PeeSafe Go-To-Market Strategy

Presented by Team
AAK

• Presentation
• Research and Insights (.xlsx)
Drivers to usage Deterrents to usage Primary and
Secondary
Synthetic menstrual
1 Focus on mentality not
Research
1
affordability
products disrupt the
vaginal pH balance,
pads cause Culture that values
rashes/chafing
2 virginity & cost of How can we use it

2 To potential of stock
outs
menstrual cups at someone’s place
with limited
privacy?”
Availability of
Availability of
3 substitutes

3
different cups and
sizes “There will be some
Mental Block to use
the product.”

“Among people
who already use
Local manufacturing
period products
would bring down the
regularly, but
cost of menstrual cups,
might be
but manufacturers would
interested in a
still have to contend with
more reusable,
gaining consumer trust in
environmentally
a cheaper product
friendly method.”
Word Cloud
 Segmenting, Targeting and Positioning
Demographic

Segment 1 Segment 2 Segment 3

20 – 35 Yrs, Tier 1 and 2 60 and above
young to
pregnant

Psychographic

Rational & Aspirational Rigid & Unaware of

planners and Adapters conservative social
Distinct Consumer adoptions
Personas basis
primary and
secondary
research
 Feminine Hygiene Market Positioning

• Confident Young
Expected worth of Women in Corporate
feminine hygiene world
Total Potential Available Market $522M products market in India
• Lives a high paced
as per 2017 research by
Euromonitor life
• Loves environment,
Estimated worth of
Love to trek or go on
vacations in hill and
Serviceable Potential Market $441M sanitary pad market in
India, as per a 2017 near seas.
report by Markets and • Take pride in the
Markets difference she makes
around her
• Sees the world
Target Market $408M Target market of 2020
as per current trends around with
discarded plastics
and feel regret
Current feminine • Wants to challenge
Current
hygiene products all mindsets. Want to
Users $340M market was valued at
$340 million in 2017
change the social
and mental blocks
around her.
 Marketing Campaign Ideas

Rashes, allergies, Synthetic Encashing on low brand

balance pH loyal consumers

Show ad where the user is

Different priced bundles /kits of
sneaking out to dispose pad products including cups, boiling and
or tampon Challenging status cleaning kit and other flagship
quo set by sanitary products of Peesafe, especially
highly travelling women & First
napkins with Bold
Period Kits
Stand Out Ads
Post Pregnancy bleeding
women market encashment Comfort with seeing your
own blood, product pushes
you to get intimate with
yourself "Just Cup it!"

Rational and seeking best ROI Friends of PeeSafe – Personal

on purchases Advocacy Campaign
First
Period
Kits
 PeeSafe ‘SafeCup’ Promotional Strategy
Instagram
 Filtering through focused targeting
 OwnYourCup/ Put a Cup to it Twitter
• #BleedGreen, BleedForACause
• Welcome to the Cuphood

Facebook Campaigns
• Red Confessions & first cup journey
• Get comfortable with your body
• Bundling with Washes & Wipes

Videos:
Microblogs & Personal
Youtube and Third Party
Advocacy Blogs
Websites/ Content
 UGC, Online forums
 Awareness videos on
 “Lets Raise a cup” ScoopWhoop, BuzzFeed
 Talk show/Event CurlyTales, MissMalini,
WomensEra