Sanitary Napkins Situational Analysis

13655 WordsJul 2, 200955 Pages
SITUATION ANALYSIS Introduction Over the years, women have used different forms of feminine protection during their menstrual period such as menstrual aprons, knitted pads, and even rags. In the Philipppines, women used a cotton cloth called the pasadora. Eventually, the disposable pad was born, the first ones appearing to have been first commercially available from around 1895 through Curads and Hartmann's. Disposable pads started with nurses using their wood pulp bandages to catch their menstrual flow, creating a pad that was made from easily obtainable materials and inexpensive enough to throw away after use. Kimberly-Clark‘s Kotex appears to be the first of the early disposable pads to take off in the market. Several of the first…show more content…
This pulled down volume growth to an extent while resulting in faster value movement. A portion of Filipinas of menstrual age have growing appreciation for these products, since they offer a certain value-added appeal, luring some consumers despite its higher price.  However, the demand for these innovative products continues to be challenged by the majority of the Philippine population being increasingly budget conscious going into 2005. As such, the rising popularity of simpler yet cheaper brands stole away from these more expensive brands, boosting volume growth up on the whole, resulting in an overall stronger volume and value growth for sanitary protection in 2005.  Standard towels with wings is tied with ultra-thin towels with wings in terms of posting best volume growth of all sanitary protection in 2005 thanks to wings‘ perceived versatility efficacy on the whole. More Filipinas are switching from non-wing to wing towels, and there are also a portion of new consumers going straight for the wing variants from the get go. An overflow of successful awareness campaigns on the usage of wings even before the review period is to thank for Filipinas‘ increasingly positive perception on wings.  On the whole, ultra-thin towels also fared better than its standard counterparts in both

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