Team 3LEMONators

Ritika Yadav | Sudhir Verma | Ahmer Rizvi

 ISSUE
DEFINITON

“Extremely low penetration and awareness

of reusable cloth napkins among urban and
semi urban women”
 LIFESTYLE BASED SEGMENTATION

COLLEGE STUDENTS &

SCHOOL GIRLS HOUSE WIVES
WORKING WOMEN

Age 13-17 years 18+ years 25+ years

Buyers Mothers Self Self

Mothers / Peer Group /

Influencer Mothers / Sisters Self / Gynaecologist
Gynaecologist

Cognitive Convenience, Utility, Compatibility

Influencer’s advice Price, Convenience, Utility,
Component with skin type

Purchase
NA (Low purchasing power) Active Lifestyle: Problem Solving Inertia Purchasers
Behaviour
 CONSUMER INSIGHTS
• Perceived usage incompatibility
due to impurity associations
• Deep Rooted Cultural Beliefs
should not be aggressively attacked
Common across sub-segments
• Long Development Process
• Use a Foot in the Door
Technique
Irrational Beliefs
Yuck !! Its impure. I cannot
wash it with my hands or dirty
the washing machine
(Common)
The cloth pad will be not
clean, hygienic and odor free
after one simple wash
(Common)
I cannot dispose them at
office or school. What if
someone sees me carrying it
around !! (Common)
Why should I put in so much
effort when the risks to my
health from using DSNs are
not so high?? (Common)
Rational Beliefs
My friends will think I am
some rural chick
(School & College Girls)
I used cloth as a kid. It doesn’t
absorb blood. Wouldn’t stains
be a problem?
(Older Women)
Unique across sub-segments
It will so inconvenient when I
am travelling out of town for
work
(Working Women)
Where will I find the time to do
more laundry everyday and
water as well? (Housewives &
Working Women)
 DESIRED CHANGE
Do
Do not consider Cloth pads as Start considering Cloth pads as
an alternative to DSNs an alternative to DSNs

Think/Feel
Menstrual blood is as pure as any
Menstrual Blood is impure and
other bodily fluid and part of a
dirty and hence washing pads is
normal physiological
a strict no no
phenomenon

Overcome using
Barriers Triggers
Normative Beliefs Concept of Feminism
Lack of information Market Education via humor
Fear of Social Shaming Change Agents
 MARKETING
IDEA
Menstrual
Blood

#I AM PURE CHALLENGE
HUMOUR

Feminism Purity
 GO TO MARKET
Tight Budget Constraint of INR STRATEGY
3 Lakhs; Focus on BTL and TTL marketing to engage customers

CONTENT CREATION AMBASSADORS DISTRIBUTION CHANNELS

Step 2 Step 4

Step 1 Step 5
Step 3
USE OF SOCIAL MEDIA CHANGE AGENTS
& ECOFEMME WEBSITE
CONTENT CREATION
• Use of images, videos and posters to
subtly exaggerate taboos regarding
menstruation, making them sound
baseless and hilarious. Use of QR
codes on posters to direct traffic back
to website

• A call for action to the consumers to

take the “#IAmPure Challenge”, to be
bold and show they’re at their purest
when they are menstruating

• The content stream will comprise of

an average of 2 posts per day

• The theme of deployment will be dry

humour/ sarcasm
 SOCIAL MEDIA ENGAGEMENT
• Content sharing on Eco Femme’s official website,
Social Media Engagement & on social media channels such as Facebook,
twitter, Instagram, Pinterest and YouTube to
Eco Femme GladRags
15960

increase customer engagement

• Partner with high traffic women-friendly pages

such as POPXo.com which are trusted by women
for information and advice
5387

4171

• Announce Weekly Winners of the “#IAmPure

Challenge” on Facebook to create gratification
1100

671
among the customers
377

95
0

F a ceb o o k L ik es Tw i tte r F o l lo w er s P i n t er es t S u b s cr ib er s Y o u Tu b e S u b s cr i b er s

• Encourage and generate discussion threads to

keep conversations going, and facilitate
information sharing

• The key is to ensure real time sync between social

media and the official website
 AMBASSADORS
• Appoint young, feminist stand up
comedians as brand ambassadors to
leverage their customer reach

• Reach out to college students by

appointing Campus Ambassadors,
Aditi Mittal Aditi Mittal Radhika Vaz and conducting campus events by
tying up with Women Empowerment
Clubs/Societies in both
undergraduate and postgraduate
institutions

• Campus Ambassadors can be used to

run targeted email marketing
campaigns
CHANGE AGENTS
Metros & Tier I Cities: Urban
• Collaborate with Street Play groups that perform in colleges and
popular hangout spots that experience High footfall such as Delhi
Haat, Juhu Beach, College Street – Presidency, India Gate

• Theme of the plays will be Feminism

• Eco Femme Posters (Humor + Information + QR Code) and Cloth Pad

Samples will be distributed at the end of the play

Tier II & Tier III Cities: Semi-Urban

• To create awareness in the sub-urban segment, Gynaecologists
running individual clinics can play the key role of influencers
especially for Housewives & Working Women in smaller towns

• Eco Femme Posters will be displayed in the Waiting Areas of

Clinics so that patients can initiate conversations with the doctor &
enquire about the product
 DISTRIBUTION CHANNELS
Traffic Sources (%)
Web Engagement
6 months Ecommerce Channel
Mail 0 Total Visits 9500 • Only 9.5K website visits in 6 months; Website features that need
enhancement: 24/7 Customer Support, Returns & Shipping, Cash on
Social 25.16 Avg. Visit
Duration
2.28 Minutes Delivery, Size Charts
Search 57.03
Pages per
3.45
Referrals 6.37
Visit • List EcoFemme’s products on Ecommerce portals such as Amazon,
Bounce Rate 22.88 % Nykaa under eco-friendly products to enhance visibility & drive sales
Direct 11.44

Tier II & Tier III Cities: Semi-Urban

• In Tier II and III cities, we plan to appoint Female run savings circle
members (commonly called “Committee”) as Indirect Retailers

• Why? Internet Penetration among SEC B2, C, D: 25% (Low)

• Provides access to local market knowledge

• In line with part of Eco Femme’s Vision: Integrating Business with

Social Responsibility
 �
�
THANK YOU
Join the cloth pad revolution!
https://ecofemme.org/
APPENDIX
Why communicating Health Benefits at
this stage is not suitable ??
ECO FEMME
“
SAMPLE
POSTER
IMPURE ? SERIOUSLY ?

EVEN DRACULA HAS HIS

FACTS RIGHT
WHEN HE CAN DRINK IT ,

WHY CAN’T YOU WASH IT ?

 FIGHT THE IRONY

BREAK THE BARRIER

Take the #IAMPURE Challenge
https://ecofemme.org/