Tambrands is a company who has flourished throughout North America and Europe yet it has faced many barriers that have prevented it from growing due to increased competition and its incapability to expand internationally. Tambrands specifically produces tampons and most of its sales are generated by the United States. Approximately 45% of Tambrands sales come from the U. S. yet Tambrands competes with companies such as Playtex and Kimberly-Clark. It is difficult to gain new customers in the U. S. since 70% of women already use tampons.
Yet there is a huge opportunity for Tambrands to grow internationally. In order to expand internationally Tambrands has divided the world into three different segments based on how resistant women are to using tampons. Tambrands’s goal is to “market to each cluster in a similar way. ” These clusters include women who already use tampons and feel like they already know everything about the product, areas in which half the population already use tampons yet some concerns about virginity exist, and women who don’t know how to use a tampon and also believe in the virginity myth.
With the possibility to grow and expand across international borders Tambrands was left without leverage to take on such a project. Tambrands approached Procter & Gamble about buying out the company. They decided to sell the company to Procter & Gamble due to their recent success in acquiring and selling products across the world. With the established leverage that Procter & Gamble can provide Tambrands will be enabled to reach its full potential. P&G has targeted countries like Mexico and Venezuela and have conducted many focus groups on how to best offer and educate the needs of the women in those target markets.
The Business plan on Procter & Gamble
Procter & Gamble Co., also known as P&G, is an American multinational consumer goods company headquartered in downtown Cincinnati, Ohio, United States, founded by William Procter and James Gamble, both from the United Kingdom. Its products include pet foods, cleaning agents, and personal care products. William Procter, a candle maker, and James Gamble, a soap maker, both born in the United ...
They take on challenges such as the virginity myth by educating women through demonstrations. Not only is P&G educating women in Latin America they have also established websites and partnered with the HERO foundation which is designed to help girls in Africa receive a better chance at an education. 1. I believe Tambrands made the correct decision by becoming a part of Procter & Gamble. With limiting market share due to increased competition in the United States, Tambrands did not have the opportunity to further develop.
And with limited resources Tambrands’ did not have the capability to market internationally. With the acquired growth of Procter & Gamble’s recent international marketing Tambrands will have the opportunity to reach those international markets and continue to grow overseas. 2. Tambrands goal is to create a more consistent image for its tampons by marketing to each cluster in a similar way. While Tambrands’s advertising messages differs widely from country to country Tambrands insists on having the same tagline “Tampax Women Know.
” Although Tambrands’s is attempting to educate women around the world about their product I believe that the best option for Tambrands is to continue to segment their possible consumers, and provide a different marketing approach to each segmented population or cluster. The overall idea about tampons differs from country to country and even if each cluster is educated it will require a lot of time and effort to break the myths about tampons. And the same marketing approach will may lack consistency from country to country.
I believe it is best to study the culture of the population that Tambrands would like to market their product to, and develop a unique marketing mix for each foreign market they intend to enter. A unique marketing mix will allow Tambrands to acquire more consumers in that country and gain a larger market share than if they were to use the same marketing mix for all foreign markets. 3. Cultural Resistance: Cluster 1: Women in this cluster are more educated on the use of tampons yet some feel that this product is uncomfortable to use.
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A possible approach to overcoming cultural resistance when marketing this product to women in this cluster would be to; show women the added benefits of using tampons and how comfortable they can be. Cluster 2: Cultural resistance in this group includes the myth of losing virginity by using tampons. Many people in this group see tampons as an unnatural product. In order to overcome the virginity issue in women of this cluster Tambrands should educate women on the use of tampons and reassure that this product is safe to use. Reassurance from experts such as gynecologists and doctors should be encouraged.
Sex education in schools can also serve as a gateway for the assertion of the safety of this product. Educating women at a young age will help suppress cultural resistance. Cluster 3: Women in this group also believe in the virginity myth and are uncomfortable discussing these types of products. Most women in this cluster are also unaware of how to use this product. In order to overcome resistance in these cultures it is important to educate women first since a vast majority of these women do not know how to use the product.
It is important to not only educate them on the use of the product but on hygienic and personal sexual education as well. It is important to target young women since they are the future users of the product. It will also be easier to convert the opinions of young women as opposed to the ideas that older women have grown up with. Targeting schools will be the best approach to educate women about tampons. 4. The best approach to reach the goal of “marketing to each cluster in a similar way ” is education. Most of the women are terrified by the virginity myth and are resistant due to taboo and lack of education about tampons.
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Since the early 1900 s, Black women have had a fascination with their hair. More explicitly, they have had a fascination with straightening their hair. The need to be accepted by the majority class has caused them to do so. Though the image of straight hair as being better than coarse hair still hasn't left the Black community, there has been a surge of non straight hairstyles since the nineteen ...
If women are educated on how to use the product and the benefits of it then it is possible to market to the clusters in an educational way among most if not all countries. 5. I believe that most Latin American cultures share a lot of the same values and principles. P&G should continue educating these women in Brazil and apply the same model. However, P&G should be precautious of how they will spread their message. Some cultures are more resistant when it comes to talking about personal hygiene and puberty. 6.
I believe that the education that comes along with the use of Tampax tampons will help women achieve a better notion of their body. Especially those women who live in third world countries. It will also encourage health among young women. However, I am unsure of how tampons will create a cleanlier source of water, and a longer life. The help that the Protecting Futures program is providing in Africa is an outstanding way to educate these young women and it encourage these young women to stay in school. It is also a good way for P&G to market their product for future use.
