Panty Pad: Marketing Menstrual Pads to the Japanese Market

Research Paper (undergraduate) , 2009 , 57 Pages , Grade: 1

Communications - Public Relations, Advertising, Marketing, Social Media

This book presents a new innovative version of menstrual pads – Panty
Pad, and illustrates how it can be marketed in Japan. The rationale behind this innovative invention is to provide superior customer value in terms of convenience, comfort, fashion, and economical pricing. Panty Pad is a product in which a menstrual pad is sewn intact onto a soft cotton long-lasting disposable panty. The design of this offering is in a low cut cutting which aims to keep the panty unseen even though the user is wearing a low-cut pants or skirt.
In addition, there would be some fragrance in the pad to prevent any bad odour from long-hour wearing.
The first half of this book presents an in-depth and extensive environmental analysis of Japan including any possible impact of the current financial crisis as groundwork for marketing menstrual pads. Accordingly, analyses presented in the first half of this book would focus on how attractive are the economic environment, cultural environment, and political and legal environment of Japan in providing a marketing opportunity success for Panty Pad. This analysis would also account for any potential impact of the current financial crisis towards Panty Pad’s sustainable competitiveness in the Japanese market.

Inhaltsverzeichnis (Table of Contents)

• 1.0 Introduction
• 2.0 The Marketing Environment
• 2.1 The Economic Environment
• 2.2 The Cultural Environment
• 2.3 The Political and Legal Environment
• 2.4 Concluding Remarks on the Marketing Environment
• 3.0 The Marketing Strategy
• 3.1 Description of Target Market
• 3.2 Positioning Strategy
• 3.3 Marketing Mix Strategy
• 3.3.1 Product Strategy
• 3.3.1.1 Packaging Components
• 3.3.1.2 Support Services Components
• 3.3.2 Pricing Strategy
• 3.3.3 Place Strategy
• 3.3.3.1 Mode of Entry
• 3.3.3.2 Product Distribution
• 3.3.4 Promotional Strategy
• 3.3.4.1 Panty Pad and Push Strategies
• 3.3.4.2 Panty Pad and Pull Strategies
• 3.4 Concluding Remarks on the Marketing Strategy

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This book explores the potential for marketing an innovative menstrual pad, Panty Pad, to the Japanese market. It aims to demonstrate how Panty Pad, which combines a menstrual pad with a disposable panty, can provide superior customer value through its convenience, comfort, fashion, and economical pricing. The book analyzes the Japanese marketing environment, focusing on its economic, cultural, and political-legal dimensions, including potential impacts of the financial crisis on Panty Pad's competitiveness. The analysis extends to a comprehensive marketing strategy for Panty Pad, encompassing target market identification, positioning, and a detailed examination of the marketing mix (product, price, place, and promotion).
• Marketing an innovative menstrual pad product
• Analyzing the Japanese market environment
• Developing a comprehensive marketing strategy for Panty Pad
• Exploring the impact of the financial crisis on Panty Pad's competitiveness
• Providing superior customer value through convenience, comfort, fashion, and price

Zusammenfassung der Kapitel (Chapter Summaries)

The book begins with an introduction that outlines the rationale for developing and marketing Panty Pad, highlighting its unique features and potential advantages. It then dives into a comprehensive analysis of the Japanese market environment, examining the economic landscape, cultural factors, and the political and legal environment, considering the potential impact of the ongoing financial crisis. The analysis concludes with a discussion on the implications of the environment for Panty Pad's marketing success. The third chapter delves into the development of a marketing strategy for Panty Pad, including a description of the target market, positioning strategy, and a detailed exploration of the marketing mix. This chapter includes an in-depth examination of product strategy, pricing strategy, place strategy (including mode of entry and distribution), and promotional strategies, highlighting the potential benefits of push and pull strategies for Panty Pad.

Schlüsselwörter (Keywords)

The core keywords and concepts explored in this book include menstrual pad, Panty Pad, marketing strategy, Japanese market, economic environment, cultural environment, political and legal environment, financial crisis, target market, positioning, product strategy, pricing strategy, place strategy, promotional strategy, push strategy, pull strategy, customer value, convenience, comfort, fashion, and price.

• College: Monash University Malaysia, Sunway Campus
• Grade: 1
• Author: Weng Marc Lim (Author)
• Publication Year: 2009
• Pages: 57
• Catalog Number: V188582
• ISBN (eBook): 9783656123392
• ISBN (Book): 9783656124221
• Language: English
• Tags: Panty Pad, Menstrual pad, Japan, Marketing, Monash University, Weng Marc Lim