Yasmin

In early 2008, Yasmin birth control had been in market for 3 years and was looking for a way to increase share of market.

Yasmin

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):April 2008 to April 2009
Start of Advertising/Communication Effort:April 14th – May 26th, Oct 13th – Nov23rd
Base Period for Comparison:Historical Trends

a) Synopsis of the Case

In early 2008, Yasmin birth control had been in market for 3 years and was looking for a way to increase share of market. It was in fourth position and this had been achieved by solely focusing support against physicians & sales reps.

To devise a new approach the team conducted a usage and attitude study, and...

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