Question

Topic: Advertising/PR

Sales Promotion Ideas To Sell Feminine Hygiene

Posted by Anonymous on 9/1/2011 at 8:52 AM ET 250 Points
I am brand manager for feminine hygiene. Our brand is current 3rd or 4th on the market (but we were already 2nd).

This year we had some price promotions (discounts), but were not so successful (price is not so important in this category, because shelf sanitary napkins are not like expensive product - 1,5€ /pocket and girls prefer quality, not lower price).

So for 2nd half of year I would like to make one innovative sales promotion, but not like price reduction (discounts). I am thinking of free gift, but then I have to make 3 pockets of product, so I can get enough profit, to cover gift. And 3 pocket are a lot - for some girls for 3 months so I am afraid that we will request too much for 1 gift.

For any ideas how to improve sales of feminine hygiene (sanitary napkins / pads) I will be grateful.

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RESPONSES

  • Posted by marina.takejame on 9/1/2011 at 9:24 AM Accepted
    do you sell only locally?
    if you sold abroad, I would suggest a case so ladies can carry the pads in their purse for any emergency. I say that would be useful here since many public toilets do not provide toilet papers.

  • Posted on 9/1/2011 at 9:29 AM Author
    We sell only in Slovenia for now.

    Case for a gift has at the moment already one of other brands (Libresse), so I would like to offer something new.

    Anyway thank you for quick response:)
  • Posted by c_gabriel99 on 9/3/2011 at 10:00 AM Accepted
    The case is a great idea. Offer a prettier or more discrete case. Or sell the napkins in a case that can be used.

    Satin/silk/satchel that a woman can slide into purse. With draw string (more discrete than a case...women in bathroom can't hear case open/close which enhances privacy). Key is to disguise the napkin.

    Market how more absorbent your napkins are in comparison to competition. J&J marketed their napkins showing they could hold a pitcher of water (although their true intent was to market to the incontinent crowd that didn't want to buy diapers...which is a huge market by the way). Consider putting a pitcher

    Show active (trampoline) women on box.

    Say "new technology" that is more absorbent.


  • Posted by Jay Hamilton-Roth on 9/3/2011 at 9:09 PM Accepted
    How about putting a "magic ticket" inside a random package (or a number of packages)? The ticket could be for groceries for a year, or a weekend away, etc.
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