Tampax‚ Tambrands’s only product‚ is the best-selling tampon in the world‚ with 44 percent of the global market. In the overseas market‚ Tambrands officials talk intensely of a huge opportunity. Only 100 million of the 1.7 billion eligible women in the world currently use tampons. Tambrands has divided the world into three clusters with cluster three being the most difficult to market tampons due to culture and religious beliefs. Therefore‚ Tambrands has approached Proctor and Gamble about a buyout
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CASE 41 Tambrands—Overcoming Cultural Resistance Tampax‚ Tambrands’s only product‚ is the best-selling tampon in the world‚ with 44 percent of the global market. North America and Europe account for 90 percent of those sales. Company earnings dropped 12 percent to $82.8 million on revenues of $662 million. Stakes are high for Tambrands because tampons are basically all it sells‚ and in the United States‚ which currently generates 45 percent of Tanbrands’s sales‚ the company is mired in competition
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Angelica Leyva Laura Horton- DePass English 1020 September 19‚ 2012 Breaking All the Rules Sand between my toes and enjoying some sun while gathered around with a group of friends is what I call‚ a definition of a great time. The ad Tampax Pearl from Seventeen magazines sells the product through the use of rhetorical fallacies logos‚ ethos‚ and pathos. There are six fallacies‚ and throughout the magazine they are represented by the text‚ the women in the white bikini‚ and the beach: false
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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 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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back in the tampon business and Tambrands being able to go international as P&G. P&G has the means that Tambrands needs to go globally. P&G has global marketing‚ infrastructure‚ and distribution capabilities that will accelerate the global growth of Tampax and enable the brand to achieve its full potential. 2.Tambrands indicated that the goal of its global advertising plan was to “market to each cluster in a similar way.” Discuss this goal. Should P&G continue with Tambrands’s original goal adapted
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Tambrands- Overcoming Cultural Resistance Tambrands is a company who has flourished throughout North America and Europe yet it has faced many barriers that have prevented it from growing due to increased competition and its incapability to expand internationally. Tambrands specifically produces tampons and most of its sales are generated by the United States. Approximately 45% of Tambrands sales come from the U.S. yet Tambrands competes with companies such as Playtex and Kimberly-Clark. It is difficult
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the same level as Western Europe or make it as a mid-priced brand . Second issue was the sustainability of the different marketing strategies in Russia. Finally Procter & Gamble has to decide whether to extend its portfolio by launching Alldays or Tampax. SITUATION ANALYSIS Always is the current market leader in Russia with its premium positioning. According to the researches‚ Russian consumers have a very rational approach towards products and their decisions about the brands are not affected by
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“Case Study: Tambrands––Overcoming Culture Resistance” MGMT-4141V-1 International Marketing Group B March 2014 Provide a brief background for the reader Tampax‚ Tambrands’s only product‚ is the best-selling tampon in the world‚ with 44 percent of the global market. North America and Europe account for 90 percent of those sales. (Cateora‚ Graham: 2007) Tambrands is a company that has succeeded throughout North America and Europe yet it has faced many barriers that have
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she learned that one of her items had no price tag. Imagine her embarrassment when the checker got on the intercom and boomed out for the entire store to hear‚ ‘PRICE CHECK ON LANE THIRTEEN‚ TAMPAX‚ SUPER SIZE." That was bad enough‚ but somebody at the rear of the store apparently misunderstood the word ’Tampax’ for ‘THUMBTACKS.’ In a businesslike tone‚ a voice boomed back over the intercom: ‘DO YOU WANT THE KIND YOU PUSH IN WITH YOUR THUMB OR THE KIND YOU POUND IN WITH A HAMMER?’ An introvert went
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Tambrands is a company that uses single-product strategy to advertise their product known as TAMPAX. This product is the best selling product with 44% of the global market share. Out of this 44%‚ approximately 90% of its sales come from North America and Europe. One of the main reasons for tampax being successful only in North America and Europe is because tampons still have not gained popularity as a result of various cultural resistance‚ religious resistance and/or myths associated with using a
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