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 it revealed tremendous opportunity. It found that “Consumers directly impact their prescribed birth control brand 80% of the time when they ask their doctor for a specific brand.” So, we needed advertising that would encourage young women to ask for Yasmin by name, despite the regulatory restrictions described later.

b) Summary of Business Results