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Taiwan Challenging Case Hang Pack 15g New Product Launch in modern trade

Taiwan Challenging Case Hang Pack 15g New Product Launch in modern trade. Denise Chang Marketing Manager, DKSH Taiwan Ltd. 2014, July, 10th. Challenge Cases – Hang Pack 15g New Product Launch in modern trade in 2012, Aug. Background

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Taiwan Challenging Case Hang Pack 15g New Product Launch in modern trade

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  1. Taiwan Challenging Case Hang Pack 15g New Product Launch in modern trade Denise Chang Marketing Manager, DKSH Taiwan Ltd. 2014, July, 10th

  2. Challenge Cases – Hang Pack 15g New Product Launch in modern trade in 2012, Aug • Background • Fisherman’s Friend business was only in pharmacy channel and sales are stable in 2011. • 2010: 9,635 Lof • 2011: 11,293 Lof • Market expansion in 2012 into modern trade all channels to explore volume growth opportunity. • Market expansion launched 15g hang packs into CVS, PCS, Hypermart in 2012 Aug.

  3. 4P Mixes for market expansion

  4. 15g Hang Pack’s Competition • Ricola, NnJiom, Valda’s pack size is much bigger than Fisherman Friend’s hang pack. • PX and CVS requested package size change to list in FF.

  5. FF 15g Promotion Packaging

  6. Current Distribution by package

  7. 2013 ~ 2014 FF Marketing Mix TVC & Radio campaign Rx channel: B1G1 CVS: B1G1 Mini tin & merchandising in OK CVS Hang Pack B1G1 Merchandising in pharmacy 2013 ~2014 Marketing Mix Merchandising in supermarket Consumer lucky draw promotion New Product Development 2012, AugHangpack new launch 2014 HP delisted in PX,Family Mart 2014Feb.40g stop 2014Aug, 50g new launch

  8. TVC

  9. Failure Cases – Market expansion to all channels with 15g hang pack. Remark: 2014 monthly average dropped 19% v.s. 2013, dropped 8 % v.s. 2012.

  10. Hang Pack Case – Hang Pack dropped since 2013, Aug. CVS: HiLife. Mini tin CP HP: B1G1. HP: PX Twin pack delisted. HP: PX single pack delisted. 52.8% 40g Tin stop 50g Tin New Launch PX returns, delisted. CVS:OK.

  11. Key Task: Back to the Basics and rebuild FF market

  12. Back to the Basics – Focus on Pharmacy Channel First. • To focus on pharmacy channel. • Pharmacy channel wholesalers will be managed by DKSH Health Care to leverage health care’s influence power for better in-store execution. • To prioritize distribution expansion launching new zip lock products in selected effective modern trade channels. • PCS, Watsons, Cosmed. • CVS

  13. Products / Price v.s. Channels in 2015 License Issue?

  14. 2015 FF Marketing Mix Rx channel: B1G1 Shelf display for ZIP CVS: B1G1 Hang Pack Depletion Check out rental / merchandising 2015 Marketing Mix ZIP Bus or print ads New Product Development 2014~2015Hangpack stock depletion 2014 Q4 25g (license issue?) 2015ZIP new launch

  15. Thank you for your attention

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