Brand Yatra

Team 4.
Members:

Dhruv Pandey (Roll no 23)

Raunak Khetan (Roll no 199)
Naveen Khatry ( Roll No 100)
Sanchit Bhatnagar (Roll No 122)
Stayfree is a brand of feminine hygiene products, including maxi pads,,
ultra thin pads, and feminine wipes

In 1969, Stayfree minipads, the first sanitary pads with an adhesive

strips went on sale

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:

Thus we can see Women’s Health form

an important part of Johnson and
Johnson revenue
* Major Product Portfolio

* Landmark Product: Baby Products

 “ Aab waqt hai Logo Packaging: A
badalne ka” (Now plurality of small
it’s time to change) packages, each for
approximately a
day's supply of
tampons, are
provided in an outer
carrier box.

Smashable element: The bicolored butterfly- And the

color combination used. It symbolizes the free spirit of
women and encourages them to aim for higher vistas
 Variants such Women
as light empowerme
usage, nt and social
1969, moderate causes used
Satyfree usage, heavy as a main
minipads, usage and agenda in
the first overnight both ATL and
sanitary pads usage came BTL
went on sale in. activities

1972, The 1994, Latest up in

beltless stayfree market is the
sanitary pads maxi was Stayfree
were bought launched. ultra thin,
in market by advanced
stayfree and dry max.
* “To stand out from Queue” – This is the
desired positioning which Johnson & Johnson
aimed at while launching Stayfree

* Itaimed to differentiate itself on the virtue

of its pricing

* It uses “Overnight Protection & Affordable”

to associate itself in the minds of the
customer

* Vigilant nights was the campaign used where

it shows that you can have care free nights
using Stayfree.
* J&Jhas targeted females of the age 15-40
years.

* The feminine hygiene market in India is

pegged at Rs 1,500 crore, with urban and
rural penetration at 30% and 12%,
respectively.

* Stayfree silky dry targets the mid-segment of

the market along with Stayfree-germishield.

* Stayfree Sure targets at the premium

segment of the market which is the upgraded
version of Stayfree Silky dry.
* Distinct Features-
Stayfree manufacturers aim to make their pads as small
and inconspicuous as possible in order to resolve the
bulkiness issue brought up by pads and panty-linersx
* Game-changing packaging techniques-

* Present scenario- Reusable washing pads

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.

* As for the comparison with the competition, Whisper

has a range from Rs. 29 for 10 pieces pf Whisper Choice
to Rs. 155 for 10 pieces Whisper Maxi Fit.
Distribution has by and large been restricted to pharmacy and
drug stores
Stayfree and Whisper cover 90% of the
market. Hence the reach and visibility
Manufacturer
is significant in all the feminine general
stores and drug stores.

• J&J is in the process of ramping up

Wholesaler its network
• It plans to step up mass distribution
and marketing
Retailer
(Mainly Drug
stores and
genetal stores)

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:

Accident Military Morcha Job Interview

* Also there has been Sanitary Protection: "STAYFREE "
Print Ad by OMD India
* The BTL activities also encompass the women
empowerment. For which it has women for change
campaign.
* The program vision statement says that: “Stayfree aspires
to ensure every girl and woman has a healthy & hygienic
life which we believe is every woman's right.”

* Also,Stayfree conducted Tension Free Nights contest

over Facebook.
An army background The mother The girls in
father frowns at her supports father subject says: This
daughter’s decision saying: such tasks is the thought
of going to Military are for the process that we
academy masculine gender! have to change.

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

• Age, gender and personality based.

Segmentation:

• Females aged between 13-40.

• Reason for choosing this segment is that females in this segment
Target: have a personal style statement and we want them to have choices.

• “Comfort, ease and freedom”

Positioning:
* The product will be an Ultra thin fragrance version
available in multiple fragrances along with
stayfree's special 'Soft touch cover' that prevents
irritation

* Logo:

* Tagline: How long do you think can you Stayfree?

(main intention is to tap the current youth angry
mood)
 Product Price
Price point - 140 for 10 pieces.
Sanitary Napkin
Aim to target premium educated
Different colors and fragrances segment.
Bright color packaging Competition - Whisper Maxifit priced
at 155 for 10 pieces.
SKUs available :- 75 (5 pieces) and 150
(10 pieces)
Marketing
Place Mix Promotion

Chemist shops Ad Campaigns featuring a jolly natured

actress like Genelia D’souza
Supermarkets
FB and Twitter promotions.
General trade: Wholesalers and
distributors