Tambrands Case

Background
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70% of females utilize Tampons in the United States
North America and Europe account for 90% of Tambrand sales; Tambrands has 45% of the market Tambrands devised a strategy consisting of 3 “clusters” exist in Tambrands market: users, resistant, most resistant
3 factors impacting resistance to usage: religion, education, product trust
P&G acquired Tambrands to develop global infrastructure that Tambrands so desperately needed Prior to the acquisition, Tambrands used a standardized global campaign

Issue
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How to localize strategy by concerns of market
How to educate different cultures about Tampons
How to develop messaging that addresses local market concerns
How to segment markets – should P&G stick to “cluster” segmentation?
How to unify digital efforts with holistic strategy
How to establish a global brand idea that is relatable to strategies developed for individual cultures/countries How to make a connection with consumers by reaching them in the most efficient and relevant manner (ex. Africa – radio)
Girls miss on average 4 days of school in Africa due to lack of sanitary facilities
How to provide a product description that is glocalized

Insights
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Women want to feel physically and socially comfortable on the beach and in daily life
People are uneducated about the physical aspects of Tampons
Women feel shameful to use a tampon in cultures where religion prohibits them
Although Latin American women are less conservative and racy, there is a stigma around using tampons In sub-Saharan Africa, the tampon issue goes beyond shame – it affects their daily routines, education and social interaction
People are sensitive to the actual description of the Tampax product (ex. plug)

Question 4)
Cluster 1

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There is no cultural resistance to the product
Loyalty should be the main focus

Strategic approaches: Build an emotional connection to foster brand affinity gain competitive market share Cluster 2
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Address