The 'superior' product that failed in Hong Kong

• Published in: Marketing health services Vol. 16; no. 1; p. 16
• Main Authors: Lau, Lorett B Y Ho, Leung, Thomas K P
• Format: Magazine Article
• Language: English
• 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

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...