet less appealing to competitor users due to lack knowledge of product benefits After showing the TVC, Alaxan‘s specialised benefit is well received and appealing to most competitor users thanks to Clear product benefits – high efficacy for muscle pain relief Alaxan is positioned as specialised brand for muscle pain relief highly differentiated , especially for heavy body pains high efficacy Panadol and Efferalgan are perceived for lighter body pains, headache and cold treatment thus less differentiated in the category Alaxan Market Understanding © TNS 30 Alaxan Brand Perception – difference by regions Overall, Alaxan is differentiating in the category Alaxan is specialized for muscle pain while Panadol and Efferalgan are more generic which are for head-ache, cold and fever treatment Alaxan is highly differentiated in the category(among Alaxan users) In Mekong Delta, Alaxan brand is relatively high aware, also among competitor users via TVCs and POSM at the pharmacy, thus high brand awareness Yet, product benefits are not clearly acknowledged by competitor users Side effect is key concern, especially for competitor users as they used Alaxan before and experienced side effect i.e stomach-ache as well as driven by WOM and TVC. Thus, this is considered as key barrier for Alaxan in this location. In Danang, Alaxan is highly aware. However, not very clear about promised benefits Alaxan is also perceived as pain/ toothache reliever (a few mentioned) In Hanoi, Alaxan is not highly aware for muscle pain from competitor user’s perception, thus product benefits are not clearly conveyed which lead to low trial intention Therefore, Alaxan brand equity in Hanoi is perceived to be weak and low in Advantage and Presence opportunities exist to enhance brand awareness and communicate clear product benefits. Alaxan Market Understanding © TNS 31 Brand perceptions - Alaxan Functional benefits Specialized for muscle/body pain Used mostly by sportsmen Emotional benefits Brand personality Close, trustworthy (Alaxan users) Side effect: causing stomachache (Competitor users) Not relevant to me (competitor users) Male Strong, masculine Outgoing, friendly Strong and fast effect Alaxan Market Understanding © TNS 32 Hard to please (Competitor users) Middle-aged Brand perceptions - Panadol Functional benefits Only for headache , cold and fever (Alaxan users) Emotional benefits Highly popular Multiple use (headache, toothache, cold and fever , muscle pain, v.v.) Brand personality Female Diverse styles Close, trustworthy Gentle, feminine Young No side effects, no drowsiness Less efficacy for muscle pain relief Alaxan Market Understanding © TNS 33 Lovely, kindhearted Brand perceptions - Efferalgan Functional benefits Pleasant taste Emotional benefits Use when feeling weak, exhausted Brand personality Reliable Can be used by kids Strong, immediate effect Male Relieved Well-groomed, elegant Strong Easy to take (effervescent Foreign format) brand (French) Alaxan Market Understanding © TNS Respected Doctor 34 Fast relief is a key functional expectation of a pain reliever FAST RELIEF - recover after 15 – 30 mins 1 SPECIALIZED IN MUSCLE/BODY PAIN ONLY – high efficacy 2 3 4 5 6 NO SIDE EFFECTS – drowsy, allergy, weary/tired, stomach-ache, liver EASY TO TAKE - small tablet not stuck in throat PLEASANT TASTE – not effervescent is preferred REASONABLE PRICE – 1 or 2 thousand VND and CLEAR PRODUCT ORIGIN Alaxan Market Understanding © TNS bitter/pungent 35 4 TVC Post-Evaluations Alaxan Market Understanding © TNS Overall Evaluation The Alaxan TVC is moderately appealing across the board thanks to its specialized benefits of muscle/body pain relief, clearly defined pain areas with highlighted product ingredients which effectively treat muscle/body pain. No comprehension issues – message of Alaxan which is specialized in muscle/body pain and provides strong and fast relief is well understood via image of a football player who suffer from pains, yet still continue to play and win after taking Alaxan. No significant negative – just some execution regarding side effect which is too brief and fast so that consumers could not catch the message. End benefits of specialized muscle/pain relief found relevant to those who also suffer from muscle pains in some specific areas e.g. shoulder, back, joint pains Alaxan Market Understanding Motivate higher trial intention, especially among Alaxan users © TNS 37 Detailed Evaluations[1] OVERALL REACTIONS Moderate appeal across the board Fast relief for muscle/body pain is well received - Alaxan can help to treat muscle/body pain effectively Yet in the end the side effect is communicated too fast unable to get full notice of side effects which are mostly their concern( skewed to Mekong Delta consumers) Most of consumers are not aware of the TVC A few have already seen the TVC ,yet could not recall the story LIKES MESSAGE TAKE OUT Key message is well communicated: Alaxan is specialized for muscle/ body pain. It helps relieve the muscle/ body pain effectively and instantly well received Product benefits well understood Specialized for muscle/body pain - clearly define /present common pain areas appreciated Strong and fast relief generated from image of a football player who can continue to play and win in the match right after taking Alaxan Product ingredients (combination of Ibuprofen and Paracetamol) is well received for product effectiveness( skewed to Hanoi only) Moderate enjoyment – storyline is memorable yet not highly impressive Image of football player fighting and winning in the game is liked – muscle/body pain is effectively and instantly relieved to help overcome the difficult. Alaxan Market Understanding © TNS 38 DISLIKES RELAVANCE Product benefit is highly relevant Mostly relevant to males who also suffer from body pains when playing sports, yet, less relevant to female due to only male characters and severe body pains as females’ common pain is not that extreme some misleading feeling However, somehow relevant to consumers in general as they also suffer those types of muscle/body pains such as back , shoulder, joint pains High purchase intent among Alaxan users Strong and fast relief Specialized for muscle/body pain only high efficacy and clear product benefit Moderate purchase intent among Panadol and Efferalgan users Perceived Alaxan is specialized for heavy muscle pains, yet less relevant to them However, expectation for specialized muscle pain relief is met in which other brands are not specialized. IMPROVEMENT No significant gross negatives PURCHASE INTENT Detailed Evaluations[2] Include wide range of activities to better fit consumer’s situation Side effect at the end of the story should be clearly and slowly stated for consumers to better catch the full message Alaxan Market Understanding © TNS 39 5 POSM Quick Facts Alaxan Market Understanding © TNS POSM Quick Facts Advertisement in front of medicine cabinet is considered as the ideal display to draw consumer attention – source of brand awareness and product benefit communication Advertisement in front of medicine cabinet is strongly appealing across the groups Most eye-catching Right eye-sight Create on-the-spot consumer reaction for purchase “When I come to the pharmacy, I usually look at the cabinet and hence the ad in it always catch my eyes first and foremost” Standee advertisement outside the pharmacy is also welcomed thanks to being easy to be noticed from a distance “I can see the 2-sided standee from afar when I drive my bike” Banner outdoor or in front of roof lean-to is not well-received It is too high for the eyesight to take notice, thus catch less attention from consumers Alaxan Market Understanding © TNS 41 6 Moving Forwards Alaxan Market Understanding © TNS 42 Explore Opportunities for Alaxan to grow further TVC is seen as the trustable source for brand awareness and reference Need to create more attractive TVCs with clear product benefits message to enhance trial and purchase intention Word of mouth is a key influencer on purchase decision in Mekong Delta Event programs organized frequently to help spread the brand message and enhance awareness with attractive games and prizes to encourage recommendations by WOM Side effects (stomach-ache , drowsy) are key concern in Mekong Delta driven by WOM due to low knowledge of product benefits Focus on communicating Alaxan’s lack of side effects ATL and BTL in MKD. Low involvement in the category, thus product benefits are not clear low trial intention(across Danang and Hanoi) Alaxan Market Understanding © TNS Clearly emphasize product benefit for Alaxan and key differentiator specialized in muscle/body pain relief Strengthen relationship with pharmacy - key influencer for product purchase decision( especially in Danang and Hanoi) via frequent visits, provision of sample product, training on product benefits, discounts, etc. Recommendations to move forward..... In order to win in Danang and Hanoi, some key points need to be addressed: Key product benefits should be clearly stated besides mass media communication, opportunity exists to invest in pharmacist for product education and recommendation leverage trial purchase Ensure to emphasize benefit of Alaxan for different level of pains – from light to heavy to address product relevancy to meet competitor user’s needs Moreover, to grow further in Mekong Delta, side effect perception should be clearly addressed to reinforce Alaxan brand equity and product benefits as specialised muscle pain relief well communicated to attract competitor users Capsule/tablets are perceived to provide higher efficacy while gel/patch is just for temporary pain relief , less effective . Thus, tablet is seen stronger in treatment. However, it is possible to consider an additional format for Alaxan (patch/ gel) for mild level pain treatment. Alaxan Market Understanding © TNS 44 Alaxan Market Understanding © TNS 45