Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 225 views

    Presentation On Her: Menstrual Cup Branding

    Uploaded by

    Munia
    This document discusses branding strategies for a menstrual cup called "Her". It begins by explaining what a menstrual cup is and its benefits over sanitary napkins. It then discusses identifying the target market as women ages 16-50 in middle-to-upper class families in Bangladeshi metros. Competitors and the size of the menstrual cup market in Bangladesh are also examined. The document outlines the points of parity and difference between Her cup and existing brands to position it competitively. Branding elements like logo, packaging, spokesperson and jingle are proposed. Marketing strategies involving an integrated marketing communications program are suggested.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Presentation On Her: Menstrual Cup Branding

    Uploaded by

    Munia
    225 views23 pages
    This document discusses branding strategies for a menstrual cup called "Her". It begins by explaining what a menstrual cup is and its benefits over sanitary napkins. It then discusses identifying the target market as women ages 16-50 in middle-to-upper class families in Bangladeshi metros. Competitors and the size of the menstrual cup market in Bangladesh are also examined. The document outlines the points of parity and difference between Her cup and existing brands to position it competitively. Branding elements like logo, packaging, spokesperson and jingle are proposed. Marketing strategies involving an integrated marketing communications program are suggested.

    Original Description:

    Presentation on Menstrual CUP

    Original Title

    PPT_HER

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses branding strategies for a menstrual cup called "Her". It begins by explaining what a menstrual cup is and its benefits over sanitary napkins. It then discusses identifying the target market as women ages 16-50 in middle-to-upper class families in Bangladeshi metros. Competitors and the size of the menstrual cup market in Bangladesh are also examined. The document outlines the points of parity and difference between Her cup and existing brands to position it competitively. Branding elements like logo, packaging, spokesperson and jingle are proposed. Marketing strategies involving an integrated marketing communications program are suggested.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    225 views23 pages

    Presentation On Her: Menstrual Cup Branding

    Uploaded by

    Munia
    This document discusses branding strategies for a menstrual cup called "Her". It begins by explaining what a menstrual cup is and its benefits over sanitary napkins. It then discusses identifying the target market as women ages 16-50 in middle-to-upper class families in Bangladeshi metros. Competitors and the size of the menstrual cup market in Bangladesh are also examined. The document outlines the points of parity and difference between Her cup and existing brands to position it competitively. Branding elements like logo, packaging, spokesperson and jingle are proposed. Marketing strategies involving an integrated marketing communications program are suggested.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 23

    Presentation on Her

    Menstrual Cup Branding


    2

    GROUP - V
    MEET OUR TEAM
    STAR

    ROKESHA
    NADIA SHAMINA NA BENAJIR FATEMA
    AFRIN AFROZE FERDOUS HASAN JAHAN
    ID: 18374015 ID: 18374016 HI
    ID: 18274027 ID: 18274022 ID: 18374012

    WWW.GRAPHICBULB.COM
    What is “Sanitary Cup”

     Alternative product of Sanitary Napkin


     The first menstrual cup was manufactured in 1987 at U.S.
     Made of flexible medical grade silicone
     Reusable, 12 hour period protection
     Hygienic
     NGOs and companies to propose menstrual cups in developing
    countries since 2010
    4

    Important Elements of Her


    Brand Name: Her
    Package:
    Spokesperson: Jaya Ahsan
    Logo:

    Jingle: Desirable Always

    WWW.GRAPHICBULB.COM
    Frame Of Reference 5

    Identifying the target


    market and it’s relevant
    competitors

    Identifying the optimal points


    of parity and points of
    difference
    6

    Target Market for


    Her
    AGE CATEGORY

    • 16- 24 yrs. - Teenagers / SOCIO-ECONOMIC


    Students / Young STATUS
    Professionals
    • 25- 34 yrs.- Young • Middle Class, GEOGRAPHIC
    professionals / Young
    LOCATION
    • Upper Middle Class
    Housewives • Upper Class • Metros, Bangladesh
    • 35- 50 yrs.- Working ladies / WWW.GRAPHICBULB.COM
    Housewives
    Market Size, Pricing &
    Market Size:
    Competitors:
    • Some 12 companies in
    7

    Competitors
    • Worth nearly
    Tk300/400 crore
    Bangladesh
    • Supply about 80% of
    nationwide per annum total national demand 
    • 20% annual growth • Some five imported
    brands are available in
    rate the market 

    Pricing:
    • Locally produced sanitary napkins:
    Tk70-150.
    • Imported Sanitary napkins: Tk110
    to Tk500, depending on the sizes
    • Sanitary napkins are 3% pricier at
    super shops 
    WWW.GRAPHICBULB.COM
    Regulatory Issues (according to a notification
    8

    issued by the NBR on June 30):


    NBR exempted SD and VAT on six items

    Conditions for Firms to Avail Benefit:

    Set up machinery in the factory premise

    Invest minimum Tk 75 crore and must have its own testing lab.

    Environmental clearance from the Department of Environment,.


    Ensure at least 30 per cent value addition and employ 250 Bangladeshi
    in the factory to enjoy the benefit.
    Opportunity Time: July 1, 2019 - June 30 2021
    WWW.GRAPHICBULB.COM
    Point of Parity of Cup 9

    Among Existing Brands:

    Made of flexible Shaped like a bell 8-12 hours safety


    medical grade with a stem based on flow
    silicone

    Usually 2 different sizes: Large (43 mm-


    48mm) & Small (35-43 mm)
    WWW.GRAPHICBULB.COM
    Among all menstrual products 10

    Point of Parity of Cup

    Long Lasting High volume Hygienic


    holding capacity

    Let women feel safe Wear during swimming


    WWW.GRAPHICBULB.COM
    11

    Point of Difference of Cup

    • Not coming
    Among
    anything in mind
    Existing
    now , let me think n
    Brands:
    ll email u this part

    Among • Reusable
    all • Easy to clean
    menstru
    • Let women feel
    al
    products free
    WWW.GRAPHICBULB.COM
    Brand Resonance Pyramid
    Salience by
    Awareness

    Performance
    Resonance & Imagery
    by Bonding by People
    Talk

    Feelings by
    Judgment by
    emotional
    reaction
    response
    • Expected • 10.9 months • 100%

    Judgment
    Salience

    reach follow-op protection

    Performance &
    Imagery
    1.4billion by • 10.8% finds from leakage
    2023 no significant • Eco friendly
    • Growing rate differences • Affordability
    4.6% • 20.4% remain
    forecasting positive
    period is from • Performance
    2017-2023 held in Kenya
    z

    • Positive • Average
    Feelings

    Resonance
    • Acceptable 73%
    wished to
    use shown
    in 13
    studies

    https://www.thelancet.com/journals/lanpub/article/PIIS2468-2667(19)30111-2/fulltext
    WEBSITE TEMPLATE
    Marketing Mix
    •Sales Promotion Sales Force
    •Advertising Direct
    Marketing
    •Public Relations
    PROMOTION
    •Brand Name
    •Varity
    •Quality PRODUCT
    •Features
    •Discounts
    •Packaging PRICE •Allowances
    •Size
    •Service
    PLACE

    •Distribution
    •Channels
    •Coverage
    •Transport
    Positioning

    01 02 03

    The Social Authenticit Affordability


    Mission y of
    • Country
    • Environment- • Moderate
    Origin
    Friendly Price
    • Produced
    • Healthy Life • Flexible &
    by the
    • Engage rural Comfortable
    local
    women • Availability
    • Collaboration
    with local
    NGO
    Marketing Promotion

    Other
    Promotion

    Online Marketing
    Communication
    1. Bill Board
    2. Consumers
    Point of
    Purchase
    Trade
    Promotion
    1. Web Sites
    2. Online Ads and Videos
    3. Social Media
    4. Sponsorship programs
    5. Mobile Marketing
    Developing IMC Program
    Coverage

    Cost Contribution

    Conformabilit
    Commonality
    y

    Complementarity
    SECONDARY
    ASSOCIATION
    Medical
    Grade Silicon Women
    health care
    Co branding product
    with Aarong

    Other Brand

    Bangladesh
    Employees
    People Places

    Pharma
    Speke
    Solutions
    person: Jaya
    Ahsan Things

    Sponsorship Attempting to get


    Organize event
    in University Women’s health
    in women’s day
    programs safety award
    THANK YOU
    For your time

    You might also like