TEAM CONSULTANCY PROJECT

PRESENTATION

A MARKET SURVEY ON PREGNANCY TEST KIT :

SCIENTIFACTS SDN BHD

Prepared by :

Team PRISM

24/02/11
TEAM MEMBERS

• PROJECT LEADER

• T. SANDEEP
KUMAR
• (????)

• •PROJECT LEADER
SECRETARY
Co-SECRETARY
• SHAIFUL
CHAN BEEAZHAR
CHOO
• AHMAD
(????) SHANTENE
• (710324-06-5545) (????)

• BUSINESS ANALYST • DATA ANALYST • DATA ANALYST • INFO. & RESEARCH

• NORFAAZAH BASIR • GOH BEE SEEM • SAAD MOHIB • MOHAMED

• (690630-01-5786) • (2309489) • (690630-01-5786) KASAZAIDEH
• (780120-10-6011)

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PROJECT FRAMEWORK

• Obtain information
• Identify • Define • Choose sources
client’s objectives research
problems and aims methodolog
y

• Data collection

• Notify clients with • Develop • Develop • Analyse

the findings recomen- conclusion data
• dation
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COMPANY BACKGROUND

• SCIENTIFACTS Sdn Bhd (Co. Reg. No : 609749-M) was incorporated

in March 24, 2003 to develop, manufacture and trade a broad range of in-
vitro diagnostic rapid result test kits for pregnancy urinalysis, clinical
blood chemistry analysis, drug of abuse urinalysis and transmissible
infectious agents analysis.

• SCIENTIFACTS has been supplying the drug of abuse test kits to the
Malaysian Police force and Drug Control Authority.

• The pregnancy test kits are so far being sold directly to government clinics
and Doping Control Centre.

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COMPANY BACKGROUND (cont’)

• The company’s incomes are 80% contributed by the drug of abuse test kits,
5% from pregnancy test kits and 15% from other products or services.

• In line with the Malaysian government’s aspiration to promote the

biotechnology industry, SCIENTIFACTS has been actively involved in the
commercialisation activities of other healthcare products through
partnerships and strategic alliances with research institutes or universities
both locally and abroad.

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PROJECT OBJECTIVES

• The objectives of the projects are to evaluate the client’s pregnancy test kit
market potential and to propose appropriate strategies for implementation
in the company.

• The key part of the study components are to ascertain :-

 The consumers’ purchase behaviour of the pregnancy test kit;

 The consumers’ awareness on available pregnancy test kits and their

preferences;

 The consumers’ experience of using pregnancy test kit and their perception
towards the test kits that they have not used before.

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RESEARCH METHODOLOGY

• A mix of primary and secondary data gathering.

 Primary Research : A face-to-face interview based on a structured

questionnaire was carried out by the Project Team members starting from 6
August until 10 September 2010. A total of 150 respondents were interviewed.
 

 Secondary Research : Various relevant sources from printed documents,

materials from the internet which includes, journals & research papers.

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RESEARCH METHODOLOGY (cont’)

Limitations and Challenges

 It was rather challenging to get respondents to participate in certain

locations like pharmacies and shopping complex for the interview due
to time constraint;

 It was rather difficult to find respondents who are qualified to be

interviewed in the ‘student’ category under age group ‘17-25 years old’;

 Several respondents who were interviewed by the male team members

were quite cautious in answering the questions since the topic is
considered as very personal. The respondents may not give the real
answer to avoid from being embarrassed.

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RESPONDENTS’ PROFILE

• The data sampling of 150 respondents are divided into 3 main age
groups :-
 17 - 25 years old (50 respondents)
 26 – 39 years old (70 respondents)
 Above 40 years old (30 respondents)

• The main group is between the age

of ‘26-39 years old’ due to the higher
fertility rate which is 550.27 number
of births per woman in that
particular age group between year
2010 - 2015.
(Source : United Nations Population Division)

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 10

RESPONDENTS’ PROFILE (cont’)

Chart 2 : Marital Status Chart 3 : Occupation

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RESPONDENTS’ PROFILE (cont’ 2)

Chart 5 : Income Chart 6 : Survey Location

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FINDINGS - PURCHASE BEHAVIOUR

• In terms of purchase behaviour, we noted that 64% of respondents buy the

pregnancy test kits whenever needed. That may explain why the 42.6% of
respondents indicated that they could not remember when were the last time they
purchased the pregnancy test kits.

• 87% respondents purchased the pregnancy test kit at Pharmacies and 11% at the
convenient stores.

• 44% of respondents who went to pharmacies ranked Guardian as the most

frequent visited pharmacy followed by Watson (10%) and Vitacare (8%).
However, it is also important to note that another 34% respondents did not have
any preference in terms of which pharmacy to get the test kits.

• It is also important to note that only 14% of respondents actually go to the private
or government clinics to perform pregnancy test (refer to slide 14).

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PURCHASE BEHAVIOUR (cont’ 1)

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PURCHASE BEHAVIOUR (cont’ 2)

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FINDINGS - PRODUCT AWARENESS &
PREFERENCE

• The most known type of pregnancy test

kit was Dipstick (63%) followed by
Cassette (44%) and Mid-Stream (24%).

• Out of 150 respondents, only 26% (39

respondents) were aware that there are
more than 1 type of pregnancy test kit.

• Of the 39 respondents, only 21

respondents were familiar with Mid-
stream pregnancy test kits. A majority of
34 respondents were familiar with
Dipstick.

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PRODUCT AWARENESS & PREFERENCE (cont’
1)

• The chart shows that among the Preferred Type of Pregnancy Test Kit based on
39 respondents who have used Ranking
or came across more than 1
type of pregnancy test kits, 67%
67% ranked Mid-stream as 80%
their 1st choice. 60%
44%
29%
40%
20%
0%
1st Choice

Cassette Dipstick Mid-Stream

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PRODUCT AWARENESS & PREFERENCE (cont’
2)
• The two most common sources of product awareness were the high
visibility of pregnancy test kit on the rack (48%) and through word-of-
mouth or recommendation (44%).

• It can be seen that 73% pregnancy

test kits users were willing to pay
within the current market price.

• 42% of respondents were willing to

pay for the pregnancy test kit at
the price between RM8 – RM15,
while 31% between the price of
RM16 – RM25.

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 PRODUCT AWARENESS & PREFERENCE (cont’
3)
• The respondents were asked to
select the 3 most important
factors in purchasing the
pregnancy test kits.

• Based on the findings, it can be

concluded that the majority of
the respondents were concerned
on issues pertaining to
reliability, convenient and
response time.

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PRODUCT AWARENESS & PREFERENCE (cont’
4)

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FINDINGS - PRODUCT EXPERIENCE &
PERCEPTION

• Based on the data gathered, we

noted that most respondents who
were aware of the specific product
type eventually became the user of
the product.

• This indicates that a good product

awareness exercise is crucial to
entice new product users.

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PRODUCT EXPERIENCE & PERCEPTION
(cont’ 1)

• The main objective of this section is to gauge the respondents’ level of agreement
towards several key areas in relation to the type of pregnancy test kit based on their
experience and perception which include the product reliability, response time,
selling price and ease of use.

• All respondents were required to answer this question with all of them were shown
each of the actual product sample (to give them the look and feel) and were briefed
on products’ characteristics.

• However, the findings cannot be considered conclusive since a majority of

respondents preferred to give neutral answers or ‘neither’ as the answer to the
questions.

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PRODUCT EXPERIENCE & PERCEPTION (cont’
1)

A total of 63
respondents which
translated to 42%

• The result shows that based on the respondents actual experience and perception,
42% agreed that ‘cassette’ type seemed or perceived to be more reliable than the
others.

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PRODUCT EXPERIENCE & PERCEPTION (cont’
2)

• Overall, 42% agreed that ‘dipstick’ gave fast response time with 51 respondents answered
‘somewhat agree’ and only 12 respondents answered ‘strongly agree’ to the statement.

• 38% agreed that ‘cassette’ also gives fast response time.

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PRODUCT EXPERIENCE & PERCEPTION (cont’
3)

A total of 26
respondents or 17%

• The result shows that the respondents’ actual experience and perception on the issue of handling the test
procedures are almost equally divided between those who think the test kit is not easy to use or involves
messy procedures and those who are not.

• Based on percentage, 17% agreed that ‘dipstick’ as compared to 16% of ‘cassette’ involved messy
procedures.
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PRODUCT EXPERIENCE & PERCEPTION (cont’
4)

A total of 66
respondents or 44%

• As expected, 44% of the respondents agreed that dipstick was the most reasonably
priced or the cheapest among the pregnancy test kits. Followed by cassette with
35% voted for it.
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PRODUCT EXPERIENCE & PERCEPTION (cont’
5)

• The objective of this question is to gauge whether respondents are satisfied by using only
single type of pregnancy test kit each time they perform the test.

• Based on limited responses, 30% of respondents would stick to just use dipstick, followed by
27% for cassette and 20% for mid-stream.

• The result also shows that more than 70% of respondents are unsure of their choices in
which this can be seen as an opportunity to entice new product followers.
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ANALYSIS – PURCHASE BEHAVIOUR
• There is no specific purchase pattern as most respondents buy the pregnancy test
kits whenever the needs arise. This type of consumer buying situation is called
‘Routinised Response Behaviour’ where in most cases the customers are aware of
their choices and know what they are looking for as their decisions are based on
personal experience of either self or others.

• Products that fall in this category require marketing mix that provides wide
distribution and easy availability. This requirement is supported by the survey
findings where a majority of respondents indicated that Pharmacies are their place
of choice and Guardian Pharmacy has the highest traffic and regular customers.

• It is also crucial to note that generally, in this situation the brand loyalty is
relatively higher with customer spends little or no time in choosing for an
alternative product. This is a buying situation where a customer perceives a low
risk in buying the product.

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ANALYSIS – PRODUCT AWARENESS
AND PREFERENCE
• It is crucial for the product to be placed on the rack with high visibility as that is one of the
main sources of product awareness.

• Customers are less knowledgeable and unaware of the existence of the various types of
pregnancy test kit. This could be due to many reasons among which are the lack of product
promotion and advertisement, not willing to try other products and limited choices at the place
where they buy the products.

• Customers’ preference are influenced by the following factors :

 Product reliability;
 Convenient;
 Response time.

• Eventhough customers put less emphasis on product brand, packaging design and pricing, the
importance of those factors should not be ignored completely.

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ANALYSIS – PRODUCT EXPERIENCE
AND PERCEPTION
• Based on the data gathered, we noted that most respondents who were aware of the specific
product type eventually became the user of the product. This indicates that a good product
awareness exercise is crucial to entice new product users.

• Eventhough there was limited responses received which lead to the inconclusiveness of
findings in this section, we could still use the feedback to gauge potential or area of
opportunity that could be tapped by the Client.

• Dipstick main disadvantages are on its reputation in terms of reliability and non-user friendly
product. There is no exception to the cassette type as it is also dealing with handling issues but
is known to be more reliable than dipstick.

• It can be seen that mid-stream is relatively new to the local consumers due to the limited
choices in the pharmacies. Based on the random audit at local pharmacies, the mid-stream are
available under the brand name of Dip ‘n’ Tell and Clearblue with price ranging from
RM15.00 to RM38.00.

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RECOMMENDATIONS (1)
• SCIENTIFACTS’ Mid-Stream Pregnancy Test Kit is to be made available
Over the Counter (OTC);

 Penetrate the local pharmacies either by promoting the products directly under
SCIENTIFACTS’ brand name or to penetrate indirectly by using the respective
pharmacies house brand. The need for OTC is based on the findings that only
14% of respondents go to the private or government clinics to perform
pregnancy test.

• Create Product Awareness and Educate the Market

 must not only make customers aware of its new product but must also educate
customers as to what the product is, how it works and what benefits are derived
from its use.

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RECOMMENDATIONS (2)
• Adoption of Market-based Pricing Strategy;

 SCIENTIFACTS need to pay attention to what the competitors are doing and
then act accordingly. Depending on the branding strategy, the price of the
product can be slightly above, below or even with the competitors’ pricing.

• Joint Promotion with Complimenting Products

 In the case of SCIENTIFACTS, the joint promotional effort can be done

together with the marketers of non-competitor products such as woman’s
sanitary pad, and items that are related to pregnancy – vitamins, cocoa butter oil
etc.

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THANK YOU

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