Presentation on Her

Menstrual Cup Branding

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GROUP - V
MEET OUR TEAM
STAR

ROKESHA
NADIA SHAMINA NA BENAJIR FATEMA
AFRIN AFROZE FERDOUS HASAN JAHAN
ID: 18374015 ID: 18374016 HI
ID: 18274027 ID: 18274022 ID: 18374012

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 What is “Sanitary Cup”

 Alternative product of Sanitary Napkin

 The first menstrual cup was manufactured in 1987 at U.S.
 Made of flexible medical grade silicone
 Reusable, 12 hour period protection
 Hygienic
 NGOs and companies to propose menstrual cups in developing
countries since 2010
 4

Important Elements of Her

Brand Name: Her
Package:
Spokesperson: Jaya Ahsan
Logo:

Jingle: Desirable Always

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Frame Of Reference 5

Identifying the target

market and it’s relevant
competitors

Identifying the optimal points

of parity and points of
difference
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Target Market for

Her
AGE CATEGORY

• 16- 24 yrs. - Teenagers / SOCIO-ECONOMIC

Students / Young STATUS
Professionals
• 25- 34 yrs.- Young • Middle Class, GEOGRAPHIC
professionals / Young
LOCATION
• Upper Middle Class
Housewives • Upper Class • Metros, Bangladesh
• 35- 50 yrs.- Working ladies / WWW.GRAPHICBULB.COM
Housewives
 Market Size, Pricing &
Market Size:
Competitors:
• Some 12 companies in
7

Competitors
• Worth nearly
Tk300/400 crore
Bangladesh
• Supply about 80% of
nationwide per annum total national demand 
• 20% annual growth • Some five imported
brands are available in
rate the market 

Pricing:
• Locally produced sanitary napkins:
Tk70-150.
• Imported Sanitary napkins: Tk110
to Tk500, depending on the sizes
• Sanitary napkins are 3% pricier at
super shops 
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Regulatory Issues (according to a notification
8

issued by the NBR on June 30):

NBR exempted SD and VAT on six items

Conditions for Firms to Avail Benefit:

Set up machinery in the factory premise

Invest minimum Tk 75 crore and must have its own testing lab.

Environmental clearance from the Department of Environment,.

Ensure at least 30 per cent value addition and employ 250 Bangladeshi
in the factory to enjoy the benefit.
Opportunity Time: July 1, 2019 - June 30 2021
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 Point of Parity of Cup 9

Among Existing Brands:

Made of flexible Shaped like a bell 8-12 hours safety

medical grade with a stem based on flow
silicone

Usually 2 different sizes: Large (43 mm-

48mm) & Small (35-43 mm)
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 Among all menstrual products 10

Point of Parity of Cup

Long Lasting High volume Hygienic

holding capacity

Let women feel safe Wear during swimming

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 11

Point of Difference of Cup

• Not coming
Among
anything in mind
Existing
now , let me think n
Brands:
ll email u this part

Among • Reusable
all • Easy to clean
menstru
• Let women feel
al
products free
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Brand Resonance Pyramid
 Salience by
Awareness

Performance
Resonance & Imagery
by Bonding by People
Talk

Feelings by
Judgment by
emotional
reaction
response
 • Expected • 10.9 months • 100%

Judgment
Salience

reach follow-op protection

Performance &
Imagery
1.4billion by • 10.8% finds from leakage
2023 no significant • Eco friendly
• Growing rate differences • Affordability
4.6% • 20.4% remain
forecasting positive
period is from • Performance
2017-2023 held in Kenya
 z

• Positive • Average
Feelings

Resonance
• Acceptable 73%
wished to
use shown
in 13
studies

https://www.thelancet.com/journals/lanpub/article/PIIS2468-2667(19)30111-2/fulltext
WEBSITE TEMPLATE
 Marketing Mix
•Sales Promotion Sales Force
•Advertising Direct
Marketing
•Public Relations
PROMOTION
•Brand Name
•Varity
•Quality PRODUCT
•Features
•Discounts
•Packaging PRICE •Allowances
•Size
•Service
PLACE

•Distribution
•Channels
•Coverage
•Transport
Positioning

01 02 03

The Social Authenticit Affordability

Mission y of
• Country
• Environment- • Moderate
Origin
Friendly Price
• Produced
• Healthy Life • Flexible &
by the
• Engage rural Comfortable
local
women • Availability
• Collaboration
with local
NGO
 Marketing Promotion

Other
Promotion

Online Marketing
Communication
1. Bill Board
2. Consumers
Point of
Purchase
Trade
Promotion
1. Web Sites
2. Online Ads and Videos
3. Social Media
4. Sponsorship programs
5. Mobile Marketing
Developing IMC Program
Coverage

Cost Contribution

Conformabilit
Commonality
y

Complementarity
SECONDARY
ASSOCIATION
 Medical
Grade Silicon Women
health care
Co branding product
with Aarong

Other Brand

Bangladesh
Employees
People Places

Pharma
Speke
Solutions
person: Jaya
Ahsan Things

Sponsorship Attempting to get

Organize event
in University Women’s health
in women’s day
programs safety award
THANK YOU
For your time