Mimi

The product that our brand will present in this project is sanitary pads, inspired by the fact that during our menstrual periods, we often need to purchase two to three packs or more each month, which results in a significant amount of plastic waste. Additionally, there are other issues, such as when menstruation starts unexpectedly while we are out and about, leading us to either buy more or borrow from someone else. Carrying sanitary pads with obvious packaging can make consumers feel uncomfortable when they have to walk around with them. Our brand aims to address these problems.

Business environment analysis.

1. Strengths

-Our brand has a distinctive identity that sets it apart from other sanitary pads in the market, creating a unique experience for users. This includes:

-Supportive Application We offer an app that provides information and tools to help women manage their menstrual cycles, enhancing their confidence during this time.

- Creating a Supportive Experience We focus on ensuring that users feel comfortable and confident during their menstrual periods, offering relevant information and support.

 2. Weaknesses

-Entering the sanitary pad market initially may involve higher prices compared to other brands due to the quality of materials used.

-The product line may offer a greater variety of sanitary pad types, which could lead to confusion for consumers who are accustomed to simpler options.

 3. Opportunities

-There are significant opportunities for market expansion in department stores, convenience stores, and other platforms.

-Recommendations from satisfied users can help promote our products, encouraging word-of-mouth referrals that can further broaden our market reach.

4. Thread

-Competition in the sanitary pad industry is intense, and consumers may prioritize unique features over packaging. This can make it challenging for our brand to differentiate itself and capture the attention of potential customers who are focused on product performance and innovation.

Setting Brand Development Goals.

 1. Brand Identity

Our brand identity is characterized by brightness, cuteness, and friendliness towards teenage girls. We consistently design our packaging to be colorful and attractive, with soft and rounded shapes that resonate with our target audience while maintaining high product quality.

2. Product Design

Our products use high-quality paper that is clean and recyclable. The paper can be repurposed into items like wrappers for sanitary pads. Additionally, our products feature functionality for convenient storage of sanitary pads. The lightweight paper is easy to carry and is treated to withstand moisture, preventing it from becoming wet or torn. We also incorporate beautiful patterns to boost consumer confidence when carrying the product in public.

3. Marketing Strategy

Initially, we will sell our products through department stores and convenience stores to attract customer interest through our packaging. We will advertise on social media platforms like YouTube and Instagram. We’ll also distribute trial products to consumers at schools and public areas to increase brand awareness.

In the second phase, we will shift focus to online sales through our app, offering subscription packages for monthly or quarterly purchases. This approach will help foster customer loyalty while continuing our social initiatives, such as distributing sanitary pads, to reinforce our brand's commitment to empowering women during their menstrual cycle.

4. Customer Relationship Building

As mentioned earlier, distributing sanitary pads will not only help us enter the market but also strengthen our relationship with customers and create a positive perception of our brand. Additionally, the customer service within our app will facilitate easier access to our brand, allowing customers to enjoy new experiences while helping us gather valuable insights into their needs for future product development.

Defining target customers and details of target group insights.

Segmentation - We have segmented the market based on gender and age, focusing on women ages 13-19 who already have menstruation.

Target - By selecting this target group, we have further narrowed it down to individuals with similar behaviors, preferences, and tastes. We conducted surveys among our target audience, which revealed that they are women who appreciate colorful products, enjoy collecting items, and seek convenience in their daily lives.

Brand Positioning - Our brand aims to stand out with vibrant and attractive packaging, incorporating additional features that enhance the user experience while maintaining product quality.

When comparing our brand with others like Sofy, L'oreal, and Elis, the following framework highlights our unique advantages:

After we clearly defined our target audience, we compiled user information into a persona profile as follows:

Packaging design for society and the environment of the brand, and the products

We have developed an application that serves as an enhancement to increase the experience of using the products. The website will feature the following layout

1. Notifications: During menstruation, there will be daily reminders, such as "Have you brought your sanitary pads today?" or "Are you experiencing cramps? If so, don't forget to bring your medication.

2. Table of Contents

3. Home Page: This is the application's main page where users can access different sections.

4. Product Sales Page: This page will display products and various promotions.

5. Educational Page about Menstruation: Currently, we have a total of three characters featured on this page

6. Calendar: This feature allows users to record the dates of their menstrual cycle. Additionally, the system will help calculate the likely dates for the next menstrual cycle. Our app's calendar also allows users to add personal schedules, such as class timetables, doctor appointments, and personal activities. It can also link to the iOS calendar or Google Calendar.

You can try out the application using the link below.

Application

Marketing Activities and Brand Development Through Packaging

1. Social Activities

There is a growing demand for free sanitary pad distribution in public areas, which aligns well with our brand's mission. We recognize this as a beneficial social initiative that allows women without access to sanitary products during their menstrual cycle to obtain them in emergencies. Additionally, this provides an opportunity for consumers to try our products. We plan to use our three-month packaging, which contains 84 pads, to place in various educational institutions. The unique design of our packaging will help consumers remember our brand's appearance.

2. Packaging Designs

Our brand offers a variety of packaging designs for those who enjoy collecting items. We will continuously release new patterns for different festivals and collaborate with artists or characters that resonate with our target audience. This not only enhances the appeal of our products but also encourages brand loyalty among consumers who appreciate creativity and uniqueness.

Measuring Marketing and Brand Performance

-Brand Awareness

The initial focus is on maximizing the visibility of our brand's strengths, particularly through our unique packaging. This serves as the starting point for consumers to get to know our brand, whether it's through product placement on supermarket shelves or other retail environments. Following this, we will employ various marketing activities to boost sales. In the early stages, we will prioritize in-store sales. Once we achieve our initial sales targets, we will expand to online sales through subscription models.

-Consumer Engagement

To enhance accessibility and engagement, our brand has developed a website and an application that allow consumers to order products conveniently. These platforms also create an interactive experience with the brand, featuring a menstrual tracking system and educational resources about menstruation.

-Brand Loyalty

We plan to introduce a subscription model where consumers can choose delivery frequency, ranging from monthly to quarterly. This caters to those who may not have time to shop or may forget to stock up. Additionally, for consumers who prefer not to buy in bulk, this option provides convenience.

In the future, we aim to allow consumers to customize the quantity, types, and features of products they receive each month. Our goal is for consumers to associate our brand with freshness and vibrancy while ensuring high product quality.