Ph Care Marketing Case

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pH CARE INTIMATE WASH Mary Grace Kristine C. Cruz In July 2002, Unilab Laboratories, one of the most formidable and dominant provider of over the counter pharmaceuticals in the country has launched a new product that will participate in the booming feminine wash category. The product brand is named as pH Care Intimate Wash. pH Care was developed to be a product that promises to eat a significant portion of the pie. By the time of its launching, the market in the feminine/intimate wash industry is believed to be worth P700 million. In the 1990’s, Lactacyd was the dominant market leader in the feminine wash industry. Manufactured by GlaxoSmithKline and locally distributed by Sanofi-Aventis Phil. Inc., Lactacyd enjoys 72% of the market. Such strong market share can be attributed with the absence of any known brand that could trigger competition. Further, the brand was very well-established that no other brand can even penetrate and seize a significant niche in the market. The brand is so strong enough that when one speaks of feminine wash, it is Lactacyd that immediately comes to mind. During this period, there is a growing consumer consciousness on the importance of health and hygiene specifically feminine hygiene. Realizing the considerable market growth in this industry, this is a market too hard to pass particularly for Unilab which for many years has concentrated on prescriptive and consumer drugs. Hence, pH Care was conceptualized and developed under Unilab’s consumer products category. The product carries the tagline as “the only intimate wash that is mild and gentle, therefore, safe for every day use.” It conveys the message that using an intimate wash need not mean only to cure a specific disease. Rather, female consumers can actually use an intimate wash every day such as pH Care and therefore, should be a part of the daily feminine hygiene. The think tank

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