Tambrands Overcomming Cultural Resistance
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 to gain new customers in the U.S. since 70% of women already use tampons. Yet there is a huge opportunity for Tambrands to grow internationally. In order to expand internationally Tambrands has divided the world into three different segments based on how resistant women are to using tampons. Tambrands’s goal is to “market to each cluster in a similar way.” These clusters include women who already use tampons and feel like they already know everything about the product, areas in which half the population already use tampons yet some concerns about virginity exist, and women who don’t know how to use a tampon and also believe in the virginity myth. With the possibility to grow and expand across international borders Tambrands was left without leverage to take on such a project. Tambrands approached Procter & Gamble about buying out the company. They decided to sell the company to Procter & Gamble due to their recent success in acquiring and selling products across the world. With the established leverage that Procter & Gamble can provide Tambrands will be enabled to reach its full potential. P&G has targeted countries like Mexico and Venezuela and have conducted many focus groups on how to best offer and educate the needs of the women in those target markets. They take on challenges such as the virginity myth by educating women through demonstrations. Not only is P&G educating women in Latin America they have also established websites and partnered with the HERO