SEGMENATION, TARGETING

AND POSITIONING

MARVELON Typically these are the ways a company divide the market, select the best possible customer group and position their product

2012

SEGMENTATION, TARGETING AND POSITIONING

OF

MARVELON

Prepared for

Afroza Shirin, Lecturer for Marketing Management

IBAIS University

Dhaka

Prepared by

Sardar Md. Salahuddin Bijoy 3157

Moni Rani Saha 3216

Nafeul Hafij 3160

Date: Septembe 10, 2012

September 10,2012

Mrs. Afroza Shirin

Lecturer for Marketing Management

IBAIS Univeristy

Dhaka, Bangladesh

Dear Mam,

Here is the report on the observational study of Segmentation,

targeting and positioning of “Marvelon” that you asked us to

prepare.

Our study is based on “Marvelon” a contraceptive of Nuvista

Pharmaceuticals. The study reveals the segmentation, targeting and

positioning of the product mentioned above and corrections for

future expansion.

We appreciate you for choosing us this assignment. If you should

need any additional research or assistance in further assignment,

please contact bizoydhk@gmail.com

Sincerely yours

Icarus Group

Acknowledgement

First of all we would like to give thanks to Mr. Aminul Haque,

Marketing Manager, Nuvista Pharma for providing brief knowledge

of the product. Then then we want to give special thanks to Mr. Sajal

Saha for helping us understanding the product strength, marketing

behavior and its uniqueness and help us with relevant data we

consider as a base for our assignment without such data our work

would remain incomplete.

Executive Summary

The report contains information based on Marvelon a contraceptive

of Nuvista Pharma. It includes the market segmentation of Marvelon

that is how Marvelon has been segmented and the variable used in

the market segmentation process. The ways Nuvista Pharma has

target Marvelon in the market and the positioning of Marvelon. Their

market condition, product strength and how it differs from other

similar products available in the market has been discussed in the

report.

Table of contents

Introduction

We are writing this report to describe the marketing policies of

Marvelon, a contraceptive which is a product of Nuvista Pharma.

Nuvista Pharma Limited has been operating in Bangladesh since 1964

as Organon (Bangladesh) which was a subsidiary of Organon

International, the human healthcare business unit of Akzo Nobel,

based in the Netherlands. Effective July 1, 2006 Organon

International announced that its interests in Organon (Bangladesh)

Ltd. would be divested and effective December 2006, the name of

the company would be changed to Nuvista Pharma Limited.

In Bangladesh, Nuvista Pharma is a dominant player in the following market segments:

Commercial Segment of Contraception

Hormone Therapy (Male & Female)

Plain Corticosteroid

Synthetic Oxytocin

Anabolic Steroid

Anti Spasmodic

Progestogen

Haemostatic

Anaesthesia

Fertility

MARVELON®

Composition

Each Tablet contains Desogestrel BP 0.15 mg and Ethinylestradiol USP 0.03 mg

General Description:

Desogestrel and ethinylestradiol is an estrogen and progestin combination pill used for the prevention of pregnancy. It works by preventing ovulation and causing changes in the mucus of the cervix that make it difficult for sperm to penetrate and for an egg to implant. It may also be taken to regulate the menstrual cycle. In clinical trials, Marvelon® showed a very low pregnancy rate, a good cycle control, a low incidence of side -effects and, as a result, a low drop-out rate

Indication

Oral Contraception

Contraindication

Allergy to desogestrel, ethinylestradiol or any ingredients of this medication

Pregnancy

Active liver disease

Breast cancer

Severe hypertension

Side Effects

Intermenstrual Bleeding, Post medication amenorrhea, Changes in cervical secretion

Breast tenderness, pain, enlargement, secretion

Nausea, vomiting, cholestatic jaundice

Thrombosis, rise of blood pressure

There are so many competitors are present in the market and the

competitors are Square Pharma, Beximco Pharma, Incepta Pharma,

Polular Pharma, General Pharma and among them Renata is the

main competitor of Nuvista Pharma.

Description:

Nuvista Pharma has already launched 29 products and still launching

new products in the market and among their products one of their

well known and established product is Marvelon, a contraceptive.

Nuvista Pharma has segmented their market using different

variables. These are discussed below:

Firstly they have used sex variable which is a variable of demographic

segmentation. For their product they have selected only Female

customers as the product can only be used by the female customers

and they can only get benefit from the product.

Secondly they used age variable which is also a variable of

demographic segmentation. For Marvelon they estimated the age

between 16-45 years as they have assume that they 10000000 or 1

crore potential customers present in the market.

Thirdly they have used Income variable that belongs to demographic

segmentation. They have estimated that the customers income level

has to be moderate. According to the product price quality and

distinct feature they have assumed that the customers income has to

be greater than 200000 tk(monthly).

Moreover they have selected 18 districts (Dhaka, Jessore, Faridpur,

Barisal, Rangpur, Khulna, Bogra, Mymensingh, Netrokona, Syhlet,

Dinajpur, Rajshahi, Manikgong, Tangail, Noakhali, Narayangong,

Gaibandha) for their marketing distribution channel of Marvelon.

According to their survey report and statistical report they have

observed that they can get most of their potential customers in this

areas and it will serve their market well.

Another variable selected for their product is lifestyle which is

another variable of psychographic segmentation. They believed that

Female with modern lifestyle will give preference to their product

first.

Finally Nuvista Pharma has taken user status which is a variable of

behavioral segmentation. It has been found that it belongs to regular

and medium users. As the product characteristics demand creates

such user status. It also been found that the consumers are hardcore

loyal.

Targeting

After segmentation Nuvista had decided to choose Single segement

concentration. Since the product can only serve a single market with

single product. Although there are some risk factors related to it but

they have so many other product in the market it should not be

considered as a market risk with the product.

Findings

1. They have selected the right types of variables for Marvelon.

2. Price is comparatively high from other contraceptive pills

available in the market.

3. The company claim that is contains 0% fat and a research which

has been conducted by us tells us that their claim is partially

true which obviously distinguish Marvelon from other

contraceptive pills available in the market.

4. They have used good marketing channel that cover a larges

area and gradually expending their marketing activities .

5) Slow down of advertising and promotional offer has been

observed.

Recommendation

From the above findings we can say the price of the product has to

be reduced so that women from other class can buy the product. It

also needs extra feature to stay in the market and gain more market

share. Finally it should increase its advertising and promotional

activities.

Bibliography

Philip Kotler and Kevin Keller , Marketing Management Plus New MyMarketingLab, 14th Edition) (Pearson)

Philip Kotler, Marketing Management(May 2002)

Greg Marshall and Mark Johnston, Marketing Management (Jan 9, 2009)

Russ Winer and Ravi Dhar , Marketing Management, 4th Edition (Pearson)

Marketing Management (13th Edition) by Phil Kotler and Kevin Keller (Feb 25, 2008)

Marketing Management: Knowledge and Skills, 10th Edition by J. Paul Peter and James H. Donnelly Jr. (Sep 27, 2010)

Marketing Management by Philip Kotler and Kevin Lane Keller (Apr 14, 2007)

Framework for Marketing Management (5th Edition) by Philip Kotler and Kevin Keller (Mar 3, 2011)

Strategic Marketing Management, 6th Edition by Alexander Chernev and Philip Kotler (Aug 1, 2011)

Marketing Management: A Strategic Decision-Making Approach by John Mullins, Orville Walker and Jr., Harper Boyd (Feb 20, 2009)

Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know by Mark Jeffery (Feb 8, 2010)

Essentials of Marketing Management by Greg Marshall and Mark Johnston (Jan 16, 2010)

Marketing Management: A Strategic Decision-Making Approach by John Mullins and Orville Walker (Jan 31, 2012)

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott (Aug 30, 2011)

Kellogg on Marketing by Alice M. Tybout, Bobby J. Calder and Philip Kotler (Aug 31, 2010)

(under construction)

Appendix

(Under construction)