Tambrands Case
Background
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
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
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
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
Address
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
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
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
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
Address