WHY I HAVE CHOOSE THIS PRODUCT

I have chosen my product DISPOSALABLE SANITARY NAPKIN for this

project. There are several reasons behind it. First of all I wanted to
aware people towards this product. Its uses and benefits. Secondly I
want to drive the attention of those women who still do not know
about sanitary napkin and it can be possible. In major and highest
population of India there would be so many women who still do not
know about it.

COMPETITORS
1. Whisper

Always brand of feminine hygiene is sold under the name Whisper in

India, produced by Procter & Gamble. Whisper brand offers a wide
range of sanitary napkins in India for every girl, woman and products
includes Whisper Ultra, Whisper Choice and Ultra Regular Wings.

2. Stayfree

Stayfree brand of feminine hygiene is produced by Johnson &

Johnson, uniquely designed for woman’s body. Johnson & Johnson
offers range of sanitary napkins offline as well as online.

3. Sofy

The feminine hygiene brand Sofy by Unicharm Corporation is a

market leader in India as well as in Asia. Japanese company
Unicharm also manufactures cleaning products and diapers for both
babies and adult.

4. Carefree
Carefree hygiene products are a household name in the Indian
market; provide freshness and good experience to women with ultra-
thin, tampons and maxi pads.

5. KOTEX

Kotex has different lines of products, including ultra thin pads, maxi
pads, liners, tampons, wipes, maternity pads and tweens. LIST OF

LICENSES REQUIRED FOR SANITARY NAPKINS MAKING

BUSINESS
1. REGISTRATION OF FIRM: You may begin as a small to medium
business either a Proprietorship of Partnership Firm. If starting
this business as single owner company, then may have to register
firm like a proprietorship firm. For Partnership operation, should
register as a limited liability partnership (LLP) or Pvt. Ltd. Company
with Registrar of companies (ROC).
2. BIS CERTIFICATION: BIS has laid a particular quality standard for
sanitary napkins manufacturing business. The ISI specification for
the sanitary napkin is IS 5405:1980.
3. GST REGISTRATION: It is important to get GST registration which
is essential to run a business.
4. TRADE LICENSE: Apply for the Trade License through the local
municipal authority.
5. MSME/SSI REGISTRATION: MSME/SSI Registration will support by
providing government scheme and facility regarding sanitary pad
business.
6. TRADEMARK: To secure your brand, it is important to get
trademark registration.
7. IEC Code: IEC Code is important if plan to export the product.

COMPETITORS U.S.P
1. WHISPER

First one to present sanitary pads in boldly its quality.

2. STAYFREE

Sanitary napkin that gives 24hrs protection

3. SOFY

Sofy has incorporated their extra dry technology in their pads. Sofy
also boasts being the thinnest sanitary pads in the market with a
thickness of just 0.123cm.

4. CAREFREE

Thin panty liners to support modern dresses.

5. KOTEX

Providing protection and absorbency for consumer’s use.

PRODUCT RANGE
TO CONSUMER

TO RETAILER

TO WHOLESALER

NAME OF PRODUCT
DAYWINGS

TAGLINE
Bye-Bye to irritation and rashes.

FEATURES
 No leakage no unaesthetic appearance or colour
 No odour, no noise, stay in place
 Comfortable to wear (thin body shape)
 A High level of hygiene

LOGO

COMPETITORS SELLING PRICE

1. WHISPER

TO CONSUMER – 42/- (INR)

TO RETAILER – 39/- (INR)

TO WHOLESALER – 30/- (INR)

2. STAFREE

TO CONSUMER – 32/- (INR)

TO RETAILER – 29/- (INR)

TO WHOLESALER – 27/- (INR)

3. SOFY

TO CONSUMER – 40/- (INR)

TO RETAILER – 39/- (INR)

TO WHOLESALER – 36/- (INR)

4. CAREFREE

TO CONSUMER – 45/- (INR)

TO RETAILER – 43/- (INR)

TO WHOLESALER – 41/- (INR)

5. KOTEX

TO CONSUMER – 50/- (INR)

TO RETAILER – 48/- (INR)

TO WHOLESALER – 45/- (INR)

PROFIT MARGIN
MANUFACTURER – 9.19%

RETAILER – 55-60%

WHOLESALER – 30-50%

PACKAGING
Packaging refers to the Act of designing and producing the container
or wrapper of a product. In modern marketing packaging plays a very
important role in the marketing success or failure of many products.

OBJECTIVE OF PACKAGING

 Product Identification
 Facilitating use of the product
 Product protection
 Product Promotion
PRIMARY PACKAGE

Each pad shall be individually packed in a sealed plastic bag to

protect the item from moisture and contamination during storage
and transportation.

SECONDARY PACKAGING

Each 10 or 20 pads (depending on package size requested) must be

packed in a sealed plastic bag. The bag and its’ sealing must warrant
no holes or tears will occur during the handling/transportation of the
contained items.

TRANSPORT PACKAGING

Pallets of n boxes, shrink-wrapped with plastic film. Pallet type and

size as mentioned in Purchase Contract. Supplier to indicate the
pallet boxing pattern and total number of boxes per pallet as part of
the Purchase Contract.

CHANNEL OF DISTURBUTION
ONE LEVEL

MANUFACTURE – RETAILER – CONSUMERS

TWO LEVELS

MANUFACTURER – WHOLESALER – RETAILERS – CONSUMERS

THREE LEVELS

MANUFACTURER – AGENT – WHOLESALER – RETAILER – CONSUMER

First, the channel consists of organizations, some under the control

of the producer and some outside the producer’s control. Yet all
must be recognized, selected, and integrated into an efficient
channel arrangement. Second, the channel management process is
continuous and requires continuous monitoring and reappraisal. The
channel operates twenty-four hours a day and exists in an
environment where change is the norm. Finally, channels should
have certain distribution objectives guiding their activities. The
structure and management of the marketing channel is thus, in part,
a function of a firm’s distribution objective. It’s also a part of the
marketing objectives, especially the need to make an acceptable
profit. Channels usually represent the largest costs in marketing a
product.

WAREHOUSING
Storage or warehousing refers to holding and processing goods till
they are delivered to the buyers. The need for warehousing arises
because there is a time gap between production and consumption of
goods. By bridging this gap, warehousing creates time utility.

I have selected different location of warehousing which is very near

to the market so that less times us taken to serve the product to the
consumer and for easy availability also.

SELLING PRICE
TO CONSUMER

TO RETAILER

TO WHOLESALER

PROMOTION
An advertisement is an announcement online or in a newspaper or
television or on poster about something such as a product, event, or
job. Advertisements are a guaranteed method of reaching and
audience. The idea is to make people aware, attract and induce to
but the product is preference over others.

1. CAMPAIGN OBJECTIVE
 To gain market share of 17% in the first 2 years
 To aware 80% of the target market in first 2 years.
2. SALES PROMOTION
 Free iron tablet with each pack
 Menstruation often causes iron deficiency
3. ACTIVATION – SEMINARS
 Urban slum, school, villages
 Attendants get to participate in lottery
 Prizes like costematic and free sample of daywings.
4. BILLBOARD
 Near High schools

SCHEMES
FOR WHOLESALERS

 Trade Discount of 6% on purchase of more than Rs 35,000.

 Free daywings packs with a large order.

FOR CONSUMERS

 Monthly lucky draw for a special gift voucher.

 Buy 2 daywings packs get one dark chocolate for free.
 100% money back offer if not satisfied with the sanitary napkins.

FOR RETAILERS

 On purchase of 40 sanitary napkins 2 will be free.

 Get upto 15% off on every purchase during festive seasons.
 5% cash discount on instant payments.
U.S.P
Sanitary napkin with safety and extra-large protection.

TRANSPORT
Transport means the movement of goods and persons from one to
place to another. Transport is the physical means where by goods
are moved from the point of production to the place where they
required for consumption. It is important because unless the good is
physically made available, sales cannot be completed. First of all, my
product will be kept in the warehouse. Then it will be sent by vans to
medical stores, departmental stores and different wholesalers buy in
a bulk quantity & then it will be given to different retailer so that my
product will be easily available.

NEVER UNDER ESTIMATE THE POWER OF DAYWINGS

SOCIAL MESSAGE
We aspire to be a major brand in sanitary napkin industry by
providing high quality and quantity products to all over customers.
We’ll use original raw materials to manufacture our product for the
benefits of our society. No artificial element will be added. We make
sure that our packaging and processing is eco-friendly.

Every year some of our sanitary napkin will be distributed in

orphanages for free.

DAYWINGS Draft a social message of contributing 10% of profit to

poor people.

COST EFFECTIVE TECHNIQUES

Cost effective techniques are the one which benefits the product
with a lower cost.

 Using raw materials and inputs that are low in cost

 Using machines of labour in most effective manner such that
maximum output is produced.
 Optimum utilization of resources & inputs with minimum wages.

COST EFFECTIVE TECHNIQUES FOR PROMOTION

1. Provide some scholarship on sanitary wrapping.
2. Offer some free gift like lunch box, geometry box and school bags
with sanitary napkin.
3. Sanitary napkin should be packed in creative manner so that
consumer will buy.
4. Creating a TV ad is the best way to reach the target consumers
which is mainly women and teenage girls in case of sanitary
napkin.
5. Spread more and more uses and advantages about sanitary
napkin through webinar.
6. Take webinar in schools and colleges and give free sample to
teacher and girls.

GRADING AND STANDARDIZATION

GRADING is the procedure of categorization of products into
dissimilar groups, on the source of some of its significant
characteristic such as quality, size etc. Products of diverse qualities
should be diverse qualities should be divided into groups or lots and
related quality products are grade.

STANDARDIZATION is the process of implementing and developing

technical standards based on the consumers of different parties that
include users, interest groups, standards organizations and
governments.