1.

 Accelerate the global growth of Tampax

 enable the brand to achieve its full potential
 Apply the expertise in the feminine protection business to a new market with Tampax
 P&G has the worldwide distribution that Tampax so desperately needs
 Tambrands didn’t have the infrastructure to tap into growth in the developing countries
and P&G does.
-> Tambrands got a lot after being a part of P&G such as entering their third market and
launch a global marketing program with less risky
-> avoid the shortage in the modern technology

2.
Tambrands wants to enter the third cluster as the way they entered in the others and they also
want to expand the tampon market in those countries which consider it as “the cause of losing
the virginity”. and its approach is acquiring higher revenues in those countries
“The third market [Cluster 3] could be the seductive noose of the global expansion
objective.”

P&G abandoned Tambrands’s marketing efforts in Brazil because of too expensive and slow-
growing. Instead, it set out to build a marketing model that it could export to the rest of the
globe

 Tambrands didn’t have the infrastructure to tap into growth in the developing countries
and P&G does
 Enter in the third market, P&G helps to launch a global marketing program ( too risky to
do alone)
 success in Mexico - Sales for Tampax tripled in the first 12 months after the new program
was launched
 launch a website promoting products such as Tampax has been expanded
As one company source stated, “interactive Web sites have become the number one medium,
and boys are the number one topic for teenage girls.”
 The P&G brands Always and Tampax have joined forces with HERO, an awareness
building and fundraising initiative of the United Nations Association, to launch the
“Protecting Futures” program
 Tampax and Always brands help sponsor the HERO Youth Ambassador program

3.
Cluster 1 (United States, the United Kingdom, and Australia)
- already use tampons and may feel they know all they need to know about the product.
-> furthering advertisement (using new technology for the products, new changes which
make brand stand out )

Cluster 2 (France, Israel, and South Africa)

- 50% of the women used tampons- concerns about virginity remain, and tampons are often
considered unnatural products that block the flow.
-> show demonstration on how the tampon can effectively make them feel comfortable
during the menstrual cycle, use sciencetific research to prove that tampon don’t harm to
virginity or block the flow

Cluster 3 (Brazil, China, and Russia)

- tackling the virginity issue
-> furthering education, provide scientific research to prove that using tampons don’t lead to
lose virginity, more consistent images and advertisements

4.
Futhering education (benefits, illness- affect the physical health)
- Toxic shock syndrom - - if it's diagnosed and treated early, most people make a full
recovery
-> risks -> - how to use it right to avoid those risks

- the safety of using tampons - FDA regulates tampons as medical devices (the U.S. Food and
Drug Administration (FDA) - Before any tampons can be legally sold in the U.S., they must
go through the FDA’s review to determine whether they are as safe and effective as
(substantially equivalent to) legally marketed tampons.

5.

Should reopen if it is sucessful in Venezuela

- because it proves that Tambrands pays more attention on marketing effort instead of
abandoning as too expensive and slow-growing.

- Johnson&Johnson - be common in Brazil

The tampon market in Brazil represents a demand of 160 million units, representing 7.5% of the total number of feminine sanitary
protection products consumed in Brazil. The consumption is low because Brazilians feel mental anxiety over inserting a tampon into the
body and also because of the high price.

The two suppliers of tampons to the Brazilian market are Johnson & Johnson with its "o.b." brand name and Tambrands with its "Tampax"
brand. In 1991, production of Tampax was approximately 43 million units; the evolution of tampon demand in Brazil since 1988 is shown in
the figure above.

With lower prices and increased advertising since 1988, Tambrands' Tampax - which costs consumers as much as 30% less in some
areas - has overtaken Johnson & Johnson in the market. Today, Tambrands has acquired 30% of the Brazilian market after fighting for
three years with J&J, which was practically alone in the market until 1988.

Since last December, however, Johnson & Johnson has organized a strong advertising program, including ads in magazines,
newspapers, television, outdoor locations and in young women's vacation places, stressing the comfort and importance of its o.b. product.

Today, many efforts are being made by Johnson & Johns,on and Tambrands to develop an educational program among young women in
the schools. This is an important strategy to guarantee a future market.

-> increase the advertisng cost to compete

6.

A correlation between using feminine protection and achieving higher education, good health,
, clean water and longer life.

Because it provide people, particularly teenagers with knowledge of taking care themselves
effectively during menstrual cycle

- appropriate feminine products and how to use it right to avoid the illness

SUMMARY
In 1934, a Denver-based female entrepreneur who purchased the tampon patent set
about building a female-led, female-focused company to produce, market, and sell
tampons, At the very beginning of the business, she was actually hand-sewing the
tampons herself before scaling to machinery. Two years latern in 1936, Our female
founder officially starts selling the first Tampax tampons, launching this new invention
to the public. The result of her efforts was the very first Tampax ad to appear in a
magazine, welcoming women to a “new day for womanhood” with “sanitary
protection worn internally.” World War II pushes more women into the workforce, in
1940, and the need for reliable, limitless period protection becomes a driving force in
the popularity of tampons. Tampax responds by creating formal education program by
their own to acknowledge women about tampons and how to use them. In 1941,
Tampax established the company’s first educational department. ‘Tampax Ladies,’ is
the women educator who travel to colleges and schools as well as trade shows and
conventions. At this time, Tampax produced cotton bandages and surgical dressings
for the U.S. military alongside the tampon assembly lines at the New Brunswick
Plant. Between 1960s and 1970s, Competition starts to get fierce as companies like
Playtex, Kimberly-Clark, and Johnson & Johnson debut their own versions. In 1972,
tampon ads are shown on TV in the U.S. for the first time ever, marking a major
milestone towards normalizing period talk and bringing more awareness about tampon
options to women across the nation.