Teenage Product Marketing : a case study
of Sanitary napkin is the major problem polluting the environment.
Product : sanitary napkin.
Branding : The research for an "effective name" becomes
difficult, as most of the target audience would shy away from answering
questions on personal issues related to reproductive healthcare. However,
branding for personal hygiene products has been mainly on the product
benefits and attitude.
* For instance, a name like "Stayfree" or "Carefree"
clearly denotes the functionality of the product, thereby to a great
extent leveraging the brand. Stay outside freely or remain carefree
for complete day during menstruation.
* The females can identify with the name "Whisper" (most
possibly because of the undertones in which sanitary napkins have always
been spoken about in our country). It is sold wrapped in paper or black
plastic bag and always kept hidden in the cupboard.
* A name like "Kotex" may signify that product is based on
cotton material. Also washable pads are also made up of cotton textile
fabric, which are used by many.
Brand name should be easy to remember. The pronunciation memorizes
itself with the users. It justifies the use. Some uniqueness has to
exist. Pricing Consumer market is very price sensitive. Price becomes
a very important factor that the users should be able to pay. Consumer
mentality has always been that 'Branded' Sanitary Napkins are more expensive.
So, if possible, better use washable cloth pads.
This attitude is now changing, as more companies are heading towards
competing on the low price factor? Price Promotions is the key to sustain
oneself in this marketplace. Companies introduce different brand extensions
in different price categories. Also different unit packaging are used
for users capacity to pay at a time. This way they keep market retention
in premium as well as economic segments. For instance the concept of
three rupees per unit is an effective way of breaking down the price
to the bare minimum so that it doesn't seem to the consumer that she
is spending more. Local brands have low overheads and compete in low
Packaging : Packaging plays a major role in branding the product.
Package makes the visual identity to the consumer. At retail point of
purchase through window-shopping, a good attractive pack can get the
attention for the product. 'Kotex' recently changed their package, which
now easily catches the eyes of user audience.
Positioning : The way a sanitary napkin is entrenched in the
woman's mind is a crucial aspect towards effective brand-building. For
instance, Whisper has been aggressively positioning itself as a brand
that breaks the traditional norms, giving a chance to the young woman
to express herself and her needs. The idea of using cloth or fabric
only for curtains or bed-sheets or gowns and not to use as a sanitary
towel comes across very strongly, thereby placing Whisper as a brand
that "sets you free" from the traditional orthodox attitude.
Therefore, positioning in itself can distinguish one brand from another,
also sometimes creating a niche, which results to a best practice. Communication
Strategies How does one communicate such a product is very crucial to
its success. The message hence communicated must be in accordance with
the consumer attitudes and thoughts toward the product category. Communication
as a best marketing practice would necessarily have to understand the
behaviour induced in consumers by the product. What does a sanitary
napkin evoke in a woman's mind? What are her inhibitions and apprehensions
when it comes down to using a branded napkin? These issues must be seriously
considered and then a campaign must be built addressing them keeping
in mind your positioning ground. While communicating, channel/media
selection is a very important factor. To what kind of audience do you
want to reach out? This question can be answered with ease once the
right media mix is in place. For a product like this, it is most often
the time slots for viewing the ad that have to be kept in mind. When
will the teenager/her mother have the time to view the ad? Therefore,
it came as no surprise when MTV and Star Plus were both have popular
serials. The idea was to reach out and hence gain the exposure.
Rural Marketing : However message of sanitary napkins is a must,
but do rural females have purchasing power?
pics teen girl panty inside cotton bulky sanitary napkin
pics sanitary napkin tight fit inside red color panty
pics teen girl printed cloth saniraty pads
pics sanitary napkin inside panty front & back view
How would a marketer reach this target segment is the question that
needs to be considered? For further Marketing Consultancy send details
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