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.