For a live project, we did market research via primary and secondary sources and formulated GO-TO-MARKET-STRATEGY for Menstrual Cups in Delhi NCR region. This presentation precisely talks about market attractiveness, customer persona, financial aspects, taboos & myths, segmentation-positioning-targeting (STP) and GTM for menstrual cups under Sanitary and Hygiene industry. This is a generic overview of the study and for further in-depth interview you may contact.

1. By: Ananya Garg, Divya Sardana
Deepanshu Verma and Harish Kumar
Go-To-Market Strategy
For Menstrual Cups
(Delhi NCR)

2. 1. COMPETITIVE LANDSCAPE (Menstrual Cups vs Sanitary Pads)
Two type of period
protection
● Internal protection -
Tampons, Menstrual Cups
● External protection -
Pads, Pantyliners

3. Brand Share of Sanitary Protection in India (%) - 2018
● In India amongst all the brands Whisper is the market leader in the sanitation and
personal hygiene market having approximately 55% of the total share which is increasing.
● Stayfree is also amongst the biggest competitors having 30.9% share which seems to be
declining.

4. Channel Distribution for Sanitary Protection in India
● In India amongst all the channels Store-based Retailing has 96.9% stake from which
Grocery Retailers are growing with proportion of 50.3%
● Non-store retailing is also increasing via Internet retailing but has short proportion

5. Forecasted Sales of Sanitary Protection in India (INR Mn) (2004 -2023)
● Sanitary Protection market is expected to grow at a drastic rate having
forecasted sales of Rs 48734 million. Hence this is a market having a booming
phase.

6. Sales of Sanitary Protection in India by Category (INR Mn)(2018)
● Sanitary Protection and towels market will grow more than 15% with tampons
and pantyliners having a very less growth rate.

7. Sanitary Protection Vs Selected FMCG Industries - Growth
● It can be inferred from the above graph sanitary protection market
would be seeing a an unexpected high growth much more than other
FMCG industries including packaged foods, soft drinks, beauty and
personal care and home care.

8. Size
of the
Market
● With nearly 50 crores females in India
● The per capita consumption of sanitary protection in India remains
lower compared with developed countries and some developing
countries as well.

9. 2. CUSTOMER SEGMENTATION
Since the penetration strategy
is to be devised for India in the
Asia Pacific region,our study is
limited to the Delhi NCR
Region.
Customer segmentation is
done on the basis of:
1. Demographic
2. Psychographic
3. Behavioural

10. BEHAVIORAL SEGMENTATION
1. Are customers aware of the cups and the
brands?
2. What are their perceptions and attitude
towards menstrual cups?
3. What are the brand switching patterns?
4. Are they brand loyal?
5. Do they look at the price while
comparing brands?
6. What is the buying behaviour like-
online or offline?

11. 1. What are they influenced by?
2. What made them adopt the product they are
using?
3. Are people early adopters or resist to
changes?
4. What are the needs and wants of people in
this common lifestyle group?
5. What are the problems and issues they are
facing while using cups or pads?
PSYCHOGRAPHIC SEGMENTATION

12. 3. FINDINGS FROM IN-DEPTH INTERVIEWS
5 in-depth interviews were carried out with
women belonging to different age groups.
OBJECTIVE
To develop an understanding about the
awareness and usage of various sanitary
products (Pads/Cups/Tampons) used by
women.

13. Analysis of in-depth interviews
4/5 interviewees
were aware about
Menstrual Cups as a
Sanitary product.
Families/Friends
play a significant
role in the attitude
formation of women
towards a
product/brand.
2/4 women who
were aware about
cups also used them.
Women who were
aware but did not
use it had a
predisposition that
using cups would be
messy & painful.

14. 4. KEY MARKET DRIVERS & OPPORTUNITIES
● For identifying key market drivers & opportunities for menstrual cups in general
& Sirona cups in particular, we conducted a Porter’s Five Forces analysis
● It is an efficient tool that comes handy when there is a need to understand the
external environment in which a company is operating. It gives a clear vision to
any company in terms of Threat from existing firms, Threat of new entrant,
Threat of substitution, Bargaining power of suppliers & Bargaining power of
buyers
● Stronger the forces are, the difficult it becomes for a company to operate in the
given market. Hence, to broadly understand these forces for Sirona in the Indian
context in particular, we conducted a Porter’s Five Forces Analysis
● Also, a list of observations from our survey & in-depth interviews will be given in
this section to identify the opportunities prevalent in this category

15. Porter’s 5 Forces for Menstrual Cups

16. Porter’s Five Forces
● Threat of New Entrant - Moderate
New companies like Wow and Apollo are moderate dangers
● Supplier power - Low
Medical grade silicone is suitably available in the market
● Threat of Substitute - High
As new innovation like Nano pads, Hi-tech tampons & period
pills pose high risk
● Buying power - High
Due to large variety of choice in the market, the bargaining
power of customer is high.
● Existing rivalry - High (P&G/J&J are market leaders)
Final Remarks-
● The market is not very attractive but needs potential
investment and customer awareness
● First mover advantage can be secured with cups

17. Opportunities & Key Market Drivers Identified
(Based on In-depth Interviews and Survey Insights)
1. Companies working in this category should impart more knowledge to its users
a. When asked “What can be the potential change in the cups that you use”, more than
50% of the women surveyed said that “More knowledge & awareness about menstrual
cups should be given since its a comparatively new product for the Indian markets”.
2. More visual directions on the packaging can prove to be beneficial
3. The fear of the Unknown
a. One doesn’t know what is inside one’s body. After conducting in-depth interviews we
understood that in case of using pads women are more comfortable because they can see it
as its an external usage.

18. However, with cups or tampons, they are not visible and need to be inserted. This fear of
not knowing what is inside their body is huge among women. Hence, companies should
work out ways to conquer such psychological distresses.
4. Companies should not just target the consumers but also the ones who
influence them
a. As it was recorded in the survey that more than 50% of the women get influenced by
their friends and family. Hence, mothers of the consumers should be educated on the
usage of menstrual cups.
b. People from older generations have several taboos associated with cups/tampons.
Therefore, they should be educated more on the benefits of such products. Only then we
can expect that there will be deeper penetration of such a product in the Indian Markets
in particular.

19. 5. ISSUES AND TABOOS
(Based on In-depth Interviews and Survey Insights)
Issues
● Finding the right size is
tough.
● Difficult to insert.
● Removal sometimes gets
awful.
● Maintenance becomes a
serious issue if ignored.
● Expensive than Sanitary Pads
Taboos/Restriction-
● Difficult to insert
● Can Cause Irritation
● Toxic Shock Syndrome (TSS), a
rare but serious complication
can occur
● It could interfere with an IUD
● Messy
● Resistance to change

20. 6. TARGETING AND POSITIONING
On the basis of in-depth interviews and survey it can be concluded that the company should target
the customers belonging to the following segments:
Age Group-
1) The target group should be teenage girls who are just entering into the cycle of menstruation
as they can be easily taught and educated about the menstrual cups and the benefits.
2) Girls in their 20s (20- 30 years of age) should be considered as their prospective customers as
this age group is young and ready to try new innovations.
Place of Residence-
Awareness about the menstrual cup is very high but the usage of the same is very low, through our
finding North Delhi had some users of the cups, hence we can say targeting North Delhi first will
be helpful followed by South Delhi.

21. Education and Qualification-
Schools, Colleges having undergraduates and postgraduate students
Occupation-
1) Young Working Women: Since working women professional have to be on their toes
everytime to balance their personal and professional lives this products would contribute
in saving their time and the uneasiness that they may face during the work hours.
2) Athletes
3) Students
Early Adopters-
Segments that adopt and have the curiosity to try the product before majority of the
population should also be targeted.

22. Menstrual Cups should be well positioned as :
● An environment friendly option which is sustainable and the future of female hygiene.
● Cost effective Solution: This aspect of the cups should be highlighted, which will force the cost
sensitive population to consider this alternative. 1 cup can be used for 10 years approx should be
highlighted well in order to attract the segments.
● Easy to use and saves time: They need to educate people and increase awareness. It could be
done by visual demonstrations on how easy it is to insert and remove the cups.
● Change perceptions and attitudes: It can changed by making the people more aware and
educate them. about female health and hygiene to reduce the effect of perceptual blocking.
● Comfortable and best fit: Soft Linings make the cups more comfortable and are available in 3 sizes
to reduce fit problems
POSITIONING

23. 7. GO-TO-MARKET (GTM) STRATEGY
Marketing
Strategy
For Menstrual
Cups
What to sell?
-Compact & Easy to wash
-Different size & its use
-Leak proof
How to sell?
-Value for money
-Television
-Internet Retail
Where to Sell?
-Teenagers (20s)
-Students & Working
-North & South Delhi

24. 7. GO-TO-MARKET (GTM) STRATEGY
● Free Samples:
Workshops should be arranged in the schools and Hygiene kits should be distributed in order to
make girls adopt these cups from the inception of their cycle. Fests, fairs could also be
considered as one of the medium.
● Through Advertisement:
People are aware but they are not ready to accept or adopt this, hence they need to be educated
through advertisements. Advertisements should include both cognitive as well as emotion.
Emotional aspect can influence the mothers so that they can advice their daughters to bring the
change. The ads should also be informative enough in order to target the cognitive thinking.
● Social Media Influencers can help in better promoting the product
● Distribution:
Online as well as offline mode

25. Thank You
By: Ananya Garg, Divya Sardana
Deepanshu Verma and Harish Kumar