Customer Road Map-

1) Awareness About the product-

It might be possible that the target group is not even aware of our offering, or
even if they have heard of it we found in our surveys and interviews that they
are not too familiar with the product itself. Thus, the first step is to create the
awareness of the product and specifically about its usage. Can be done using
various marketing strategies discussed further.

2) Buying the product-

The next step in journey is to buy the product. The problem with this step
could be availability and easy accessibility of the product. For smooth
functioning of this stage, we suggest making the product available to more
online sites and specially to pharmacy websites like Pharmeasy and Netmeds.
Also, it should be available at superstores in the tier 1 cities initially. We need
to diversify our distribution channels.

3) How to Use and Hygiene-

Even if they buy the product, they might not know how to use it. And might
have doubts about its hygiene and safety. Thus, we suggest having a small
booklet with the product, and have a two QR codes in it, one leads to an online
video of how to use it and other leads to chat bot on website for any question.

4) Should I buy it Again-

Even if they start using, they might have sense of security, if we want to retain
the customer and spread word of mouth there should be sense of oneness
with product. This could be created by making user interact with each other
and share their unique experience. Thus, we suggest creating an online
community for the product.

5) Why go back to Sirona only?

Now if they are willing to buy it again, then why Sirona only among many other
competitors. Thus, we need to provide after sales services and offerings like
the coupon codes or discounts so that they come back to us only. Also, we
should provide with all the required healthcare if any medical complication
arises due to its usage*. (* to a certain monetary limit specified in terms and
conditions)

HAPPY LOOP AGAIN

FRAMEWORK-

AIDA MODEL-

 SECONDARY RESEARCH-

Basic Sanitation facilities to women and young female children in Rural India.
The study was done in slums of Lucknow, India.
There were around 308 residents involved and it was found out that around
68.42% respondent used shared toilet facilities, followed by private facilities at
10.57%. 19.21% depended on community toilets while 1.8% assented to open
defecation.
This creates a lot of problem as most of the women who had to use open
facilities frequently try to skip the routines as they are afraid of physical abuse.
There is no awareness among those women of the importance of hygiene and
products like PeeBuddy that could be used.

One more research studied the relation of improper sanitation and increased
non-marital sexual abuse.
According to studies, 74,698 women age 15–49 form different places of
India were analysed. And “found that 46.2% of households in our sample
lacked their own private sanitation facilities (58.0% rural; 24.5% urban) and
were forced to openly defecate (37.3%) or walk to a shared sanitation facility
(8.9%), and 0.45% of women report NMSV in the last 12 months (0.33% rural;
0.68% urban)”
The open and improper sanitation is not important for women themselves but
also it leads to physiological stress among them and a threat of physical abuse.
 PeeBuddy was created by Deep Bajaj as an innovation of FUDs for women who
travel a lot and are not convenient to use public restrooms as they many a
times lead to urinary tract infection.

But there were a lot of problems they spotted when came with the prototype
in the market they chose. The main problem was the social and psychological
stress they face while taking openly about sanitation. Even they were skeptical
to use such a product even if it was made of biodegradable materials.

The second problem was to find the shelf space, many of the distributors
refused to give a shelf space just because the product contained the word
“PEE” in it. Thus, it was hard to find shelf-space initially.