Menstrual pad packaging

The business of menstrual pad packaging for men is an emerging global market due to the growing demand and understanding of men's health. This business focuses on packaging designs that help men feel more confident and comfortable when purchasing these products, utilizing environmentally friendly materials.

Business Environment Analysis

Market Competition

- The market for male-specific packaging is not as widespread as it is for female products and is not yet popular in Thailand. MIF brand is one of the pioneers in introducing menstrual pad packaging for men to the market.

Business Opportunities

- Expanding the target audience: There is potential to broaden the market by focusing on new target groups, such as men who need protection from urinary leakage during exercise or those with specific health care needs. Innovation in packaging design can also add value, by creating modern, eco-friendly packaging that instills confidence in men when purchasing these products.

Social and Cultural Acceptance

- The use of menstrual pad packaging for men is still new in many cultures and might be seen as embarrassing. This poses a marketing challenge in encouraging men to accept and openly address this issue. Many men may not be familiar with this type of packaging or may feel it is designed for women, which results in lower market demand.

Sustainability

- The materials used in packaging production are eco-friendly, sustainable, and safe to use. They are also biodegradable.

SWOT Analysis

Strengths

1. Innovative Design : The packaging features modern, attractive designs that can capture more consumer interest.  

2. Quality Maintenance : High-quality packaging helps preserve the hygiene of the product effectively.  

3. Brand Image : Well-designed packaging enhances a confident and modern image for men.

Weaknesses  

1. High Production Costs : Developing high-quality packaging can lead to increased production costs.  

2. Market Knowledge : The male menstrual pad market is still new and may take time to raise awareness.  

3. High Marketing Investment : Significant investment is required for brand building and promotion.  

4. New Product : Consumers may be hesitant to try a new product in this category.

Opportunities

1. Growing Awareness of Hygiene : As men become more conscious of hygiene, the demand for such products increases.  

2. Expanding Distribution Channels : Opportunities include online sales and placement in convenience stores or health shops.  

3. Eco-Friendly Design Trends : Developing sustainable packaging can attract environmentally-conscious customers.

Threats

1. Competition from Established Brands : Competing with well-known brands may make it difficult for consumers to choose this product.  

2. Economic Uncertainty : Economic fluctuations could lead to reduced consumer spending.

Brand Development Goal

Due to online users identifying as men reviewing the use of women's menstrual pads for absorbing sweat in the underarm area and private parts, with continued use showing unexpectedly good results, many reviews were posted online. These reviews revealed that a significant number of men were using the same method, as shown by the feedback and discussions on the platform. As a result, the focus has shifted toward the target group of working men aged 26-40 who are concerned with maintaining their image in social settings. The goal is to initiate the development of packaging specifically for men, featuring a sleek and modern design.

Target Customers and Insight Details

Target Group : Working men aged 26-40

Insights :

1) Lifestyle and Behavior

   • Active Lifestyle : Most working men are energetic, balancing work, exercise, and daily activities like commuting, exercising, or outdoor events. They need products that boost confidence and provide comfort throughout the day.  

   • Health and Cleanliness Awareness : This group prioritizes self-care, including physical health, cleanliness, and hygiene. They are interested in products that promote health and reduce moisture buildup.  

   • Convenience and Efficiency :  Due to their busy schedules and limited time, they prefer products that are easy to use, portable, and simple to apply or replace.

2) Psychological Needs

   • Confidence in Public : Working men seek confidence in their daily lives and work, particularly in personal hygiene and cleanliness. Therefore, packaging for men's menstrual pads should convey confidence and professionalism.  

   • Privacy : Since menstrual pads for men are still a novel concept in society, the packaging should be simple, discreet, and not draw attention, preventing any embarrassment or discomfort when carrying or using the product.  

   • Perceived Value and Image : This group expects products that offer value, have a good image, and meet their needs. They tend to choose products that enhance their appearance and effectively maintain hygiene.

3) Economic Factors

   •  Reasonable Pricing : While working men typically have stable incomes, they still consider value when purchasing products. They are willing to pay more for high-quality items, provided the price is fair in relation to the quality and benefits received.

Packaging Design for Social and Environmental Responsibility of the Brand

The packaging is designed using alternative plant-based paper materials such as rice straw paper. Rice straw is an agricultural waste product that can be efficiently transformed into paper, reducing the need to burn straw and lowering carbon dioxide emissions. Additionally, sustainable and environmentally friendly materials are used, such as recyclable or sustainably sourced resources, which help promote a positive brand image.

Distinctive Packaging Design

   • Masculine Design : The packaging features a strong, simple, and natural design, using colors like blue and white, which represent sincerity and elegance.  

   • Simplicity and Convenience : The packaging is designed to be easy to use, ensuring men feel comfortable and confident when purchasing or using the product, without any sense of awkwardness.

Marketing Activities and Brand Development through Packaging

Marketing activities and brand development through packaging for men's menstrual pads can be a key factor for MIF to differentiate itself and increase product appeal in the market. Using packaging as a branding tool and conducting specific marketing activities to build relationships with the target audience can be done as follows:

1) Advertising 

   • Influencer Marketing & Social Campaigns

     - Collaborate with popular male influencers or health experts to build credibility and promote the product.  

     - Create campaigns focusing on male hygiene, such as educating men on health and hygiene care, using packaging as a medium to communicate these topics. For example, organizing activities on International Men’s Health Day.

   • Omnichannel Marketing

     - E-commerce : Adapt packaging to be suitable for shipping and online channels. Design packaging that is securely wrapped yet easy to open, while also being visually appealing on online platforms.  

     - Retail Presence : Position the packaging prominently on store shelves, ensuring key information is easily visible to encourage purchase decisions. Target placement in convenience stores.

   • Marketing Activities through Packaging  

     - On-Pack Promotions : Packaging can be used for promotions, such as offering product samples or buy-one-get-one deals.  

     - Social Media Integration: Encourage consumer engagement on social media by including hashtags on the packaging, such as promoting product reviews or photo contests with the product.

2) CSR (Corporate Social Responsibility)

   • Sustainability through Packaging  

     - Sustainability Messaging: Use packaging to communicate the brand’s commitment to reducing environmental impact. This will make consumers feel involved in environmental preservation when they purchase the product.

3) PR  

   - Host a grand opening event to launch the brand and raise consumer awareness. Build a positive relationship with consumers and enhance the brand's image and credibility.

Marketing and Brand Performance Measurement

Measuring marketing and brand performance for men's menstrual pad packaging is a relatively new concept since such products are generally more well-known and commonly used by women. However, with societal progress and the increasing acceptance of health for all genders, marketing and branding for men's menstrual pad packaging can be effectively executed with proper planning. The process of measuring marketing and brand performance involves the following steps and key metrics:

1) Sales and Business Growth  

   • Sales : Measure by tracking the number of products sold within a given time frame, comparing it to pre-marketing sales or set targets.  

   • Market Share : Assess the brand's market share in the men's menstrual pad packaging sector compared to competitors.  

   • Sales Growth: Compare sales growth before and after marketing efforts.

2) Brand Awareness

   • Brand Recognition: Use surveys or questionnaires to measure how well consumers recognize or recall the MIF brand compared to competitors.  

   • Search Volume : Analyze the search volume for the brand name or products using tools like Google Analytics.

3) Brand Perception and Image  

   • Customer Surveys : Ask consumers about their feelings or perceptions of the packaging and brand, focusing on perceived quality, trust, and satisfaction.  

   • Sentiment Analysis : Analyze online comments from social media, reviews, or blogs to evaluate MIF’s brand image in society.

4) Customer Engagement 

   • Social Media Engagement : Monitor the number of likes, shares, comments, or interactions on social media platforms.  

   • Website Traffic: Measure the number of visitors to the brand’s website or the men's menstrual pad product page, including visitor behavior like average time spent and conversion rates.

5) Customer Satisfaction and Loyalty

   • Customer Satisfaction Scores : Measure how satisfied customers are with the product or service.  

   • Net Promoter Score (NPS) : Assess the likelihood of customers recommending the product to others.  

   • Repeat Purchases : Measure the number of customers who repurchase the men’s menstrual pads or return for more.

6) Return on Investment (ROI)

   • Marketing Cost : Evaluate the return on investment from advertising, public relations, and promotions by comparing costs to sales or profit gains.  

   • Customer Acquisition Cost (CAC) : Measure the cost of acquiring new customers and compare it to customer lifetime value.

7) Distribution and Market Reach

   • Retail Network Expansion : Examine how widely the product is available across different channels, such as retail stores, online platforms, or department stores.  

   • Market Reach Analysis : Measure the brand’s penetration into new target markets.

Marketing and brand performance measurement for men’s menstrual pads relies on an in-depth understanding of market needs and precise data analysis to develop the brand and sustain its presence in the market.