MENSTRUAL CUP MARKETING PLAN SUMMARY

SITUATION ANALYSIS

The menstrual cup market is experiencing steady growth due to increasing awareness of eco-friendly
and sustainable menstrual care options. Women between the ages of 18 and 45 are the primary target
audience, seeking cost-effective and hygienic alternatives to traditional disposable products. While the
market is still relatively nascent, there is a growing interest in menstrual cups in urban and semi-urban
areas. Key competitors include established brands and new entrants, each emphasizing unique
features and benefits. Educational campaigns and online presence play a crucial role in overcoming
misconceptions and driving adoption among environmentally conscious consumers.

OBJECTIVES

To provide women with a sustainable and eco-friendly menstrual care option that reduces
environmental impact and promotes long-term cost savings.

To improve women's access to a safe and hygienic menstrual product, enhancing their overall health
and well-being while breaking cultural taboos and promoting menstrual hygiene awareness.

MARKETING STRATEGIES

Implement a comprehensive digital marketing campaign, utilizing social media, influencer

collaborations, and targeted online ads, to raise awareness about the benefits of menstrual cups among
the target audience.

Conduct educational workshops and webinars to educate women about menstrual cup usage, address
common misconceptions, and foster a positive perception towards this sustainable menstrual care
option.

ACTION PLAN

The action plan for launching the menstrual cup in India involves conducting thorough
market research to understand consumer preferences and competitor landscape. Product
development will focus on creating a high-quality and comfortable menstrual cup in various
sizes. A compelling brand identity and packaging will be designed to communicate eco-
friendly benefits. Regulatory compliance will ensure adherence to health and safety
regulations. The online presence will be established through a user-friendly website and
social media engagement. Educational campaigns including workshops, webinars, and social
media content will promote the product benefits and proper usage. Retail partnerships will be
formed to expand product availability. The launch event will be organized to create
excitement and media coverage. Continuous monitoring of sales, customer feedback, and
market response will inform future adjustments.

FINANCIAL ANALYSIS AND EXPECTED RESULTS

The expected first-year sales for the menstrual cup are projected to reach ₹1.7Crores. With an initial
investment of ₹36.2 Lakhs, the financial analysis indicates a positive return on investment and a
promising growth outlook.

CONTINGENCY PLANS

If the competition increases advertising or our sales are less than expected, we are prepared to add as
much ₹20 Lakhs to our advertising budget.

DIVACUP - THE MARKET PLAN

Situation Analysis

The menstrual cup market is experiencing steady growth, driven by increasing awareness of
environmental sustainability and health benefits. Women are seeking eco-friendly and cost-
effective alternatives to traditional menstrual products. The market offers opportunities for
innovative menstrual cup designs catering to women of diverse age groups. However, cultural
taboos and lack of awareness in some regions may pose challenges. The potential for growth
lies in providing high-quality menstrual cups in various styles, targeting environmentally
conscious women in both urban and semi-urban areas.

Market Analysis of Menstrual Cups in India:

Market Segment by Age:

The primary market segment for menstrual cups in India includes women between the ages of
18 and 45. This age group is more likely to be environmentally conscious and open to trying
sustainable menstrual care options. Younger women are increasingly adopting menstrual cups
due to health and environmental concerns, while older women may be attracted to the cost-
effectiveness and convenience.

Sales by Region:

Sales of menstrual cups are concentrated in urban areas, especially in major metropolitan
cities like Delhi, Mumbai, Bangalore, and Kolkata. These regions have a higher awareness of
eco-friendly options and better access to menstrual cup products through online platforms and
specialized stores. Semi-urban areas and smaller towns are showing potential for growth as
awareness campaigns and product availability increase. However, rural areas still have
limited exposure to menstrual cups due to cultural barriers and lack of accessibility.

Competitive Analysis

unique features and benefits of our menstrual cup, such as superior comfort, medical-grade silicone,
and leak-proof design, differentiating it from other brands in the market.

Analyse the pricing of competitors' menstrual cups to position our product competitively, considering
factors like quality, materials, and durability to offer the best value to customers.

Identify key competitors such as DivaCup, Intimina, OrganiCup, Evacup etc.

Company Analysis

Our company, [Your Company Name], is a [Year of Establishment]-founded brand with a mission to
provide innovative and eco-friendly feminine hygiene solutions. Our new product, the menstrual cup,
is a comfortable and reusable alternative to traditional menstrual products like pads and tampons.

We forecast strong sales growth, considering production costs, marketing expenses, and expected
revenue to ensure financial success.

Action plan

Promotion

Promoting a new menstrual cup product can be an exciting challenge. To effectively market the
product and reach your target audience.

Menstrual cups might be a new concept for some people, so start by creating informative content.
This could include info graphics, and videos that explain the benefits of using menstrual cups, how to
use them correctly, their environmental advantages over disposable products, and how they can save
money in the long run.
Distribution

Visit our website (www.menstrualcuprevolution.com/distributor) and fill out the distributor

application form with your contact details, business information, and preferred territory.

Set up an e-commerce platform, such as our own website or a specialized online marketplace, to sell
the menstrual cup directly to consumers. This will allow you to reach a global audience and have full
control over the product presentation, pricing, and customer service.

Form partnerships with gynaecologists and obstetricians to recommend and sell our menstrual cup
directly to their patients

in addition to selling directly from your website, list the menstrual cup on popular online
marketplaces like Amazon, eBay, and Etsy.

Price

Our Menstrual Cup is priced at only $XX (original price $XX), making it an affordable and valuable
investment for years to come.

For a limited time, the first 100 customers will receive an additional 10% discount on their purchase,
bringing the total price down to $XX.

Avail of our bulk purchase offer: Buy 3 Menstrual Cups and get the 4th one at 50% off!

Product

Introducing our brand-new Menstrual Cup in feminine hygiene that will transform the way you
experience your period. Our Menstrual Cup is made from high-quality, medical-grade silicone that
ensures maximum comfort during wear. With proper care, one Menstrual Cup can last up to 10 years.
Imagine the savings you'll make compared to monthly expenses on disposable products! Whether
you're traveling, swimming, or engaging in physical activities, our Menstrual Cup is there to support
you throughout your day.

Marketing strategies

Empower women with our eco-friendly menstrual cup through targeted digital campaigns, influencer
partnerships, and educational content, revolutionizing feminine hygiene while promoting
sustainability.

SWOT Analysis

Strengths:

1. Eco-Friendly: Menstrual cups are reusable and significantly reduce waste compared to disposable
menstrual products, appealing to environmentally conscious consumers.
2. Cost-Effective: The long lifespan of menstrual cups (usually several years) can save users money
over time, making them an attractive option for budget-conscious individuals.

3. Health Benefits: Menstrual cups are made from medical-grade silicone or other safe materials,
reducing the risk of allergies and irritation associated with some disposable products.

4. Convenience: Menstrual cups can be worn for up to 12 hours, providing longer-lasting protection
than tampons or pads, which need more frequent changes.

5. Discreet and Odor-Free: Menstrual cups do not emit odors like some disposable products,
providing a more discreet and comfortable experience during menstruation.

Weaknesses:

1. Learning Curve: Some users may find it challenging to insert and remove the menstrual cup
correctly during the initial use, leading to a learning curve.

2. Limited Awareness: Menstrual cups are still relatively new in some markets, leading to low
awareness among potential consumers.

3. Cultural Stigma: In certain cultures, there might be a stigma or discomfort associated with using
menstrual cups, hindering widespread adoption.

Opportunities:

1. Growing Market: As more people become environmentally conscious and seek sustainable options,
the demand for eco-friendly menstrual products, including menstrual cups, is on the rise.

2. Health and Wellness Trends: The increasing focus on health and wellness presents an opportunity to
position the menstrual cup as a safe and hygienic menstrual product.

3. Educational Campaigns: Investing in educational campaigns and awareness programs can help
overcome misconceptions and promote the benefits of using menstrual cups.

Threats:

1 Established Competitors: The market for menstrual cups might have established brands with a loyal
customer base, making it challenging for a new product to gain market share.

2. Disposable Product Dominance: Disposable menstrual products (tampons and pads) have long been
the norm, and their popularity might pose a challenge to widespread menstrual cup adoption.
3. Imitation and Counterfeit Products: The rise of counterfeit products may damage the reputation and
trust in the market, making it crucial to ensure product authenticity.

To address the weaknesses and threats and leverage the strengths and opportunities, the marketing
plan should focus on educational campaigns, emphasizing the environmental benefits, cost-
effectiveness, and health advantages of using the menstrual cup. Collaborating with influencers,
health professionals, and eco-conscious organizations can help increase awareness and drive adoption
of the new menstrual cup product. Additionally, investing in product packaging and branding that
communicates the product's safety and quality can help build trust among potential customers.

Advertising and Voice:

The advertising campaign for the menstrual cup product should be designed to resonate with the target
audience, primarily women of different age groups. The voice used in the advertising should be
friendly, enthusiastic, and empowering. The aim is to create a positive and relatable image of the
product that emphasizes its benefits, such as comfort, sustainability, and cost-effectiveness. The
visuals should be diverse, showing women from various backgrounds, engaging in daily activities
without disruptions from their periods.

Financial Analysis and Expected Results:

A thorough financial analysis should be conducted before and after the advertising campaign to assess
its impact on the company's financial results. Key performance indicators (KPIs) to monitor include:

Sales Revenue: Measure the increase in sales revenue during and after the advertising campaign.
Compare it to previous periods to gauge its effectiveness.

Market Share: Monitor changes in market share to evaluate if the advertising campaign helped the
company gain a competitive advantage.

Return on Investment (ROI): Calculate the ROI of the advertising campaign by comparing the
advertising costs to the increase in revenue attributed to the campaign.

Customer Acquisition Cost (CAC): Determine the cost of acquiring new customers through the
campaign to ensure it remains within an acceptable range.

Brand Awareness: Conduct surveys or studies to measure any improvements in brand awareness and
brand perception among the target audience.

Contingency Plans - Impact of Advertising Levels on Financial Results:

It's essential to have contingency plans in place to address potential outcomes based on different
advertising investment levels. These plans can include:

Optimizing Advertising Spend: Monitor the initial performance of the campaign closely and adjust
advertising spend accordingly. If initial results are positive, consider increasing the budget to
capitalize on the momentum. If the results are not as expected, optimize the campaign before
committing further resources.

Explore Different Marketing Channels: If the advertising campaign does not yield the desired
results, consider exploring different marketing channels to reach the target audience effectively. This
may involve digital marketing, influencer partnerships, or targeted social media campaigns.

Promotional Offers: Introduce promotional offers or discounts to attract more customers and
encourage them to try the product, especially if the advertising campaign fails to drive sufficient sales.

Reassess Target Audience: If the advertising campaign struggles to connect with the target audience,
reassess and refine the messaging and visuals to ensure they resonate better with potential customers.

Invest in Market Research: Conduct market research to understand customer preferences, pain
points, and competitors' strategies. This information can help in crafting more effective advertising
campaigns.

By having well-defined contingency plans in place, the company can adapt to different scenarios and
minimize potential risks associated with the advertising investment. Regularly reviewing and
analysing the financial results will provide valuable insights for ongoing improvements and decision-
making.