Promotion Mix of Sanitary Pads

Brand: Whisper

Product range: Cotton Wings

Introduction:

A marketing plan is focused on the target market and made up of four key elements. These four
elements are also knows as the 4 Ps. One P is called the promotional mix and it contains
advertising, public relations, personal selling, and sales promotion. They are used as tools to
communicate to the target market and produce organizational sales goals and profits.

The promotional communication aims at informing and persuading the customer to buy the product
and informing him about the merits of the products. It refers to all the decisions related to
promotion of sales of products and services. The important decisions of promotion mix are
selecting advertising media, selecting promotional techniques, using publicity measures and public
relations etc. There are various tools and elements available for promotion. These are adopted by
firms to carry on its promotional activities. The marketer generally chooses a combination of these
promotional tools.

In this project, I am considering promotion mix for a hypothetical product Cotton Wings launched
by Whispers

Problem:

In India, 12-18% women have no access to sanitary pads during their periods and have no
knowledge of when and which type of pads should be used. Life of young girls and women stand
still during their periods. They go through pain due to unhygienic methods used during periods.
They experience uncomfortable journey of 5-7 days.

To this problem, Whisper comes with new product 'Cotton Wings'. Cotton Wings is made of
organic cotton and comes in a kit of small large and extra large size according to the frequency of
flow. These are priced effectively. To publicize this new product ,I will consider every form of
Promotion Mix in rural, semi urban and urban India.

Hypothesis:

In India, girls and women are still unaware of their menstrual hygiene in India and rural India is
rarely aware or rarely using sanitary napkins. Since, only 12-18% women use sanitary napkins , I
assume that with effective use of Promotion Mix strategic communication this statistic could
change drastically.

Methodology:

1. Primary Source: i) Interviews

ii) Questionnaires
2. Secondary Source: Internet, books, published articles.

Conclusion:

Assuming current scenario, knowledge, use and helpfulness of cotton wings can be effective
through:

1. Personal selling in Rural India

2. PR activity, Sales Promotion, Advertising in semi urban and urban India.

Recommendation:

Data should be accurate. Proper marketing information system should be used to gather data.

Human intelligence must be effective in gaining information and performing activities and
attracting target group for promotion and awareness.