Background
Ipsen, a leading French pharmaceutical group, launched a brain supplement product called Tanakan with superior features, but had difficulty competing with local products. Chin Media has joined Ipsen to regain its market share.
Context
- Established in 1929 in France, Ipsen Group is one of the top 5 pharmaceutical groups in France with many representative offices in more than 115 countries around the world. Ipsen Group’s products have been present in the Vietnamese market for over 20 years, especially the brain disorder treatment product Tanakan.
- However, today the brain supplement product market in Vietnam is facing fierce competition from domestic products, so Ipsen is gradually losing its market share and leading to a decrease in brand recognition.
- With Ipsen, Chin Media was chosen as a prestigious media partner to help the Tanakan brain supplement product line return to being an exclusive brand providing quality products from France.
Solution
- The best solution for Ipsen that Chin Media proposed was “Brand repositioning strategy through changing customer target”, focusing on digital media to reach more young people, in addition to the usual adult audience and with content focusing on experienced reputation in the national supplement market.
How it works
- Analyze and propose 3 potential customer groups: working people, middle-aged people and the elderly instead of Tanakan products targeting only the elderly. This will help Tanakan reach more potential customer groups.
- Take advantage of digital media channels that the 3 groups above use the most to optimize reach through a series of creative, hot, trendy articles exclusively produced by the Chin Media creative team.
- Re-research the keyword set to expand keywords from competitors to achieve maximum search coverage.
Results
12M Reach
+2M Views
180.000 Engagement
