* Tambrands officials speak highly of its potential for growth stating that out of 1.7 Billion women in the world, only about 100 million use tampons. Its major market is the U.S. which constitutes of 45% of its sales. The problem: Company saw a 12% drop in its sales in ’96. Best selling tampon in the world with 44% global market share, with North America and Europe accounting for 90% of those sales.1. Tambrands
* Here, along with dealing with the virginity issue, the company has to educate the women on how to use this product. Cluster 3: Includes countries like Brazil, Russia and China Cluster 2: France, Israel, and South Africa, where about 50% of the women use tampons. Some concerns about virginity remain and tampons are often considered unnatural products that block the flow. Cluster 1: U.S., U.K., and Australia where women already use tampons and feel they almost know everything about the product. They recognized this as an opportunity and divide the world into 3 clusters:2.
* The company focuses its ads more on comfort. For example, “It’s sleek, smooth, and really comfortable to use.” (in a Brazilian ad) Along with concentrating on its global expansion, Tambrands is increasing its ad spending in the U.S. using a tease line “Should I sleep with it, or not?” Tambrands isn’t targeting Muslim countries. The greatest challenge in the global expansion of tampons is to address the religious and cultural mores that suggest that insertion is fundamentally prohibited by culture.3.
* “No worries about leakage” indicates another hoarding. A Chinese woman inserting a tampon in a test tube filled with blue water. In China In reaction to this, the company came out with a bold new ad saying “Of course you’re not going to lose your virginity.” The Brazilian problem was that women felt they’ll lose their virginity if they use a tampon. So even when they go to the beach, they use pads and wrap a sweater around their waist.4.
* The company approached P...