Procter & Gamble - Femcare Promotion

In 2009, Always was facing decreasing sales in Germany. The maker of female sanitary products was selling a product that was difficult to market, at a higher price than its competitors.

Procter & Gamble – Femcare Promotion

Agency name: FREY.G2 Client name: Procter & Gamble Category: Integrated Communication

BACKGROUND

Marketing for female sanitary products in Germany still proves to be very complex due to different causes. This is also noticeable for Always, the most successful German pads brand in this industry.

One of the most important target groups (especially on medium term) are young and juvenile users at the point of market entry. They are especially hard to reach and to convince.

Always offers no clear product differentiation from other manufacturers i.e. Camelia, has a higher...

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