Sanitary Napkin market is growing
and few local brands have been forayed into the Indian market. All of brands
are slowly moving into rural market which is highly untapped and also planning
for associate with Govt. / NGO. Because, urban market is already being covered
by leading brands Whisper & Stayfree however brand Sofy & Pro-ease are
consistently trying to compete with them. This product is purely pedestal on “Convenience & Comfy” level; it is
not easy to switch consumers from one brand to other brand if consumers are
completely set with one brand.
The primary objective of Sanitary Napkin is:
(1) To absorb and retain menstrual
fluid & quickly dry
(2)To ensure that no leakage, no
rashes and no odor
(3) Absorbent filler: The filler
material such as cellulose pulp, cellulose wadding, tissue, cotton & free from
lumps, oil spot and dirt.
(4) Quality of cotton material
& level of layer on pad
(5) Wings size & stretchable
capacity
(6) Female should feel comfortable wherever
they are
Personally I believe that for Sanitary
Napkin does not require any celebrity endorsement and consumers are not being influenced
by celebrity for this product. Few
brands are having celebrity like –
ü Whisper (Brand from P & G) -
Parineeti Chopara (Bollywood actress) which was being endorsed by Saina Nehwal (Tennis
Star) earlier 2011-2014.
ü Stayfree (Brand from Jhonson &
Jhonson) – Sakshi Tanwar
ü Sofy (Brand from Unicharm) – Prachi Desai
(Bollywood actress)
ü Pro-ease (Brand from RSPL Ltd.) -
Priyanka Chopara (Bollywood actress)
ü Paree (Brand from Soothe
healthcare) - Saina Nehwal (Tennis Star)
– from 2015
Celebrity may be change when it is
an end of the contract. So it cannot sustain the brand image towards the
consumers if consumers are influenced by celebrity. Frequently change the
celebrity is not good sign for any brand because it is impacting entire brand
& consumer’s perception.
Saina Nehawal (Tennis Star) who was
endorsing brand Whisper earlier in 2011-14. And, recently she has signed a
contract with Soothe Healthcare and endorsing it brand Paree sanitary napkin
with message “Paree gives me confidence”.
While she had been conveyed message in Whisper campaign “Whisper hai toh
possible hai” means overall the purpose is to encourage the female/women. So how brand is valuable if the same
celebrity is promoting the rival brand, will it be established brand image
through the same celebrity? Will it be helpful to increase the sales/demand in
the market though the same celebrity? It is expressing more importance to
celebrity than brand. Moreover Whisper is established brand in Indian market
and consumers are not buying Whisper because of the celebrity. They are buying
because they feel comfortable & safe during the period.
TVC: - https://www.youtube.com/watch?v=l7daDKeG-tM
(Whisper endorsing by Saina Nehwal)
So far many TVC campaign released
by Whisper & Stayfree which was
influencing, encouraging & urge to
teenage girl as well as women. Still
there is an essential to encourage the female/women to use sanitary pad during
the menstrual period. Because, today
also girls/women are using normal clothe instead of hygiene pad in urban/rural
market. Even though they are feeling shame or discomfort when buying pad from
medical store. Many girls/women are preferred to buy sanitary pads from
supermarket/hypermarket/malls which is the best place for them because over
there displayed the whole range of all brands.
The ratio is high of buying sanitary pad from hypermarket/malls than
medical stores.
In order to tap the market, keep
communication & campaign strategy should be effective which can urge to buy
& use sanitary pad with confidence.
Strategy without Celebrity = Build Strong Brand Equity
