This document provides an overview of P&G's Whisper sanitary pad product in India. It discusses the introduction and history of P&G in India, the marketing mix strategies used to promote Whisper including product variants, pricing, placement, and promotional activities. It also covers Whisper's segmentation, targeting, positioning and efforts to address taboos around menstruation through educational campaigns. Competitors in the Indian sanitary pad market are also mentioned.

1. Topic: P&G product:

2. • Introduction of P&G
• Our Product- Whisper
• Taboo
• Marketing Mix
• STP
• Competitors
• References

3. Richardson-Vicks Inc.
1964
Acquired by P&G Co.
1985
Richardson Hindustan Ltd.
Procter and Gamble
India Ltd.
1988
Procter and Gamble
1837
Cincinnati, Ohio, U. S.
William Procter
James Gamble

5. Baby Care Fabric Care
Feminine Care
Grooming
Hair Care
Home Care
Oral Care
Personal
Health Care
Skin and
Personal Care

7. • Slogans: “Stay Confident, Stay Protected”;
“Have A Happy Period!”
• Brand Ambassador: Bhumi Padnekar
• Why the name? the shame and secrecy
associated with buying such a product

8. 1989 1993 2004 2005 2007-08
PPP- Public Private Partnership; NRHM- National Rural Health Mission
Presen
t

9. Taboo
To bust cultural myths, Whisper came
with a social campaign #TouchThePickle
“Don’t wash your hair”
“Don’t enter the kitchen”
“Don’t wear white”
“Don’t go to the
Temple”
“Don’t sleep on the bed”

10. #KeepGirlsInSchool
• 1 out of 5 girls drop out every year
• 71% girls not aware of periods when they first get them
• KGIF, movement aimed to educate Mothers,
Adolescents, Teachers, Schools, etc.

11. Marketing Mix-
Product, Price, Place, Promotion

12. •
•
•
PRODUCT MIX

13. • SOFT SURFACE
• PROTECTION AGAINST LEAK
• DESIGN TO FIT AND PREVENT MOVEMENT
• AVAILABLE IN VARIOUS SIZES
• ODOUR LOCK AND ENSURE FRESHNESS
PRODUCT FEATURES

14. Whisper Product
Variants

15. • Longer length and wider back
• Upto 0% leaks all night-long.
• DRI weave top cover absorbs
in seconds
• Different features, catering to
specific preferences and needs
• Its blue core with liquid-lock
magic

16. • Germ-lock technology
• Lasting coverage
• Flagship product lines
• Known for its ultra-thin design.
• Dermatologically tested
• Dual-action gel neutralizes odours
• 500 airfresh pores

17. • Designed for soft and comfort
• Special features for irritation
prevention- Derma Soft layer
• 100% leak protection
• Airy freshness for no irritation
• 500 airfresh pores
• Delightful scent all day

18. • Designed for nighttime use
• Increased absorbency for
extended protection.
• Extra long lengths and wider
back
• Dri weave topsheet for clean
and dry feel

19. PLACE (DISTRIBUTION)
• Involves determining the right place ,right time,right person.
• distribution objectives can be achieved through demand oriented functions
and supply oriented functions.
• Following Omnichannel
• On the basis of omnichannel model we can say that there is a presence of
all level of length of marketing channel .
• Diversification of product based on developement .
• Availability of products (dept_stores,grocery stores,medical
stores,supermarkets,hypermart,local kirana stores.)

20. PRICING STRATEGY
• Sanitary pads priced at just Rs.2 per pad making it expremly
affordable in rural market .
• product can be bought as individual pieces instead of packets
making it more attractive for the rural customer .
• Dismissive pricing strategy
• Price skimming
• Penetrative pricing strategy in rural areas
• Value - based pricing strategy

21. PROMOTION STRATEGY
1) Direct selling
2) Advertisement Campaign
3) Educational initiatives
4) product sampling & Community Engagement
5) Social median engagement & websites
6) Loyalty program & Contests

22. Segmentation
Targeting
Positioning

23. Demographic Psychographic
Behaviora
l

24. Primary Target
Market
Unique
Needs

25. USP
Communication
Strategy
Brand
Image

26. Competitors

27. Market Share of top
Sanitary Brands

28. References
• in.pg.com/
• whisper.co.in/en-in
• instagram.com/whisperindia/
• for survey- Questionnaire with closed and open ended
questions and respondents strength of 50 women in India
• Beyond Poverty: A Study of Diffusion & Adoption of Feminine
Hygiene Products among Low Income Group Women
• https://www.youtube.com/@WhisperIndia