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Topic: Strategy

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This question has been answered, and points have been awarded.

Brand Name For Sanitary Napkin

Posted by Anonymous on 25 Points
We are launching a new brand in sanitary napkin.n The product is going to be superior than existing players in market and come with a competitive price.
Our target audience will be young women in rural and urban India (middle class,lower middle class).
Product features - comfort,longer duration usage,absorption capacity double than the existing players,medically will have soothing effect.
Request the experts here to suggest some good brand names.

  • Posted by mgoodman on Accepted
    I have worked in this category in the United States, and the brand name/positioning needs to reflect the primary benefit your consumers can expect. You have listed at least 5 features/benefits, but there doesn't seem to be a single core benefit that would make you appear different from everyone else. Example: Greater absorbency usually connotes less comfort, so it's going to be difficult to be seen as superior in both. All brands promise absorbency. Is longer duration usage really something consumers want? Etc.

    Have you conducted market research among your target audience to see what they like/dislike about current brands and what concepts and unmet needs are top-of-mind for them? If not, that should be your next step. And pay special attention to the words THEY use.

    Who the competition? How are they positioned? Usually "confidence" is a good positioning (unless a competitive brand has preempted it). "Even on your most active days" is another one. But it all depends on what your prospective consumers have to say. Talk with them.
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!


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