PROPECIA CASE

BALD CAUSES Vs
PROPECIA ACTION
PROPECIA
Preventive

Phsycis
Hereditary
PROPECIA

Hormon
Treatment

DHT
POLITICAL PESTED
 High entry barrier: requirements for drugs to enter Indonesia after drug tests and approval from BPOM
(Indonesian Food and Drugs Administration) & IDI (Indonesian Doctors Association)
 Government Regulation No 111 Year 2007

ECONOMIC
 High GDP Growth, more capability for Indonesians to buy expensive, prescriptions

SOCIO-CULTURE
 Modern lifestyle demands create tension and stress, and unhealthy food regimes (fast foods) which are
contributed to hair loss.
 Growing concern from Indonesian males about appearance, e.g. skin, hair
 Increasing the usage of Motorcycle.

TECHNOLOGY
 Merck originally developed Finasteride for treating enlarged prostate
 Growing number of Internet user.

ENVIRONMENT
 Environmental problems: global warming and pollution create more health problems, including hair loss

DEMOGRAPHIC
 Number of male population in Indonesia 119,507,580 = or 50.3% of total population, 58% of that number is
concentrated in Java.
 25 percent men are experiencing hair loss since the age of 30
THREAT TOWS
 Competition against existing products: Rogaine, Kinamoto, Rudy Hadisuwarno, Neril
 Competition against hair replacement surgery : Instant Result instead of 3 month – 1 year result.

OPPORTUNITY
 Increasing numbers of male concerning about hair.
 Men are more reluctant to undergo hair treatment at clinics periodically
 3 Things that frightening MEN : 1. Sexual disfunctional 2. Prostate 3. Hair/ Fall (as result of reserch).
 Endorsing by spouse in using the treatment.

WEAKNESSES
 Propecia can’t be used without prior doctor consultation and prescriptions
 The cost of physicians is expensive & time consuming on treatment
 Propecia is limited only for male users.
 The cost of Propecia treatment is relatively expensive: $336 or Rp.3.024.000,- every three months
 Having side effects: reducing sexual interests, SEXUAL dysfunction, decrease amount of ejaculate

STRENGTH
 Merck, as a reputable and long experience pharmaceutical product manufacturer in Indonesia
 Controllable desired effect (hair growth only on the head) compare to Rogaine
 High Quality of sales force team
 TARGET MARKET

Male

30 +

Mid-Up Class
 OBJECTIVE STATEMENT
 To bring your confidence level back
 STRATEGY
PRODUCT

• Mer
• Tablet

PRICE
• Premium Price
• US$ 56

PROMOTION
• Public Announcement Services as Propecia must be
bought thru prescription
• Leaflet
 STRATEGY
PLACE

Drug Store > Watson

Medicare

PEOPLE
• Medical Representation
THANKS