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
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MyMarketingLab, 14th Edition) (Pearson)
Philip Kotler, Marketing Management(May 2002)

Greg Marshall and Mark Johnston, Marketing Management (Jan 9,
2009)
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(Pearson)
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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
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Marketing to Reach Buyers Directly by David Meerman Scott (Aug 30,
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Kellogg on Marketing by Alice M. Tybout, Bobby J. Calder and Philip
Kotler (Aug 31, 2010)
(under construction)





















Appendix
(Under construction)