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SANITARY NAPKIN IN PUBLIC By Amalinie baik 5800347


Business Ecosystem

Vending machine's company

Grocery shop Sanitary napkin’s company

Health care store Convenience store

Sanitary pad holder Period check application

Feminine Hygiene's company


Industry size

Global: $ 18,426 million in 2016 Thai: 6,100 Baht in 2016 and 6,400 in 2018

https://www.prnewswire.com/news-releases/feminine-hygiene-products-market-to-reach-a-value-of-us-32-billion-by-2022-exhibiting-acagr-of-around-6-during-2017-2022-660514633.html http://marketeer.co.th/archives/93372


Stakeholder

Shop

Warehouse store Supermarket Convenience store Grocery shop

Company

involve manufacture company

Saleman User Friend or Family


Environment Issues

The average woman uses 10,000-12,000 disposable menstrual products in their lifetime.

http://www.abc.net.au/news/2017-10-27/which-period-product-is-best-for-the-environment/9090658


Environment Issues

Between 12 and 20 billion pads and tampons are sent to landfills in North America annually

https://www.zoomoutmycology.com/blog/how-feminine-hygiene-products-are-causing-problems-for-the-environmentwomens-health-and-more4949703


Environment Issues

The average woman uses 12k-17k pads, tampons, and panty liners in their lifetime, an amount equal to 250-300 pounds of waste

https://www.zoomoutmycology.com/blog/how-feminine-hygiene-products-are-causing-problems-for-the-environmentwomens-health-and-more4949703


Environment Issues

In only 1 year, 170,000 tampon applicators were collected along US coastal areas

- These plastic applicators can take 25 years to break down in the ocean - Wildlife may confuse applicators for food, which can lead to death

https://www.zoomoutmycology.com/blog/how-feminine-hygiene-products-are-causing-problems-for-the-environmentwomens-health-and-more4949703


Environment Issues

Creation, transportation, and disposal results in: Burning of fossil fuels Greenhouse gas emissions Release of chemicals that are harmful to human health https://www.zoomoutmycology.com/blog/how-feminine-hygiene-products-are-causing-problems-for-the-environmentwomens-health-and-more4949703


OBSERVATIONAL FIELD RESEARCH


Observational Field Research 11%

Competitive analysis

Brands in market

17%

3% 9%

Sofy Laurier 17%

10%

Carefree Whisper Elis Modess Lifely

6%

Sanitar 10%

17%

Others

From research, Sofy, Laurier and Carefree is popular brand in market.


Observational Field Research

Competitive analysis

9%

36%

Customer Research But from customer research, Sofy is the most popular brand.

55%

Sofy Laurier Others (Elis, Modess) Questionnaire: goo.gl/forms/9OaJg1zjazRO3jJl1


Observational Field Research

Competitive analysis

Cons

Vending and package look dirty. Hard to buy for woman who didn't carry a coin. Hard to refil. Package look under standard. Cannot choose. Glue pad isn't stick on underwear. Hard to notice.

Pros

Cheap Easy to reach Easy to unpack


Observational Field Research

Competitive analysis

Cons

Vending and package look dirty. Hard to buy for woman who didn't carry a coin. Hard to refil. Package look under standard. Cannot choose. Glue pad isn't stick on underwear. Hard to notice.

Pros

Cheap Easy to reach Easy to unpack


Observational Field Research

Competitive analysis

Cons

Vending and package look dirty. Hard to buy for woman who didn't carry a coin. Hard to refil. Package look under standard. Cannot choose. Glue pad isn't stick on underwear. Hard to notice.

Pros

Cheap Easy to reach Easy to unpack Believable because of Brand


Observational Field Research

Competitive analysis

Cons

Vending and package look dirty. Hard to buy for woman who didn't carry a coin. Hard to refil. Package look under standard. Cannot choose. Glue pad isn't stick on underwear.

Pros

Cheap Easy to reach. Easy to unpack. Easy to notice.


Observational Field Research

Competitive analysis

Summary Cons

Pros

Vending and package look dirty. Hard to buy for woman who didn't carry a coin. Hard to refil. Package look under standard. Cannot choose. Glue pad isn't stick on underwear. Hard to notice. X Hard to notice Cheap Easy to reach Easy to unpack + Believable because of Brand

+ Easy to notice


Observational Field Research

Position in shops

Sanitary napkin Sanitary napkin

Sanitary napkin

Payment counter

All of shops place santary napkins in the back of space or blind spot.


Observational Field Research

CUstomer habits Max 4 minutes Min 2 minute

Max 3 minutes Min 1 minute

Some female take time to read a label, but the rest take just 1 or 2 minutes to chose. Some male their come with female employee to help him find the right one for his girlfriend or family.


USER INTERVIEW


User interview Instill mindset from family

Behaviors

Sensitive points

8%

37%

Personal stuff

49%

A lot of choice

36% 55% Normal stuff

15% https://pantip.com/topic/31898122 https://pantip.com/topic/35743487 https://pantip.com/topic/33355163


User interview

Behaviors

Male buy sanitay Napkin

27%

73% of male used to buy a sanitary napkins.

73%

didn’t used to buy Used to Buy Questionnaire: goo.gl/forms/9OaJg1zjazRO3jJl1


User interview

Behaviors

Main point

which make people don’t buy a sanitary napkin. Packaging 15%

Reason

Cultural mindset

43%

Other people thought

58%

Most reason is Other thought. 58% of people didn’t buy a sanitary napkin because of this reason.

A lot of choice 15%

Peoples Questionnaire: goo.gl/forms/9OaJg1zjazRO3jJl1


Behaviors

event map when buy sanitary napkin from shop


User interview

event map when buy sanitary napkin from vending machine

Behaviors


User interview

Behaviors

Thai people feel embarrassing to buy sanitary napkin up to generation

From 20 interviewee


User interview

Old people feel embarrassing to buy sanitary napkin when their was 20 years old because in that time woman was taught to be a noble lady by their mother

But nowaday 70 % of people didn’t feel embarrassing to buy sanitary napkin anymore

From 20 interviewee

Behaviors


User interview

Behaviors

90 percent of woman used to found period blood on toilet seat in public toilet.

From 20 interviewee


User interview

Some woman didn't know how to wrap sanitary napkin.

70 percents of interviewee found used sanitary napkin without wrap in rubbish and 30 percents didn't know how to wrap sanitary napkin.

From 20 interviewees

Behaviors


Users Personality: Shy, Overthinker, Traditional woman Quote “I’m Malee. I’m 20 years old. I’m a student. I'm really shy to buy sanitary pad because my mom always told me that it's a personal staff except my friends(same gender or lady boy) can buy it for me. I'm feel like the saleman look at me with nitpinking eyes everytime when i buy it.”

Personality: Family man, Confident, Forgetful Quote “I’m Noel. I’m 20 years old. I’m a student. My mom really like to ask me to buy sanitary pad but when i arrived to supermarket in front of the shelf i'm always forget which kind did she want? because it has a lot!! and that make me to call her and ask her again.”


RESEARCH SYNTHESIS & CONCEPT DEVELOPE


Research synthesis & Concept develope

Teach passed down generation

Behavior

Key insight Tradition

Cultural perception


WEEK1


Research synthesis & Concept develope

Teach passed down generation


Behavior


Tradition


Tradition


Cultural perception


Research synthesis & Concept develope

Model week1


WEEK2


Research synthesis & Concept develope

Teach passed down generation


Behavior


Research synthesis & Concept develope

Tradition


Cultural perception


Research synthesis & Concept develope

Model week2


CONCEPT TESTING WITH USER


Concept testing with user

Tradition + Cultural perception


Concept testing with user

Behavior + Teach passed down generation


Concept testing with user

Cultural perception


FINAL DESIGN


Final design

Value

Clean, Feminine, Comfort, Reachable


Final design

Unique Value Proposition (UVP)

Sale by Moblie application without using coin.


Final design

Brand color

Light Yellow Reachable

Light Blue Trust

Light pink Feminine

White Clean


Final design

Typography

Grand Hotel

Rosario

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz


Final design

Logo

Ren


Final design

Logo + Textline

Ren

Comfort everywhere


Final design

Logo + Textline

Ren

Comfort everywhere


Final design

Ren

Comfort everywhere

Logo + Textline

Ren

Comfort everywhere

Ren

Comfort everywhere


Final design

Package

22.5

33.5

28

Ren

Ren

Ren

Comfort everywhere

Comfort everywhere

Comfort everywhere

22.5

Ren

Comfort everywhere

28

Ren

Comfort everywhere

33.5

Ren

Comfort everywhere


Final design

Moblie application


Final design

Vending machine Bright color and water drop shape make it easy to notice

Easy to refill sanitary napkins with 70 pieces per roll and 3 roll per venfding machine.

Application


5800347 final sanitary napkins research  
5800347 final sanitary napkins research  
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