SANITARY NAPKINS Presented by
Index
THE CATEGORY UNDERSTANDING ABOUT SANITARY NAPKINS MACRO ENVIRONMENT TARGET GROUP OF SANITARY NAPKINS MARKET SEGMENTATION COMPETITION DIPSTICK STUDY SUMMARY PROPOSED BRAND NAME PROPOSED PACKAGING PROPOSED STRATEGY
1
THE CATEGORY UNDERSTANDING
Index
2
ABOUT SANITARY NAPKINS Manufacturing & Market Potential of Sanitary Napkins
•
Today, the global market for absorbent hygiene products is over US$ 50 bn (including wipes). The evolution of hygiene products in Europe and the North America has taken 4 to 5 generations. Feminine care was introduced over 100 years ago. Baby diapers were invented 60 years ago. Adult incontinence products appeared 30 years ago.
•
Feminine hygiene (lady napkins) is hygiene absorbent products engineered to absorb and retain body fluid without causing any leakage. The user should always feel dry and comfortable. It consists of an absorbent pad sandwiched between two sheets of nonwoven fabric.
•
There are 3 major types of products, viz, (a) Thick sanitary napkins. (b) Ultra thin sanitary napkins. (c) Panty liners being used in the market. The size of each and their content vary from market to market. Index
3
ABOUT SANITARY NAPKINS Global market status & potential
•
The menstrual cycle starts for young women between the ages 11 - 17, frequently around 12-1 3 years. On average a woman experiences a period every 28th day, 12 - 13 times in a year. A menstrual period normally lasts 3 - 7 days. The loss of fluid in a period is on average half a cup or 65 - 80 ml. The menstrual pattern is influenced by giving birth and contraceptive methods. Menstruation lasts until menopause at the age 45 - 55. The feminine hygiene products market has evolved over more than 100 years to a more than US$ 17 bn in the following category worldwide as referred in Table 1. Thick Pads
Panty Liners
Ultra Thin Pads
Absorbent
Daily Use
Wings
Dry Surface
Tampon Back up
Thin
Self Sit
Odour Control
Comfort Convenience
Index
4
ABOUT SANITARY NAPKINS
Per capital consumption of feminine hygiene products is illustrated in Table 2. Table 2. Consumption per capita for year 2005 Country
Population
GDP/Capita, US$
Consumption Hygiene Products/ Capita, US$
Brazil
186.4
4289
10.5
China
1293
1533
3
Germany
82.7
33800
24.2
India
1103
726
0.13
Japan
128.1
35593
39
Russia
143.2
5349
8.3
USA
298.2
41768
35
Total World
64650
6879
N/A Index
5
ABOUT SANITARY NAPKINS
Some of the established and potential manufacturers of sanitary napkins are listed in Table 3. Table 3. Some of the manufacturers of sanitary napkins Johnson & Johnson Procter & Gamble Hygiene and Healthcare Ltd Kimberly Clark Lever Ltd. Gufic Bioscience Dima Products, Vapi. Market status & potential in India As regards consumption of total hygiene, absorbent products in India, total units consumed in 2007 in India were 2,829 million pieces. Baby diapers comprised 5% whereas adult incontinence, 1% and feminine care share is 94%. Past projections and future projections of women population in category of 15-54 years age is tabulated in Table 4. Index
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ABOUT SANITARY NAPKINS
Table 4 . Women 15-54 years in India Year
Women, Million
1995
200
2000
About 250
2005
About 275
2010
300
2015
Above 300
2020
Above 300
2025
Above 300
If we see the above projections of women in the category of 15-54 years in India and the details of sales of absorbent hygiene products in India, then the total sales were US$ 213 million in 2007, out of which adult incontinence share was 9%, baby diapers share was 18% whereas feminine care contributed 73%. Thus, in India, the evolution is expected to go quicker.
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ABOUT SANITARY NAPKINS
Structure and composition • •
• • •
Sanitary napkin products: Function Sanitary napkins are designed to absorb and retain menstrual fluid discharges. When used they are applied inside an undergarment with a press-on adhesive fixing strip. Main functions/key elements of sanitary napkins are absorb and retain menstrual fluid, isolate fluids from the body, no leakage, no unaesthetic appearance, no odour, stay in place, comfortable to wear. Key criteria for success are hygiene, performance, comfort, convenience and aesthetics as tabulated in Table 5. The structure of typical samples is given below. Product designs, full size pads: 1. Topsheet: nonwoven or apertured film. 2. Absorbent core: pulp (Thick core either fluff core with SAP or Air laid core with SAP. 3. Backsheet: film.
Index
8
ABOUT SANITARY NAPKINS
Product designs, Ultra thin pad: 1. Topsheet – nonwoven or apertured film. 2. Transfer layer. 3. Absorbent layer. 4. Absorbent core. 5. Backsheet film. •
Product shape can be either flat or curved with/without wings to secure the pad in place and add additional leak protection. It is available in various pattern designs with perfume (deodorant) added to cover or absorb odour. Packaging is done either folded and single wrapped or packed flat and unwrapped. Index
9
ABOUT SANITARY NAPKINS
Raw material •
Materials used in absorbent hygiene products: * Nonwoven * Pulp * Super absorbent * Plastic film * Elastic materials * Fastening devices * Packaging
•
The raw material content can slightly vary for different products and for different market. Index
10
ABOUT SANITARY NAPKINS A few suppliers of raw materials
1.
2. 3. 4. 5. 6. 7.
Non-woven fabric: The permeable top layer of 12 to 18 GSM is normally a spunbond fabric made of polypropylene while the impermeable polyethylene/non-woven film is the bottom layer for preventing the fluid to pass through. Sometimes a non-woven fabric glued to polyfilm to give feel. Source of non-woven fabrics in India by Ginni Filaments or Supreme Nonwoven or Pantex, Fiber Web, Union Industries, PVD plastic, Gujarat, etc. Cost of spunbond fabric is approximately Rs 140/kg. Cellulose Pulp – Wayerhaesder – Switzerland, Rayonier-UK, Tembee Tartas – France, Stora Enso-Italy. Super Absorbent Polymer – BASF-India, Degassa-Italy. 1 gram SAP generally absorbs 30 ml water or up to 20 ml urine in 3 sec. Polyethylene Back Sheet – Exten-Switzerland, Plastik-Italy, Huhtamaki-Germany. Silicon Paper – MCS-Switzerland, ICA-Italy, Rossella-Italy. Hot Melt seal and positioners – Savare, National Henket-Italy. Index Packaging – It can be from India or abroad.
11
ABOUT SANITARY NAPKINS
Manufacturing method •
•
The absorbent pad is the most important component of napkin. Absorbant pad is made of wood pulp mixed with SAP. Absorbent pad is prepared first. The absorbent pad is first created by using shredded wood pulp and vacuum laid to required shape and size, the weight is automatically controlled. By pressing it is formed to required thickness. Before forming the pad the pulp is mixed with super absorbent polymers (SAP) for enhancing fluid holding capacity. The super absorbent polymer is basically acrylic based polymer that forms gel after absorbing liquid. By this it can hold water up to 30 times its weight. Sodium acrylate, potassium acrylate, alkyl acrylate. This absorbent pad is attached to permeable top sheet made of nonwoven, mainly spunlace fabric. Then the same is attached to nonpermeable bottom sheet made of polyethylene. The three layers/components are glued and sealed to prevent leakage by using heat or ultrasonic vibrations. The content of absorbing pad composite will vary for different types napkins. Index
12
•
ABOUT SANITARY NAPKINS
The application of accessories like tapes, sealing, etc for comfort of fit to the undergarments is required in some cases. This multi-step manufacturing and folding and packaging is carried out automatically. Precise control on SAP mixing with pulp, pulp weight, size and thickness, quality of seal to ensure leakage prevention, wastage control, etc is an important step in the manufacturing. However, the counting and packaging can be made non-automatic to reduce machine cost. But it may increase recurring cost and wastage.
Index
13
ABOUT SANITARY NAPKINS
Project cost Product: Lady Napkin Machine & Infrastructure Details Production
350/min per machine at 100% efficiency and capacity
Efficiency
80
Waste
1.5 – 3.0%
Power
110 kw
Manpower
Operator - 1 & Helper - 10
Automation
Semi-automatic
Cost
0.8 to 0.9 crores
Building size
600 sq.mtr per machine
Product
Lady napkins Index
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ABOUT SANITARY NAPKINS
Raw material Cost for approximately 8 gm regular sanitary napkin Raw material
Quantity/pc
Rate in Rs./kg
Unit Cost Rs.
1
Nonwovens fabric
1.1 gm
140
0.15
2
Cellulose pulp
4.5 gm
40
0.18
3
Super absorbent polymer
0.6 gm
4
Polypropylene back sheet
0.96 gm
116
0.11
5
Silicon paper of 25 microne 45 GSM
0.67 gm
1125
0.06
6
Hot melt seal
0.45 gm
142
0.06
7
Hot melt positioning seal
0.14 gm
149
0.02
0.06
Total cost Rs.
0.64
Index
15
ABOUT SANITARY NAPKINS
Project Plan – in brief Assuming machine cost – Rs 0.90 crore (Make: China) Semi-automated machine (packaging manually) Production – 350 pcs/min. (at 100% capacity and efficiency). Efficiency – 80%. Waste – 3%. Shfit/day – 3 shifts of 8 hours. Working days – 300 (80% utilization of machine out of 300 working days).
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ABOUT SANITARY NAPKINS
Capacity Speed of coating machine
350 pieces/min (Average speed considering for single side: 360 mts/hour, for two passes.
Working capacity
300 pieces/minutes @ 85% efficiency.
Production for 300 working days for 24 hrs/day at 100% capacity utilisation
12.96 crore pieces/annum.
Production for 300 working days for 12 hrs/day at 80% capacity utilisation
10.37 crores/annum.
Note: 1. Project profile is calculated based on approximately eight weight/gram of regular sanitary napkin and also based on China make machine. 2.Land & building cost is considered in the project. However, in many cases, if project is implemented in existing infrastructure, the same may not be applicable. 3. Capital subsidy schemes are not considered while calculating the profit. 4. Conversion cost is Rs 0.19 per piece.
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ABOUT SANITARY NAPKINS
Conclusion • •
At present the production of about 900 mn pieces are manufactured in India and rest are imported. Total women in the age group of 15-54 years in India are about 300 mn. Total menstrual periods/year is 13 that last for 4-8 days and an average of 3 pieces/day is used. Then consumption would be 58,500 mn pieces/year. Present consumption is 2659 mn pcs, ie, 4.5% penetration while in Europe and USA it is well above 73 to 92%. Hence a growth rate well above 18 to 20% is expected in India. The Indian market is quite huge and as per reports available only 35% of India’s requirement is manufactured in India, as of now. A huge market, great potential and excellent profit margin is envisaged in manufacturing of sanitary napkins in India. Index
MACRO ENVIRONMENT
Index
19
MACRO ENVIRONMENT
1.
The femine hygiene market can be segregated into
• • • • •
Sanitary Napkins / Towels Panty Liners Wipers Diper Taplons
2.
Out of this sanitary napkins accounts for approximately 65% of the femine hygiene market. The femine hygiene market is valued at $180 million in India. With safe and effective procedures, advancement in Technology, Increase in awareness, The femine hygiene market is growing very rapidly. Index
3. 4.
20
5. 6. 7. 8.
9.
MACRO ENVIRONMENT
The femine hygiene market is still at primary stage in India. Many women still prefer to use traditional way / products. However since last couple of years this category has shown a remarkable growth. With changing lifestyles, increase in disposable incomes, greater product choice and availability and influence of satellite television, the category has on rise. Since the presentation level is relatively low, growth is expected around 25% over next 5 years. Index
21
MACRO ENVIRONMENT
10. Femine hygiene most women use cloth during their menstruation days. This is because price is the biggest entry barrier. A pack of 10 Sanitary Napkins would cost Rs.30-40. Therefore average spending during the menstruation days would be around Rs.48, which is expensive by Indian standard. 11. While the awareness in the urban areas would be reasonable given the substantial advertising, the penetration rate is absymally low at 10%. The product is vertually absent in rural market. Index
22
MACRO ENVIRONMENT
12. Given the low base and increasing awareness of hygiene products, the market is growing at a robust 20-25%. Entry of cheaper brands, at Rs.20 for a pack of 10 has spumed market growth. 13. Currently the market is mainly urban.
Index
TARGET GROUP OF SANITARY NAPKINS Index
24
TARGET
•
Age Category: – Age – 16 to 24 yrs: Teenagers / Students / Young Professionals – Age – 25 to 34 yrs: Young professionals / Young Housewives – Age – 35 to 50 yrs: Working ladies / Housewives
•
Socio-economic Status: – Middle Class, Upper Middle Class & Upper Class – SEC B+, A & A+
•
Geographic Location: – Metros, Tier-II & Tier-III cities, small towns Index
25
• • • • • • • • • •
Confident Smart Hard Working Ambitious Charming Passionate Carefree Lively Energetic Wants to impress others by her looks • Takes good care of personal hygiene
Age – 16 to 24 yrs • Front runner in studies • Always into some extra curricular activity • Mom is the best friend • Friends matter a lot • Loves to hang out with friends • Likes to study with friends • Conscious about career • Progressive lifestyle – has a mobile phone, owns a bike, likes deodorants, perfumes & watches, stylish clothing & accessories Index
26
• • • • •
Age – 16 to 24 yrs
The females in this age group are very conscious about their looks and therefore about skin too Because of this they are very particular in choosing skin care products. Always want to get noticed by others They will not compromise on quality and effectiveness of the skincare products they are using The females in this age group are generally either influenced by their friends or peer groups, by their mother or even by their elder sister using the same product
Index
27
• • • • • • • • • • • •
Age – 25 to 34 yrs Ambitious Confident Hardworking Believes in hygiene Wants to look good Meticulous Passionate Influential Organized Perfectionist Aware about likely harm to skin with negligence Multiple roles in life – office, home maker, mother and wife
• • • • • • • • •
Likes shopping Likes to party Visits beauty parlour at least once a month Likes to hang out with friends Likes to eat out and go for movies A social person Celebrates every festival and occasion with full passion Likes some kind of sport / adventure / dancing for recreation Extremely conscious about figure, clothing style & appearance Index
28
• • •
•
• •
•
Age – 25 to 34 yrs
The females in this age group are young professional who are unmarried or married, live independently or with parents As a working woman she is confident, hardworking, and straight forward and wants to achieve great heights in her career She needs to be presentable every time, as she has to daily interacts with clients, meet people or high dignitaries at her work place, hence she is very conscious about her skin care and the way she looks or carries herself Exposed everyday to sun heat, dust and pollution, also gets less time to take proper care for her skin. She needs an instant solution to look clean, fresh & energetic at her work place on several occasions like meetings, presentations, get-togethers etc Price does not matter to her when buying a skin care product for herself since she believes she has to look perfect As a homemaker she manages the house, family and maintains balance between home and work. She is also traditional at the same time and follows all customs and traditions She takes care of everyone at the same time; she is particular with her health and skin care and gives time for it
Index
29
• • • • • • • • •
Age – 35 to 50 yrs
Hard working Dedicated Organized Mature Rational decision maker Focused & composed Intelligent Influential Conscious about her health
• • • • • •
Attends kitty parties Attends social gatherings Likes shopping Visits beauty parlour Health club / gym / yoga As a working woman she cares a lot about her appearance & looks • As a housewife she is calculative about where she spends
Index
30
Age – 35 to 50 yrs
• The females in this category are mid-aged married with/without kids, working or housewives, looking after family • She plays a role of wife, a mother, a homemaker or even a good manager at office • She is also a strong influencer, if the decision is concerned to her kids • Her teenaged daughter’s best friend • In this age group, generally a female thinks she is growing old with the time, which she really doesn’t want to. Therefore she generally prefers skin products that brings glow to their ageing skin and stop premature ageing of skin Index
MARKET SEGMENTATION
Index
32
Demographic Age Sex Geographic Education Occupation Income Family Size Social Status Religion
BASIS OF SEGMENTATION Psychographic Lifestyle Personality
Behaviouristic User Status User Rate
Brand related attitude Brand Perception Brand Preferences
Index
COMPETITION OVERVIEW OF SANITARY NAPKIN BRANDS Index
34
OVERVIEW OF SANITARY NAPKIN BRANDS BRANDS
COMPANY
Stayfree
Johnson & Johnson
Whisper
Proctor & Gamble
Kotex
Kimberly Clark Lever
Shapers
Gufic Bioscience
Dryfit
Venkatesh Surgical
Actfit
Actifit India
Primecare
Nidhi Surgical
Lozee
C. Vinta
Swastick
Shanti Surgical
She Comfort
She Comfort Ultra Thin Index
35
OVERVIEW OF SANITARY NAPKIN BRANDS
Brand
Whisper
Stayfree
Kotex
Shapers
Rank
2
1
4
3
Price*
Rs. 30 - Rs. 60
Rs. 22 – Rs. 50
Rs. 20
Rs. 20 – Rs. 55
Varieties
6
6
2
2
Absorbency
Regular to extra Heavy
Regular to heavy
Regular to heavy
Regular to heavy
Material
AGM (absorbent gel material)
AGM (absorbent gel material)
Funnel System
Liqui Seal System
Hypoallergenic
Yes
Yes
No
No
Adhesive Marks
No
No**
Yes
Yes
Odour Control
No Guarantee
Yes***
No Guarantee
No Guarantee
Score
80
88
40
43
* For a pack of eight. Combo packs work out cheaper. ** Silky Dry and Carefree, do leave adhesive marks. *** Only two products available with odour control factor.
Index
36
OVERVIEW OF SANITARY NAPKIN BRANDS
The four brands that presently rule the sanitary napkin market in India are : Brands : • • • •
Whisper Stayfree Kotex Shapers
Index
37
OVERVIEW OF SANITARY NAPKIN BRANDS
Whisper from Procter and Gamble and Stayfree from Johnson & Johnson have six different products each on offer, whereas, Kotex and Shapers have two each. Index
38
OVERVIEW OF SANITARY NAPKIN BRANDS
Offering wise Comparison :
Index
39
OVERVIEW OF SANITARY NAPKIN BRANDS
What is the market size of Sanitary Napkins? Is Ahmedabad a growing Market?
All India (U+R) West (U+R) Gujarat (U+R) Ahmedabad
Volume Tons
Value Mn Rs
Growth Vol YA
Growth Val YA
216500 37% 11% 2%
31612 34% 10% 2%
-10 -6 -3 15
-2 1 2 16
Index
40
OVERVIEW OF SANITARY NAPKIN BRANDS Where is the Value growth coming from ? Urban Rural Salience
Index
41
OVERVIEW OF SANITARY NAPKIN BRANDS
Is it the Metros or other Town Classes which are growing?
Index
42
OVERVIEW OF SANITARY NAPKIN BRANDS
Market Share – Who are the players in the market?
Index
DIPSTICK STUDY
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44
DIPSTICK STUDY
• Tool for data collection: Questionnaire with combination of closed and open ended question sets • Sample Size: 70 respondents • Sample Plan: – Age group 18-24 years, 25-34 years and 35 above years – College students 20%, young professionals 70%, 10% housewives • Geographical location: Ahmedabad, Vadodara , Surat
Index
45
USE OF SANITARY NAPKINS
The figures are in percentage. Total no. of respondents 70
Index
46
USE OF SANITARY NAPKINS
The figures are in percentage. Total no. of respondents 70
Index
SUMMARY
Index
48
SUMMARY • • • •
Out of total respondents, the brand name of Sanitary Napkin is very important to about 67% and important to about 29% Out of the above 86% respondents, the two most recalled Sanitary Napkin brands were Stay Free and whisper Out of total respondents, about 59% respondents would want to go for Sanitary Napkin product which they had used before To 89% respondents, price they pay is a primary factor to quality and effectiveness of product
Index
49
SUMMARY THEY ASSOCIATE THEM WITH
Index
50
SUMMARY
• • •
The family members, especially sister & mother influence the most. Apart from them friends and peers play a second major role in influencing About 61% respondents buy their products from supermarkets & hypermarkets, 17% from medical stores and rest from local kirana stores near their residence About 22% respondents recalled seen ads of Stayfree, 28% Whisper, 11% Kotex, 6% She and 9% Shapers
Index
PROPOSED BRAND NAMES
Index
52
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
PROPOSED BRAND NAMES Pleasure – It’s a Pleasure having. Gossip – Girls associate with this word easily. Happiness – Suggest Happy Feelings. Happy - Suggest Happy Feelings. Confidential – Menstruation is always considered taboo. Private - Menstruation is always considered taboo. XX – Female Generic Sign. Perfect Fit – Shows product USP. Zero – Free from all nativity. Slim – Every women wants to be associate with product feature too. Softline – Suggest Softness. Velvet – Suggest Smoothness. Index
53
13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24.
PROPOSED BRAND NAMES First Choice – Associate with Recall. Joy – Suggest pleasure. Green – Suggest happiness & Peace. Quiet – Suggest Trouble Free Feature. Kool – Suggest The All Round Comfort. Cool - Suggest The All Round Comfort. Second skin – Suggest the Smoothness. Hygro-free - Means get free from moisture Freebie - Something that is free from trouble Fly on - One who got highest freedom means freedom to fly Comfy - Means providing relief from trouble Freedom – Woman can be free (feel ease) even during menses. Index
54
PROPOSED BRAND NAMES
25. Welcome Days - Accepting period with warmth rather than consider it as a problem. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35.
No Problem – Feel secured. Femi 9 – femi + Nine Comfortex – Comfort + Tex (Ko + Tex) Period Pals – Pal means friend and your friend during periods. Freedays – Woman can be free (feel ease) even during menses. Be Free – Woman can get rid off from the period worries, leakages and etc. Wonder Wings – Extraordinary wings for protection Those Days – This is very famous phrase used in Carefree ad during early nineties, and one can easily correlate this name with period. Ensure – Assurance of protection. Absofit – Absorbency + Comfortable Fittings.
Index
55
PROPOSED BRAND NAMES
36. Her Ease – “Her” represents feminine product and “Ease” is comfortable. It is only simple word that is not used by any other sanitary napkins marketers. Otherwise, Stayfree, carefree, secure etc simple words have already been exploited. 37. Herz – Feminine Product 38. Absoease – Absorbency + Easy, comfortable etc. 39. Period Peace – Sense of security and assurance of protection during period. 40. F – “feel free” 41. Relax – Feel free.
Index
PROPOSED PACKAGING
Index
58
PROPOSED PACKAGING
Index
58
PROPOSED PACKAGING
Index
59
PROPOSED PACKAGING
Index
60
PROPOSED PACKAGING
Index
61
PROPOSED PACKAGING
Index
62
PROPOSED PACKAGING
Index
63
PROPOSED PACKAGING
Index
64
PROPOSED PACKAGING
Index
65
PROPOSED PACKAGING
Index
66
PROPOSED PACKAGING
Index
PROPOSED STRATEGY
Index
68
MARKET STRATEGY
69
MARKET STRATEGY
70
MARKET STRATEGY
71
MARKET STRATEGY
Intervention Design The intervention design will be in 3 phases as below: •
Phase 1 - Market Map (AS - IS Scenario) - Weeks 01- 08
•
Phase 2 - Market Approach Strategy - Weeks 09 - 12
•
Phase 3 - Active Responsibility Roll Out - Weeks 13 - 52
Index
72
MARKET STRATEGY Derivatives of the Consulting Intervention The Consulting derivatives of the phases 1 and 2 will broadly be as below. These are detailed ahead.
• MARKET MAPPING ( AS - IS SCENARIO) • Current markets, profiles. • Current Customer segments. • Current Value Chains. • Current Buyer Behavior. • Current Channel Behavior. • Current Competition Map . • Barriers to Brand. • Development! market
• MARKET APPROACH STRATEGY • Positioning Strategy and brand architecture • Communication Strategy and Media choice • Distribution strategy and Channel roles • Pricing strategy and prices along value chain Index
73
MARKET STRATEGY
Derivatives of the Consulting intervention Phase 1 – Market Mapping
Index
74
MARKET STRATEGY
Derivatives of the consulting intervention • • • • • •
Phase 1 - Current markets, profiles Current markets and geographic distribution Market segments - geographic and otherwise Segmented product and brand shares Categorization of markets and marketing implication in different types of markets Product trends/ movements of markets post liberalization Organized / unorganized markets - regional players?
Index
75
MARKET STRATEGY
Derivatives of the consulting intervention • • • • • •
Phase 1 - Current Customer segments Segmentation cuts - institutional/retail Segmentation cuts - urban / rural Segmentation cuts -SEC Profiles Segmentation cuts - users / non users Profile of individual buyers Nature of buying currently Differentiation in segments - typical criterions
Index
76
MARKET STRATEGY
Derivatives of the consulting intervention • • • •
Phase 1 - Current Value Chains & Their Behavior Domain elements in value chain Nature of influencers in value chain ( mothers, children, WOM, others) Nature of perception shaping of the domain elements in the value chain. Media Choice, Influencer behavior drivers, behavior change modeling, involvement creation
Index
77
MARKET STRATEGY
Derivatives of the consulting intervention • • • • • • •
Phase 1- Current Buyer Behavior (Segmented) Purchase patterns and changing perspectives Barriers to purchase ( in rural / non user segment) Purchase attributes and their hierarchies Attribute preferences at aggregate level TOM recall overall, for all brands, benchmarks Behavior Change Possibility analysis Price and role in market development
Index
78
MARKET STRATEGY
Derivatives of the consulting intervention Phase 1 - Current Channel Behavior • • • • • • •
Distribution Channels and flow of money along same Typical distribution structures of main competitors Multi brand retailing versus sole brand Role and influence of Retailer Point of Purchase assessment - % buying by brand name Brand Strength of competition as assessed by channel Sales Promoter satisfiers / drivers
Index
79
MARKET STRATEGY
Derivatives of the consulting intervention • • • • •
Phase 1 - Current Competition Map Competition Profiles Share of different companies - frameworks for estimation Retail prices of various categories of products Brand Image and premium mapping Organizational structure for Marketing of organized players
Index
80
MARKET STRATEGY
Derivatives of the consulting intervention • • • •
Phase 1 - Barriers to Brand Development Price related barriers Behavior related barriers Competition severity related barriers Other Non tariff barriers
Index
81
MARKET STRATEGY
Derivatives of the Consulting Intervention Phase 2 – Market Approach Strategy
Index
82
MARKET STRATEGY Derivatives of the consulting intervention
• • • • •
Phase 2 - Positioning Strategy & Brand Architecture Alternate positioning platforms and analysis of strategic advantage of each Organizational Capability requirements with respect to chosen positioning platform Organization need and structure Brand Value configuration Brand development hierarchy laddered down to organizational capabilities
Index
83
MARKET STRATEGY
Derivatives of the consulting intervention • • • • • • • •
Phase 2 - Communication Strategy & Media Communication platforms Communication targets Message ( not scripts) Media choice and costs Cost Benefit Analysis of alternate media Promo support ? Hierarchy of media spends Spend allocation and break down Index
84
MARKET STRATEGY
Derivatives of the consulting intervention • • • • • •
Phase 2 - Distribution Strategy & Channel Distribution needs Alternate distribution structures and relative benefit analysis Value of each domain element Role and share of revenue Processes of business (delivery - stock - sale) Competence and capability requirements in proposed channel partners
Index
85
MARKET STRATEGY
Derivatives of the consulting intervention • • • •
Phase 2 - Pricing Strategy Positioning and promotion led pricing Pricing along the entire value chain Credit management Commercial Organization structure
Index
86
MARKET STRATEGY
Derivatives of the Consulting Intervention Phase 3 – Assistance in Market Roll Out / Implementation of Strategic Plans Index
87
MARKET STRATEGY
Derivatives of the consulting intervention Phase 3 - Roll Out of Strategic marketing Plan • • • • •
Will cover all organizational competencies Coordination with advertising agencies / promotion agencies Coordination with placement consultants for organization staffing Coordination with Management consultants for operations manuals Other undefined Roll-On Marketing activity
Index
88
MARKET STRATEGY
Intervention Methodology
Index
89
MARKET STRATEGY MIC INTERVENTION PROCESS Step 1 ( Kick Off Meeting) Questions Listing Drivers Boundaries Desires Alignments Own Assumptions Previous work done Readiness to de- learn Index
90
MARKET STRATEGY MIC INTERVENTION PROCESS Step 2 ( Market Understanding) Research design Research
Index
91
MARKET STRATEGY MIC INTERVENTION PROCESS Step 3 ( Company Value Analysis) Strengths Weaknesses Opportunity Threats Alignments Strategic Directions Aggregate ability gaps Index
92
MARKET STRATEGY MIC INTERVENTION PROCESS Step 4 ( Market/ customer segmentation) Research design Research
Index
93
MARKET STRATEGY MIC INTERVENTION PROCESS Step 5 ( Strategic Choices) Market - customer - product choice Market Build Up modes Implication Analysis Gear up Analysis Creating Alignments Commitments of resources
Index
94
MARKET STRATEGY MIC INTERVENTION PROCESS Step 6 ( Strategy Ladder) Aggregate Market Approach Strategy Brand Proposition Positioning, Pricing, Packaging, Place etc Ladder into Tactics
Index
95
MARKET STRATEGY MIC INTERVENTION PROCESS Step 7 ( Marketing Plan) Who does what by when ? Agencies required Cost Benefit Analysis of Media Briefing Notes Reports
Index
95
MARKET STRATEGY MIC INTERVENTION PROCESS Step 8 ( Implementation) Process mapping Training of core team Briefing of agencies Roll Out
Index
97
MARKET STRATEGY
Samples
Index
98
MARKET STRATEGY
Samples – respondents will be spread across profiles Region
Number of Cities
Number of FGDs
Number of Consumers Research
Number of Channel Research
North
3 (Banaraskantha, Sabarkantha, Mehsana)
@2FGDs Per city
@50 respondents per city
@15 channel per city
Central
3 (Ahmedabad, Baroda, Anand)
@2FGDs Per city
@50 respondents per city
@15 channel per city
South
3 (Surat, Navsari, Valsad)
@2FGDs Per city
@50 respondents per city
@15 channel per city
East
3 ( Jamnagar, Rajkot, Junagadh)
@2FGDs Per city
@50 respondents per city
@15 channel per city Index
99
APPENDIX -1
Design and development of low cost sanitary napkins using cotton knitwear waste •
•
Introduction The attainment of puberty in women is signified by menarche, the age of onset of menstruation. During menstruation, use of some kind of a protection in the form of a pad or napkin is mandatory. The kind of sanitary protection practised during menstruation can determine the hygiene status of a woman, which can affect her reproductive health levels. Many feminine hygiene products are available in the Indian market, their cost ranging between Rs. 2.40 - 7.5 / napkin. With this cost profile, these products are being utilized mostly by the upper middle and high-income group women. Also, the high product cost is a major deterrent in its utilization by the people of the low-income category. A need was thus felt to develop a low cost technology for the manufacture of products for sanitary protection, utilizing textile waste materials with similar properties. Index
100
•
APPENDIX -1
A sanitary napkin basically comprises of three layers; top layer, absorbent layer and barrier sheet. The absorbent layer is the key component of the napkin and the extent to which this layer is able to absorb and retain the fluid determines the efficiency of the napkin. This bulk layer of a napkin is a non woven web, made of hydrophilic cellulosic staple fibers like wood pulp, cotton linters, viscose etc (IS: 5405 1981). Most of the wood pulp used for the purpose is imported, and therefore expensive, increasing the overall cost of a sanitary napkin. Cotton is seen as a major fiber poised to replace wood pulp especially in the feminine hygiene products where less bulky is preferred and thinner is better. The high cost of cotton is the reason why it has not been able to replace pulp (Egelsbach, 2002). Hence, the possibility of using cotton of the low cost knitwear waste is most appropriate to achieve value at less cost. The waste of the knitwear sector is typically from fully-fashioned garments or the traditional cutnsew techniques. The cost of this cutting and sewing edge waste varies from Rs.2 to 10 / Kg. Index
101
•
APPENDIX -1
In the present study, an attempt has been made to develop low cost sanitary napkins by utilizing cotton fiber from knitwear waste. The process has been optimized and evaluation of the final product was done with respect to performance, comfort and hygiene parameters. The quality of the developed product was compared using specified parameters with four major brands of sanitary napkins in the Indian markets
Methodology Step I: Evaluation of the Branded Sanitary Napkins Available In the Markets • 16 varieties of sanitary napkins of 4 major brands i.e., Stayfree, Whisper, Kotex and Shapers were evaluated in terms of physical and microbiological parameters. • The cost profile of each brand and special features advertised on their package cover were also compared. The Physical Parameters tested were: Index
102
1. •
• 2. •
APPENDIX -1
Qualitative Fibre Analysis The fibre analysis of the selected sanitary napkin was done layer wise, using the standard AATCC test methods. Preliminary identification was done using a light Microscope; the longitudinal view of the fibres was viewed under the microscope. Chemical analysis of each layer was done to confirm the nature of fibers. Solubility tests were conducted to identify the cellulosic fibers and type of synthetic fibers. Melting Point process was used to identify the type of Polyolefin fiber, viz. Polypropylene and Polyethylene. Scanning Electron Micrographs (SEM) of the pulp fibers of regular type napkins was prepared to ascertain the nature of cellulose fiber used. Determination of pH The pH of sanitary napkins was tested using the aqueous extracts of the samples by the cold method. The IS: 5405-1981 specification for sanitary napkins, specifies the test method for testing pH of a sanitary napkin. Index
103
3. •
4. •
APPENDIX -1
Determination of Absorbency and ability to withstand Pressure after Absorption This test was conducted as per the IS: 5405-1981. The time taken for the fluid to get completely absorbed by the napkin and the area of the spread of the fluid was noted. The sides and back of the napkin were observed for any fluid leaking through after placing a one Kg weight on it. Flexibility of the Sanitary Napkins Flexibility of the sanitary napkins was tested by the Modified Circular Bend Procedure. It is a test modeled after the standard ASTM circular bend procedure. The test apparatus used was an Instron inverted compression load cell, and the maximum force reading is the peak bending stiffness for that specimen.
Index
104
5. •
6. •
•
APPENDIX -1
Water Retention The measurement of water retention was done by the standard ASTM Centrifuge method. Each prepared specimen was immersed in distilled water at room temperature for 5 minutes to completely wet it out. For ultra thin napkins the immersion time was for 2.5 minutes. The centrifuged specimen was weighed, dried and reweighed. Water retention was calculated and reported as a percentage of the dry mass. Disposability The disposability of the napkins was tested as per IS: 5405-1981. The napkin with the top and back covering removed was immersed in 15 liters of water and time taken to completely disperse in water was noted The Microbiological testing of sanitary napkins was done to indicate the level of micro-organisms and common skin and uterine pathogens in the product Index
105
1. •
2. •
•
APPENDIX -1
Bacterial and Fungal Bio-burden The testing was carried out by the Aerobic Plate Count method and the Yeast and Mould Count method for determining the bacterial and fungal Bioburden respectively using the standard method BAM, 2001. All Colony Forming Units (CFU) were counted including pinpoint size. Presence of Staphylococcus aureus Sanitary napkins were also tested for the presence of Staphylococcus aureus using the standard test method IS: 5887 (part II) 2005. The saline extracts of the samples were inoculated on Baird parker medium and the Baird parker agar plates were incubated for 30 hours at 37˚C. From the incubated plates the suspected colonies of the organism were looked out for. The quality of the branded sanitary napkins was ascertained on the basis of physical and microbiological properties. Index
106
APPENDIX -1
Step II: Preparation of Cotton Knitwear Waste 1. Conversion to fiber form • The knitwear waste was in the form of uneven fabric pieces. It was converted into fiber form (suitable for making the absorbent core of a sanitary napkin), by the garneting process. The assessment of the mean length and uniformity of length of the fibers was done using the standard IS method. The average length of the fibers as well as the percentage of short fibers in it was noted. 2. Preparation of Web for Absorbent Layer of the Napkin • Washing of the fibers was done to improve their absorbency, softness and hygiene. Three different methods were used for washing; detergent, rewetting agent and alkali. The evaluation of suitability of a method was done on the basis of the enhancement of absorbency of the fibers and the pH with each method. Index
107
APPENDIX -1
Step III: Development of Prototypes and Evaluation • Sanitary napkin prototypes were prepared in regular sizes using the optimized low cost fiber as the absorbent web. The designs were varied in terms of belt less and belted type varieties. Sterilization of the developed prototype was done in an autoclave as per the standard IS method. • Evaluation of the developed prototypes was done on the same test parameters as done for branded sanitary napkins. In addition, the developed prototypes were also tested microbiologically for presence of Candida albicans, a common pathogen of the uterus. The saline extracts of the samples was inoculated on Potato Dextrose agar and the agar plates were incubated for 48 hours at 25˚C. From the incubated plates the suspected colonies of the organism were looked out for. (Coneman, E.W., 1997) • Results and Discussion • Analysis of Garneted Knitwear Waste Fibers Index
108
•
•
APPENDIX -1
Evaluation of the fiber length after garneting was done using a comb sotter. The results showed that the mean length was 16 mm, with 28% short fibers. Best washing results were achieved with detergent, recording a pH of 7.4 and absorbency (time of sinking in water) of 1.14 seconds. Comparison of the Branded and Developed Prototype (Low Cost Sanitary Napkins) Cost and Special Features On an average, the cost profile of the branded napkins ranged from Rs. 2.40 to 7.50 / napkin. The Ultra-thin varieties were priced at almost 2-3 times more than the Regular types. The data shows that each brand offers a variety of sanitary napkins with regard to shape and thickness, such as with and without wings or with extralarge wings, Regular and Ultra-thin. Special features like stain-lock, odour-control systems, central absorbency zones etc. were advertised on certain packs and were promoted as the brands USP. The prototype prepared with cotton knitwear waste cost less than the cheapest variety available in the market. Index
109
APPENDIX -1 Physical Parameters
•
•
Qualitative fiber analysis of the branded napkins revealed that the middle layer in all the napkins was mainly cellulosic fiber. The SEM showed fibers, some with convolutions and most fibers showed the presence of lignin and ray markings as seen in softwood fibers. The top and the barrier sheets were found to be polyethylene in nature for most brands. In some brands, the fiber nature of the cover sheet was found to be polypropylene. All the branded napkins as well as the napkin developed from knitwear waste conformed to absorbency standards of BIS. 30 ml of test fluid flowed @15 ml/minute onto the samples was fully absorbed by all the napkins. The time taken for the fluid to get completely absorbed ranged from 5 seconds to 30 seconds among the various brands. Positioning of the napkin was found to be a critical factor in observing leak through property. With a slight shift in position of the flow point, from the centre towards the sides, some napkins tended to leak through the sides and the fluid showed up at the back. Further, pH of all the samples was found to be within the Index
110
•
•
APPENDIX -1 range (6 to 8.5) suitable to the human skin. The napkin made from knitwear waste too conformed to the prescribed standard showing a pH of 7.7. Water retention was measured by the centrifuge method to note the amount of water remaining in and on the napkin after a specified mechanical treatment. Water retention was found to vary from 174% to 630% for Regular branded napkins. The knitwear waste prototype exhibited 369% water retention. The water retention capacity of ultra thin napkins was found to much higher, ranging from 887% to 1341%. The water retention ratio of the centrifuged samples ranged from 5 times to 20 times the weight of the sample for branded Regular to Ultra thin napkins respectively. The knitwear waste prototype showed a water retaining ratio of 7 times the weight of the sample. Flexibility was measured as force in grams, where, higher value indicated stiffer material. Branded Regular type napkins varied from 1369 to 3601 gm. and Ultra-thin ones ranged between 310 to 705 gm. The developed prototype was found to be much more flexible than most regular branded napkins; exhibiting a flexibility of Index 1869 gm. Flexibility was an indication of the softness of a napkin.
111
•
•
APPENDIX -1 Disposability in water was seen in less than 5 minutes for almost all Regular type napkins, with fluff pulp as the middle layer. The middle layer of knitwear waste napkin also dispersed in water within 5 minutes. The brands which had an additional synthetic layer of material lining the absorbent core did not disintegrate at all. All the Ultra-thin napkins were found to be non-dispersible in water. Microbiological parameters Hygiene quality of the napkins was assessed on the basis of their susceptibility to micro-organisms and common skin pathogens. Most napkins were found to have a bacterial bioburden of less than 1000 cfu / ml (internal standard of Johnson & Johnson Ltd.), even though the range within brands was vast, between 10 to 955 cfu/ml. However, one brand exhibited a much higher bacterial count of 1660 cfu/ml. Fungal bioburden for all the napkins was within the acceptable range; 0 to 730 cfu/ml. The knitwear waste prototype was assessed for bacterial and fungal counts before and after sterilization. The counts of bacteria and fungi at both stages were found to be low. No typical colonies of pathogen Staphylococcus aureus were Index
112
APPENDIX -1
observed in any of the tested samples. The developed prototype was also tested for presence of Candida albicans, a common pathogen of the uterus known to cause urinary tract infections. No typical colonies of this pathogen were observed.
Conclusion •
From the results of the present study, it may be concluded that low cost sanitary napkins of comparable quality as that of branded napkins can be developed using cotton from knitwear waste as the absorbent layer. This will enable the women from the lower economic strata to use the feminine hygiene products to improve their reproductive health. This will make disposable sanitary napkins affordable for the women of the lower economic strata and thus help to improve their status of menstrual hygiene management. Index
113
APPENDIX -1
References: 1. 2. 3. 4. 5.
Bacterial Analytical Manual, Aerobic Plate Count, January, 2001,Chapter 3 &18 Coneman, E.W., Allen, S.D., Janda, W.M., Color Atlas and Standard Book of Diagnostic Microbiology, E.D publications, Lipincott, 1997 Egelsbach, AquaJet Spunlace System Technology for Cotton Fibers, Fleissner GmbH, Germany, May, 2002. Indian Standards, Specifications for Sanitary Napkins, (First revision), IS: 5405-1981, Indian Standards Institution, New Delhi. Osborn, T.W., Thin, Flexible Sanitary Napkin, US 4950264- Patent P & G, August, 1990, Cincinnati, Ohio.
Index
114
APPENDIX -1
About the author
Bhawana Chanana is a Reader with the Department of Fabric & Apparel Science at Lady Irwin College, Delhi University. This research work is a part of her Doctoral research work that she is currently pursuing in the area of Design & development of Low cost Sanitary napkins. Work on the use of other types of fibers from wastes of agro products is currently underway. A need assessment survey has also been conducted amongst women belonging to lower income category to assess the level of acceptance for low cost disposable sanitary napkins.
Index
115
APPENDIX -2 CERC finds dirt, ants in sanitary napkins
•
•
•
AHMEDABAD: Ahmedabad-based Consumer Education and Research Centre recently tested 19 brands of sanitary napkins available in the market and found that not all of them conformed to the absorbency tests. Besides, holes, dirt and even ants were found on the samples which were tested. Out of the 14 brands nine were from the cotton-based category and five from the gel category. None of the brands had volunteered for the ISI mark as IS certification is not mandatory for this product. The brands tested included Carefree (Regular), Kotex Dri-Guard (Extra-large), New Kotex (Regular), New Stayfree SilkyDry (Regular), Shapers Acti-slim (Ultra), Shapers Natural Feel, She Comfort, She Teens, Stayfree Secure (Regular), Stayfree GermiShield (Regular), Stayfree Ultra Thins, Whisper Heavy Flow & Overnights (Regular), Whisper Maxi and Whisper Ultra. The brands were tested as per the Indian Standards IS : 5405 - 1980. Index
116
APPENDIX -2
•
• •
•
Leakage is the main worry of women. All the brands conformed to the absorbency test as per the BIS except Whisper Ultra and She Teens. After the absorbency test weight of 1 kg was applied on the napkin for one minute and then the brands were checked for any leakage. She Comfort, She Teens and Whisper Ultra showed leakage and hence, they did not conform to absorbency and ability to withstand pressure as per the BIS. Because of the usage of this product in a sensitive area, it is important that the product must be clean and free from foreign matter. New Kotex Regular, Whisper Heavy Flow & Overnights (Regular), Kotex Dri-Guard (Extra Large) and She Teens showed wrinkles. Four samples of Kotex Dri Guard (Extra Large) revealed dirt on the pad. One sample had an ant. Hole was observed in one sample of Shapers Acti-Slim Ultra. Index
117
•
•
•
•
APPENDIX -2
Shapers Acti-slim (Ultra) did not indicate the method of use. Disposal instructions were not given by Whisper Heavy Flow & Overnights (Regular). Shapers Natural Feel, Shapers Acti-slim (Ultra), She Comfort and She Teens did not mention size of the pad on the packaging material. Apart from the laboratory test, a panel test was also felt necessary to find what women feel about the brands vis-a-vis their comfort level. Among the gel based brands, Stayfree Ultra Thins, was liked the most by CERC's panelists. Among the cotton filler-based brands, Whisper Heavy Flow and Overnights was liked the most. For rating and ranking the product, CERC decided to give 80 per cent weightage to the lab test and 20 to the panel test. Since leakage is the most important parameter, CERC gave it a weightage of 80 per cent. It also considered the dimensions (length and width of the filler) as an important parameter and hence included it in the rating and ranking, giving it a weightage of 20 per cent. Index
118
APPENDIX -2
•
Though Whisper Heavy Flow & Overnights was the best scorer with 95 points, it was higher priced at Rs. 8.20 per napkin. So the 'Best Buy' in this category was Stayfree Secure with a score of 91 points, but a price of just Rs. 2.20 per napkin.
•
Among the gel-based napkins, Stayfree Ultra Thins was the Best Buy' with the highest score (96). It is also the least expensive at Rs. 5.63 a napkin.
Index
119
APPENDIX -3 History Of Sanitary Napkins
•
•
Known as sanitary pads, sanitary towels or maxi pads, sanitary napkins form an important part of the gynecological hygiene of every woman. A sanitary napkin is a form of a porous item that has the capability of soaking the flow of blood. Hence, menstruating women wear them during their periods. Some women also prefer using them while recovering from vaginal surgeries, childbirth or abortion. Today, there are different varieties of disposable sanitary pads available in the market, ranging from ultra-thin panty liners to oversized maternity pads. From reusable ‘rags’ to disposable ‘napkins’, menstrual pads have indeed come a long way. Read in further to get some interesting background information on them. The Origin If we trail back to history, we will see that women have used a variety of menstrual protection, over the years. The ‘Museum of Menstruation’, located on the suburbs of Washington DC, offers some interesting insights. Some of the most common Index
120
APPENDIX -3
forms of protection were grass, rabbit skins, sponges, rags, menstrual aprons, homemade knitted pads or other kinds of absorbents. However, disposable sanitary pads started to be available in the markets only around the year 1895.
•
The Idea Disposable pads owe their origin to nurses, who first came up with the idea of holding the flow of menstrual blood with the help of available wood pulp bandages in the hospital. The manufacturers of bandages borrowed the idea and produced pads made from handy products that were inexpensive enough to be disposed. Slowly, other manufactures joined the line. However, their prices were sky-high, which made them exclusive toiletries of rich women. Index
121
•
•
APPENDIX -3
The Form The first sanitary pads were in the form of a cotton wool or similar stringy rectangular structure, sheathed with an absorbent liner. The pad was shaped in such a way, so that it could be easily attached to a special girdle or belt. However, due to its inconvenience, the girdle gave way to an adhesive strip on the bottom of the pad for proper attachment to the undergarment. Soon, belted sanitary napkins became outmoded and stick-on pads became popular. The Modern Era Today, sanitary napkins are available in a wide variety of patterns, designed taking into consideration both comfort and style. Some major innovations include quilting of the lining, introduction of ‘wings’, fragrant pads, introduction of panty liners and reduction of pad thickness. Nowadays, most women even have their own standard sanitary brands. Besides, most brands come in very nominal prices, which have made sanitary napkins a commonplace household item. Index
122
APPENDIX -4
All Competitor Television Ad
Index
123
APPENDIX -4 BRANDS ON TELEVISION
Category
Company
Brand
Description
Dur
Lan
Sanitary Napkins
P&G
Whisper Choice
New with wings at Rs.28/- /Napkin in form of sandals is walking through water.
15
Hin
Sanitary Napkins
J&J
Stayfree Secure
At Rs.20/- /Aab wakt hai badalne ka/A guy comes to see a girl/She convince her mother to go out with the guy & enjoys with him.
35
Hin
Sanitary Napkins
Mankind Pharma ltd
Don't Worry
A 6 pads for Rs.23/- ultra thin/A girl complaints friend about wetness & thus cannot play the hockey match.
20
Hin
Sanitary Napkins
P&G
Whisper
Ultra Clean/Sanitary Napkin as umbrella.
15
Hin
Sanitary Napkins
J&J
Stayfree Secure
Rs. 20 for Cotton soft & Rs. 24 for Secure Dry/ A lady giving information in a store
25
Hin
Sanitary Napkins
J&J
Stayfree Secure
Error/ Rs. 20 for Cotton soft & Rs. 24 for Secure Dry/ A lady giving information in a store
25
Hin
Sanitary Napkins
P&G
Whisper
Now at Rs.30 /- / Choice / New Ultra / With 1000 gel crystals / Have a happy period
15
Hin Index
124
APPENDIX -4 BRANDS ON TELEVISION
Category
Company
Brand
Description
Dur
Lan
Sanitary Napkins
P&G
Whisper
Now at Rs.30 /- / New Ultra Whisper Choice / Have a happy period/Pad opens like an envelope
10
Hin
Sanitary Napkins
P&G
Whisper
Now at Rs.30 /- / New Ultra Whisper Choice / With 1000 gel crystals / Have a happy period/
15
Hin
Sanitary Napkins
J&J
Stayfree Secure Dry
Secure Dry / At Rs.29 / Ab vakt hai badalne ka / A girl plays musical chair with family in backyard.
30
Hin
Sanitary Napkins
P&G
Whisper
Now at Rs.30 /- / Choice / New Ultra / With 1000 gel crystals / Have a happy period / Bath tub
15
Hin
Sanitary Napkins
J&J
Stayfree Secure
Girl travels sitting on top of the bus with her friends / clicking photographs / Rs 29/- only
30
Hin
Sanitary Napkins
KCL
Kotex
XL / Rs. 29 / Different girls talks about Kotex
40
Tel
Sanitary Napkins
P&G
Whisper
Maxi Nights/ Have a happy period/ Sanitary Napkin form like a swing in a sky
15
Hin
Index
125
•
APPENDIX -5
THE WOMAN CONSUMER IN INDIA Popular theory has it that changes in household consumption behaviour are happening rapidly because more women are now working outside the home. Hence, they are becoming more exposed and financially independent. They are also getting more assertive and they are all set to bring about a consumption revolution and explosion. The truth, like everything else about Consumer India, is not so simple and straightforward. Yes, it is true that women are changing and this change will create new and different opportunities. But to assume that they are changing only because of a huge surge in the number of women in the workforce might be a mistake.
Working Women Facts •
To this day, only 23 per cent of housewives in urban India have a job outside the home. In comparison, this number is 42 per cent of housewives in rural India, where working in the fields
Index
126
APPENDIX -5
% of working housewives
URBAN
SECs
Index
127
APPENDIX -5
% of working housewives
RURAL
SECs
Index
128
APPENDIX -5
Is common for women. ( The term ‘ housewives ‘ pretty much covers most adult women, since the age of marriage is still very low ). What is more, as households get richer, the proportion of women in the workforce falls
The conservative working woman : •
Contrary to popular belief, more women working outside the home does not have the expected impact on consumption, since the ‘ this as well as that ‘ working woman continues to play the traditional role at home, and in many ways is the last to change practices inside the home, even as she blazes new trails outside the home. Her personal spending and saving patterns on personal products will change quite dramatically, but not her household behaviour; at any rate, not in the same measure. Index
129
APPENDIX -5
The home entrepreneur : There is, however, a new category of working women just emerging, called micro-entrepreneurs, who run what they call a ‘ home businesses ‘. They stay mostly at home, refer to themselves as housewives and not as working women, but run some sort of business, typically tailoring, cooking, catering, giving tuition to children, beauty parlours, etc.. A 2006 study conducted for TIE ( a notfor-profit organization to promote entrepreneurship ) in six cities among 1200 women in the social classes B,C and D showed that 25 per cent were already doing some work from home and another 30 per cent intended to start a home business. The desire to be productive and to improve their self-worth by turning talent into money is huge, and this trend will only accelerate.
Index
130
APPENDIX -5
The changing housewife : •
•
Rena Bartos, an American demographer, pointed out in one of her books that the cookie cutter gender stereotypes of working and non-working women that marketers adopt is actually flawed. She pointed out way back in the 1980s that all working women are not the same – there are those for whom it is ‘ just a job ‘ and there are those who are actually pursuing careers. Similarly, ‘ stay at home ‘ women are of two types – those that want to work and see themselves as working women even though they do not work outside the home and those that are happy to be at home. In India, the increasing number of working women is not driving change as much as the increasing number of housewives who have acquired the ‘ working woman ‘ mindset. Index
131
•
APPENDIX -5
Working from home or not, all women say they see themselves as chief executives of the household and primary coaches of children, ensuring their success in this ultra competitive world. Further, since around 60 per cent of families, both urban and rural, are nuclear, with no elders living with them, the housewife sees herself as having a very important role to play. This has resulted in the rise of what I call ‘ womanism ‘, which is driving major change across households in Consumer India.
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