TABLE OF CO
TE
T
PAGE
EXECUTIVE SUMMARY
01
CHAPTER 1: I
TRODUCITO
1.1 Reasons to Research
1.2 Objectives of Research
1.3 Methodology
1.4 Scope of Research
1.5 Structure of Research
03
03
03
03
04
04
CHAPTER 2: LITERATURE REVIEW
2.1 Process to launch a new product
2.2 Marketing Activities To Build And Develop A New
Product
2.2.1 Product
2.2.2 Price
2.2.3 Place
2.2.4 Promotion
05
07
07
07
08
09
10
CHAPTER 3: RESEARCH DESIG
3.1 Framework of Research
3.2 Methodology and Sampling composition
3.2.1 Qualitative Research
3.2.2 Quantitative Research
3.3 Information Need
11
11
11
11
12
13
CHAPTER 4: MARKET A
ALYSIS, RESULT OF
RESEARCH, MARKETI
G ACTIVITIES
4.1 Market Analysis
4.1.1 Market situation
4.1.2 Introduction of United Pharma Incorporation
4.2 Result of Research
4.3 SWOT Analysis
4.4 Target Consumers
4.5 Positioning
4.6 Marketing Activities To Launch Acidown Gel
4.6.1 Acidown Gel
4.6.2 Pricing of Acidown Gel
4.6.1 Distribution of Acidown Gel
4.6.1 Communication Strategy of Acidown Gel
14
14
14
16
17
21
23
24
25
25
26
27
28
CHAPTER 5: CO
CLUTIO
A
D RECOMME
DATIO
S
5.1 Conclusion
5.2 Recommendation
34
34
35
REFERE
CE
APPE
DIX
Appendix 01: Discussion Guidelines
Appendix 02: Quantitative Questionnaire
36
37
37
39
TABLE OF FIGURE OR PICTURE OR TABLE
Contents
Page
Figure 2.1 A Framework of a new product launching process
05
Figure 3.1 Research Framework
11
Figure 4.1 Antacid market value and Growth rate of Antacid
category vs the total OTC market value Growth
15
Figure 4.2 Moving Annual Total Revenue of Top 17 Corporations
in Vietnam of OTC market; up to Oct 2010
16
Figure 4.3 Brand awareness from antacid consumers
17
Figure 4.4 Popular symptoms of hyperacidity
18
Figure 4.5 Source to influence respondent to choose an antacid
18
Figure 4.6 The purchasing place where hyperacid sufferers bought
antacid
19
Figure 4.7 Functional benefits preferred
19
Figure 4.8 The most suitable price for a good quality antacid
20
Figure 4.9 The most trusted recommendation of an antacid brand
20
Figure 4.10 Pricing Analysis of Acidown Gel
26
Figure 4.11 Distribution Channel Organization
27
Figure 4.12 Stages of Communication
28
Figure 4.13 Three Success Factors of Communication
30
Figure 4.14 Profit and Lost Statement of Acidown Gel in 5 years
33
Picture 4.1 Packaging Image of Acidown Gel
25
Table 3.1: Sample allocation of quantitative research
13
1
EXECUTIVE SUMMARY
According to the latest statistics of Vietnam
Science Digestion Association, 2009, over
70% Vietnamese population have stomach
problem caused by bacteria of food and
irregular diet and activity habits which harm
“Total antacid market is
expected at US$ 24 million for
the year 2010, growing by 21%
vs. 2009, which is faster than
the average Over The Counter
market growth of 15%”.
the stomach and digestion.
Along with the eco-socio development, the modern lifestyle with hard work and stress do
have negative impact on the health of a person’s stomach and digestion. Failures to treat
the diseases promptly could result in severe complications, negative effects, or even lifethreatening hazards.
According to the IMS Health Vietnam1 , Total antacid market is expected at US$ 24
million for the year 2010, growing by 21% vs. 2009, which is faster than the average Over
The Counter2 market growth of 15%.
There are 2 kinds of antacid formats, tablet and gel. Gel format contributed nearly 70% of
total antacid market in 2009 and achieved a better growth rate of 23% due to the switching
trend from tablet to gel format. Gel market
segment
is
being
dominated
by
Phosphalugel and Gastropulgite with market
value shares of 30% and 14% respectively
(source: IMS Health Vietnam Data 2009).
“Gel format contributed nearly
70% of total antacid market in
2009 and achieved a better
growth rate of 23% due to the
switching trend from tablet to gel
format”.
With the incremental of antacid market, this
thesis will propose a marketing plan to launch a new antacid brand in Gel format which is
marketed by United Pharma Incorporation (UPI) to penetrate into this attractive market.
In order to propose a concept of a gel format antacid to market, the primary research of
qualitative and quantitative was designed and conducted with the objectives to find out the
1
IMS HEALTH Vietnam: pharmaceutical intelligence, providing information and consulting services to the
healthcare market
2
Over The Counter: is the pharmaceutical product does not need prescription of doctor. Consumers are able
to study and seld-medicate it by themselves
2
antacid Usage and Attitudes, the most required attributes of antacid, choice criteria of an
antacid, sources that make target consumers trust an antacid brand and price range as well.
The research found out that majority of consumers self-medicate themselves for the an
antacid medication and followed by recommendation from pharmacies; “Relieves pain
quickly” and “Coating Stomach” were the functional benefits that target consumers
expected from an effective antacid; “The prescription of doctor” was the most influenced
source for antacid users trust in an antacid brand; the most suitable price for a good quality
antacid of a gel antacid is VND 3,000 to VND 3,500.
The thesis proposes to launch an antacid brand in gel format named Acidown Gel with
better antacid neutralizing capacity. It is
positioned
as
STOCHACHE
“A
SPECIALIST
TREATMENT”.
IN
Specialist
means that Acidown Gel understands what
hyperacid sufferers expect, why and when
hyperacid sufferers should use brand and how
hyperacid sufferers use an antacid.
“The thesis proposes to launch
an antacid brand in gel format
named Acidown Gel with
better antacid neutralizing
capacity. It is positioned as
A SPECIALIST I&
STOCHACHE
TREATME&T”.
With the ambition to gain share from key leading players (Phosphalugel, Gastropulgite) in
gel segmentation, Acidown Gel is positioned not only competitive in function (efficacy)
but also the pricing strategy in retailed price (pool strategy) and in gross margin for
retailers (push strategy).
The research showed that majority of antacid purchases came from pharmacies. Therefore,
availability and channel penetration at pharmacies are the primary key success factors of
Acidown Gel. The optimal utilization of distributor’s sales-force and whole-sellers to
distribute Acidown Gel to pharmacies is crucial element for its success.
Acidown Gel sales forecast will achieve VND 10.5 billion (equivalent to US$ 0.5 million)
in third year. UPI will get the positive accumulated net profit in the third year and continue
to achieve the positive net profit in year 04 and year 05. This project is considered as a
good investment.
3
CHAPTER 1: ITRODUCITO
1.1 Reasons to Research
UPI is a Philipinese foreign direct invested company with a pharmaceutical manufacturer.
With competitive advantage in own production, it is quite initiative in material in improve
production cost, innovative proposition and capturing market dynamics. According to the
report of IMS health Vietnam in Jun 2010, UPI was ranked at the second largest OTC
corporations in revenue market leaded by SANOFI-AVENTIS and followed by GSK.
UPI has found that the antacid marketing is increasing and market size of antacid is quite
big with US$ 24 million in 2010. Therefore, it is planning to penetrate this lucrative
segment.
In order to find the ideas of product to develop the product concept, the primary research
needed to be conducted to explore the target consumers’ insights. The target consumers’
insight is the foundation to shape the product concept.
1.2 Objectives of Research
-
The brand awareness from end-users
-
The brand Usage and Attitudes:
The common symptoms which a hyperacid sufferer usually suffered
The brands were used to address the problem
Who advised those brands?
-
Criteria of an antacid
-
The sources that make them trust an antacid brand
-
Price range of a qualified antacid brand
1.3 Methodology
Qualitative and quantitative were used in this research.
Qualitative was conducted with focus groups in different age ranges and genders who
suffered in hyperacidity in last 6 months in order to collect the insights, needs, key
perceptions. The result of qualitative research is the foundation for the next step of
quantitative research.
4
Quantitative research was conducted with questionnaire in the field. Personal interviews
(face-to-face) were done with 100 respondents by the exit methods in front of the
pharmacies, hospitals or medical clinics using structured questionnaire.
1.4 Scope of Research
The primary research was conducted in different districts of Ho Chi Minh City.
This thesis depicted a trusted and workable antacid brand in gel format to offer the market.
This thesis proposed Marketing plan to launch an antacid brand in gel format in Vietnam
market
1.5 Structure of Research: The Thesis Includes 5 Chapters:
-
Chapter 1: Introduction to introduce Reasons to Research, Objectives of
Research and Methodology of research, Scope of Research
-
Chapter 2: Literature Review to review the theory of process to launch a new
product.
-
Chapter 3: Research Design
-
Chapter 4: Market Analysis, Result of Research, Marketing Activities
-
Chapter 5: Conclusion and Recommendation
5
CHAPTER 2: LITERATURE REVIEW
2.1 Process to launch a new product
IDEA
GENERATION
SCREENING
CONCEPT
DEVELOPMENT
and TESTING
BUSINESS
ANALYSIS
PRODUCT AND
MARKETING MIX
DEVELOPMENT
MARKET
TESTING
COMMERCIALIZATION
Figure 2.1 A Framework of a new product launching process
1.
IDEA GENERATION
The first step of new product development requires gathering ideas to be evaluated as
potential product options. Many market research techniques are used to encourage ideas
including: running focus groups with consumers, channel members, and the company’s
sales force; encouraging customer comments and suggestions; and gaining insight on
competitive product developments through secondary data sources. Group of conducted
research can yield a wide range of possible products that can be further pursued
2.
SCREENING
Ideas are critically evaluated by company to isolate the most attractive options. As the
ideas are whittled down to a few attractive options, rough estimates are made of an idea’s
potential in terms of sales, production costs, profit potential, and competitors’ response if
the product is introduced. Acceptable ideas move on to the next step
6
3.
CONCEPT DEVELOPMENT AND TESTING
With a few ideas in hand the marketer now attempts to obtain initial feedback from
customers, distributors and its own employees. Generally, focus groups are convened
where the ideas are presented to a group. In some cases, focus groups are exposed to a
mock-up of the ideas. During focus groups with customers, the marketer seeks information
that may include: likes and dislike of the concept; level of interest in purchasing the
product; frequency of purchase; and price points to determine how much customers are
willing to spend to acquire the product
4.
BUSINESS ANALYSIS
Now in this step, the process becomes very dependent on market research as efforts are
made to analyze the viability of the product ideas. The key objective at this stage is to
obtain useful forecasts of market size, operational costs, production cost and financial
projections. Additionally, the organization must determine if the product will fit within the
company’s overall mission and strategy.
5.
PRODUCT AND MARKETING MIX DEVELOPMENT
Companies direct their research and development teams to construct an initial design or
prototype of the idea. Marketers also begin to construct a marketing plan for the product.
Once the prototype is ready, the marketer seeks customer input. In this step, the customer
gets to experience the real product as well as other aspects of the marketing mix, such as
advertising, pricing, and distribution options. In addition to gaining customer feedback,
this step is used to gauge the feasibility of large-scale, cost effective production for
manufactured products
6.
MARKET TESTING
Products are ready to be tested as real products. In some cases the marketer accepts what
was learned from concept testing and skips over market testing to launch the idea as a fully
marketed product. The most common type of market testing makes the product available to
a selective small segment of the target market (e.g., one city), which is exposed to the full
marketing effort as they would be to any product they could purchase.
7
7.
COMMERCIALIZATION
If market testing displays promising results the product is ready to be introduced to a wider
market. Some companies introduce or roll-out the product in waves with parts of the
market receiving the product on different schedules. This allows the company to ramp up
production in a more controlled way and to fine tune the marketing mix as the product is
distributed to new areas
2.2 Marketing Activities To Build And Develop A ew Product
2.2.1 Product
In marketing, the term “product” is often used as a catch-all word to identify solutions a
marketer provides to its target market. We will follow this approach and permit the term
“product” to cover offerings that fall into one of the 3 categories of Goods, Service and
Ideas.
Goods - Something is considered a good if it is a tangible item. That is, it is
something that is felt, tasted, heard, smelled or seen. In some cases there is a fine
line between items that affect the senses and whether these are considered tangible
or intangible.
Service - Something is considered a service if it is an offering a customer
obtains through the work or labor of someone else. Services can result in the
creation of tangible goods (e.g., a publisher of business magazines hires a freelance
writer to write an article) but the main solution being purchased is the service.
Idea - Something falls into the category of an idea if the marketer attempts
to convince the customer to alter their behavior or their perception in some way.
8
2.2.2 Price
What is price?
In general terms, price is a component of an exchange or transaction that takes place
between two parties and refers to what must be given up by one party (i.e., buyer) in order
to obtain something offered by another party (i.e., seller). In fact, price means different
things to different participants in an exchange:
Buyers’ View – For those making a purchase, such as final customers, price
refers to what must be given up to obtain benefits.
Sellers’ View - To sellers in a transaction, price reflects the revenue
generated for each product sold and, thus, is an important factor in determining
profit. For marketing organizations price also serves as a marketing tool and is a
key element in marketing promotions.
Price versus Value
For most customers price by itself is not the key factor when a purchase is being
considered. This is because most customers compare the entire marketing offering and do
not simply make their purchase decision based solely on a product’s price. In essence when
a purchase situation arises price is one of several variables customers evaluate when they
mentally assess a product’s overall perceived value
Perceived value = perceived benefits received/perceived price paid
For the buyer value of a product will change as perceived price paid and/or perceived
benefits received change.
Importance of price
Pricing decisions can have important consequences for the marketing organization and the
attention given by the marketer to pricing is just as important as the attention given to more
recognizable marketing activities. Some reasons pricing is important include:
9
Most Flexible Marketing Mix Variable – The flexibility of pricing decisions
is particularly important in times when the marketer seeks to quickly stimulate
demand or respond to competitor price actions.
Setting the Right Price – Pricing decisions made hastily without sufficient
research, analysis, and strategic evaluation can lead to the marketing organization
losing revenue.
Trigger of First Impressions - It is important for marketers to know if
customers are more likely to dismiss a product when all they know is its price. If
so, pricing may become the most important of all marketing decisions if it can be
shown that customers are avoiding learning more about the product because of the
price.
Important Part of Sales Promotion – Many times price adjustment is part of
sales promotions that lower price for a short term to stimulate interest in the
product.
2.2.3 Place (Distribution)
What is distribution channel?
Distribution channel is the path that moves product from the marketer to consumers. It
means making decisions on the activities that will give customers access to and permit
purchase of a marketers’ product.
Distribution systems
Indirect - With an indirect distribution system the marketer reaches the
intended final user with the help of others. These resellers generally take ownership
of the product, though in some cases they may sell products on a consignment
basis. Under this system intermediaries may be expected to assume many
responsibilities to help sell the product.
Direct - With a direct distribution system the marketer reaches the intended
final user of their product by distributing the product directly to the customer. That
10
is, there are no other parties involved in the distribution process that take ownership
of the product.
Multi-Channel (Hybrid) - In cases where a marketer utilizes more than one
distribution design the marketer is following a multi-channel or hybrid distribution
system.
2.2.4 Promotion
What is Promotion?
Promotion is a form of communication that uses various methods to reach a targeted
audience with a certain message in order to achieve specific organizational objectives.
Objectives of Promotion:
The most obvious objective marketers have for promotional activities is to convince
customers to make a decision that benefits the marketer (of course the marketer believes
the decision will also benefit the customer). For most for-profit marketers this means
getting customers to buy an organization’s product and, in most cases, to remain a loyal
long-term customer.
Promotion Mix
Marketers have at their disposal four major methods of promotion. Taken together these
comprise the promotion mix. Those include:
Advertising – Involves non-personal, mostly paid promotions often using
mass media outlets to deliver the marketer’s message.
Sales Promotion – Involves the use of special short-term techniques, often
in the form of incentives, to encourage customers to respond or undertake some
activity.
Public Relations – Also referred to as publicity, this type of promotion uses
third-party sources, and particularly the news media, to offer a favorable mention of
the marketer’s company or product without direct payment to the publisher of the
information.
11
CHAPTER 3: RESEARCH DESIG
3.1 Framework of Research
Problem
Statement
Research
Objectives
Qualitative
Data
Collection
Methodology
Quantitative
Analysis
Findings
COCLUSIO
Figure 3.1 Research Framework
3.2 Methodology and Sampling composition
3.2.1 Qualitative Research
Those was conducted by 4 Focus Groups of respondents in different age ranges and
genders who suffered in hyperacidity in last 6 months in order to collect the insights,
needs, key perceptions in terms of strength and weaknesses of current brands in the market.
The result of this research helped to discover Insights & Needs when patients suffered
from pain, to discover attitudes, beliefs & related behavior with an antacid brands, to
discover the brand attributes, to discover key drivers, influencing elements. The findings
were the foundation to design the next steps for the quantitative research to measure Usage
and Attitudes of target consumers.
12
Focus groups sample:
We recruited 20 respondents and divided into 4 groups. Respondents of each group had the
similar demographic in age range and genders.
-
Group 01: 5 female, age from 18 to 24 [young female]
-
Group 02: 5 female, age from 25 to 40 [mature female]
-
Group 03: 5 male, age from 18 to 24 [young male]
-
Group 04: 5 male, age from 25 to 40 [mature male]
Respondent criteria: those who suffered in hyperacidity in last 6 months, and at least
bought and used an antacid to address last hyperacidity.
3.2.2 Quantitative Research
Personal interviews (face-to-face) were conducted by the exit in front of the pharmacies,
hospitals or medical clinics using structured questionnaire. Questionnaire survey was
employed as the tool to collect primary information of consumers’ decision-making styles
and antacid choice criteria in sample size of 100 respondents who are the representatives of
target consumers. A structured questionnaire which consists of 4 sections – Demographic
information; Brand metric on awareness; Purchase and consumption behavior; Brand
Choice criteria.
Before carrying out the fieldwork survey, a pilot test was conducted with 10 subjects in
order to pretest the format and suitability of questions as set out in the Questionnaire.
Quantitative Research Sample:
Sample Design: N=100 across 10 districts in HCM City.
Respondent criteria: those who suffered in hyperacidity, and at least bought an antacid in
last 6 months.
13
Below is the sample allocation:
Order
1
2
3
4
5
6
7
8
9
10
District
Dist 1
Dist 3
Dist 5
Dist 10
Dist 11
Cu Chi
Hoc Mon
Binh Chanh
Tan Ky
Tan Quy
Total
Sub-Total
10
10
10
10
10
10
10
10
10
10
100
Hospital
3
3
3
3
3
3
3
3
3
3
30
Pharmacies
6
6
6
6
6
6
6
6
6
6
60
Medical Clinic
1
1
1
1
1
1
1
1
1
1
10
Table 3.1: Sample allocation of quantitative research
Source: Research conducted
3.3 Information eed
From the research, the thesis needed to find out:
-
The functional benefits which target consumers expected from an antacid
-
The retailed price that target consumers could afford
-
The suitable retailed price that delivered a good quality gel antacid
-
The channels that target consumers usually purchase their antacid
-
The key drivers to influence their purchase of antacid
-
The common symptoms that target consumers suffered
-
The brands that target consumers usually used to address their problems.
14
CHAPTER 4: MARKET AALYSIS, RESULT OF RESEARCH, MARKETIG
ACTIVITIES
4.1 Market Analysis
4.1.1 Market situation
According to the latest statistics of Vietnam Science Digestion Association, 2009, over
70% Vietnamese population have stomach problem caused by a bacterium named
Helicobacter Pylori (HP) – some of the possible sources of the bacteria are through food
or contact directly through spittle. Records from the Ho Chi Minh City University Medical
Center show that the causes are irregular diet and activity habits which harm the stomach
and digestion. This also shows that our modern lifestyle with hard work and stress do have
negative impact on the health of a person’s stomach and digestion. That is why
hyperacidity and ulcers have become popular diseases today
Ho Chi Minh City University Medical Center revealed a notable statistic figure: between 3
and 5 confirmed cases of stomachache out of 10 cases diagnosed by endoscopy
technology. Stomachache is now really widespread, yet unfortunately it has not been given
enough awareness. Failures to treat the diseases promptly could result in severe
complications, negative effects, or even life-threatening hazards. Those who work under
permanent pressures and who lead far too busy lives should keep close tabs on their states
of stomach health. Sometimes identifying early symptoms of stomachache is not easy. If
the disease remains untreated for a while, the day it’s detected becomes nearly too late for
any treatment efforts
15
50
45
20%
40
18%
18%
15%
17%
16%
21%
21%
22%
22%
25%
22%
39.
15%
16%
17%
17%
20%
17%
17%
32.
17%
15%
26.
25
21.
20
17.
17.
11.
9.
7.
5.
5.
5
5.
10%
14.
14.
15
10
22%
18%
35
30
48.
Market Value of Antacid, US$ Mio
6.
7.
8.
10.
12.
5%
-
0%
2006
2007
2008
2009
2010 P 2011 F 2012 F 2013 F 2014 F 2015 F
Gel Format
Tablet Format
Growth Rate of Antacid
Growth Rate of Ttl OTC
Poly. (Gel Format)
Poly. (Tablet Format)
Figure 4.1
Antacid market value and Growth rate of Antacid category vs the total
OTC market value Growth
Source: IMS Health Vietnam Data 2009
According to the IMS Health Vietnam, Total antacid market is expected at US$ 24 million
for the year 2010, growing by 21% vs. 2009, which is faster than the average Over The
Counter market growth of 15%. Because of the emergence of modern life-style affecting
work and leisure, the number of potential sufferers who usually skip regular meals and
strained by stress is increasing.
The antacid market achieved a remarkable growth rate which was higher then the growth
rate of total OTC market since 2007; and it is estimated to achieve a better growth rate in
the coming years.
There are two main formats of antacid - gel format and tablet format. Gel format mainly
contributed to the value to antacid market. In 2009, The gel format contributed nearly 70%
of the antacid market, and achieved a better growth rate of 23%; whereas the growth rate
of tablet was only 13.5%. The total antacid market is forecasted that it will achieve a
remarkable growth rate of more than 20%, and gel format will regain the share of table
format
16
4.1.2 Introduction of United Pharma Incorporation
UPI is a Philipinese foreign direct invested company with a manufacturer and enthusiastic
staff of 300 employees from all over the country. UPI has been in Vietnam for 15 years,
and with such a long time in the local market, UPI is growing up quickly and steadily. UPI
is now one of the top pharmaceutical corporations in Vietnam. Main business of the
company is producing and supplying OTC products with popular brands such as Decolgen,
Evervon, Fibermate, Alaxan etc. UPI has done really good job so far as our growth rate
often exceeds or at least equals to market-wide average rate. UPI’s global mission is to
provide high-quality medical products and services at pocket-suiting prices to enrich
people’s lives and improve community’s healthcare standards. For the coming years and
beyond, UPI Vietnam shall keep sticking to this mission.
Figure 4.2 Moving Annual Total Revenue of Top 17 Corporations in Vietnam of OTC
market; up to Oct 2010
Source: IMS Health Vietnam Data, Oct 2010: Top ranking OTC manufacturers in Vietnam
According to the report of IMS health Vietnam in Jun 2010, UPI is being ranked at the
second largest corporations in revenue in OTC market.
17
4.2 Result of Research:
Below are the findings of research which help to develop product concept and marketing
plan of project:
4.2.1 Brand Awareness
Phosphalugel, Gastropulgite, Novagast achieved a very good brand awareness from
consumers. Those are gel format antacid. In tablet antacids, Maalox, Kremils and
Motilium-M achieved a moderate awareness from consumers.
1.0
18 – 24
25-40
41 ++
Total
94%
Brand Awareness
0.9
78%
72%
0.8
0.7
66%
59%
56%
0.6
0.5
0.4
58%
47%
38%
25%
31%
0.3
16%
0.2
0.1
38% 37%
22%
16% 14%
39%
31% 31%
33%
22%
13%
19%
13% 13%
8%
56%
52%
47%
44% 47%
40%
69%
63%
22%
16%
9% 12%
31%
25%
14%
3%
Figure 4.3 Brand awareness from antacid consumers
Source: Research analysis
Others
Veragel DMS
Novagast
Phosphalugel
Stoccel
Motilium-M
Gastropulgite
Zantac
Antacil
Maalox
Kremil-S
-
18
4.2.2 Popular symptoms of hyperacidity
“Spasm”, “Burn in stomach” and “Heartburn” were the common symptoms which
hyperacid sufferers usually experienced when they got the hyperacidity.
70%
The sym ptoms w hich Pa tie nt suffe red in l ast Hypera cidity
60%
50%
24%
12%
41 ++
25-40
40%
18 – 24
16%
30%
20%
28%
20%
26%
10%
12%
12%
4%
0%
Spasm pain
Burn in
s tomach
Heartburn
14%
2%
2%
2%
10%
16%
Dull Ache
Indiges tion
4%
6%
2%
7%
2%
3%
Feeling like Flatulent/Full Feeling like
wanting to
of air
hungry
vomit
Figure 4.4 Popular symptoms of hyperacidity
Source: Research analysis
4.2.3 Influencing sources
In order to use an antacid to address the hyperacidity, most of sufferers chose their own
brands or asked recommendations from pharmacists.
50%
45%
Sourse inflenced Respo ndent to used last antacid brands
Phosphalugel
Gastropulgite
Veragel DMS
Novagast
3%
3%
4%
1%
3%
2%
3%
3%
Kremil-S
Moti lium-M
4%
Maal ox
Zantac
4%
Stoccel
Antacil
6%
3%
Others
40%
35%
30%
25%
20%
15%
10%
5%
4%
6%
6%
2%
2%
2%
3%
8%
2%
2%
0%
2%
Recommendations
from Pharmac ists
Prescription
f rom Doc tor s
0%
4%
5%
1%
1%
1%
5%
Rec ommendat ions
f rom relatives
/Friends/Colleagues
Self -Medic ation
Figure 4.5 Source to influence respondent to choose an antacid
Source: Research analysis
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