동아제약 생��댿� 템포(tempo) 제품분석과 마케팅분석[영문레포트]

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 are stable, the average menarche age is getting lower. The market size therefore is growing. According to the Research conducted in the 7 largest cities in Korea by Hanguk Research, a woman uses 21.6 pads per one menstrual cycle throughout her whole life, and there are approximately 13 million women who use sanitary product. The research also describes the total number of the sanitary product is about 2.3 billion, which makes a market of around 300 billion won. Similarly, according to another research conducted by the South Korean National Statics office research in 2002, sanitary product market is around 360 billion won which is a very big market; toothpaste, one of the crucial necessities, market is around 175 billion . The main firms in the Korean sanitary market are Yuhan-Kimberly, Korean P&G, Daehan Pulp, and CJ.
Tempo is a brand of tampons. A tampon is a plug of cotton or other absorbent material inserted into a body cavity or wound to absorb bodily fluid. The most common type in daily use (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.