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...