DivaCup

MARKETING PLAN

Emma Bankers
4/26/21 | MKTG-482
Executive Summary

DivaCup is a creator of menstrual cups in a market that is full of competitors.

While DivaCup is still the #1 selling menstrual cup in the world, they are entering their

mature phase, while more and more new menstrual cup companies are coming to the

market. Before DivaCup starts to lose their market share, it is important to get ahead of

the competitors.

The proposed solution for DivaCup is to increase their product differentiation and

specialization by creating more shapes of menstrual cups so that more people will be

able to use a DivaCup if they find the traditional shape doesn’t work out for them. This

would make DivaCup available to more people, and a better choice for many.

Brief Background

DivaCup is a Canadian based company that started after a mother and daughter

duo were looking for a better alternative to traditional menstrual products. They created

the DivaCup, a product that greatly reduces the waste created by traditional menstrual

products, costs less over time than traditional menstrual products, and is better for the

body than traditional menstrual products. DivaCup is sold internationally and also

participates in many philanthropic activities, by donating money to organizations, as well

as donating DivaCups and providing menstrual education to those in need.

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Table of Contents

Executive Summary...................................................................................................................1

Brief Background....................................................................................................................... 1

Situation Analysis...................................................................................................................... 3

The Internal Environment....................................................................................................................3

The Customer Environment.................................................................................................................4

The External Environment...................................................................................................................6

SWOT Analysis.......................................................................................................................... 9

Quantitative Assessment of Swot Matrix.........................................................................................11

Marketing Goals and Objectives.............................................................................................14

Primary Target Market.......................................................................................................................15

Positioning Statement and Value Proposition.................................................................................15

Product Strategy.................................................................................................................................16

Pricing Strategy...................................................................................................................................17

Integrated Marketing Communication..............................................................................................18

Structural Issues.................................................................................................................................19

Implementation Schedule and Timeline...........................................................................................19

Works Cited.............................................................................................................................. 22

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Situation Analysis

The Internal Environment

DivaCup’s mission, according to their website is to “provide solutions that help

people live life without limits”, while their vision is “to help create a world where

menstruation is a fact of life, not life limiting”. DivaCup also strives to be “the most loved

brand in their industry”, something that they seem to have achieved.

DivaCup is the industry leader, being the top selling menstrual cup in the world.

According to the 2020 DivaCup media kit, over the past three years, DivaCup has

“experienced double-digit growth, selling over one million cups annually worldwide”, a

statistic that is not estimated to drop any time soon.

DivaCup’s Current CEO is the Co-Founder Carinne Chambers-Saini, the

daughter of the other Co-Founder Francine Chambers. DivaCup started out small, and

though they have grown to be the industry leader, the company still has under fifty

employees. On top of that, the Executive Director is Rick Saini, the husband of CEO

Carinne. DivaCup is clearly a company that is fairly close with each other, based on the

small size and family origins. The company is also unlikely to be bought out by an

outside force and will be consistent in its leadership, considering the families ties held

by the Co-Founders and Executive Director.

DivaCup has many factors that set them apart from other menstrual cup

companies. DivaCup has a sister branch called DivaCares. DivaCares is working to

“[improve] people’s lives through education, advocacy, and access”. DivaCup is a

company that so clearly links itself to social justice and bettering the world, besides just

through their revolutionized product. DivaCares also provides DivaCups and menstrual

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education to menstruators in need and has reduced the amount of menstrual waste put

out into the world by 240 million products annually.

Since DivaCup is a company rooted in long-term change and lowering

environmental impact, the company is clearly focused on the long -term planning.

DivaCup has listed a 2021-2026 Accessibility plan, a clear sign of their long-term

orientation, their ability to change, as well as their commitment to accessibility and

making everyone feel welcome.

DivaCup is very customer oriented, as they started to solve a problem for not

only the planet, but the menstrual product users as well, which caused the industry

disruption DivaCup is so proud of. DivaCup has continued to innovate in ways that solve

more problems for users, such as the DivaWash, the travel DivaCup shaker, and adding

an additional size for younger users of menstrual cups.

DivaCup is a great company that is very easy for consumers to want to support.

DivaCup is philanthropic, focuses on accessibility, is always attempting to be the best a

company can be. Due to its philanthropy, environmentally friendly focus, and altogether

welcoming approach, DivaCup is likely to inspire many users to have absolute brand

loyalty. DivaCup is the industry leader in an industry that, according to business wire,

“accounted for around $632 million in 2018 and is expected to reach $963 million by

2026”, so they will only continue to grow in its reach and worth.

The Customer Environment

The current customers for DivaCup are environmentally friendly menstruators. As

stated on the DivaCup website “A Diva is anyone that believes traditional, disposable

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menstrual care products are just not good enough”. DivaCup has also made a point to

clarify that menstruation doesn’t belong to just cis women.

DivaCup is a product that is at many locations in and among traditional menstrual

products and locations such as Target, Walmart, CVS, Kmart, Kroger’s, and many other

locations in countries around the world. The products on the shelves may pique a

customer’s interest, either because they’ve heard of menstrual cups before, or because

these products stand out on the shelves due to their size, and the window showing the

product. The DivaCup is also one of very few menstrual cups that appear on the

shelves of their normal store, meaning that customers may see it each time they need

to reload on traditional menstrual products, something that few other competitors are

able to boast. Customers may pick up the DivaCup after weeks of research, or on a

whim while going about their normal menstrual product shopping. The DivaCup is

usually bought one at a time, with several years between purchases. The need for

DivaCups is fairly consistent, with sales not usually influenced by seasons or sales.

Many people are influenced to buy the DivaCup to due word of mouth from

friends or family who have made the switch. People don’t purchase DivaCup products

due to a number of reasons. One reason is that people currently feel satisfied with their

current menstrual products, and don’t see a reason for a change. Another reason is that

menstrual cups may intimidate non-users. With a product like DivaCup, users have to

get up close and personal with themselves, and there is a slight learning curve. The

potential for failure is scary for some, which is why they may never make the switch to

menstrual cups of any kind. People also may not change due to the price of the

DivaCup, which, as an investment for over a year’s worth of menstrual coverage is a

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fairly good deal, but as a cost for a product that may not work for them, seems too high

for the average consumer.

DivaCup is a product that could be attractive to up to 50% of the population, a

great statistic. DivaCup is also one of the few menstrual cups widely available at

retailers, meaning it is likely to catch the attention of potential users.  For those who

already use DivaCups, they are all too excited to recommend their environmentally

friendly alternative to friends and family around them, a form of marketing that is both

effective, and free for DivaCup. A threat to DivaCup however is the intimidation non-

users feel when they think of using a DivaCup. Since a DivaCup is a menstrual product,

its rather hard to advertise how easy it is to use, so unless menstruators choose to seek

out the information, or they have a close friend or family member around them who is a

user, they will likely stay non-users.

The External Environment

DivaCup has many competitors, both in the way of direct substitutes as well as

indirect substitutes. Many people are hooked on traditional period products such as

tampons or pads, believing that reusable products are unsanitary, difficult to use, and

not worth the hassle. Those who have switched to reusable products could be using a

number of brands, such as Luna, June, OrganiCup, LOLA, Flex, and Lena, just to name

a few. Many of these products are essentially identical, some having features DivaCup

does not, or their own version of features DivaCup has. 

The demand for menstrual products is very stable, only lowering as more

menstruators go on birth control options that may lessen or even entirely get rid of their

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period. While many people age out of menstruation, many more age in. Menstruation is

a factor that will stay very consistent over time, and the demand for innovative and

improved menstrual products will only increase. 

There is a very strong trend of people arguing against the “tampon tax”, which is

a movement where people are trying to get rid of the taxation added to menstrual

products. The argument is that menstruation is not a choice, and the products for

menstruation are therefore a necessity, so taxing those products is a form of sex-based

discrimination, according to Jennifer Weiss-Wolf, a co-founder of the non-profit

organization Period Equity (Zraick, 2019). The goal is to get governmental bodies to

remove this tax on menstrual products.

There is another movement very closely linked to the Tax Free Period movement

that fights for “Period Equity”. Period Equity is about ensuring that “menstruation never

poses a barrier to civic engagement and participation”, according to the website for

Period Equity. Period Equity goes further than Tax Free Period, stating that menstrual

products should be “freely accessible in places like schools, shelters, and correctional

facilities” according to Period Equity’s website.

These two organizations have done work in the US to pass laws in governments

around the country to pass menstrual equity laws. However, their main concern for now,

is eliminating the “tampon tax” in the remaining states in the

Menstrual cups in the US are classified as Class II Medical Device according to

the FDA. However, they are “exempt from the premarket notification procedures”

according to Code of Federal Regulations Title 21 Chapter 1 Section 884.5400. Unless

a new menstrual cup is distinctly different from other menstrual cups on the market, they

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do not need to go through unique testing or certifying by the FDA. Many menstrual cups

are registered and cleared for sale with the FDA, though technically none are FDA

“approved”, as only Class III Medical Devices are required to receive FDA approval

(Silvestrini, 2020).

DivaCup is made of medical grade silicone, and unless there are advancements

in that field, will continue to be on the forefront of the reusable menstrual cup field in

terms of its content. The cup is fairly simple in terms of technology, it is simply a

receptacle of menstrual discharge, and uses basic physics and anatomy to determine

the shape and features of the cup. Besides the material the cup is made out of, it is

unlikely any technological advancements will make menstrual cups irrelevant.

Right now, more and more people are trying to be environmentally friendly and

lower their environmental impact. It became a trend to buy your own reusable, travel

straw, to decrease the number of straws needed when going out. DivaCup did it first,

but with the rise of reusable straws, people have gotten to a point where they are more

ok with carrying something with them for use and cleaning something that they would

then continue carrying around. That was often an issue when it came to people

converting to a reusable menstrual cup, but more people see it as an issue they are

willing to deal with for the sake of lowering their environmental impact. There is also a

trend of people seeing periods as less taboo than in years previous, meaning a

company like DivaCup will be better able to communicate frankly with potential

customers about menstruation and menstrual products. 

In the menstrual cup market there are many competitors, many of which have

products that are almost identical to each other. The menstrual product market is one

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that will stay consistent, as it is linked to a bodily function experienced by approximately

50% of the world’s population. There are many organizations that are dedicated to

ensuring period equity, recognizing menstrual products as a medical necessity. Medical

cups are classified as a class II medical device as defined by the FDA, and are

therefore held to a level of regulation, though they do not need to seek “approval”. The

technology involved in menstrual cups is fairly basic, and unlikely to change drastically

over time, at most upgrading to a better material as a material may develop. There is a

social shift towards decreasing environmental impact, as well as a higher tolerance for

the changes a person will need to make to be more environmentally friendly.

SWOT Analysis

Strengths Weaknesses
 Environmentally friendly, body safe  On the more expensive side for
product that is cheaper over time menstrual cups
 Changed branding to be less “girly”  Non dyed, stains faster
 Philanthropic company  Fairly long compared to other
 No risk of TSS menstrual cups
Opportunities Threats
 World moving towards  Many competitors, who are often
environmentalism cheaper
 People are more used to making  Reusable cup seen as “gross” for
changes for the sake of being non-users
more environmentally friendly,  Learning curve is steep and rather
even if it’s less convenient intimidating, and consequences of
failure are intense

Strengths

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    DivaCup creates less waste than traditional menstrual products, costs less over time

than traditional menstrual products, and is better for the body than traditional menstrual

products. Toxic Shock Syndrome is a well-known consequence of traditional menstrual

products, but users of DivaCup face no risk for TSS. The company has previously

moved away from their initial branding of floral patterns, making their product more

attractive to less “traditionally” feminine women, and menstruators who don't identify as

females. The company also is very philanthropic and helps give period products to

underprivileged menstruators all over the world. Many younger generations of people

find it very important that companies they support share the same values that they do.

Weaknesses

DivaCup is one company of many offering their particular product, and DivaCup

is one of the more expensive brands to purchase from. There are some menstrual cups

that can be purchased for as low as $6., but the average DivaCup price of $40 is on the

higher side, especially to people who are first time users and don’t know if DivaCup will

be right for them. The product also is not dyed, something that is actually good in terms

of body safety, but it makes the product stain faster, which customers don't like. The

DivaCup in each size are longer than most menstrual cups, which turns people off of

their products if their cervix lies lower, which makes the product more difficult to use.

Opportunities

    The world is getting more into sustainability, and more and more people are turning to

products that are environmentally friendly alternatives, even actively boycotting products

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that they feel are excessively wasteful or harmful to the environment. People are also

more willing to make changes away from single-use products even if it is less

convenient, as they already are with water bottles, straws, and the like.

Threats

There are many other competitors in the menstrual cup market. Many of these other

products are also less expensive than DivaCup, and for new buyers to the product,

they're very unlikely to want to invest in a product that may not work for them. Many

people who use traditional menstrual products find menstrual cups “gross” and “dirty”,

due to the reusable nature of the product, and the way traditional menstrual products

have been single use for so long. Another threat to DivaCup is the learning curve it

takes to properly use it, and the consequence of failing is a nightmare for most

menstruators, mainly the threat that the cup will spill while it is full.

Quantitative Assessment of Swot Matrix

Strengths

 Sustainable, body-safe

o M= 3, I= 3, R= 9

 No risk of TSS

o M= 3, I= 3, R= 9

 Left the florals behind, now more gender neutral.

o M= 2, I= 2, R= 4

 DivaCares is very philanthropic, something many consumers care about

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 o M= 3, I= 2, R= 8

Weaknesses

 More expensive than many alternatives on the market

o M= -2, I= 2, R= -4

 Not dyed, so stains faster

o M= -1, I= 1, R= -1

 Rather long compared to other alternatives, might make it harder for some

people.

o M= -2, I= 1, R= -2

Opportunities

 World is moving to a more sustainable norm, so it should follow that this aspect

of a person’s life will also go more sustainable.

o M= 3, I= 3, R= 9

 People are already prepared to make less convenient changes for the sake of

environmentalism, so this will become easier.

o M= 3. I= 3, R= 9

Threats

 Many other alternatives on the market, which are cheaper and ever-changing.

o M= -3, I= 3, R=-9

 The idea of a reusable cup is “gross” for many, or just too weird, making it hard

for them to change.

o M= -2, I= 3, R=-6

 Learning curve make product intimidating, or makes people give up too soon.

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 o M= -2, I= 2, R= -5

DivaCup is a product that can fill the need that consumers have to lower their

environmental impact. Those who have already taken steps to be more environmentally

friendly may already carry around reusable straws and deal with cleaning them, which

means they may also be likely to do the same for DivaCup.

DivaCup: Strategy Canvas

0
Initial Price Price Over Time Quality Sustainability Body Safety Size Range

DivaCup Competitors Traditonal Menstual Products

Besides in the initial price, the area where DivaCup does not soar above the

competitors as well as traditional menstrual products is the size range. Size is

something that could make it harder, or even impossible, for first time users to adjust.

Size is also an issue because menstrual products very in size not only for the size of the

menstruator’s vagina, but also the volume of expected discharge. A large size range for

the volume of traditional menstrual products is very important, as too much absorbency

can lead to Toxic Shock Syndrome. While menstrual cups do not need to worry as

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much about the expected volume, the wrong size could make using a menstrual cup

very uncomfortable for users.

Marketing Goals and Objectives

DivaCup is currently in its Maturity phase of the product lifecycle. DivaCup has

been around since 2003, and now the market is fairly saturated with menstrual cups. At

this point the proper marketing goal should be to “maximize profit by defending market

share or stealing it from competitors” (Ferrell, 217).

In order to do this, we will create a longer line of menstrual cups, specifically in

different shapes, in order to “increase supplemental product offerings to aid in product

differentiation” (Ferrell 217). DivaCup is among one of the longest menstrual cups on

the market, making the cups harder for consumers with lower cervixes to use. To

remedy this, DivaCup will come up with more cup shapes and sizes, so that DivaCups

can be worn more comfortably by more consumers. We will be giving them a more

specialized product that will better suit them. Ideally, we will come up with two different

shapes, that will be available in the three sizes DivaCup already has, totaling in six

more cups available to consumers. We would like to have a full release of the new

products before the end of 2023. By creating more specialized products, we will become

the brand that does it all, recognizes that not all vaginas are the same, and makes a

sustainable, body safe period experience accessible to all, something that is at the core

of DivaCup’s mission.

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Primary Target Market

The target main market for DivaCup is menstruators between the ages of 16 and

35, predominantly women, though not exclusively women, and it’s important to be

openly accepting of users of all gender identities. From the VALS network, the potential

users for DivaCup are Innovators. Innovators are always ready for new information, and

confident enough to experiment, which is perfect for things that require a good amount

of adjustment such as new menstrual products known for having a learning curve.

These users have a problem, and that is that they are using expensive, wasteful,

and potentially dangerous menstrual products. Users that are perfect for DivaCup are

likely upset with at least one of these issues and is looking for a change. They want to

purchase less, and create less waste, but they require an alternative that is leak proof,

and is just as good, and easy, to use as their current menstrual product of choice. Many

of these potential users are the kind to carry around reusable bags or reusable straws

that they have to clean after each use. These potential customers are used to taking the

extra step to lower their environmental impact, and wont mind the slight inconvenience

of using a menstrual cup, considering all the benefits it has to offer.

Positioning Statement and Value Proposition

DivaCups, unlike many other menstrual cups, are made with undyed medical

grade silicone. This means that the DivaCup is body safe, to the point that users can

wear it for 12 hours at a time, free from the risk of TSS. DivaCup also has measuring

lines on the inside of the cup, so that interested menstruators can track their discharge.

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 By supporting DivaCup, customers also support DivaCares, and all of the

philanthropic works with which they are associated. They can support the fight for

period equity, racial injustice, menstrual education, and so much more, though a single

purchase that will benefit them as well. By choosing DivaCup, consumers will “divert an

average of 250 to 300 pounds of waste from landfills annually” according to the 2020

DivaCares impact report.

Product Strategy

DivaCup was previously a typical menstrual product in its packaging. DivaCup

boxes and branding was covered in florals, pink and purple. It was a very gendered

product, which made sense at the time, but since that time DivaCup ditched the florals

and the overly gendered branding. DivaCup made itself more gender neutral, a huge

appeal for any menstruator who doesn’t identify as a cis woman. The coloring for

DivaCup is still mainly pink and purple, but the exact shades have been toned down

slightly so as to be more general and less typically “girly”, something that even cis

women can appreciate.

The use of “Diva”, as stated on the DivaCup website, is meant to invoke high

standards, not “high maintenance”. The statement goes on to say “a Diva is anyone

who recognizes that our society’s views on periods are not black and white, and anyone

who understands periods don’t just belong to cis-women. A Diva is anyone that believes

traditional, disposable menstrual care products are just not good enough”. The branding

for DivaCup, while traditionally feminine, has taken steps to make themselves more

appealing to menstruation who may not identify as female, and has therefore increased

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not only their user base, but the brand loyalty to customers who view their actions as

admirable.

DivaCup offers, in addition to the menstrual cups themselves, menstrual cup

cleaner, menstrual cup wipes, shaker cups (for cleaning on-the-go), hand soap, and

sanitizing hand lotion. The DivaWash is a product that is plant based and safe for the

body and the planet, two things that are at the core of DivaCup’s mission. DivaCup also

fairly recently offered a model 0 size, for menstruators who are 18 and under, or find the

model size 1 to be too large.

Pricing Strategy

The cost for the average higher end menstrual cup comes in around $35, though

some can be bought for as little as $6. DivaCup varies in price depending on the

retailer, on average between $32 and $40.

DivaCup is more expensive than most menstrual cups but is an average to

slightly more expensive choice among the main players. It is likely that DivaCup is

following a Competitive Matching or Status Quo pricing objectives, as they are in and

among many of their competitors but are still on the slightly more expensive side.

DivaCup is all about quality, and likely wouldn’t want their prices to convey that they

were cheap in any way. While DivaCup is not the most expensive menstrual cup, they

still are able to bring in enough money to support their associated organizations and

charities, an important fact, so lowering the price may lower profits enough that they will

not be able to support their charities, and as the #1 selling menstrual cup in the world,

lowering the price is not necessary.

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Integrated Marketing Communication

It will be important for us to advertise these new shapes well. Many people know

about different sizes for menstrual cups, but many people may not consider the different

sizes and lengths. Many times, new users who try the DivaCup may find the learning

curve a bit steep, and they could give up and decide that DivaCup isn’t for them. By

promoting new shapes, and specifically how to choose which is right for them, users

may find the new shapes to be the better choice and have a better opinion of DivaCup.

DivaCup should allocate $1 Million towards the campaign promoting the

extension to the DivaCup line. A fair amount of promotion will be free, as we will be

releasing statements on our own social media accounts and our website. We will

release a statement about the new shapes by talking about how every person’s body is

different, so DivaCup is getting more shapes to better represent those bodies. This can

be part of a move about body positivity and the diversity of DivaCup users. We can also

state that it is important to create long term change for the sake of the environment and

making sure DivaCups are accessible to everyone is something important we need to

do continue moving away from traditional, single use menstrual products.

Since DivaCup is a product that is sold wherever menstrual products are sold,

there is no personal selling strategy needed. The new shapes will simply be next to the

traditional DivaCups at the retail location. DivaCup will need to acquire more space on

the retail shelves, because it’s very important for DivaCup’s new shapes to be as

accessible as possible, making retail locations crucial.

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 DivaCup Should also offer free cups in the new shapes to certain influencers who

talk about menstrual health and related topics, especially people who already talk about

menstrual cups. We can ask them to review the new shapes to their audiences, bring

awareness to the new line, and encourage their audience to make the switch.

DivaCup should promote their new line of products on social media. There

should be a campaign showing the diversity of DivaCup users, and then showing the

new more diverse product. This campaign should include short YouTube ads, and many

Tweets and posts on their own social media accounts. Their campaign can also include

information on how to choose which shape and size DivaCup is right for them, as we

want to make the change and the choice as easy as possible for users.

Structural Issues

Implementing such a large change should be fairly expected for DivaCup, as they

pride themselves in how they innovated and disrupted a whole market. DivaCup as a

company is also dedicated to accessibility, as they have already committed themselves

to an accessibility plan lasting through 2026, working to remove and prevent barriers to

accessibility at DivaCup. This is a marketing plan that, arguably, has already reached

consensus, as they are already working to make DivaCup available to all, increasing the

product line is just another part of it. There is little to no change needed in the company

structure, as the marketing plan is already in line with their ideals and values, and the

increase to the product line shouldn’t be too much of a disturbance.

Implementation Schedule and Timeline

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 This schedule is for the release of the new shapes of DivaCups spanning until

April 2024. For the first few months we will have our marking research team determine

what shapes should be added to the DivaCup line in order to offer a larger range that

will serve the largest number of menstruators. After this point, the product and

development team should develop and test the new shapes of DivaCups so that meet

the same standards as the traditional DivaCups. At that point, estimated to be around

March of 2022, there will be a limited release of the new shapes to do real market

testing in a limited scale, so we can make sure they are received well before doing a full

release.

During the limited release we will be monitoring reviews for any signs that

something should be altered, and to make sure the users are satisfied. We will be

measuring the number of DivaCups sold in the new shapes as compared to the

traditional shapes, as well as the reviews online by buyers of the new shapes. If we

determine based on the sales or the reviews that the shapes should be altered, they

should go back to the development team to fix any issue users may be having. After

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that point we will do a cost analysis to see if we think adding these new shapes will be

cost effective. If we determine they will be, we will then begin promotion strategies that

are referenced in the Integrated Marketing Communications section, then do a full

release. At this point we will continue to monitor the reviews and sales to ensure

customers are completely satisfied, and they live up to the DivaCup reputation.

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