Tailored menstrual-cramp strategy takes first place ... Pharmacy students crack EZN6 Eve’s “localization challenge”

[Financial News] A pain-relief marketing strategy focused on menstrual cramps and swelling among Indonesian women took first place in a pharmaceutical industry competition between pharmacy students from the two countries.
Daewoong Pharmaceutical announced on the 7th that it had successfully concluded the Industrial Skills Event (ISE), an industry-academia collaboration program held with the Korean National Association of Pharmacy Students (KNAPS). The competition drew 48 pharmacy students from South Korea and 32 students from the Indonesian Pharmacy Students Association (BEM FF UI). The Indonesian students shared information about and experience with their local market, helping strengthen the projects.
The students took on developing a strategy for entering the Indonesian market with Daewoong Pharmaceutical’s flagship pain-relief brand, EZN6 Eve. Starting with an online collaborative workshop that brought students from the two countries together in teams, they developed practical plans covering everything from local market and consumer analysis to distribution and marketing strategies.
The teams then presented their market-entry strategies. Daewoong Pharmaceutical employees currently working in the field served as mentors and judges, offering feedback from a practical perspective. The first-place team earned high marks for pairing tailored positioning based on local women’s menstrual pain and discomfort around menstruation (edema and abdominal bloating) with a strategy to establish a foothold through pharmacy and digital channels.
The team of Kim Yun-seo, Kim Min-ju and Kim Min-jeong, students at Ewha Womans University’s College of Pharmacy, which took first place, said: “It is meaningful that our efforts to identify EZN6 Eve’s core value based on the Indonesian market and consumer needs, and to develop a concrete strategy for establishing it locally, have borne fruit. Thanks to the close feedback from professionals working in the field, we were able to give serious thought to how our ideas could be put into practice in a real market.”
Park Eun-kyung, head of Daewoong Pharmaceutical’s CH Division, said: “The fresh ideas informed by the perspectives of students from both countries showed us the great potential of young talent. We will continue to expand industry-academia collaboration opportunities so students can build practical skills for the global pharmaceutical industry.” 
[email protected] Reporter Jeong Myeong-jin