#ForEva4Ever

Market analysis MENSTRUAL CUPS

Competitors
Financials

About
USP

STP

DEVYANI DEORA
TYCOONS A. GOPAL KAMATH
SUMEDH BHAGWAT
 ABOUT US
The FOREVA menstrual cups is a company manufacturing
Market analysis menstrual cups, currently into e-commerce retail.
Competitors
Financials

About
STP
USP

#ForEva4Ever
 STP
Breaking
SEGMENTATION TARGET POSITIONING Social
Stigma
1 2 3
Market analysis

Women in Tier
Competitors
Financials

Comfortable &
Women aged

About
1 cities, middle long lasting

STP
USP

between 15-45 to high income

slab Bio-Compatibility
Retail stores –
Supermarkets, Working class Free cleaning
Medical Stores women wipes

Digital Campaign #ForEva4Ever

 DISTRIBUTION CHANNEL
Market analysis OUR TARGET SUPPLY CHANNEL

STORE BASED RETAIL 96.9% NON-STORE RETAILING –

Competitors
Financials

Ecommerce 3.1%

About
USP

STP
Modern Retail 29.5% Non-Grocery
Retails 46.6% Internet Sales 3.1%

Hypermarket Supermarket Heath specialist

15.8% 11.9% Retailers 45.1%
 MARKET ANALYSIS
Target market :
15 - 45 age group
urban cities

Market analysis
Competitors
Financials

About
USP

STP
Primary Research Secondary Research Result
through questionnaires through internet sources

Use of menstrual hygiene Willingness to purchase, MC

Awareness, MC
products
 OUR COMPETITORS
01 02 03

Market analysis
Competitors
Financials

About
USP

STP
SANITARY NAPKINS TAMPONS OTHER MENSTRUAL CUPS
77% in urban Sofy, Kotex, Tampax The Diva Cup, V cup,
45% in rural Lunette, disposable
Offline and Online Retail menstrual cup, etc
Whisper, Stayfree, Sofy
online retail
Nua, Azah
 MARKETING PLAN
THE BIG IDEA –
Give free cleaning wipes of 5pcs with every cup for one year. This would habituate
the users and would create future demand for wipes and thus increase sales.

Market analysis
Competitors
DIGITAL CAMPAIGN (Breaking stereotype)
Financials

About
USP

STP
- Do a swimming campaign with the tagline:
“Who said you can’t swim in periods? #ForEva4Ever”
- Create Buzz marketing by launching a contest through social media – “The Forever
Active Girl Challenge”, encouraging women to upload their picture doing activities like
yoga, swimming, dancing despite being on periods, using #ForEva4Ever
RETAIL SUPPLY CHAIN
- Target super and hyper markets, health specialist retailers in metro-cities gaining first-
mover advantage with shelf-placement strategies.
 OUR USP
Buyer Persona : Women in Tier 1 cities, middle to high income slab

Long lasting for 4 pad/tampon capacity

approximately 10 years

Market analysis
Competitors
Financials

About
Bio-Compatibility: platinum- No itching and irritation

USP

STP
based silicon cup

Give free cleaning wipes (5pcs)

with every cup for one year Attractive Packaging

Viral Marketing -
Use of App on android Swimming Campaign,
and IOS The Forever Active Girl
Challenge
 FINANCIALS
COMPARISON OF VARIOUS HYGIENE ITEMS - In Rs. (excluding inflation)
No. of Year Menstrual Cups Tampons Pads

1 300 1000 900

5 300 5000 4500

Market analysis
10 300 10000 9000

Competitors
Financials

About
40 1200 40000 36000

USP

STP
PROFIT MARGIN
Cost of Production Selling Price Profit Margin

Current 120 300 150%

With production 100 300 200%

CLEANING WIPES
Estimated Cost of Production Selling Price Profit Margin

6/pc 15/pc 150%

 Financials

USP

Competitors

Market analysis

STP
About