can you make an marketing case study about this case where the case study should be complete having the significant parts in terms of marketing such as the branding, consumer behavior, and other factors. The case study is this:

The pHCare Case

The case of pHcare is a case of a new brand in an established category. The

established product category is of course the feminine wash category. The phCare

product management team$$s consumer understanding research $($CUR$)$ found the

following basic market situation in the category.

There is a dominant market leader brand and that$$s Lactacyd of Sanofi. The category$$s

market penetration was just fifth of the eligible female population. There was a huge

$80\%$ category of nonusers. The same CUR found that almost all category users started

their use because of their OB$-$Gyne recommendation when they had UTI. So

consumers had learned to position Lactacyd as a medicine against urinary tract

infection $($UTI$).$

The company$$s technical and scientific research revealed that Lactacyd$$s pH balance

was suitable for the women$$s part but not for the external. Lactacyd$$s pH balance was

therefore not suited for daily care.