Brand Yatra Stayfree
Brand Yatra Stayfree
Brand Yatra Stayfree
Team 4.
Members:
This signaled the end of using sanitary belts, clips, and safety pins for
millions of women
Major Competitors
* Enjoyed Monopoly in India until Whisper was introduced
* Now Whisper and Stayfree have 90% market share, rest being
possesses somewhat by Kotex.
* U.S multinational medical devices,
pharmaceutical and consumer packaged goods
manufacturer founded in 1886
* Started with a line of ready-to-use surgical
dressings
* Diversified into separate surgical and
pharmaceutical divisions- Ethicon and McNeil
* 250 subsidiary companies ,operations in over
57 countries and products sold in over 175
countries.
Consumer segment sales:
Heavy
Light to Moderate Overnight
Protection
Protection Protection
* The price ranges from Rs. 25 for 10 piece StayFree
Secure Cottony Soft to Rs. 70 for 10 piece StayFree Dry
Max ULTRA THIN ALL NIGHT
* This is to target the mid tier segment of the society
unlike whisper which targeted the premium segment.
Consumer
* In the ATL section, there have been ads which vie for
socially empowering women.
* There had been ad campaigns related to job interview,
girl joining military, inciting morals and ethics etc.
* Following are the Stayfree ad for:
The durability of
Mother shows There come into the pads is proven
concern regarding play the Stayfree during the military
the period days of sanitary pads. drills
the girl
* The consumer insight
of changing the
gender biasness and
also empowering
women in sectors has
been targeted in this
ad. The general
notion that only men
The girls returns home becoming a
Lieutenant. should get admitted
to defence services
has been countered in
this ad.
STP Analysis
* Logo: