Tampax Essay

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Transcript of Tampon Situation Analysis Presentation TAMPONS! Situation Analysis By Ricky, Craig, Alex, Yoli and Simran INDUSTRY PRODUCT PLACE PRICE PROMOTION HISTORY Ancient Egyptians, Ancient Greeks Softened Papyrus, Rolls of Grass 1920's first patent for tampons with applicator PRODUCT STAGE Maturity Has been around for a while Currently used by 1 in 3 women MARKET SHARES Tampax 49% Playtex 23.5% Kotex 10.8% o.b. 6.8% Store Brands 9.9% PRODUCT IMAGE Toxic Shock Syndrome Loss of Virginity? Uncomfortable to discuss Has become a 'censored' topic ADVANTAGES Better for Active Lifestyle More Discrete Comfort Don't have to be changed as often DISADVANTAGES Environmentally Unfriendly Uncomfortable KEY COMPETITORS -Tampax -Playtex -Kotex -o.b. -Private Brands TECHNOLOGICAL ADVANCES •Environmental technology –organic tampons •Fashion – fragranced tampons •Greater width for comfort DEMAND, CONSUMPTION, & GROWTH Greatly Varies according to Geographic Location U.S. and Canada are key locations Tampons are not common in Asia-Pacific, Latin America and Rest of World regions, traditional values of ‘purity Asia-Pacific is fastest growing (6% growth) TRENDS National Brands have higher prices than Private Brands Tampax Pearl is most expensive at 8.99 for a 36 pack No price difference between scented and unscented Sold in either 18, 20, 36, or 40 packs AFFORDABILITY Viewed as relatively affordable, no company charges a significantly higher price than the rest because of competitive market No complaints from consumers on blogs or groundswell SWOT Brand loyalty Commodity, frequency Defined target market Effective Advertising High competition Fear of TSS Discreteness of subject Research & Development Sustainable competitive advantage Flush friendly Birth control pills Pads RETAIL LOCATIONS •Supermarkets, drug stores, convenience stores
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