PEEBUDDY – PRODUCT BACKGROUND & PROFILE

Launched in 2014, PeeBuddy is the 1st female urination device as recorded in

the Limca Book of World Records. This 'Stand & Pee' device is a patented flagship product of
Sirona Hygiene Private Limited, a leading fem tech company in India that addresses the
stigma around periods and provides innovative solutions in the categories of menstrual
well-being, intimate hygiene, toilet hygiene through its brands – Sirona and PeeBuddy.

With over 30 lakh PeeBudy units sold and almost 10 lakh Sirona menstrual cup users, the
company has been one of the fastest-growing brands in this space and has won 25
awards for its innovative products.

(For more information, visit: https://thesirona.com/)

CURRENT SCENARIO
Sirona Hygiene is an internet-first brand that earns more than 75% of its revenue
from online sales and the remaining from Modern Trade and General Trade. The
company caters to B2C and B2B segments, with its major target market being
the millennial working women.

FUTURE PLANS
The company wants to drive awareness about this innovative product that can
change the way women move about and travel. This is an essential in every
woman's bag, to be used in toilets outside home – malls, restaurants, airports,
flights, holidays, camping and more. This product is also a boon for women
suffering from diseases like arthritis and knee pain.

MAJOR PAIN POINT

According to our survey, amongst the people aware of our products only 30%
use them and remaining consider it embarrassing to buy such products or
cannot get over the mental block of changing the way they pee in toilets.
 THE INNOVATION CHALLENGE
The objective of this exercise is to provide a clear and holistic brand communication plan
for PeeBuddy Female Urination Device. The key areas to be addressed in the plan are as
follows

Analysis of consumer and retailer behaviour for the product. This includes assessing
the psychological, personal, social and economic factors affecting the behaviour of our
end consumer. Here try and cover people of different age groups and
different backgrounds/occupations

The engagement strategy, unconventional media channels or untapped triggers

that PeeBuddy can use, considering our target audiences' lack of awareness about
intimate hygiene and the stigmas surrounding it. Give a proper plan on how to reach the
audience, make them listen, and try this modern, essential product.

A strategy on how the brand can tap other customer segments as well.
 RECOMMENDED METHODOLOGY
The project entails accessing the global as well as Indian market size and trends with
respect to this product, highlighting issues, underlining taboos and laying out the customer
segmentation in order to produce a concrete communication plan backed by solid
research. For this, we suggest you

• Use primary and secondary research to gain insights about the market, consumers and
retailers to identify effective touchpoints.

• Use qualitative and quantitative data to gather insights about the motivation and
preferences of our customer segments.
 RULES Important note

Team size : 2-4 students We would like to listen to

your interactions with the customers
and retailers in the form
Project Manager : Aditya Khattar (Mail ID: aditya@thesirona.com)
of surveys/interviews, so the verbatim
would be useful. We also require
Deadline : 9 January 2022 11:59 p.m. (Sunday)
you to submit the case along with
the video/audio clips of the focus
Important note group discussions.
We would like to listen to your interactions with the customers and retailers in the form
of surveys/interviews, so a verbatim account would be useful. We also require you to submit the case
along with the video/audio clips of the focus group discussions.
Thank you