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Table of contents
1. Introduction 1
Ⅰ. 4Ps of Tempo 3
Ⅱ. Positioning 7
Ⅲ. SWOT Analysis 8
Ⅳ. Management problems 8
Ⅴ. Research objectives 11
Ⅵ. Hypothesis 11
2. Appendix 12
3. Quantitative research 13
Ⅰ. Frequencies 13
① Non-users 13
② Users 31
4. Quantitative Research 57
Ⅰ. Non-users 57
① Factors 57
② Coefficient of correlation 59
Ⅱ. Users 60
① Factors 60
② Liner Regression Analysis 66
③ Coefficient of correlation 70
5. Conclusion of quantitative Reserch 72
6. Recommendation 74
Ⅰ. Short-term goal-Tempo ‘Gift’ 74
Ⅱ. The long term-ACU Program 77
Introduction
The sanitary products are necessaries for women approximately for forty years from puberty to menopause. Customers do not uniquely show different buying power among age range since they menstruate about the same amount a month. Furthermore, customers tend to habitually buy one brand. While the average menopause age ranging between 50~55 …(생략)
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(and the topic of the remainder of this article) is a usually disposable plug that is designed to be inserted into the vagina during menstruation to absorb the flow of blood.
The Korean tampon market does not have a long history. Tempo was launched in the Korean market as a first tampon product by Dongah in 2001. After that, Playtex, the popular tampon brand around the world, was imported by Boryung. Now there are several tampon brands. The Korean tampon market are in the infant level, furthermore, there are still some problems which will mentioned below. Tempo and other tampons occupy only about 3% of the whole Korean sanitary market. However, because of the point in the facts that more and more women work, that their life styles becomes western ones and that tampons complement the weak point of conventional sanitary napkins, the tampon market in the whole Korean sanitary market is expected to grow.
What is Tempo?
Tempo is a disposable plug that is designed to be
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