Accomplish the Untapped market
Journey
Build Brand Strongly…
There is huge untapped sanitary pad market in India. Even though, the
urban market is partially covered by brands like Whisper & Stayfree. The
entire sanitary pad market scenario is articulating that there is a vast
opportunity in urban & rural market.
Recently, new rival is forayed & brand known as “Pro-Ease” which is
being endorsed by Priyanka Chopara and simply conveying message to use sanitary
pad with common features which is the same offering by rivals. Brand Sofy is
struggling extensively in order to gain more consumers but it could not much
success in the market. Overall market players are increasing but yet too much
success in consumer coverage due to lack influencing communication strategy,
high reach & higher price. Hence, it should be required to change the brand
& communication strategy.
The most challengeable part is:
(1) High reach & create in-depth awareness (Rural & Urban
Market), convert them into hygiene pad from normal cloth.
(2) Offer Very Economy Price. Due to higher price, women cannot afford
to buy hygiene pad except women from high-group of income.
 |
| Source : NIIR |
This graph is highlighting the region wise sanitary pad consumption
across India where it can develop precise penetration strategy in rural &
urban market. Graph is showing clearly that Eastern zone is lowest sanitary pad
consumption in India. And, rest of the zones has also not achieved high growth
expected performance.
I would like to highlight few strategic key points on which I have done
some research & analysis. Assure that can enable to build strong brand
identity as well as easily can cover untapped market because there is an
enormous opportunity in the sanitary pad segment.
To develop influential on-ground
promotional social campaign that should be featuring:
a)
Various programs with proper guidance of pad
usage with features & benefit during the menstrual cycle. (From Day 1 to
Day 5, how many times require to change the pad in a day during at home, office
or travelling etc.)
b)
To
change the perception from normal cloth to hygiene pad
c)
Very economy price which can be
affordable
d)
Highlighting wide range of pads which is
relating to different age group. Because, women are not properly aware or do
not know that which type & size of pad actually they are having required.
There is no doubt that conceptually Whisper, Stayfree TVC campaigns are
always good with the strong punch line & viewers are well-aware with the
brand. However, so far TVC has shown campaign only for Teenage, pad for Night
sleep & consistently try to urge women for using pad which is giving
confidence & empower effect during the period.
So, mentioned above points can be considered as a “Core Competency” &
Communication strategy should be highlighting all the essential features &
its advantage. Campaign works better
if it is created for different age group.
Hence, entire strategy should be towards significant of hygiene pad in
different age group & in different situation of menstrual cycle.
Market Penetration Potentiality;
Build Strong Brand Equity…
