Sanitary napkins consumer research study done by RSPL group company based in Gurgaon for their brand proease

1. Understanding Triggers & Barriers
for Mid Ultra San Nap
Consumer Research
Findings

2. Research Objective
BUSINESS QUESTION: How do we add momentum to the movement of upgradation and convince users of fluff
regular to move to Pro-ease Go Ultra XL+?
Research Objectives:
Recent upgraders from
Fluff Regular to Mid- Ultra
Fluff Regular Users, aware
non Trialists of Mid-Ultra
Objective 1:
Identifying triggers for Fluff users to
upgrade to Mid- ultra format.
Objective 2:
Identifying Barriers for Fluff users to
upgrade to Mid- ultra format, that is, what is
holding them back.

3. Research Specification
• TARGET GROUP:
• 17- 21 Years old females, College Students, belonging to NCCS A/B Households
• Upgraders: All who upgraded from Fluff regular to Mid- ultra in last 6 months OR ANTs: All Fluff
regular users who are aware but non Trialists of Mid- Ultra.
• Coverage & Sample Plan:
• Upgraders: 200
• Delhi: 40, Kanpur: 30, Ludhiana: 30, Pune: 30, Nagpur: 40, Hyderabad: 30
• Quotas (Min. 30%) maintained for upgraders from Whisper Choice Regular & Stayfree Secure Regular
• ANTs: 190
• Delhi: 80, Kanpur: 80 & Kolhapur: 30
• Whisper Choice Regular: 50%, Stayfree Secure Regular: 50%
• Project Duration: 5th June- 5th July 2020

4. WCU- How WCU has been talking to consumers?
HEAD Information
Target Audience School Students
Core Message 100% Stain Protection
RTB Magic Gel (Locks wetness), 50 mm longer than Fluff
Source of Business Cloth user, Fluff Regular user
Price INR 42 for 6 pads
Size XL/ 280 mm
Other Messages on
pack
Fresh Scent, Stretchable wings to keep pad in place

5. SFS U- How SFS U have been talking to consumers?
HEAD Information
Target Audience School Students (Sport activity)
Core Message Dry Feel Protection
RTB
Dry Net cover , Gel Lock technology, extra large wings to
pad stay in place, Larger pack
Source of Business Fluff Regular user
Price INR 40 for 6 pads
Size XL/ 280 mm
Other Messages on
Odour Control, 50% thinner for comfort, for heavy flow

6. Research Findings

7. SEGMENT 1:
Upgraders:
Users who upgraded to Mid Ultra
Fluff Regular in Last 6 months

8. Q1.
What were the key need gaps/ pain areas related to Fluff Regular which
resulted in the shift to mid-ultra?

9. Need Gaps- Fluff Regular (Spontaneous)
Spontaneously, top 3 dissonance areas cited by upgraders about Fluff
regular are
1) Didn’t last long, 2) resulted in leakage and 3) was short in length.
ABSORPTION RELATED %
Didn’t last long 21
Absorbs less 10
Wetness feeling 9
Less dry 1
N- 200
LEAKAGE RELATED %
Leakage problem 18
Stain issue 5
Gets ruin from the sides 1
SIZE RELATED %
Was short in length 14
Was thicker than my liking 7
Small in size 4
COMFORT RELATED %
Not good quality 5
Was less soft 5
Not good in sticking 2
Less Comfortable 3
Bunching Issues 1
Tearing problem 1
Had to use change frequently 1
Too spongy 1
ODOUR RELATED %
Fragrance was missing 3
Bad smell/ no odour control 3
SKIN PROBLEM RELATED %
Skin Rashes 3
Infection Problem 1
Itching/ Irritation 1

10. Similar reasons cited even post prompting!
Key Pain areas from Fluff regular:
Dissatisfaction with Absorption, duration for which it lasted, leakage
incidences, short length and feeling of wetness
N- 200
Need Gaps- Fluff Regular (Aided)
35
48
48
49
57
63
64
68
69
75
Not good value for money
Too thick for my liking
No fragrance
Control odour/ fear of smell
Feel and touch was not comfortable on my skin
Feeling of wetness
Length was short for my liking
Caused leakage sometimes
Didn’t last long as per my requirement
Absorption offered was not up to mark 17
19
15
20
7
8
4
8
2
4
All saying “Yes”- % Rank 1-%
Usage experience
related aspects
like feel & touch
of pad, thickness
along with
fragrance, odour
control have not
emerged as core
triggers for

11. Q2.
Was there any one incident or biggest failure which triggered the trial
and hence, shift to a mid-ultra format?
If yes, then what was that incidence?

12. 42%
58%
No Incidence triggered, it was gradual
Yes, an incidence triggered
For almost 60% (3 in 5) consumers, a failure incidence owing to Fluff regular
triggered their decision to try & shift to Mid- ultra.
Failure incidences were mostly related with “leakage”, followed by the
uncomfortable “wetness feeling”
Whether a Failure Incidence
triggered shift- Yes/ No
Type of Failure Incidence
Leakage related
Incidence:
26%
Wetness Feeling
related Incidence:
10% Others:
Not Comfortable: 5%
Odour: 4%
Small in size: 4%
Didn’t last long: 4%
Rashes: 2%
Frequent Changing: 2%
Irritation: 1%
“College ke ek function mai
pad ka istemal karne par
mujhe leakage ki samasya ho
gai thi”
“Friend ki shadi thi achnak
problem ane se dress bhi
kharab hua tha”
“Mall me jane k bad achanak
se pad leak hua, tab mere
kapde puri tarah se kharab ho
gaye”
“Raat ko leakage hone ka issue
tha, bedsheet kharab ho jata
thi”
“Poori family ke sath bahar
“Ek bar market jane par mujhe
4 se 5 ghante bad hi gilapan
mehsus hone laga tha”
“Ek function ke dauran 4 se 5
ghante bad gilapan mehsus
hone laga tha”
” Dost ke ghar thi tab achanak
se geelapan feel hua”
” Ek shadi ke function mai
maine jo pad istemal kiya tha
wo jyada der tak nahi chala aur
gilapan mehsus hone laga”
N- 200
A situation with a Fluff regular’s failure incidence – leakage & wetness feeling- in
the campaign can hit the right chord.

13. Q3.
What were the benefits which Fluff Regular consumer was looking
for while shifting to Mid- Ultra?

14. Benefits seeking (Spontaneous)
Key benefits looked: Good Absorption/ Long lasting, No Leakage/
protection, Long length, Comfortable feel
Other benefits: No feeling of wetness/ Dryness, Thinner pad, softer
pad, fragrance, odour control
N- 200
ABSORBTION RELATED
Good absorption 55 %
Long Lasting 52 %
No feeling of wetness 21 %
Dryness 16 %
No Feeling of Heaviness 8 %
Stops heavy flow 5 %
Good for heavy flow 2 %
Less pad required 2 %
LEAKAGE RELATED
No Leakage 52 %
Protection/Secure/Safety 40 %
No stain problem 4 %
Sides doesn’t gets ruin 2 %
COMFORT RELATED
Comfortable 44 %
Softness 21 %
Good sticking 6 %
Easy to use 2 %
Good material 2 %
Pad should be made of cotton. 1 %
Easy to carry 1 %
No visible in pants 1 %
SIZE RELATED
Long Pad/Length 47 %
Less Thick/ Thinness 22 %
ODOUR RELATED
No bad smell 14 %
Good fragrance 10 %
Freshness 2 %
SKIN PROBLEM RELATED
No Rashes 8 %
No Itching 2 %
DAY/ NIGHT RELATED
For Night Use 3 %
Perfect for both day and night 1 %

15. Benefits Important (Aided)
Very Important- %
69
69
70
75
78
82
83
85
88
99
Feel of topsheet on skin
Good fragrance / Freshness feel
Odour/ smell control
Thickness/ Thinness of pad as per my liking
Overall comfortable feel and touch of the pad
Length of pad as per my liking
No leakage during usage
No wetness feeling while using the pad
Long lasting/ lasts for duration as per my liking
Absorbency
Post prompting, various elements related to functional performance
(Absorbency, long lasting, no wetness feeling, no leakage) along with the
length of the pad have emerged as most important benefits looked for
for while selecting a mid- ultra brand.
N- 200

16. Finding/ Insight
Implication: Input for the
campaign
Upgraders switched when their Fluff
regular sanitary napkin failed to
perform – that is, couldn’t absorb
properly, didn’t last as per the
desired duration, gave an
uncomfortable feeling of wetness
and sometimes resulted in leakage.
Such failure also resulted in real
time incidents for the majority of
upgraders!
With their experience with Fluff
regular, upgraders were able to
identify “length of the pad” as pain
areas. Longer pad means better
protection.
1. A problem-solution approach in the campaign is
likely to resonate well with consumers.
2. A campaign situation with failure incidence of
“leakage” along with “feeling of wetness” with
the consumer can hit the RIGHT chord.
3. 3X Absorption (should be laddered to “Leakage
proof”) and Dry comfort (should be laddered from
“no feeling of wetness”) can be the key
communication messaging for Pro-ease Go Ultra
XL+ campaign.
4. Leverage existing knowledge “larger pad means
better protection” by establishing XL+ (315mm) (1st
time in mid ultra) as RTB to establish core benefits.
Upgraders were looking for a pad
which could primarily offer solution
for their key pain areas from fluff
regular!
Delight factors- fragrance, feel of
top sheet, comfortable touch – were
relatively less imp.

17. Q4.
How has the experience been so far?
Is there something that could be improved in consumers’ mid-
ultra today?

18. Overall satisfaction with Mid-
Ultra
N- 200
Very Satisfied - %
Absorbency 80
Feel of topsheet on skin 75
Good fragrance / Freshness feel 69
Length of pad as per my liking 80
Long lasting/ lasts for duration as per my liking 85
No leakage during usage 83
No wetness feeling while using the pad 85
Odour/ smell control 77
Overall comfortable feel and touch of the pad 83
Thickness/ Thinness of pad as per my liking 81
Attribute wise Satisfaction
Upgraders are highly satisfied with their Mid- Ultra.
Satisfaction is very high with “very satisfied” score ranging from 70% - 85%
attributes!
Average: 80%
Fragrance can
work as a “delight
factor” and a
differentiator!
88%
12%
Very Satisfied
Satisfied
Not Satisfied
Not at all satisfied

19. 33%
67%
Yes No
Any improvement required in
Mid- Ultra
N- 200
Improvements Required
Should cost less:
10%
Quantity should be
more:
7%
Should be longer:
5%
Others:
Lasts longer: 4%
Easily available: 4%
Wings’ issue: 3%
Softness issue: 3%
Leakage: 2%
Fragrance: 2%
Odour control: 2%
Only 1 in 3 Upgraders have shared some improvement area for
Mid- Ultra.
Key improvement areas are mostly related to value for money- reduction in
increase in quantity- number of pads.
No product
related features
have emerged as
pain area among
upgraders.

20. Finding/ Insight
Recent upgraders to Mid- Ultra still seek value (discounts or more number of
pads @ same price). Hence, 6 pads for INR 35 instead of INR 40 can dial up
appeal of Pro-ease Go Ultra XL+.

21. Q5.
How did she get to know about the mid- ultra format?
Who and what influenced her decision to shift to mid- ultra?

22. Source of Awareness
Advertisements on TV 77 %
Word of Mouth: via my family, friends etc. 55 %
Social Media- facebook, instagram, youtube etc. 26 %
By browsing the information mentioned on packs 12 %
Read on internet- website/ e commerce portal/ blogs etc. 7 %
Saw at shop 3 %
Role in Influencing the choice
Advertisements on TV 65 %
Word of Mouth via my family, friends etc.. 29 %
Recommended by shopkeeper/ sales person 17 %
Social Media- facebook, instagram, youtube etc. 16 %
By browsing the information mentioned on packs of these
products at shops
6 %
TV Advertisements play the most significant role in generating awareness and
influencing decisions for the mid- ultra format. Word of Mouth (Positive review
friends & family) plays important role as well.
Social Media or Internet browsing are emerging sources.
N- 200
TV Advertisement is the BEST way to reach out to target audience.
Not only it’s acting as source generating awareness, it’s also playing a
significant role in decision making!

23. SEGMENT 2:
Aware Non Trialists:
Consumers who are aware of Mid
but still are users of Fluff Regular

24. Q1.
What is the awareness level for Mid- Ultra brands among Fluff Regular
users? Which sources have generated the awareness?

25. 42%
34%
41%
63%
59%
69%
88%
Nine Ultra Dry & Comfort
Stayfree Dry Max
Stayfree Advance
Stayfree Secure Dry – Ultra Thin
Whisper Ultra Soft
Whisper Ultra Clean
Whisper Choice Ultra
N- 190
Awareness of Mid- Ultra Brands Source of Awareness
Advertisements on TV 86 %
Word of Mouth: via my family, friends etc. 46 %
Social Media- facebook, instagram, youtube etc. 34 %
By browsing the information mentioned on packs 15 %
Read on internet- website/ e commerce portal/ blogs etc. 9 %
High awareness for key Mid- Ultra brands seen among Fluff Regular users, indicating
Fluff regular users are aware of various options available in the Mid- Ultra format.
TVCs have emerged as key source of awareness, followed byWOM (reviews by friends/
family) & social media.

26. Q2.
How is the knowledge level of Fluff Regular users about Mid- Ultra
brands?

27. Top Thing which comes to mind when think about Mid Ultra Brands
SIZE RELATED
Length will be better 25 %
Thickness will be less/
Will be thin
8 %
Size won’t be small 1 %
EFFICACY RELATED
Absorption will be better 11 %
Will be more long lasting 10 %
Safety Product 3 %
Feeling of the wetness
wont be there
2 %
No leakage issue 2 %
Better dryness 1 %
No Stains on cloths 1 %
COMFORT RELATED
The pads will more softer 9 %
Would be more comfortable 5 %
Quality of the product will be
more better
4 %
There won’t be any roughness
in the pad
2 %
Sticking of the pads will be
better
1 %
Pad must be properly covered 1 %
PRICE RELATED
Expensive 3 %
OTHERS
Fragrance will be better 3 %
No rashes issue 1 %
No Itching 1 %
N- 190
Good Knowledge levels seen among Fluff regular users for Mid-
Ultra!
Most salient feature of Mid Ultra: Length of pad
Other salient features: Better Absorption, Longer lasting, Thinner
pad, softer pad
Low association of Mid-Ultra with leakage and feeling of wetness,
the 2 aspects which we saw play significant role in upgradation.

28. Likes - %
Long lasting 28
Better Length 23
Better Absorbency 20
Softer Pads 17
Better Fragrance 11
Comfortable 9
No Leakage 9
Better Thickness 6
Better Sticking 6
No feeling of wetness 4
Spontaneous
Likes/ Dislikes Dislikes - %
Expensive 35
Less Thickness 8
Too Long 5
Fear of leakage 5
Cotton wont be there 2
More width 2
N- 190
Fluff Regular users have cited aspects related to efficacy (better absorbency
& longer lasting) & about features like longer, softer pads as key likes.
No product related dislike cited for Mid- Ultra. Key dislike is high price of
Mid- Ultra.
No need to eliminate any incorrect
product performance related
perception among Fluff regular
users for Mid- Ultra format.
Low likeability for Mid-
Ultra w.r.t no leakage and
no feeling of wetness

29. Q3.
Why haven’t they tried Mid- Ultra till now?

30. 24
42
19
8 6
Will definitely try
Will prob try
Neither
Will probaby not
try
Will def not try
Future Intention to Buy Mid- Ultra
Barriers- %
Satisfied with the brand I am using currently 94
Prefer cotton based products 85
Expensive / not worth their price 73
Size is too big for my liking 41
Not sure whether these can prevent leakage 36
Wont last for longer duration/ hours 31
Wont provide no wetness/ dry comfort feeling 31
Feel and touch of product on skin wont be comfortable 30
Absorption will not be good / not up to the mark 27
Reasons for Not trying- Aided
Reasons for Not trying-
Spontaneous
Satisfied with my
current brand:
49%
Expensive:
18%
Didn’t feel the need:
16%
Some else buys
(mom): 8%
Easily Available: 4%
N- 190
In spite of good knowledge and appreciation of benefits offered by Mid- Ultra, Fluff regular users
have not shown willingness to shift to Mid- ultra in future. Spontaneously, no dissatisfaction with
dissatisfaction with current product along with high price of Mid- ultra have emerged as key
barriers. Though when prompted, some product related barriers have been cited- prefer cotton
in fluff, not sure about the size and mid – ultra’s ability in protecting against leakage/ feeling of
feeling of wetness!

31. Finding/ Insight
Implication: Input for the
campaign
Fluff Regular users are aware of
various Mid- Ultra brands available in
market.They also understand the
core benefits of Mid- ultra- better
absorption, longer lasting and longer
pad (most salient). No product
related dislike cited for Mid- Ultra.
A key barriers to trial is the familiarity
& perceived comfort of presence of
cotton in fluff.
There is lack of clarity/ confusion
about performance of mid ultra on
aspects like leakage and feeling of
wetness. Low association of Mid-
Ultra can also be seen with leakage
and feeling of wetness, the 2 aspects
which we saw play significant role in
upgradation.
1. A surrogate for "cotton like comfort /protection"
in mid- ultra format can work as a differentiator in
the campaign .
2. Drive superiority of Mid Ultra format as "no
leakage/ leakage proof/ leakage protection"
format AND "dry comfortable- without feeling of
wetness" format.
3. Using XL+ (315 mm) as RTB to deliver benefits in
the campaign can remove any confusion about
size of the pad. Reinforce the fact “larger pad
means better protection”.
4. Highlight INR 35 for 6 pads instead of INR 40 in
the campaign as “high price” is key barrier for trial
Pricing is a big barrier.

32. Q4.
How satisfied are Fluff regular users with their product?
Do they seek any improvement in the product?

33. 76%
24%
Very Satisfied
Satisfied
Not Satisfied
Not at all satisfied
Overall satisfaction with Fluff
Regular
N- 190
Reason- % Very Satisfied - %
Absorbency is good 98 76
Thickness of pad is as per my liking 92 80
There is no leakage during usage 94 85
Fragrance is good 87 69
It controls odour/ smell 92 80
It lasts for desired number of hours 87 66
Feel of topsheet on skin is good 93 81
There is no wetness feeling while using the pad 89 73
Length of pad is as per my liking 71 65
Attribute wise Satisfaction
Very high satisfaction seen among Fluff Regular users for their product.
High satisfaction seen across attributes as well with “very satisfied” scores
ranging from 65%- 85%
Relatively lower satisfaction on “length of the pad”, “long lasting” & “good
fragrance”.
Average:
89%
Average:
75%

34. Improvement Areas
Good Fragrance:
26%
Increase in Length:
24%
Long Lasting:
15%
Reduction in Price:
6%
Absorbency Capability: 5%
Increase no. of pads in
pack: 4%
Reduce thickness:
4%
Improve stickiness:
4%
N- 190
Fluff regular users have cited few aspects as key improvement areas-
Fragrance, increase in length and longer lastingness of the pad

35. KEY INPUTS FOR THE CAMPAIGN:
FOOD FOR THOUGHT

36. HEAD Information
Target Audience College Students
Campaign
Situation/ Context
Context: Problem* solution
Situation: Failure incidence of Fluff regular-
wetness feeling
Role of friends in making the right choice.
Core Message
1) 3 X Absorption → Leakage proof
2) No feeling of wetness → Dry Comfort
RTB
85 mm longer than Fluff Regular (1st ever XL+)
Double Dry top sheet for absorption
Inner sheet for converting liquid into gel and
comfort
Source of Business Fluff Regular user
Price INR 35 for 6 pads
Size XL + / 315mm
Potential
• Longest Pad: 1st ever XL+ (315 mm) in the
category
• Value for Money: 6 pads in INR 35
• 3 layers of sheet – new technology

37. KEY DIFFERENTIATOR IDENTIFIED POST MID- ULTRA
PACK EXPOSURE
SOURCE: Pack Evaluation study (Delhi, Nagpur) among 18- 25 years old, SEC A/B, WCU Users or Stayfree XL users

38. Q.
What is the hierarchy of importance of various elements i.e. length (XL+ and
315
mm), price, benefits like 3X absorption & dry comfort for consumers? And,
how is the Pro-ease Go Ultra XL+ pack performing on elements which are
high on importance for consumers?
Core Strength: Length of Pad, Pricing
Secondary Strengths: Absorption, Dry Comfort, Odour control
SOURCE: Pack Evaluation study (Delhi, Nagpur) among 18- 25 years old, SEC A/B, WCU Users or
Stayfree XL users
Length & Price emerged as key differentiators in the
Mid Ultra Pack Evaluation Study as well!

39. Relevant of a
benefit - %
Association
of
Pack
with
Benefit-
%
Core Strengths
Secondary Strengths
Mapping Benefits on “Relevance” &
“Association with Pack”
Full statements: Good value for money (6 Pads in XL+ Size/ 315 mm in INR 35), Longer pads
in XL+ size- 315 mm, controls odour and prevents bad odour/ smell, double top dry sheet that
helps with better absorption, Inner layer of the products helps in locking the liquid into gel.
Relevant – Very Relevant %
Association- I noticed this and it caught
my attention %
Length of the pad
(XL+, 315mm) &
Pricing have
emerged as key
strengths of the
Pro-ease Go Ultra
XL+ Pack.
Then comes other
functional benefits
like 3X Absorption,
Dry Comfort &
Odour control.
N= 50
QUESTION: To what extent
do you feel this pack design
is able to convey below
mentioned product benefits?
How relevant are below
mentioned products benefits
to you?

40. CONSUMER UNDERSTANDING

41. TARGET AUDIENCE: UNDERSTANDING
HEAD Information
Demographic College Student, 17- 21 Years, NCCS A,B
Feelings about
Fluff Regular
Fairly Satisfied. Like the familiarity and comfort of cotton material in fluff.
Though feel the need for “larger pad”, “longer lasting pad” and “with good
Mid- Ultra :
Knowledge
Aware of various options available.
Knowledgeable about advantages offered by mid ultra: Longer length (most salient),
absorption
Not sure about ability of mid- ultra is preventing leakage and feeling of wetness.
Triggers for
Upgradation
An incidence related to leakage/ feeling of wetness
Key
Expectation
while upgrading
Solution to problems faced related to absorbency, long lasting, no leakage and no
wetness, dry comfort.
Input to the
study
Outpu
t
from
the
study

42. CONSUMER UNDERSTANDING FROM PREVIOUS
STUDY
SOURCE: Qualitative Study (Kanpur) among 18- 25 years old, SEC A,B,C, Fluff Regular Users, Kanpur

43. Scared, Anxious,
Powerless
Empowerment
Freedom are
aspirational!
Determined,
confident,
dedicated
Empowerment &
Freedom are a
must. Willing to
work hard to earn
Relaxed,
Carefree
Are empowered.
Have
and freedom. Can
look back at
situations with a
non-serious lens.
Our TG
SOURCE: Qualitative Study (Kanpur) among 18- 25 years old, SEC A,B,C,

44. time pressed ambitious multi-taskers
No compromise
attitude when it
comes to their
career!
Me Time –
Interests/ Hobbies
etc.
Struggles to find
time for this but
are clear about it’s
importance.
Helping in
househ
old
chores
is a
mandate
for most
of them.
Implication:
Protagonist should reflect similar
personality traits!

45. natural part of life (no longer a social taboo) managed &
taken care (will not let period stop them).
Implication:
Want to see more empowered girls/ women who can take care of period related
themselves without hiding.

46. Empowerment
it has to be earned
Career is seen as a key to their independence, ability to take decisions and hence, laddered to
empowerment.
They don’t want any free lunches but want to earn this through hard work and by proving
themselves.
Even while studying, many of them have taken their first step on this aspect by giving tuitions
Implication: Their pad is their supporter which helps them to normalize the difficulties
faced during periods so that they can pursue their empowerment. Hence, would want to see
situations which are relatable!
SUGGESTIONS: ExamTime, Sport competitions, Dancing competitions, Long meetings, long duration get
together etc.
Any in-home situation should NOT be used.

47. CENTER WISE STORY

48. UPGRADERS
NOT MUCH DIFEFRENCE SEEN BY CENTERS
• Hyderabad consumers are slightly different from other centers.
• Need gaps from Fluff regular are mostly related to leakage/ long lastingness (& not with absorbency) and
variables like softness, fragrance.
• Most salient benefit associated with Mid Ultra is "no leakage/ protection, safety" and comfort
• West centers (Pune, Nagpur) upgraders still seek value from Mid- ultra. Thickness of pad especially
emerged as dissonance area with Fluff regular.

49. Awareness of Mid- Ultra
• High awareness seen for WCU, with the exception of Kolhapur where the awareness level of moderate.
• Delhi also has high awareness for Stayfree Secure Dry- Ultra Thin.
Source of Awareness
• TV stays the key source of awareness across all centers, followed by WOM.
• WOM plays much significant role in Kolhapur though
• Relatively less role played by social media in Kanpur.
Mid- Ultra Salient feature
The most salient feature is “length of the pad” across all centers. Then comes, efficacy related attributes- Absorption & long lasting in Delhi,
Kanpur and Safety in Kolhapur.
Mid- Ultra Likes
• Key likes for Mid- Ultra are “better length”, “long lastingness” and “better absorbency”
• Softer Mid- ultra pads also appreciated in Delhi
• Kolhapur consumers also appreciate the fact that mid- ultra pads result in no leakage, no feeling of wetness and better
sticking.
Mid- Ultra Dislikes Expensive is the key dislike cited for Mid- ultra across all centers.
Future Intention for Mid-
Ultra & Barriers to trial
• High inclination not seen among Fluff regular consumers for trying Mid Ultra.
• Key salient barriers for trial are: Satisfied with their fluff regular, Expensive
• Post prompting, satisfaction with their current brand is the key barrier to trial of Mid- Ultra. High Price of Mid- ultra has also played
significant role.
• Amongst product related attributes, preference of cotton based products has emerged as key barrier.
Satisfaction with Fluff
Regular
• Fluff regular users are satisfied with their product. Level of satisfaction at an overall level and across attributes highest in Kolhapur.
• Delhi: Relatively lower satisfaction on “long lasting” and “length of pad”
• Kanpur: Relatively lower satisfaction seen on most of attributes, especially on “thickness of pad” and “length of pad”.
Improvement Areas
• Good fragrance has been cited as an improvement area across centers.
• Delhi & Kanpur consumers have also cited “length of the pad” as an improvement area
• Kanpur consumers have spoken about “long lastingness”
• Kolhapur consumers also looking for more value, that is, more no. of pads
ANTS Some differences seen for Kolhapur: Moderate awareness of Mid- Ultra brands, Safety (driven by high
association with no leakage and dryness) a salient association with Mid- Ultra, WOM playing a stronger
role. More value conscious consumers.

50. Understanding Triggers & Barriers
for Mid Ultra San Nap
Consumer Research
Findings