Alaxan Market Understanding - Athena An Do

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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
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35
9
11
5
Pain Understanding
32
8
09
Understand target consumers
22
2
37
1
Research Backgrounds & Objectives
Alaxan Market Understanding
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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
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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
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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.
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6
2
Research Methodology & Design
Alaxan Market Understanding
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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
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1 FGDs
8
3
Key Findings
Alaxan Market Understanding
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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
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1
Understand Target Consumers
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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





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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
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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
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2
Understanding Category Dynamic
Muscle and Body pain management
Alaxan Market Understanding
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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)
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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)
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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
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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
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Solutions for current pains
Patch
MUSCLE/
BODY PAIN
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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
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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
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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

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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
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3
Brand understanding in a competitive
context
Alaxan Market Understanding
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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
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 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
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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
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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
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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
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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
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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
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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
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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
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bitter/pungent
35
4
TVC Post-Evaluations
Alaxan Market Understanding
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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
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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
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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
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5
POSM Quick Facts
Alaxan Market Understanding
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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
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Moving Forwards
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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.
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Alaxan Market Understanding
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