Growth Strategy of

Stayfree in Karnataka

Objectives
Analyze the Sanitary Napkin Market
The current market across the state of Karnataka
Triggers and barriers of purchase
Opportunities and challenges for the industry

Design a strategy for growth of Stayfree in Karnataka

Study the different segments

Increasing appeal to different segments
Increase market share in the target segment
Increase of revenues by considering different feasible options

Project Background
Sanitary Napkin Market in India
In 2013 , Market Growth was 16%, market value of Rs.15 billion.
Expected CAGR 6%, estimated market value Rs.19.7billion by 2018

Trends
- Increased demand for sanitary napkins by urban working women.
- Product variety and quality major drivers of urban sales.
- Standard and Ultra thin napkins account for 99% of sales value.

Urban women
Age group 15-25 yrs 38% share of total sales from ultra thin category
Age group 35-45 yrs 61% share of total sales from standard napkins

Rural Women
Low awareness/penetration levels
Low disposable incomes
Prefer cloth usage/other means over sanitary napkins
Source : Euromonitor International3

Project Background
Competitive Landscape
Major players in industry aiming at
Strategic partnerships with local public/private institutions
Female hygiene awareness program
Expansion of rural distribution networks
Low time to market for innovative products
Low cost innovators targeting regional sales

Opportunities

Market share

Rising Urbanization
Growing female population
Government initiatives (ASHA)

Challenges

P&G
3%

31%

Female Hygiene taboo

Disposal methods

8%

Johnson &
Johnson

58%

Kimberly Clark
lever Ltd.
Others

Conversion of non-users to sanitary napkin user

Low cost product with increasing raw material costs
Source : Euromonitor International4

Proposed Strategy
Timeline for Action

Strategy
Formulation

Data
Analysis

Secondary Research
Primary Research
0

0.5

1.5

2.5

3.5

4.5

Number of Weeks

Future Plan of Action

Proposed Strategy
Week 1-3 : Primary Research

Collect data to obtain the customer profile

Understand factors affecting users and non-users (triggers & barriers)
Acceptability of new concept : biodegradable, reusable etc
Awareness level among women : about category, menstrual hygiene

Week 1-3 : Secondary Research

Consumption pattern across different segments (Urban vs. Rural, different
SEC segments)
Estimate of future consumption at various penetration levels
Perception regarding different napkin varieties
Competition from established players as well as low cost innovators
Possibility of association with government, NGOs, teachers etc
Scope for reducing costs

Proposed Strategy
Week 4 : Data Analysis
Using statistical tools to :

Identify factors affecting the usage decision

Explore the feasibility of introducing new product
Identify the profitable set of customers and product line
Estimate the revenues that can be generated from different options

Week 5 : Devise Future Strategy

Devise strategy to increase share in target segment
Marketing strategy to attract more customers
Distribution strategy to increase availability and accessibility
Pricing/Promotion strategy to enhance revenues as well as consumers affordability

Decide on level of association with Govt. programs or NGOs

Increasing awareness through local volunteers and distribution through
volunteers, health centers, schools
Plan for implementation of possible cost reduction by backward integration