KRONOS – ‘RURAL CRUSADER’ TEAM NAME - MUKTI PRODUCT – SANITARY NAPKINS BY:ANKITA MODI RUCHI AHUJA
INTRODUCTION y Lack of awareness about personal hygiene during
menstrual cycles y Most women in rural areas use cloth during their menstruation days y Penetration is low due to the price barrier y Hence, we would like to introduce a low cost sanitary napkin – ‘Mukti’
MARKET ANALYSIS y 73% of the US $ 213 mn (2007) spent on hygiene y y y y y
products was for women’s personal care products Sanitary napkin market : 18-20% growth rate Penetration levels in India only 4-5% Market size- 60,000 million pieces/year Current usage 2,700 million pieces/year Whisper (P&G) is the market leader, followed by Carefree (J&J) and then Stayfree (J&J)
PRIMARY RESEARCH y Interviewed 20 women (maids and other residents of
their chawl) aged between 12-40 years y 8 were using low cost sanitary napkins, out of which 5 of these women used them only on the 1st three days y 12 used cloth
PRIMARY RESEARCH Some insights about their villages:y Cannot go to school/work y Majority use cloth, some even use jute bags, old rags y Ostracized during their menses. y In some places they are asked to sit in a separate shed for those 5 days. Inference:y Women are burdened, daily lifestyle is hampered for that period, hence the need for such an affordable product.
DIFFERENTATION y Regular type will be manufactured y Differentiation will stem from the low cost
manufacturing process y Pack size of 4 for Rs.6 y Emphasis on medical benefit y Emphasis on elimination of odour
ACCESSING THE OPPORTUNITY THROUGH A FRAMEWORK y Scheme approved by Union Health and Family Welfare
Ministry on 15 June 2010 y This scheme covers 15 million girls in the age group of 10-19 years every month. SR.NO
CATEGORY
COUNT
PRICE/CATEGORY
1.
APL
10.5 mn
5 rupees/pack of 6
2
BPL
4.5 mn
1 rupee/pack of 6
y Setting up SSI units in few villages
ACCESSING THE OPPORTUNITY THROUGH A FRAMEWORK y Accredited Social Health Activists (ASHA) help
supply sanitary napkins for adolescent girls who require them.
Sourcing options
Through manufacturing by SHG
Sourcing through manufacturers (bids)
4 A’s
Awareness
Acceptability
Affordability
Availability
LAUNCH STRATEGY
DISTRIBUTION • • • • •
Bidding for ASHA Collaborate with SHG’s Vending machines Distribution through opinion leaders Door to door marketing
COMMUNICATION & ADVERTISING STRATEGY
TVC SCENE 1: Father wishes to go on his new tractor to the farm along with his daughter but cannot because she is menstruating (sitting separately in a corner). He wishes that he had a son who could take at anytime.
TVC SCENE 2: The mother then comes out of the kitchen and tells her husband that there is no problem in taking her along. ‘Ab milegi meri beti ko woh aazadi…jo tha mera sapna’
TVC SCENE 3: The father is happy and takes his wife and daughter along with him on his new tractor
JINGLE Hamari priya mahilaon ke liye Maheene ke woh paanch din, Ab honge pareshani ke bin. Prayog kijiye ‘Mukti’ ka Aur arth badaliye apni zindagi ka Mukti – ab chaar ke chote packet mein uplabdh Daam hai kewal 6 rupees Jald hi sampark kijiye apne adhyapika ya apne taluka ke sahyogini se Audio