Report on Branding

Of

Sanitary Napkin “Fly Angel”

Submitted By:

Anjee Manandhar

Niraj Pandeya

Sanju Rajak

Ujjwal Shrestha

GROUP F

Trimester III, Sec A

Submitted To:

Mr. Ashish Tiwari

Course Instructor

Ace Institute of Management

12 November, 2020
Table of Contents
1. Introduction......................................................................................................................................4
I. Company....................................................................................................................................4
II. Product’s description.............................................................................................................4
a) Panty Liners:.........................................................................................................................4
b) Regular or Medium Flow:.....................................................................................................5
c) Heavy Flow:...............................................................................................................................5
d) Overnight Pads:.........................................................................................................................5
2. Vision statements:.............................................................................................................................5
3. Mission Statements:..........................................................................................................................6
4. Segmentation:....................................................................................................................................6
5. Target:...............................................................................................................................................8
I. Geographic................................................................................................................................8
II. Demographic.............................................................................................................................8
III. Psychographic........................................................................................................................8
IV. Behavioral..............................................................................................................................9
6. Targeting Strategy............................................................................................................................9
7. Pricing strategy:................................................................................................................................9
I. Value based pricing strategy:..................................................................................................10
II. Penetration based pricing strategy:........................................................................................10
8. Positioning:......................................................................................................................................11
I. Competitors:............................................................................................................................11
II. Analysis of competitors:..........................................................................................................11
III. Weaknesses of competitors:.................................................................................................13
IV. Threats by competitors........................................................................................................13
V. SWOT Analysis:......................................................................................................................14
VI. POP (Point Of Parity):.........................................................................................................15
VII. POD (Point Of Difference):.................................................................................................15
VIII. Communicating category membership:..............................................................................15
IX. Communicating POPs and PODs:.......................................................................................16
X. Positioning statement...............................................................................................................16
 XI. Perceptual Mapping.............................................................................................................17
XII. Bulls-eye...............................................................................................................................18
9. Promotion Mix................................................................................................................................19
I. Advertising...............................................................................................................................19
II. Word of Mouth........................................................................................................................19
III. Direct Marketing.................................................................................................................20
IV. Publicity:..............................................................................................................................20
V. Sponsorship:............................................................................................................................20
10. Script for Advertisement...............................................................................................................21
1. Introduction

I. Company

The name of our company is “Fly Angel” with the tagline “Have wings with us”. We mainly

focus on the quality, comfort and proper hygiene. We are targeting females falling in between 13

years to 45 years whose income ranges from below 20000 to 50000 and above. We are selling

our product at a relatively lower price as we focus on every income level group.

II. Product’s description

We have come up with the sanitary napkin made up of cotton and gauge which can be

disposable. It is feminine hygiene products, including maxi pads, ultra-thin pads. It is designed

for women to provide a feel of dryness during menstruation. It has a cottony soft cover with a

high absorbency to soak the wetness during heavy flow and give long lasting protection. The

stretchable wings in the pads wrap around the panties to keep the pad in place, while the fresh

odorless pearls capture and lock away period odor.

Sanitary napkins are more commonly referred to sanitary pads or simply pads. They come in a

variety of shapes, sizes, thickness, types and materials so that one can decide for themselves

what will best suit your needs. It comes in various types:

a) Panty Liners:

It is the thinnest type of sanitary napkin available. They can be short and slim to

fit into underwear or thongs or they can be long enough to cover a regular pantie.
 b) Regular or Medium Flow:

It is the common type of pad which is available in every store. It is a usually the

same length as a long panty liner but a bit thicker as it need to absorb more

blood and best for days when one is not bleeding heavily.

c) Heavy Flow:

They are not the same as regular or overnight pads. It is a bit longer and thicker

than regular ones .one of the features of this kind of pad is that they have wings

on the bottom of the liner which secure around the sides and outside of the panties

for extra security.

d) Overnight Pads:

They tend to be thickest and offer the most coverage on any type of sanitary

napkin. For sound sleep, this type of pad has very long and wide to cover as they

are extra absorbent and offer more protection than other types of pads.

2. Vision statements:

The Fly Angel team values quality, comfort & proper hygiene. We aim to establish ourselves as

Nepal’s irrefutable leader in the sanitary napkins of high quality, we believe in quality over

quantity.
3. Mission Statements:

Our company produces hygienic and comfort sanitary napkins for the females who can use it

during their menstrual cycle. We aim to offer unprecedented quality, elegantly designed and

comfort sanitary napkins .Our Company’s overall goal is to deliver and meet continuously

changing customer’s requirements of convenience and loyalty aids. Our approach is not to

simply distribute our pads to those in need- we want to create a model that is completely self-

sustaining, so that women we employ may operate independently, indefinitely.

4. Segmentation:

Fly Angel caters to specific age group ranging between 13 years to 45 years. Being a

premium product, Fly Angel will be targeting the young girls and women residing in urban and

semi-urban areas.

Furthermore, For the purpose of identifying all possible segments of buyers which might exist,

we are focusing on the following variables:

i. Geographic:

- All urban and Semi urban cities of Nepal.

ii. Demographic:

- Females who fall in specific age group ranging between 13 years to 45 years.

- All the working female population.

- Students.

- Income Groups with income range from Below 20000 to 50000 and above)
iii. Psychographic:

a. Lifestyle

- Outdoor Oriented,

- Sports oriented,

- Health conscious women,

- Job Holders.

b. Personality

- Compulsive and neatness conscious,

- Outgoing and Gregarious,

- Ambitious and hardworking.

iv. Behavioral:

- Benefits: Quality, economic, freshness, anti-bacterial, high absorbency, gentle on

the skin

- User Status: Regular users

- User rate: Light, medium and heavy

- Readiness stage : Unaware , aware , informed ,interested , desirous , intending to

buy

- Buying behavior: Dissonance reducing, habitual, complex.

- Attitude: Positive, Indifferent.

5. Target:

Fly Angel’s targeted customers would be categorized considering following segments:

I. Geographic
In the initial phase, we will be reaching out to customers residing in urban and

semi urban areas. However, we will be expanding our reach to customers residing in rural

areas as well. In this way, we will be increasing our market share all over Nepal.

II. Demographic
- We will be targeting females belonging to the reproductive age group.

- Those females who are independent and have income sources are also our

targeted customers.

- We will be targeting the females belonging to the lower class population and who

are uneducated as such females tend to get infected from urinary tract infection as

a result of using unhygienic cloth, soil and ashes (as they can’t afford sanitary

napkins because of high price and luxury tax levied on it).

III. Psychographic
We will be targeting the customers who are:

- Compulsive and neatness conscious,

- Outgoing and Gregarious,

- Ambitious and hardworking.

IV. Behavioral
We will be focusing on the quality of the Sanitary Napkins. Similarly, our product

will be economic and affordable. The product would be anti- bacterial and gentle on the skin

as the health and well-being of our customers would be our prime priority. We will be

targeting unaware, uneducated, interested & intending to buy customers.

6. Targeting Strategy
We will be carrying out cost leadership targeting strategy as our product would be

affordable and economical. We will be providing superior and qualitative product at affordable

prices as we value customer’s health and hygiene. Primarily, the major focus would be women

and young girls residing in urban and semi urban areas. However, we will be expanding our

market all over Nepal so that no women have to face hygiene related issues. In order to meet our

targeting strategies we will be conducting workshops and awareness programs in back warded

and rural communities time and again. We will be taking feedback and suggestions from

customers and upgrade our product accordingly.

7. Pricing strategy:
We will be using following pricing strategies for our product:

I. Value based pricing strategy:

We will be setting the prices primarily, but not exclusively, we will set

prices based on the estimated value of our product rather than according to the cost

of the product. Our major focus would be to create customer value. Therefore, we

will ensure that our customers are getting the value for the price they paid for.

II. Penetration based pricing strategy:

We will be attracting our customers by offering the lowest price as our

targeted market segment involves illiterate and unaware women as well. In fact we

will be reaching a wider number of customers by providing comparatively

affordable and economical sanitary napkins.

8. Positioning:

I. Competitors:

Following are the major competitors of our company:

 Whisper,

 Stayfree,

 Sofy Antibacterial,

 Safety,

 Sisters,

 Kotex

 PADelux, etc.

II. Analysis of competitors:

Competitors Strengths

 Very High Durability

 Affordable without sacrificing quality

Whisper
 Available at almost all chemist and drug stores

 Trusted Brand and high customer loyalty

  Safe and comfortable

 The best feature is flexible wings that do not let the

pad move

 Gel-lock technology to convert fluid into gel

Padelux
instantly

 First Nepal-made sanitary napkins launched online

 Appoint Shrinkhala khatiwada, Miss Nepal 2020 as a

Brand ambassador

● High customer loyalty

● Good Brand visibility through Ads on TV, print

media and online media

Stayfree
● Creative, convenient and attractive packaging and

design

III. Weaknesses of competitors:

  Absence in rural market

 High price as luxury tax is levied

 Availability of many alternatives

 Might not meet the expectations of customers

 The market is quite cluttered with very strong Brands such as Whisper and Stayfree

 Companies just rely on TV and print media for promotion, not much online presence

Following are the opportunities in competitors SWOT Analysis:

 Can increase awareness and encourages trials by collaborating with schools, colleges

and woman related seminars and forums

 Advertise product through online medium and social media

 Explore untapped rural market and emerging economies

 Expand product line in rural areas

IV. Threats by competitors

 People feel hesitation while discussing regarding this topic which makes targeting

and positioning difficult

 Strong competition

 Entry of international Brands aggressive advertisement from competitor

V. SWOT Analysis:

The SWOT analysis of Fly Angel is given below:

Strengths Weaknesses

Easy Availability, High Competition,

Affordable, Aggressive advertisements from competitors,
High Quality, Deep-rooted taboos, myths and
Diversification. misinformation regarding periods,
Poverty and inability of women to afford
sanitary napkins.

Opportunities Threats

Tie-up with clinics, hospitals, NGOs, schools Availability of international brands,

and colleges all over the country,
Explore untapped rural markets where
menstrual hygiene awareness is low,
Expansion to new stores (physical as well as
online),
Social and cultural restrictions to talk about
periods freely,
Lack of awareness among uneducated female
population.
 VI. POP (Point Of Parity):

 High quality,

 Disposable,

 Diversification,

 Health and Hygienic consciousness.

VII. POD (Point Of Difference):

 Marketing Tactics,

 Cost,

 Convenience,

 Different Frame of Reference (for e.g. : Whisper focuses on sense of security and

femininity, Stayfree focuses on standing out from the queue, our product will be

focusing on Quality, Comfort and hygiene.)

VIII. Communicating category membership:

We will be conveying brand’s category membership in following ways:

● Announcing category benefits:

We will be frequently announcing category membership and make our users

aware regarding why our product is an ideal and competitive choice for them.

● Comparing to exemplars:
 We will specify category membership by comparing our product with well-known

brands. We will be focusing on customer value and won’t compromise on quality. We

will be providing superior quality products in low prices.

● Relying on the product description:

We will specify category membership by describing our products in a clear and

concise manner to our targeted audiences. We will use simple words so that everyone can

understand what we are trying to communicate. We will use attractive images and focus

on the product's benefits.

IX. Communicating POPs and PODs:

Negatively correlated attributes and benefits such as:

1. Low price vs. high quality

2. Varied vs simple

3. Efficacious vs Mild

4. Ubiquitous vs Exclusive

X. Positioning statement

For the girls belonging to the age group 13 to 45 years, who are outdoor-oriented,

ambitious, hard-working and neatness conscious, Fly Angel provides the sense of safety,

freedom and security. Furthermore, we will be conducting CSR activities once a year with an

intention to serve society and increase our audience reach.

Brand Mantra: Quality, Comfort, Hygiene.

 Tagline: Have wings with us

XI. Perceptual Mapping

High Price

PADelux

Shapers

Low Quality High Quality

Low Price
XII. Bulls-eye
9. Promotion Mix

We will be adopting the following promotional tools for communicating our product to the target

customers:

I. Advertising

We will try to build a ‘pull strategy’ through which our potential customers would be

encouraged to try our product at least once. We will be basically using different forms of

advertisement like print ads in magazines, photoshoot and internet video streaming and

web-based visibility building. However, different social Medias like Facebook, Instagram

will also be used so that customers would be updated with us continuously.

II. Word of Mouth

We will try to create a positive image for our product in the mind of the customers so that

they would have positive perception towards our products and apply word of mouth

strategy. From our side we will be using some of the word of mouth strategy like

 Inspire user-generated content: - We will get our customers to identify our brand with a

unique hashtag on social media, asking our customers to share videos, pictures, and

options in a host of different formats.

 Share reviews and testimonials: - We will ask our customers to write a review, share

video reviews on the internet, implementing a “Star” or product rating feature onto our

website so that customers can offer their opinion with a single click.
  Offer an experience worth talking about: - We will ask customers for their feedback, then

we use that feedback to improve.

III. Direct Marketing

With the intent of technology, we will try to reach our customers directly without any

intermediaries by adopting the following methods:

 Direct mail: - We will send emails and messages to the existing customers if they need to

be informed about the new offerings or the sales promotion schemes. We are also

sending emails to different corporate sectors

 Stalls on local Nepalese Market: - We will be providing schemes like keeping the stalls

of our product in the market.

 Visiting a store

IV. Publicity:

To promote our product through publicity, we have decided to inaugurate with celebrities

such as Asmi Shrestha. We will also be creating publicity through Facebook pages and

Instagram posts.

V. Sponsorship:

We will be sponsoring for the big events like Miss Nepal, sports events or tournaments so

we could promote our product in mass as well.

10. Script for Advertisement

Conversation between 3 people (Dad, daughter and doctor)

Dad: Niyah.... Are u not going to school?

Daughter: Yes, I don't feel well today. I'm not going.

Dad: Do you have any problem?

Daughter: She cries.... She hugs her dad. (Dad knew that she was on her first period as

she was washing her clothes which was full of blood)

Dad: You are becoming a woman dear. You don't have to be afraid. There's nothing to be

afraid of. It is a natural process. Don't worry we will go and consult the doctor.

Doctor: Don't worry little girl. We will provide you our sanitary napkins 'Fly Angel'

which will help to solve your problem. It is soft and awesome to use. You can

easily get it in different shops and it is very cheap. You can read the instructions

provided inside the pad.

Dad and daughter: Thank u so much doctor

11. Conclusion

In an era of social media prevalence, brands can rise and fall within minutes through

positive or negative feedback online. Today, consumers value a brand based on measures that go

beyond product or service. Claiming something and being unable to deliver that you promised

will destroy your brand within a blink of an eye. Customer experience and brand promise are

frequently intertwined – the value of a brand can be easily weakened if customer’s expectations

are not aligned with company’s promises. Thus, we will make sure that our product will be

designed in such a way that it meets the expectations of customers generated through the brand

claiming. Meeting the expectation in today's competitive market is not enough for a brand to

survive for a long term. Therefore, Fly Angel will be proactive in offering comfort, hygiene and

quality sanitary napkins for customers that will delight customers. Marketing battle is not fought

in the market, but it is fought in the mind of customers. Keeping this in mind, we try to create the

brand for Fly Angel in the minds of customers which they perceive as one of the best sanitary

napkins to use.

Fly Angel aims to serve local customers by providing local products in good quality and

at the best price. Since, the phenomenon is not new, it has several competitors such as Whisper,

Stayfree, PADelux, Sofy etc. Some of them are already established brands. Thus, the business

might have to face direct competition from its direct competitors. The major focus is made on

quality, customer satisfaction and overall continuous improvement of the product. We are quite

optimistic that Fly Angel will meet its objectives and mission through its competitive

advantages. For promotion and marketing, we will be focusing highly on social media

promotions, advertisements, and we will be providing discounts on several occasions as well. We

will be conducting workshops as well in rural areas to increase awareness on menstrual hygiene.
Furthermore, we will be creating an official Facebook page, Instagram account, and twitter

account as well to reach a wider audience around the country. We will be staying in touch with

our customers via social networking sites. Similarly, we will launch a FAQ section where our

customers can directly interact and ask us their queries. Since, Fly Angel is a national brand, we

will be providing employment opportunities to local people. We aspire to create more job

opportunities to semi-skilled and uneducated people as well. We will also be contributing

towards CSR activities once in a year with an intention to serve the society as well as to reach a

wider audience. We will be conducting workshops as well as awareness programmes in untapped

rural markets of the country with an aim to raise awareness among women regarding the

infections and health hazards that they will face if they do not use sanitary napkins. We are

affirmative with our strategies to render quality products and satisfy our customer.