Market penetration & Consumptions of
Sanitary pad/ Tampon/Cap is seems like null in India, not only the despite of
awareness but also due to certain specific factors like price. In Recent, Sofy
has launched TVC campaign of Sofy Tampons which is educating about how to use
& advantage Tampons during period.
Soft Tampons
TVC:
Tampons
Brands available in India Online/Offline: Sofy, Bella,
OB, Tampax, Masmi, Playtex etc.
To launch Tampon TV campaign is taken excellent
initiative because it is challengeable task to represent the complete communication
by methodically in India. It would be
get productive results if further represent the same communication on ground level
as a strategic part. Because of there are lesser women having knowledge about usage
tampons as compared to sanitary pads in India.
 |
| Indian Market till 2015 |
Core features
where Consumers are looking for:
(1) Quality of cotton cloth
(2) Absorption level in high/low flow
(3) Safety in terms of rashes/fungal/ odor etc.
or any other infections
(4) Convenience & Comfortable in terms of
leakage, dry etc. during outside working hours
Core
Challenge for Marketers:
(1) High Cost
(2) Level of acceptance is lower across the
urban/rural market despite of awareness
(3) Lower market penetration due to social
aspect
(4) To change the perception level from normal
cloth to hygiene pad/tampons/cup for those who can afford but not using.
Strategy
Execution to increase penetration & consumption:
(1) Integrate with CSR + BTL activity where it can get maximum coverage at
ground level and solve the queries/problem immediate. Brands cannot get
expected results by launching various 30 or 40 second TV advt. /OOH campaign
for this product category because it is extremely connected with direct
consumers.
(2) Educate properly like Day wise usage, how
many times/within hours should change the pad, which type of pad should use age
group wise/ in high or low flow etc.
(3) To be increased the confidence level of
women which can change the perception
(4) Cost must be affordable in order to
increase the penetration & consumption because of many of few Indian market
is covered by NGOs, Social workers & local brand in rural/urban area where
are offering qualitative sanitary pad in economical price as well as creating
awareness to women about usage of pad.
Awareness +
Educate can give Productive Customer experience + satisfaction …
Maintaining good Feminine Hygiene should be a priority in every woman’s regimen. We are careful about what we do to our hair and skin, so we should have that same concern for our feminine hygiene.
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