Taaza Udaan

Topics: Sanitary napkin, Brand loyalty, Hygiene Pages: 1 (380 words) Published: November 18, 2008
P&G(procter and gamble) touching lives improving lives, Hygiene and Health Care Limited is one of India's fastest growing Fast Moving Consumer Goods Companies that has in its portfolio P&G's Billion dollar brands such as Vicks & Whisper. With a turnover of Rs. 500+ crores, the Company has carved a reputation for delivering high quality, value-added products to meet the needs of consumers. Whisper : shhh.... The female personal hygiene market in India is in a nascent stage. The market size is estimated at around rs 425 crore. Whisper was launched in 1989 and account for 42% share in the sanitary napkin market in India. The brand is positioned as a premium brand. During the early years of launch, P&G had two responsibilities 1. educate the ladies about the product 2. Promote the brand. The feminine hygiene market is still a young market—only 20-25% women are estimated to use branded sanitary napkins in the urban sectors; the figure is much lower in rural India. The product comes under low penetration product types. Since Indian women are not used to such products, the penetration is low but potential is high taking into account the increasing literacy and media reach. The segment commands a high brand loyalty. Competition comes in the name of Stayfree and Carefree from Johnson & Johnson and Kotex and Secure from KimberleyClark-HLL and many other brands such as she, libresse from house of godrej etc .P&G has brought out lot of variants in this product trying to expand and create some waves in the market which is otherwise a dull market. Whisper is now facing stiff competition from Stayfree from J&J. Now that stayfree is trying to corner whisper in the price. Whisper is now being forced to bring out less priced variants. Since the market is growing , at present there is lot of room to play around. Recent reports also suggest that the brands were able to penetrate rural market also. {draw:frame} {draw:frame} The pitch is, Convincing middle and lower income...
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