4P : 1
MSD Taiwan (Merck Sharp & Dohme) Merck) 150 A B 2
4P-Product Propecia 5 T 5αR DHT 4P -Product 1 ( ) 3
4P -Product F.D.A. -- 1997 12 19 D.O.H. --1999 9 8 40 -- 80 4P -Price 28 2100 4
4P -Place 4P -Promotion 5
- - Men aged 18-49 population: 6,060,991 (2002.Jan. Ministry of Interior) * Based on consumers perception. No hair loss/ baldness; NOT Concern (72.7%) pop:4,406,340 No hair loss / baldness; but CONCERN (12.5%) pop:757,624 Have hair loss / baldness; and CONCERN (5.2%) pop:315,172 Have hair loss / baldness; but NOT Concern (9.7%) pop:587,916 Men aged 18~49 concern their hair loss (17.7%) pop: 1,072,795 *Source: 2002 Hair Loss Annual Tracking Study (Jan.); Sample size=600 6
Origination Origination - 92.10.26 10,?? - (Buying Process) Concerned Men aged 18~49 Not concerned Evaluation / Treatment Diagnosis Choice Take action Collect / receive information about MPHL Hair saloons Chinese barber shops Supermarket Quackery Medical Dr. External / topical : shampoo, lotion, tonic, oil, sea salt, scalp massage Replacement : hair piece & weaves Hair care centers No action Surgery : hair transplant Drugstores GP Oral : finasteride HP Brand Choice Fulfillment Received Trial on PROPECIA Propecia Illegal import Not received Proscar / generic splitting Persistence Stop treatment Switch other treatment Refill 7
SWOT 8
Minoxidil 5%,,., Rogaine 1996 FDA, 2000. minoxdil 2%., 45%. ( ) Regaine 1., 1,. 2.,,.,. 3.,, 3~4,,,. 9
18..,,.,,,.,.,. 5% : 1700 : 1600 2% : 1200 : 800 Pregaine (200ml, 400ml) : 200ml $200, 400ml $350 : 200ml $220 10
v.s. ( OTC) 28 : 200ml $200 $2100 : 5%60ml $1700 3 3 3~6 DATA data - 45 11
6 ( ) ( ) 12
, 13
Yahoo banner AD MSN 14
( ) NT200~300 100,000-150,000 WHO(2002) (10%) (IFMPA) 15
1 : 90% 10% 1.5% : 25% 75% 1.7% 16
? (3~12 ) 321 promotion - product 17
event (18-49 ) : : 30 080 dm ( ) (080 ) 18
3 爲 ( ) DM A8 30 3 30 2 爲 ( ) DM 19
150 30 30 60 /banner/ / no additional charge 2 temp for 3 months 12 30 10 Misc. 8 5% 20
event 321 study 3 ( ) 2 1 sample 080 21
321 321 key in data 6 months Temp x1 NT$20,000 3000 new p t x $1000 = NT$3,000,000 3000 old p t x $500 = NT$1,500,000 30% 22
,, GQ??? Are you the groom or the father of the bride??? groom?? groom? father 0800 038 538 23
- - Q A 24
- DM 4P product B2C OTC 25
321 1 2 3 4 5 6 7 8 9 10 11 12 6 : 1 26
10 : 2 27