The 'superior' product that failed in Hong Kong

In Hong Kong, tampons have never achieved a market share of more than about 3% since their launch in 1946, dropping to 2% since the mid-1980s. For the companies involved, this presents a puzzle of some significance, especially as they begin to consider their approach into the People's Republic...

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Bibliographic Details
Published inMarketing health services Vol. 16; no. 1; p. 16
Main Authors Lau, Lorett B Y Ho, Leung, Thomas K P
Format Magazine Article
LanguageEnglish
Published Boone American Marketing Association 01.04.1996
Subjects
College students
Consumer attitudes
Consumer behavior
Design
Females
Health & beauty aids
Information sources
International markets
Market entry
Market segments
Market shares
Market strategy
Menstruation
Multiculturalism & pluralism
Personal health
Population
Statistical analysis
Studies
Hong Kong China
United States > US
China
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Summary:In Hong Kong, tampons have never achieved a market share of more than about 3% since their launch in 1946, dropping to 2% since the mid-1980s. For the companies involved, this presents a puzzle of some significance, especially as they begin to consider their approach into the People's Republic of China, which is potentially the most significant new source of revenue in the coming decades. A study to determine why tampons have failed in Hong Kong when the marketing efforts have been considered optimal by industry officials is presented. The findings have a broader relevance for other health care global marketers in that they illustrate the problems that can arise when the idiosyncrasies of a market are not well understood. They also point to the steps that health and personal products marketers might take to turn this situation around.
ISSN:1094-1304