Executive summary: stretch marks are probably the most discussed and feared of the changes to the body during pregnancy. These marks appear in 50 – 90% of all pregnant women, usually showing up in the later half of pregnancy In Bangladesh women are no exception. Apart from pregnancy stretch marks occurs due to rapid weight gain or loss, heredity, hormonal cause or drug induced, heavy exercise etc in both male and female.
In Bangladesh few products or medicines are available for healing stretch marks, but no effective medicines are there. But women feel need for medicine that can lighten stretch mark. So there is a huge untapped and lucrative market for anti-stretch mark patient to serve by Eskaef Bangladesh Limited. In foreign countries anti stretch mark products both heal pre and post pregnancy stretch marks, scars with same medicine. They use various ingredients starting from cocoa butter, emu oil, jojoba oil to lanolin, alcohol etc.
In my internship assignment, I conducted survey on 30 respondent, among them majority of them were women. I. surveyed respondents from Bangladesh Medical College Hospital, Al-Razi Hospital and Azimpur Maternity hospitals to know about the market feasibility of anti stretch mark product.
The survey result was analyzed on MS-XL software and is presented through graph in the report body. The result shows that most of the people suffer from stretch mark and the main reason behind this stretch mark is pregnancy. Among the people most of them are worried and they want to use anything to remove this stretch mark. Mostly women suffer from this kind of diseases, they are very high conscious and mainly come from upper middle class. Their age range is 24-29.Most of the people want the medicine as a lotion form in a tube. Their next choice is plastic jar. They want the product could be available in pharmacy, super store and cosmetic shop.
1.0 Introduction
Market research is the process of systematic gathering,recording,and analyzing of data about customers competitors and the market. Market research can help create a business plan, launch a new product or service, fine tune existing product or service or expand in to new market etc.It can be used to determine which portion of the population will purchase the product or service based on variables like age,gender,location and income level. It can be found out what market characteristics the target market has. By doing market research the company can learn more about current and potential customers.
Market research is discovering what people want, need or their expectation. It can also involve discovering how the market they act. Once that research is complete it can be used to determine how to market the specific product.
For starting a new business there are few things should be find out through market research in order to know if the proposed business is feasible or not. The things are to get market information, to select the market segmentation, and have to aware about the market trends by doing customer analysis, risk analysis, and product research etc.
In my research market feasibility of anti marks (stretch marks) cream I have seen that , stretch marks arc probably the most discussed and feared of the changes to, the body during pregnancy. Medical terminology for these kinds of markings includes striucutrop/z icue, ergeIiires, sfiui disteiisiie, striac culls distensile, stnue gruvuIuruiii (in cases where it is caused by pregnancy), he cue atropizicue, strict (listellsue, Ibiza albicante, or simply strict. Stretch marks are linear atrophic lesions of skin from a few millimeters up to fifteen centimeters (0.60 inches). Stretch marks are tears in a skin matrix affected by atrophy, a condition characterized by exactly the contrary of those just mentioned. Statistically, women are affected twice than men. These marks appear in 50 – 90% of all pregnant women, usually showing up in the later half of pregnancy as bright red lines, sometimes even purplish. Stretch marks occur in the dermis, the resilient middle layer that helps the skin retain its shape. No stretch marks will forms long as there is support within the dermis. Stretching plays more of a role in where the marks occur and in what direction they run. Stretching alone is not the cause.
This is a hidden diseases. Most of the women who suffer from this stretch mark want to use anything to lighten the marks. Only few brand are available in the market but they are not our own countries brand. These are foreign brand and too expensive. So my company SK+F want to introduce a new stretch mark cream in the market that why this research has done to see whether the market of this stretch mark cream is feasible or not
1.2 Background study
Through this research my company SK+F can get the market information, Select the market segment and the target market. My company SK+F will also know about who are the potential customers and also what the customers need, want and demand. Finally this research will help the company to understand about the market trends or to see whether the market of this stretch mark cream is feasible or not. This report is used only for my academic purpose. I have collected all the necessary and relevant data from different sources like,primary,secondary and tertiary sources. After three months long hard labor ,it has become possible for me to make the report comprehensive and factual. The data is truly and strictly confidential and no one can use its components in full or partial. I would like to give thanks to every one who has helped and encourage me in the process of preparing this report.
1.3 Objective of my study
The objective of this study is to find out whether the market is feasible or not for this stretch mark cream. In particular the main thing of this research is to dig out the potential customer for this latent demand and their expectation about this product.
1.4 Methology:
1.Conduct a literature review.
2.Talking with some respondent at Azimpur maternity hospital
3.Undertake a situational analysis of the field notes.
4.Write a research report that combines the understanding of relevant theory .
1.5 Limitation:
Time constraints of the semester requires less time that may be ideal for an ethnographic study. Because of time limitation I cant take so many interview and cant survey all places. The main limitation of my study is uneducated respondents that why I cant get enough information to conduct my research properly.
2.1 Company profile:
Sk+F is a successor of Smith Kline And French in Bangladesh was acquired by Transcom in 11990,is now one of the fastest growing pharmaceutical companies in Bangladesh and is engaged in manufacturing and marketing of a wide range of therapeutic drugs, bulk pellets and animal health and. nutrition products. At present the company has annual sales turnover of more than taka 3.5 billion. Rapid business growth since its inception has propelled SK+F to a position of eminence among the pharmaceutical companies operating in Bangladesh today. It manufactures and markets 126 pharmaceutical products in 194 dosage forms and has establish 22 products as a brand leader in the market. Owing to its qualified, trained and skilled professional and through its unswerving standards quality control SK+F is now one of the most respected names in the pharmaceutical industry of Bangladesh.
SK+F is an extremely quality driven and scientific information based company. Its entire manufacturing facilities at Tongi has recently achieved the approval from the UK MHRA(United Kingdom Medicine and Healthcare Products Regulatory Agency).UK MHRA is one of the toughest registration process of pharmaceuticals in the world and it ensures high standards of safety and quality for SK+F products, opens European and other highly regulated markets for SK+F and also depicts the total quality management approach of SK+F.
True to its vision of offering the best quality healthcare products. SK+F has established a world class pharmaceutical manufacturing facility with dedicated cephalsporin plant at Tongi under the direct supervision and technical support from Elomatic,one of the leading European pharmaceutical consultants. The new facility is designed and purposefully validated to conform international GMP.
SK+F entered in to international market with the export of multivitamin and mineral tablets to North Korea in 1998.The company has already established its presence in Nepal, Srilanka, Vietnam, HongKong, Macau, Somalia, Iraq, Belize, Guatemala, Indonesia, Myanmar, UAE and Bhutan.
2.2 Objective:
SK+F envisions a leading role as a catalyst for the improvement of healthcare of the world. The management of SK+F is committed to building world where each and every person has access to safe, effective,and affordable medicines and related healthcare service.
2.3 Division:
There are mainly 2 division of SK+F.They are-
1.Pellets division:
As a pioneer bulk pellets manufacturer of Bangladesh,SK+F has been marketing its bulk pellets since 2001.SK+F has also successfully started exporting its bulk pellets to UAE,which is one of the highly regulated Parma markets within the GCC.
2. Agrovet division:
Since its inception in 2001,the agrovet division has been manufacturing and marketing a wide range of therapeutic and nutritional products for poultry, livestock and fish. It also markets and sells soil micro nutrients for crops, vegetables and tea plantation. The agrovet division has been exporting its products to Guatemala and Nepal as the pioneer exporter from Bangladesh of animal health and nutritional products since 2005.
3.1 About stretch mark
SK+F is a successor of Smith Kline &French a large pharmaceutical company was acquired by Trans com in 1990.It is a quality and scientific based company. is engaged in manufacturing and marketing of a wide range of therapeutic drugs, bulk pellets and animal health and. and nutrition products. At present the company has annual sales turnover of more than taka 3.5 billion. Rapid business growth since its inception has propelled SK+F to a position of eminence among the pharmaceutical companies operating in Bangladesh today. It manufactures and markets 126 pharmaceutical products in 194 dosage forms and has establish 22 products as a brand leader in the market.SK+F has also different kinds of anti marks product .Now a days the company want to introduce a new anti marks product in the market. The product is for stretch mark ,one kind of anti marks.
Striae gravidarum, or stretch marks arc probably the most discussed and feared of the changes to, the body during pregnancy. Medical terminology for these Kinds of markings includes striae atrophicae, vergeIures, striae cutis distensae, striae gravidarum (in cases where it is caused by pregnancy), lineae atrophicae, striae distensaelinea albicante, or simply strict. Stretch marks are linear atrophic lesions of skin from a few millimeters up to fifteen centimeters (0.60 inches). Stretch marks are tears in a skin matrix affected by atrophy, a condition characterized by exactly the contrary of those just mentioned. Statistically, women are affected twice than men. These marks appear in 50 – 90% of all pregnant women, usually showing up in the later half of pregnancy as bright red lines, sometimes even purplish. Stretch marks occur in the dermis, the resilient middle layer that helps the skin retain its shape. No stretch marks will forms long as there is support within the dermis. Stretching plays more of a role in where the marks occur and in what direction they run. Stretching alone is not the cause.
Apart from pregnant women, few other group of people also develop stretch marks:
3.1.1 Weight gain:
Stretch marks sometimes occur during substantial weight gain. Weightlifters also can develop stretch marks, particularly on the arms. Adolescents may notice stretch marks during growth spurts.
3.1.2 Medication use:
Corticosteroid creams, lotions and pills and chronic steroid use can cause stretch marks.
3.1.3 Conditions or diseases:
Cushing’s syndrome and adrenal gland diseases can cause widespread stretch marks as can Marfan syndrome, Ehlers-Danlos syndrome and other hereditary(genetic)disorders.
Stretch marks can appear anywhere on the body, but are most likely to appear in places where larger amounts of fat are stored. Most common places are the abdomen (especially near the belly-button breasts, upper arms, underarms, thighs (both inner and outer), hips, and buttocks. They pose no health risk in and of themselves, and do not compromise the body’s ability to function normally and repair itself. While not painful, the stretching of the skin may cause a tingling or itchy sensation. Stretch marks represent the tearing or separation of collagen from the skin when tearing occur.
3.2 Symptoms and signs
They first appear as reddish or purple lines, but tend to gradually fade to a lighter color. The affected areas appear empty and are soft to the touch. Stretch marks may vary in color depending on natural skin color. Most lighter skinned bonsai develop pinkish stretch marks, whereas darker skinned women tend to have stretch marks that are lighter than the surrounding skin.
3.3 Causes
The glucocorticoid hormones responsible for the development of stretch marks affect the epidermis by preventing the fibroblasts from forming collagen and elastic fibers, necessary to keep rapidly growing skin taut. This creates a lack of supportive material, as the skin is stretched and leads to dermal and epidermal tearing. If the epidermis and the dermis has been penetrated, laser will not remove the stretch marks. The number of stretch marks one gets depends on how elastic her skin is. The elasticity of the skin usually relates to ‘her genetic make up. The more weight a person gains during pregnancy the more likely she is to have stretch marks. Women with twins or who carry large babies are more likely to get stretch marks because their bellies usually grow much larger than women with single pregnancies or. Some interesting facts about stretch marks are if one developed stretch marks before puberty they are more likely to get stretch marks while pregnant. If any one had stretch marks during another pregnancy they will usually get them again. If any person is overweight or gain more weight than recommended then she is more likely to get stretch marks.
3.4 Minimization of stretch mark
It has been noticed that women who get high concentration of stretch marks have not been living a healthy life, lower level of nutrition gives way to poor skin quality and hence the stretch marks. One thing of most importance regarding stretch marks is that healthy ski,, gets least number of stretch marks. Skin that is well looked after, properly hydrated with loads, of water that goes in system and proper nutrition through food are some of the factors which help in minimizing stretch marks, even if they appear. Good metabolic rate also will help in keeping stretch marks at their minimum, for maintaining good metabolic rate it is necessary to canny out good exercising routine, this way the skin stretches and maintains its elasticity, and therefore, stretching of skin during pregnancy does not affect skin. Another way one can avoid stretch marks is using anti-stretch izzards cream during pregnancy, stretch marks can also be reduced by using stretch marks removing creams, surgery, etc.
Some of the reasons that have been identified that cause stretch marks, are smoking, drinking aerated drinks, caffeine, alcohol, junk food, sedentary lifestyle, overall all those factors that affect general health and enthuse poor quality skin.
3.5 Prevention and removal
One study found a daily application of a cream (Trofolastin)containing Centella asiatica extract, vitamin E, and collagen-elastin hydrolysis’s was associated with fewer stretch marks during pregnancy. Another study, though lacking a placebo control, examined a cream (Verum) containing vitamin E, pantheon, hyaluronic acid, elastin and menthol. It was associated With fewer stretch marks during pregnancy versus no treatment. Though cocoa butter is an effective moisturizer, no research studies have shown its ability to either prevent stretch marks, or to reduce their appearance once a stretch mark has already formed. Stretch marks that appear due to hormonal imbalance or excessive hormonal production can be prevented. If any person has genetic proclivity toward developing. stretch mark then there is no way to prevent it. I-however, Following rules will help effectively prevent the occurrence of stretch marks:-
1.Avoid gaining or loosing weight quickly.
2.Skin needs to be hydrated all times to remain soft and function effectively.
3.To use a natural moisturizer such as olive oil during pregnancy.
4.Exfoliation(it’s a process to remove dead skin cells).
3.6 Preparation and ingredients:
At present, anti-stretch mark preparations, can be found in form of creams, gels or lotions. The possible quantity of each ingredient in preferred embodiments of the anti-stretch mark preparation is shown by a respective weight percentage interval. Ingredients (INCI Nomenclature) % Aqua 40-99 Glycerin 1-10 Sodium Styrene/PEG-10 Maleate/Nono 10 1-10 Maleate/Acrylates Dihydroxyacetone 0, 1-10 Propylene Glycol 0, 2-5 Sorbitol 0, 2-5 Ethoxydiglycol 0, 2-5 Isopropyl Myristate 0,2-5 Peg-8 0, 2- 5 Laureth-7 0, 2-5 Benzyl Alcohol 0, 2-5 Paraffin Liquidum 0, 2-5 Ceteareth-20 0, 2-5 Paraffin 0, 2-5 CetylAlcohol 0, 2-5 Cetearyl Alcohol 0, 2-5 Carbomer0,2-5 Centella Asiatica 0, 01-2 Aichernilla Vulgaris 0, 01-2 Panthenol 0, 01-2 Echinacea Angustifolia 0,01-2 Ascorbic Acid 0, 01-2 Tocopheryl Acetate 0,01-2 Equiseturn Arvense 0,01-2 Sodium Sulfate 0, 01-2 Potassium Biphthalate 0, 01-2 Sodium Phosphate 0, 01-2 Sodium Sulfite 0, 01-2 Sodium Carbonate 0, 01-2 Sodium Thiosulfate 0,01-2 Irnidazolidinyl Urea 0, 001-1 Triethanolarnine 0, 001-1 Sodium Monofluorophosphate 0,001-1 Sodium Chloride 0, 001.-i Tetrasodium EDTA 0, 001-1 Methyldibromo Glutaronitrile 0, 001-1 Phenoxyethanol 0, 001-1 Methylparaben 0, 001-1 Ethylparaben 0, 001-1 Propylparaben 0, 001-1 Butylparaben 0, 001-1 2-Bromo-2-Nitropropane- 1 ,3-DiolO, 001-1 Parfumo, 001-1.
As it will be well known to a skilled in the art, the clitella aseptic has been included in the French pharmacopeias since 1884 and it has been used for years as ingredient for cosmetic preparations, since independent studies have shown the topical efficacy of the canella use for treating the stretch marks. In particular, it was demonstrated that this ingredient has beneficial effects on the venous system, helping to reinforce capillary and promoting a better blood circulation, apart from having a positive effect on the connective tissue too, reinforcing the skin’s tensile strength and improving the repair of the damaged the damaged tissue.
In particular, in the present embodiment the use of Dihydroxyacetone, in a weight percentage varying between 0.1 and 10, is provided. The Dihydroxyacetone, whose INCI name is Dihydroxyacetone, is included in the European Inventory of the Cosmetic Ingredients and, as it is known, it is a sugar with constitutional formula CH2OHCOCH2OJI, also known as DHA in the abbreviation thereof which, by means of the so-called Maillard chemical reaction, bonds to the amino acids of the skin corneal layer (cheratine) and it then induces the formation of substantially amber coloured compounds which get the skin dark and colour then the treated area.
The reaction of the dihydroxyacetone with the skin follows this scheme: CH2OH CHO upon arnines or in the presence of amines . aminoacids polymerization C o o o C=O o e condensation cyclization CH2OHCH3 Dihydroxyacetone pyruvic acid aldehyd COLOURED COMPOIJNDS According to the above-mentioned Maillard reaction, the dihydroxyacetone, in presence of arnines, causes pyruvic acid and other hydroxycarbonylic compounds, which react with amino acids and aminic groups to produce the coloured compounds responsible for the typical amber colouration.
4.1 Literature review:
A summary of the market analysis will be provided at the conclusion of this phase, which will contain:
1.Identification of market areas.
2.Character of the market area population including demographic, lifestyle clusters and socio economics.
3.Breakdown the population in to appropriate segments to determine the potential users.
4.Identification and impact of other competitive force.
5.Strategis direction for development.
4.2 Methology
4.2.1Research design
The purpose of this research is to identify the market feasibility of the proposed product. For this reason II have made a structured questionnaire to identify the market, the population ,segments and competitors in the market.
To know the market feasibility I have also taken interview of some doctors from Azimpur maternity hospital and DMC to established my research. Finally I have taken interview of some super store, Pharmacy and cosmetics shops owner regarding the prospect of stretch mark cream.
4.2.2 Sampling method
In this study ,I have collected information from the respondent who already know about the stretch mark and have stretch mark. By serving questionnaire I have collected most of the information needed for my research. I have taken 30 respondent from different places.
4.2.3 sampling instrument
To gather data I have used questionire.In this research I have used structured questionnaire method like close end question. These include multiple choice question which offers respondent the ability to answer yes or no or choose from a list of several answer choices. reasons.
It is the most effective technique to collect data because of the following:
1.Respondents secrecy can be maintained.
2.I have conducted survey on 30 respondents. It is not possible to take personal interview of all the respondent therefore survey questionnaire is the most effective technique.
3.Internet service is not widespread in our country therefore only internet survey is inappropriate for collecting data in this research.
4.2.4 Data collection
There are two sources of data for conducting this research:
1.Primary source
2.Secondary source.
To collect data from primary source I have used questionnaire and interview method. As a secondary source of data I have used internet,magagine or other marketing research materials.
4.2.5 Data analysis
The proposed study is an analysis of different numerical data. As a result, after collecting data I have used Ms XL as a statistical analysis tool as it offers greater flexibility of data analysis and visualization.
Then, in the present invention the Dihydroxyacetone is used to bring back, that is to conform, the stretch mark to the skin natural amber colour and camouflage it with respect to the surrounding skin. Such active principle produces a quantitative and qualitative aesthetical improvement of the real anti-stretch mark treatment, in synergy with the reducing action performed by the above-mentioned substance composition.
It will be appreciated that with the preferred ingredients mentioned so far, the preparation of the invention is white.
It will also understood that the preparation described so far can be provided to a final user in form of an anti-stretch mark product comprising any type of dispenser and of packaging, for example in tube or can. Furthermore, the preparation can be provided in any type of aggregation status whatsoever, for example in from of cream, lotion, gel or emulsion in general.It will be also understood that the preparation of the invention can have cosmetic, herboristical, pharmacological, medical (that is Medical Device) nature and so on.
3.7 Other Ingredients
In preparing anti-stretch mark cream or lotion, few natural ingredients are used. They are:
- Shea Butter
- Muscut Rose Oil
- OSC
- Vitamin E
- Silanol
- Grape Seed oil
- Olive oil
- Cocoa Butter
- Almond oil
- Wheat Germ oil
- Lanolin
- Primrose oil
- Alo vera gel
3.8 Some effective brands in the market:
1.Merderma gel.
2.Palmers cocoa butter.
3.Straie stretch mark cream.
4.Mama mio super rich body cream.
To remove stretch mark two things have to act together.First,the body needs to be able to differentiate or identify scar tissue from the sorrounding functional tissues in the matrix.Second,it must be able to reduce the proteins that those scar tissues are made of and separate their component amino acids and use them to create skin matrix elements. This can be possible by the concentrated action of two main ingredients, one is messenger molecules and the other is enzymes.
Now a days the majority of some specially formulated creams are design to rehydrate the skin while helping to maintain its natural elasticity as it is stretched during pregnancy. Daily miniaturization of the skin both during and after pregnancy not only help to keep the skin supple by reducing the dryness and itchiness often associated with stretch marks,but additionally,stimulates the skin on a deeper level,encouraging better circulation to the affected areas which in turn helps to further minimize the appearance of stretch marks.
As the development and severity of stretch marks varies so greatly from one individual to another there is no one miracle anti stretch mark cream that is going to work for everyone.
So we see that the stretch mark cream that found in the market is not that much effective for all people because of severity stretch mark varies individual to individual and different chemical composition according to specific skin type.The another reason is that we haven’t any effective stretch mark cream producer in Bangladesh. Some of the cream that found in the market all are foreign brand and too much expensive. Therefore SK+F want to market a new stretch mark cream which would be effective for all individual. So before introducing the stretch mark cream in Bangladesh the company want to see the market condition and the potential users need,want,and demand so that they can understand whether the market of stretch mark cream is feasible or not.
4.1 Literature review:
A summary of the market analysis will be provided at the conclusion of this phase, which will contain:
1.Identification of market areas.
2.Character of the market area population including demographic, lifestyle clusters and socio economics.
3.Breakdown the population in to appropriate segments to determine the potential users.
4.Identification and impact of other competitive force.
5.Strategis direction for development.
4.2 Methology
4.2.1Research design
The purpose of this research is to identify the market feasibility of the proposed product. For this reason II have made a structured questionnaire to identify the market, the population ,segments and competitors in the market.
To know the market feasibility I have also taken interview of some doctors from Azimpur maternity hospital and DMC to established my research. Finally I have taken interview of some super store, Pharmacy and cosmetics shops owner regarding the prospect of stretch mark cream.
4.2.2 Sampling method
In this study ,I have collected information from the respondent who already know about the stretch mark and have stretch mark. By serving questionnaire I have collected most of the information needed for my research. I have taken 30 respondent from different places.
4.2.3 sampling instrument
To gather data I have used questionire.In this research I have used structured questionnaire method like close end question. These include multiple choice question which offers respondent the ability to answer yes or no or choose from a list of several answer choices. reasons.
It is the most effective technique to collect data because of the following:
1.Respondents secrecy can be maintained.
2.I have conducted survey on 30 respondents. It is not possible to take personal interview of all the respondent therefore survey questionnaire is the most effective technique.
3.Internet service is not widespread in our country therefore only internet survey is inappropriate for collecting data in this research.
4.2.4 Data collection
There are two sources of data for conducting this research:
1.Primary source
2.Secondary source.
To collect data from primary source I have used questionnaire and interview method. As a secondary source of data I have used internet,magagine or other marketing research materials.
4.2.5 Data analysis
The proposed study is an analysis of different numerical data. As a result, after collecting data I have used Ms XL as a statistical analysis tool as it offers greater flexibility of data analysis and visualization.
Chapter-6
6.1 Recommendation
After analyzing data on MS-XL I have found that Most of the people have faced the problem of stretch mark. On about 75% people have a problem of stretch mark. The main reason for stretch mark is pregnancy although few people also face the problem of stretch mark because of obesity. The people who have stretch mark, among them 80%are worried but they do not use anything to remove or lightened the stretch mark. The patient who have stretch mark are very high conscious and they mainly come from upper middle class. The conscious patient are mainly women and their age range is mainly 24-29.The patient think the price of the anti stretch mark product should be 171-240.The patient want the anti stretch mark product in a lotion form and they prefer the product in a tube. Their next choice is plastic jar. About 40%respondent want the product as a doctor prescribed product whereas 60%want as a normal product. The respondent who want the product as a doctor prescribed, prefer pharmacy is the suitable place but the respondent who want the product as a normal product prefer super store and cosmetic shop.
So, after observing the analysis of data the following things to be recommended:
1.We have seen that about 73.33%people have faced the problem of stretch mark.So,we can say that there is a huge untapped market of anti stretch mark product for SK+F to be taken advantage.
2.Most of the patient have stretch mark because of pregnancy.So.SK+F can target pregnant women for their anti stretch mark product.
3.The patient are worried about stretch mark And they want to use anything to remove or lightened the stretch mark so a right kind of effective product may have a huge demand in the market. So my recommendation Is to come up with a effective product in the market.
4.Most of the patient use olive oil when they have stretch mark. So we see that olive oil is the competitor product. Olive oil couldn’t worked perfectly for all kinds of patient. So my recommendation is to create a good quality product and fixed a reasonable price so that the product could be affordable one.
5.Most of the patient are conscious and come from upper middle class. So my recommendation is to create brand image and brand loyalty.SK+F can do heavy promotion with good quality product for the conscious patient.
6.Most of the conscious patient are women. So SK+F can only target the women. Though there are mainly two types of stretch mark that women suffer from :pre and post pregnancy stretch mark. So my recommendation is for SK+F is to come up with such medicine which can treat both types of stretch mark.
7.From the analysis we have seen that the patient who have stretch mark, most of them age range is 24-29.So my recommendation for SK+F is to target the people whose age range is in24-29.
8.Though most of the people think the price of anti stretch mark product should be in 171-240.So my recommendation regarding price would be240+170/2=205.The mean value of price is 205.So,SK+f can fixed the price around 200.
9.Around 60%people prefer the product as a lotion form,23%as a cream and 15%as a ointment form. So my recommendation for SK+F is to produce the product as a lotion form.
10.Most of the people want the product in a tube so I think tube would be the most effective packaging technique for SK+F.
11. Initially the product should be available in the pharmacy. If high demand can be noticed and good response can be got from consumers, then this medicine can be launched to the super shops in Dhaka and Chittagong city only. In addition to that, this medicine should also be distributed in the cosmetics shops in the shopping complexes later on depending on demand.
6.2 Conclusion
Stretch is a public health issue and should be taken care of. By wrapping up the report I can say that, there is a huge demand out there among the women suffering from stretch mark. What is needed is a right medicine and a proper communication strategy to inform the target customer about the product. When I was talking to the respondents I saw that people have a high demand for such medicine. I believe that as a leading pharmaceuticals company SK+F Bangladesh Limited has the capability, skill, and resource to efficiently launch the product. By bringing this product, SK+F will not only will be able to reap profit but millions of people will be benefited.
