Background
Asan is the market leader in the intimate hygiene category with a 71% market share(groceries), a category that has experienced negative growth for several years. In February 2019, the battle for customers was further intensified when Libresse entered market. Libresse is the market leader in a nearby category and is a player with significant market funds.
Asan is well known amongst the consumers (79.8% women 18 years + / 87.5% women 15-29 years) , but preference and loyalty among cconsumers is low and declining, particularly among younger target groups which are important for Asan. This is a critical trend,...