CASE STUDY-

MARKETING CONCEPTS
(Sanitary Napkin-Whisper Ultra)
Presented By:

Ravi Jujaray
Jisha Nair
Jyoti Waghmare
Rajan Chugh
Amit Kasar
Radheshyam Sutar
Introduction- Company Profile
Procter and Gamble Hygiene and Health Care Ltd. was set up in the year 1985 under
the name Procter and Gamble, India after the takeover of Richardson Hindustan
Limited.

In the year 1999, the company's name was changed to Procter & Gamble Hygiene
and Health Care Ltd.

Procter & Gamble first launched Whisper sanitary napkins in India in 1989.
Product

 Healthy Market share

 Less competition

 Whisper Maxi Regular (For regular flow)

 Whisper Maxi XL Wings (For heavy and overnight use)

Packaging
Bright colors used (blue,green,orange)
1. Whisper ultra wings :
 whisper ultra 8 pads
 whisper ultra 15 pads

2. Whisper ultra XL wings:

 whisper ultra XL wings 7pads
 whisper ultra XL wings 15 pads

3. Whisper Choice:
 whisper choice 8 pads
Price
Pull Strategy used
When launched priced higher then competitor.

Product Count Price

Whisper Maxi 10-20 60-120
Whisper Maxi XL 10-20 60-120
Whisper Ultra 8-15 65-125
Whisper Ultra XL 7-15 70-140
Whisper Choice 8 22-26

* Actual prices may vary from the data depicted above. The above figures are
gathered from data available for 2009
Promotion
 Invested heavily in brand building to penetrate.

 Advertising with traditional value.

 Retailer /wholesaler promotion.

 Positioned as modern lifestyle of hygiene

Place
 Products available in medical and general stores initially.

 Whisper Ultra was launched at St. Xavier''s Institute of communications,

Mumbai Campus

 Whisper Choice pads launched thru anganwadis to educate about

hygiene in Rural areas

 Wide range introduced with diferent prices

People
 Studied market is monopolized

 Huge untapped market share

 Different brands with attractive pricing for different type of target audience

 Studied aggressive marketing would not work

 Concluded need to educate and create need

Pace
 Whisper was launched as a premium brand.

 Employee launched product and conducted demos on DAY 1.

 The First ever student organized product launch.

References
 http://nrhmrajasthan.nic.in/Sanitary%20Napkin/MOU%20Sanitary%20Na
pkin%2013.06.08%20(2).pdf

 http://www.exchange4media.com/pr/prviewpoint.asp?prviewpoint_id=3

 19672001-PG-company-profile-and-startegies

 http://www.pghhcl.in/femcare.html

 Other Sources from the Internet

Thank You