MARKETING MIX FOR LOW PRICE

SANITARY NAPKINS FOR THE RURAL

WOMEN
PRESENTED BYPAYAL AGRAWAL [14020241073]
GAYATHRI M. [14020241076]

 Though India is now considered to be

a developing economy, there are
many social taboos which surround
the otherwise culturally rich country.
Ignorance towards female hygiene is
one of them.
Women's hygiene and sanitation is
something which has to be tackled.

SOME STATISTICS
Adolescent rural girls are unable to attend
up to 50 days of schooling in a year due
to inadequate menstrual care.
Of the 355 million menstruating women in
India, only 12% use sanitary napkins.
Adolescent rural girls (aged 12-18 years),
23% discontinue studies due to
inadequate sanitary facilities in schools.
70% of the females didnt even know what
sanitary napkin is, forget about its usage.
Source: Global information and measurement company AC
Nielsen

The 1st P PRODUCT

GOONJ a Delhi-based NGO started a
movement of making sanitary pads out of
waste cloth.
The new product uses cotton clothes
which are donated.
They are soaked, washed and dried and
sent under a metal detector to remove
hooks and buttons.
Then the clothes are ironed to remove
moisture and are cut in standard sizes.

PRODUCT MARKET
742 million Indians constituting 138
million households reside in 6,38,365
villages in itself speaks about the
product reach.
Consumer behavior
Demand based
Standard size and features
Easy packaging and disposal

The 2

nd

P- PLACE

68% of rural women cannot afford

sanitary napkins.
Product mainly focused on women
from rural areas
Sanitary pads as market products are
either too costly or absent in rural
markets; thus prime target market

 Womens hygiene and sanitation in

rural areas are completely neglected
and is also a taboo topic- Issue needs
to be addressed and tackled with
utmost importance.
Thus, this would be the right product
for the right market.
Has social relevance as well
Keeping all these factors in mind, the
movement started off in Sikoabad, a
small village in Uttar Pradesh

The 3 P- PRICE
rd

Sanitary pads priced at just Rs. 2 per

pad making it extremely affordable in
the rural market.
Product can be bought as individual
pieces instead of packets making it
more attractive for the rural customer
Product can be manufactured at such a
low price as the raw material, cloth is
mainly obtained through donations

 The product has been launched in

the market more for a social cause
than to make profits.
Intention is for the product to reach
as many rural women as possible
and make their lives more
comfortable
Thus, product has been intentionally
low-priced to make it more affordable
for rural women.

The 4 P- PROMOTION
th

Direct Selling:
Preferably hire local people as :
would be able to communicate well with the
people in the concerned area
familiar with the customs and tradition of
area.

Publicity campaign: video and audio

mode of advertisement is preferable
Small classes/ awareness drives/ workshops

 Free gifts with the product:

Free samples :
gives an experience to the consumers
regarding its quality, durability, features
etc.
helps the marketer to modify the product
according to the experiences and feedback
of the consumers.

Demonstration :
to educate and inform the customers about
the product.
beneficial for the customers

 Marketing challenge is AWARENESS

Even the men in rural areas should
be given awareness regarding the
same
Rural mothers must be the prime
focus
Workshops in urban areas as well
and have drop boxes to donate cloth