MUMBAI: Procter & Gamble (P&G) has always played in the premium segment of the sanitary napkin market. But now it is entering the mass market with the launch of Whisper Choice, priced at Rs 26 for 10 pads.
Already in battle with Johnson & Johnson’s (J&J) Carefree in the top end, P&G will now fight it out in the volume business where Stayfree is the main player. J&J’s Stayfree is priced at Rs 23 for a pack of 10.
There are other strong brands in this segment. Kimberley Clarke Lever’s Kotex comes in a pack of eight or 15 for Rs 28 and Rs 48 respectively. Gufic Biosciences Limited’s Shapers, on the other hand, is the cheapest and is priced at Rs 20 for a pack of 10.
Though Whisper Choice is priced higher than Stayfree, P&G trusts the premium image of flagship brand Whisper will give it an immediate advantage. Even in the upper segment, Whisper is priced at Rs 60 while Carefree is available for Rs 57.
Competing at one price point had kept P&G out of the market where most of the consumption was taking place. With the tagline ‘Great Protection, Affordable Price’ and the introductory price of Rs 26, the company expects Whisper Choice to eat into the market share of others competing in this segment.
“It was essential for them to get into the mass segment,” says an analyst who has been tracking the company.
Endorsing Whisper Choice will be real life mother-daughter duo Tanuja and Tanishaa. The ads will revolve around the mother-daughter relationship and the choice that a mother can give her daughter.
At the launch of Whisper Choice, Tanuja shared some of the unique choices she has made in her life and the constant support and encouragement she received from her mother as she made the choice to be an actor, and how she gave Kajol and Tanishaa similar choices in their film and personal lives.
P&G ASEAN-Australasia-India (AAI) region general manager (Baby Care and Feminine Care) Nayantara Bali said, “In our constant endeavor to provide women with unmatched comfort, confidence, stain protection and a sense of freedom during the difficult days of the month, we are launching Whisper Choice at an affordable price.”