Marketing Plan for

CarefreeAnne Hilario

08June13

Daily Freshness for the Women and Teens...

Carefree’s primary target market are women who wants to have that everyday panty fresh feeling.

• 13 - 50 yo Class AB and C

• Teens / Women (students, working, professionals, moms, sisters)

• Teens / Women who loves outdoor activities, who are active, who spend most of their time outside their homes.

• Teens / Women who prefer to use a super thin pad on the light flow of their period.

Needs, Wants & Demand

• Women need to feel clean, fresh, and dry to be confident in every activity that they do.

• Women prefer to use carefree due to its dry & odor control capability, trusted brand, packaging, color, and promise of Fresh feeling everyday.

• Women demand comfort and dry feeling everyday.

Competitors

Product benefit positioning

“Only Carefree, the #1 liner, gives you that everyday fresh panty feeling”

• Carefree® Breathable gives you daily breathable comfort in a thicker liner. • Carefree® Healthy Fresh has tea tree extracts for unbeatable 8-hour odor

control.• Carefree® Barely There™ is made of a cloth-like cover that you'll think it's

part of your underwear.• Carefree® Super Dry gives you extra protection from wetness on heavy

discharge days. • Carefree® Super Dry Longs has 20% extra coverage for maximum

confidence. • Acti-Fresh™ liners provide 2x more breathability and quickly absorbs 3x

more fluid than

regular ultra thin liners

Carefree Variants

Differentiation from competitor

• Carefree is the only liner with Odor Control that gives Instant Freshness for up to 6 hours

Addressable market

Despite the competitor's strategy on recruitment by addressing price barrier, penetration still holds low percentage at 66% and there is still room to further grow the Category.

Carefree Market size

Carefree remains to be the dominant market leader in the growing Liner Category at 46% Market share.

BTL efforts Total Women’s Health Category Management

BTL Efforts

Campaigns & Events

http://www.youtube.com/watch?v=KT99FQxChsY

Competitor efforts top 2 only

•Lower Pricing

•Aggressive TVC’s

Carefree Distribution Channels

• Supermarket• Groceries• Drugstores• Sari-sari Stores• Department Stores

Challenges for carefree moving forward

• Liner usage still holds low penetration rate at 66%, moreso, a lower percentage of everyday usage since women especially teens still use liners only on their pre/post menstrual period. Awareness and relevance of everyday usage still holds a big opportunity.

• Carefree being the market leader, can address these barriers via effective TVC and in store merchanidisng.

Reference

• http://www.corinthian.co.id/products/detail/2010-07.pdf

• http://www.carefreeliners.com/faqs

• https://www.facebook.com/CarefreePH