Audience: Women suffer from constipation more often - more than 70% (i.e. in Russia 78% of constipation sufferers are women (1)). Therefore traditionally only women 30+ y.o. were considered as target audience. But we conducted profound segmentation and identified new relevant niche audiences. Thus, we decided to target 3 segments: 1)Women 30-50 y.o. - 31% are frequent sufferers (1-2 episodes a month) (1); 2)Pregnant women 25-35 y.o. - 25% have constipation due to diet changes and endocrine profile (1); 3) Young moms with kids 0-4 y.o. - 54% of kids this age suffer from frequent constipation (2). Healthcare professionals - doctors (pediatricians, GE, proctologists) and pharmacists - became another important TA as they influence consumers' choice of a laxative. Source: 1)Nielsen, DHC Cross Need States Study, Russia, Landscape report, 2015; 2)Kantar Millwardbrown, Microlax Brand Health, Brand Power Study, 2015

Objectives: 1) To become Top-3 brand in value sales by 2017, growing annually by not less than 10%. 2) Change consumer attitude to rectal format of Microlax, entering 'first choice' consideration set

Type: B2C

Language: English, Russian