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Portable Electric Breast pump. Pigeon Corporation Overseas dept Marketing G. Shipping : July 2010. Circumstance. Increasing. 中国のみ混合栄養での数値データ / データピジョン上海統計. Source by UNICEFF. Because of melamine matter, breast feeding ratio is getting higher in China as well. - PowerPoint PPT Presentation
Citation preview
2
Circumstance
Breast feeding is becoming trend in the world. In some country, session to promote breast feeding is held every year.
Trends in exclusive breastfeeding rates( first sixmonths of life)
43 3930
15 18
45.94738 38
32 36.2
64
010203040506070
1990 2004 Source by UNICEFF
中国のみ混合栄養での数値データ/ データピジョン上海統計
Because of melamine matter, breast feeding ratio is getting
higher in China as well
Increasing
3
Competitor
In terms of brand power and awareness, Medela is No1 brand in this type of breast pump and what we have to do is to approach them by developing better product.
✓Covering all type of breast pump including manual, electric and hospital use.
✓ Demystifying to lactation consultant, doctor and nurse.
✓ Launching artificial nipple to demystify expressing, storing and nursing.
✓ Electric breast pump share = 24%
✓ Electric breast pump double type share = 74%
✓ Hospital use share = 32%
( All number comes from market survey in Lansinoh 2006)
✓Selling not only Europe but also Asian country and Oceania
✓Starting to do promotion activity and doing event in hospital in China.
✓No spec of hospital use but launching electric breast pump with single, double and manual breast pump
✓Starting to developing manual breast pump with diaphragm type for the first time
✓ Launching artificial nipple to demystify expressing, storing and nursing. ✓ Enhancing brand image at store shelf not demystifying to lactation consultant or doctors
✓Famous for manual type, 32% share in USA
4
Company – Vision to be breast support company
Integrating the image of Pigeon brand at store front
Expanding product relating to breast feeding
Penetrating to customerPenetrating to customerDeveloping BI, VI and VMD to totalize Pigeon’s brand imagePigeon’s brand image at store front
Launching “ Breastfeeding advisor”“ Breastfeeding advisor” website to be known Pigeon as “Breastfeeding support company”http://www.pigeonbaby.info/ba/
1st step1st step 2nd step2nd step 3rd step3rd step
Launching breast care item to beLaunching breast care item to be “ “Breastfeeding support company”Breastfeeding support company”Target item : Nipple care cream, Breast milk storage bottle, portable electric breast pump and so on.
2008 ~
2009 ~
2010 ~
5
※TS 表より(海外部からの関連会社売り含む)
Sales qty of breastfeeding items are elongated more than 300% comparing 2000.
*From Pigeon Sales data
Breastfeeding items are up growth category it is necessary to expand sales more to foster them as a category next to nursing bottle and nipple.
Company
Sales amount yen
2000 2008 Up ratioBottle 222,693,750 1,051,043,110 472%Nipple 205,707,052 584,463,288 284%Breastfeeding item 173,987,413 526,193,501 302%Baby hygiene 99,627,852 342,258,199 344%Breast pad 120,806,512 261,988,102 217%Weaning 38,046,328 169,346,372 445%
472%
284%344%
217%
445%
302%
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
Bottl
e
Nipp
le
Brea
stfee
ding i
tem
Baby
hygie
ne
Brea
st pa
d
Weanin
g
0%50%100%150%200%250%300%350%400%450%500%
20002008Up ratio
\ 0
\ 100,000,000
\ 200,000,000
\ 300,000,000
\ 400,000,000
\ 500,000,000
\ 600,000,000
1 2 32000 2005 2008
7
Company – renewal of breast pump
faculty
faculty
manualmanual
high
low
We have started to develop breast pump which reflects our research from 2006, In 2010, we have decided to renew “battery operated breast pump” to match consumer’s needs and to enhance brand power as “breast feeding support company”.
electricelectric
Diaphragm Manual breast pump
Silent Electric breast pump
16849Battery operated breast pump
2006
20082010
PortableElectric breast pump
8
Consumer – % of possession
Market survey in Korea 2009
In overseas market, consumer prefer using electric type to manual type.
Market survey in Taiwan 2009
6-11mosn=83
6-11mosn=99
0-5mosn=99
12-23mosn=102 12-23mos
N=138
0-5mosn=82
Electric ManualBoth
Electric & Manual
Doesn’thave
Doesn’thave
BothElectric & Manual
ManualElectric
n=303n=300 n=303
Age group
Age group
byarea
byarea
9
Consumer
Consumer research in Taiwan 2007
Consumer research in Korea 2008
Every mother has same consideration when buying electric breast pump as above. NEW electric breast pump need to solve consumer's needs as many as possible.
1) Not to feel pain
2) Can be used with ease
3) Seems easy to use
4) Able to adjust suction power
1) Can be used with ease
2) Not to feel pain
3) Able to adjust suction power
4) Electric type
10
Customer complaint of 16849
1) Motor does not move appropriately
2) No suction
3) Inadequate suction
* Comment example coming from consumer
Why this happens?
-Because there is no system to prevent backflow. -Because there is no system to prevent backflow.
If breast milk goes into “motor part”, function goes down extremely.
-Because of AC adaptor-Because of AC adaptor
If voltage of AC adaptor and motor is not matching, it becomes cause of trouble.
Consumer report of Singapore and China
11
Renewal point
Function and Specification we required for NEW electric breast pump
1)Able to use at ease
2)Not to feel pain
3)Able to adjust suction power
4)Looks easy to use
5)Preventing back flow
6)AC adaptor is included
12
Our mission and target customer
【 Target customer 】
* Consumers who wish to use breast pump at outside For example working place
* Consumers who are heavy users
* Consumers who wish to buy electric breast pump cheaper than Silent electric breast pump, Mini electric from MEDELA and ISIS from AVENT
【 mission 】•Improving sales amount of “Breastfeeding items” by launching NEW product which can get sales amount and profit properly.
•Enhancing brand power and market share by renewing current item which occurs customer’s complaint.
Brand power
Sales am
ount NOW
GOAL
13
Product strategy ( Positioning )
Possible to customize suction Possible to customize suction pressure and cycle by oneselfpressure and cycle by oneself
Quiet motor and it Quiet motor and it is possible to use is possible to use when you are out when you are out or next to a babyor next to a baby
Motor is noisy that Motor is noisy that people around will people around will notice your notice your expressionexpression
Suction rhythm is adjustableSuction rhythm is adjustable
Motor of Avent is smaller comparing other competitor but it cannot be produced sucking rhythm by oneself. Medela is too noisy to suck and cannot customize sucking pressure and sucking cycle on your own. Our Portable Electric Breast Pump has much better specification comparing two competitors, AVENT and MEDELA.
14
Product ( specification and feature )
Light and silent motor*You can use this product at
your office or next to baby with no hesitation
Push lever*You can adjust sucking cycle easily with one finger. It is possible to make weak suction and
strong suction anytime you want.
Advanced sealing air cushion*This sealing air cushion is perfectly fit to
your breast. Material is so comfortable and mother does not feel pain
Cup preventing back flow*Path passing air and milk is completely different. So it never occurs back flow.
Wide neck PP bottle*Bottle to be put is wide neck PP bottle.
This bottle is BPA free so you can use at peace not to concern environmental hormon.
Suction pressure adjustable dial*You can adjust suction pressure from 1 to 5. It is possible to customize pressure depending
on your condition of the day.
Less component*This NEW electric breast pump is composed by
only 6 parts. Assembling and breaking up is much easier than
current battery operated breast pump
BPAFREE
15
Product – Specification of motor
Weight : 200g
Silence of motor : same as silent electric breast pump.
There is level 1 to 5 (92mmhg ~ 250mmhg). Consumer can adjust suction pressure as they like by using just one finger.
Consumer can control suction rhythm by this lever. If consumer move their finger with high speed, it can reflect “faster tempo” which is important for starting expression. On the other hand, it is possible to duplicate “ slower tempo” by using a finger with slow.
By using lock lever, push lever can be locked.
Silent and Light
Suction pressure control dial
Lock lever
Unique push lever
16
Product – specifictaion of pump body
Path which runs through milk and air is completely different. In that case, there is never happens that breast milk goes inside of motor and stops moving.
Because of wide base, No need to attach wide-neck adaptor. Also, it is easier to attach milk valve to pump body.
Never Back flow
Wide neck base
17
Product – package
Package size -190×95×150
Package is smaller than Avent, Medela and Pigeon’s other pump. We appeal “ how this product is easy to use and portable” through package.
19Our NEW breast pump covers feature both mini-electric from MEDELA and ISIS from AVENT. We can be No1 share in this category.
Product – comparison with competitor
20
Product strategy ( place )
We can see that consumers are buying breast pump at baby shop when referring consumer survey. It is important to get product information at store front because there are additional value part such as customizing suction power or suction rhythm.
The most important thing is to transmit product information at store
1) Baby shop
2) Department store
3) Drug store
2.6%
45.9%
2.1% 2.6%
56.2%
1.0% 1.0% 0.5% 0.5% 1.0%0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
百貨店
ス│パ│
病院
薬局
ベビ|専門店
テレビ通販
通販
家庭訪問
直接販売
ネット販売
Consumer survey in Taiwan Consumer survey in Korea
Consumer survey in China
Dept.Store
HyperMarket
SuperMarket
DrugStore Internet Pharmacy
BabySpecialty
ShopOther
Do not purchase
Dept.Store
AgeGroup
AgeGroup
Hypermarket
DrugStore
Baby Specialty
ShopInternet Other N/A
Dept.Store
TVMailorder
SuperMarket
DrugStoreHospital Mail
order
BabySpecialty
ShopInternet
21
Product strategy ( price )
Product name Battery operated breast pump
Portable breast pump
ISIS IQ UNO Mini Electric
Picture of the product
Shop price (AVE ) 9,500THB 4,350THB
AVENT ISIS IQ UNO
Medela Mini Electric
PIGEON current product
【 Assumption of shop price after launching portable electric breast pump 】
PIGEON NEW Breast pump
Local brand
We set our shop price between Medela mini electric and current breast pump. By doing so, we propose that we can get both consumer who can not buy product of Medela and do not want to buy local one at the same time.
Medela is No1 competitor and our mission is deprived share from Medela
22
Promotion strategy
Purchase of breast pump peaks when baby is 0 month to 3months. We have to do promotion which influence those targeted customer
0-3months 4-6months10-12months6-8months
Maternity period Postnatal period
Buying behavior
Important customer
We need to give information to the mother who is 10months –12 months maternity and 0-3 months postnatal period. The most important customer is a one who has 0 –3 months old baby.
23
Promotion strategy
Media to get information about breast pump
Mother who has 0-3months baby is so busy and there is a little time to go to store shelf. The important thing is to give information how this pump is good and how other people think about this pump before going to store shelf.
internet magazine Store shelf
Strong influence when buying breast pump
Recommendation from mothers or friends
Word of mouth
24
Promotion strategy – using internet
1) Using distributer’s website
As a new product, Please upload onto website
2) Word of mouth website
1) Recruiting monitor
2) Using portable electric breast pump
3) Asking them to upload comment onto the word of mouth website
Prepared By distributer
25
Promotion strategy-magazine advertisement
By adding consumer’s feedback, mother can have good and safety image toward our portable electric breast pump.
Mother and baby is smiling
○Graph to show mother’s satisfaction
EX% mother satisfied with this pump
% mother want to recommend to other mother
×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×××× ×× ×× ×× ×× ×× ×× ×× ×× ×× ××
×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ××
×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ××
○Mother’s comment after using this pump
EX I did not feel any pain at all…
I could use this at working time…
Prepared By HQ
NEW
26
Promotion strategy-lefletPrepared
By HQ
As a breastfeeding support company, we introduce not only portable electric breast pump, but also other breast feeding items onto leaflet.
Inside Outside
Breast pumpInformation
Importance ofBreast milk
NEW
○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○
○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○
○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○○
Introduction of other breast feeding itemEX Breast care pump, nipple puller,
nipple cream, storage bottle and so on
Inside page 1/2 Inside page 2/2
Front page
210mm
105 mm
27
Promotion strategy - store shelf
○SWING POP
POP should be handmade or small size of magazine advertisement.
This SWING POP becomes attention at store shelf. Please attach them on price rail or next to product sample.
○POP at store shelf
Mother and baby is smiling
×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ×××× ×× ×× ×× ×× ×× ×× ×× ×× ×× ××
×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ××
×× ×× ×× ×× ×× ×× ×× ×× ×× ×× ××
Design will be portable electric breast pump
Prepared By MPI
Prepared By HQ
65 pcs of product sample
Need to discuss and select suitable retailer.
28
Schedule & Item code
〇 Meeting to approve mass production : End of April 〇 Mass production : Early May
〇〇 First shipment : JuneFirst shipment : June
Schedule
Item code and description
Carton size
Country of origin : Japan
29
Q : Why suction power is 250mmhg? It seems too weak.A : Because FDA is mentioning officially that breast pump which suction pressure is more than 250mmhg needs apply document as medial equipment which has tendency to feel irritation and other bad feeling to users. We, Pigeon, wish mothers to use breast pump without stress. So that, we set maximum of suction power to 250mmhg.
Q: It does not suck at all, is there any reason why??A : First of all, make sure that all parts are set correctly. When milk valve or inner cup are torn, air leaks and suction will be weaker. Also, be careful about milk valve. If the milk vale is pushed too strong to the pump body, suction power becomes weak.
Q : How we can make suction?A : All you need to do is using push lever. Attach your finger onto “Push lever” and set in motion. You cannot make suction just by pushing breast pump at your breast and not using your finger.
Q: Does suction power change when using AC adapter and battery?A: There is no difference.
Q: What can we do when bringing this breast pump out at outside?A: Please use “lock lever”. Push lever cannot move at all when using lock lever.
Q&A