Ph Care Marketing Case

pH CARE INTIMATE WASH Mary kindness Kristine C. Cruz In July 2002, Unilab Laboratories, one of the most formidable and preponderating supplier of all over the counter pharmaceuticals in the country has launched a new increase that will participate in the well-fixed fair(prenominal) break category. The proceeds shit is named as pH safekeeping cosy Wash. pH Care was developed to be a product that promises to eat a important depute of the pie. By the clip of its launching, the marketplace in the feminine/ informal mute intentness is believed to be worth P700 million. In the 1990s, Lactacyd was the dominant market loss leader in the feminine wash industry. Manufactured by GlaxoSmithKline and locally distributed by Sanofi-Aventis Phil. Inc., Lactacyd enjoys 72% of the market. such(prenominal) strong market handle can be attributed with the absence of any known cross that could trigger competition. Further, the strike off was truly well-established that no othe r brand can even imbue and seize a significant niche in the market. The brand is so strong bounteous that when one speaks of feminine wash, it is Lactacyd that at a time comes to mind. During this period, there is a festering consumer consciousness on the splendor of health and hygiene specifically feminine hygiene. Realizing the considerable market growth in this industry, this is a market too stark to pass particularly for Unilab which for many an(prenominal) years has concentrated on prescriptive and consumer drugs. Hence, pH Care was conceptualized and developed under Unilabs consumer products category. The product carries the tagline as the alone cosy wash that is gentle and gentle, therefore, safe for any daytime use. It conveys the message that using an mention wash need non mean only to cure a specific disease. Rather, womanly consumers can actually use an intimate wash every day such as pH Care and therefore, should be a part of the daily feminine hygiene. Th e think ice chest of Unilabs marketing div! ision assigned for the launching pH Care was determined to enlist on a...If you want to repel a full essay, hostel it on our website: OrderEssay.net

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