SANITARY NAPKINS

Marketing Plan

By

Korak K Majumder

Index

Sanitary Napkins in India Different Form of Napkins (Competitors Analysis) TG Mapping Product Price Promotion Place ( Distribution Model and core working for

Tea, Sanitary Napkin, Smoke free filter &* Non Nicotine Cigarette will be same as the distributor need to same)

Sanitary Napkins

Late nineteenth-century research into disposable sanitary napkins marked a breakthrough in the field of gynecological hygiene. Today, some one-and-a-quarter-century later, sanitary napkins are available in a wide variety of designs that take into account not just comfort but also style and fashion sensibilities. Some major innovations include quilting of the lining, wings and panty liners, fragrant pads and reduction of pad thickness. Clearly, with a multi-billion-dollar feminine hygiene industry at their beck and call, so to speak, the women of today are quite fortunate. Life without their winged sanitary pads is not to be imagined at all. These and a variety of other pads are marketed by several multinational companies in various categories and sizes based on requirements and absorption capacity.

Different Forms of Napkins

Limited, Delhi

Care

Rank

Brand

Variant

Regular/Large/

Extra Large

Pad Size

(mm)

MRP

(Rs)

Pack

Size

Manufacturer

1.

Caremate

Active

choice

medium

flow

N/M*

240

45

20

Shree Radhe

Hygiene

2.

Kotex

Soft &

smooth

Regular

230

50

20

KA Enterprise

Gurgaon

3.

Carefree

N/M*

Regular

465

105

20

Johnson &

Johnson

4.

She

Select

comfort

N/M

230

20

8

Royal Hygiene

Care

4.

Stayfree

Secure

cottony soft

Regular

230

52

20

Johnson &

Johnson

4.

Whisper

Choice

Choice

wings

N/M*

26

8

P&G

LARGE

1.

Dont Worry

N/M*

Ultra thin regular

240

32

6 Mankind Pharma

2.

Sofy Side wall

Dry slim

Large

260

99

15

Unicharm

EXTRA LARGE

1.

She Ultra

comfort

Extra large

284

199

30 Royal Hygiene

TG Mapping

Most intimate target for Hygiene industry for women are urban working class.

Two or three different SKU are to be made available because requirement are different of every other women ex: high flow, medium flow etc.

Age Band of 16-45years only differentiation is price for different SKU.

Product

Product have differentiated over utility and size.

Packaging have to made keeping sprit of women in mind.

Color that personify the product and brand freedom of women.

Entire Packaging have to Bold & Decent.

Price

Price will be crucial for age band of 16-25 age band as self independency is observed post after these days.

Where premium pricing with health hygiene standard of packaging are use with fairly premium price.

Whereas home maker category will be more inclined to regular pricing product which will volume sales and cause steep raise of topline.

Promotion

Brand Endorsement will be highly recommendable for napkins. A true spirit of self independent women of today a key perceived marketing.

TVC for promoting , Awareness. Newspaper influencing the customer with consumer promo of Buy One Get One offer.

Events & PR will give high esteem within women for band. Women day celebration, under a conference of rediscovering todays Indian Women. Invitee must have our HRD minister SMT. Smriti Irani and few of very media known personality to create buzz and media bytes together.

Sampling through Sastasundar.com EX: Over Rs2000/- bill get a sanitary Napkin free.

Outdoor will be required once we retrieve from TVC domain. Mainly in IT park , joint points of city, such as mall etc.

GT : Merchandising will be creating hygiene corner in Pharmacy and A category Retail shops.

MT: Bins or Slack wall of specific shape color to gain attention among the consumer exposed to MT.