Question

Develop a case study analysis in the following format

Relevance of the case study to my work environment

- application

- learning impact

CASE 4-1 Tambrands Overcoming Cultural Resistance Tampax, Tambrands's only product, is the best-selling tampon in their virginity if they use a tampon. When they go to the beach in the world, with 44 pencent of the global market North America and tiny bikinis, tampons arent their choike. Instead, hordes of women Europe account for 90 percent of those sales. Company earnings use pads and gingerly wrap a sweater around their waist. Now, the dropped 12 percent to $82.8 million on revenues of $662 million number 1 tampon maker hopes a bold new ad campaign will help Stakes are high for Tambrands because tampons are basically all it change the mindset of Brazilian women. "Of course. you'e not going sells, and in the United States, which currently generates 45 percent of tose your virginity reassures one cheerful Brazilian woman ina Tanbrandss sales, the company is mired in competition with such new television ad. Tambeands's risky new ads are just part ofa high- vals as Playtex Products and Kimberly Clark. What's more, new users stakes campaign to expand into oveneas markets where it has long are hard to get because 70 percent of women already use tampons. faced cultural and religious sensitivities. The new ads fieature local In the overseas market, Tambeands officials talk glowingly fa women being surprisingy blunt about such a personal product. In huge opportunity. Only 100 million of the 1.7 billion eligible women China, another challenging market for Tambrands, a new ad shows in the world current y use tampon ln anning for expansion into a Chinese woman insสt ng a tanapon into a test tube filled with blue a gobal market. Tambrands divided the world into three clustes watt. "No worries about leakage dedares another based not on grography but on how resistant women are to using tampons. The goal is to market to each cluster in a similar way In any country, there are boundaries of acceptable talk. We want to go just to the let of that," says the creative director of the Most women in Cluster I,includingthe United States, the United New York advertising agency that is creating Tambrandss S65 mil Kingdom, and Australia, already use tampons and may feel they on ad campaign worldwide. "We want them to think they have know all they need to know about the product. In Cluster 2, which not heard frankness like this before. The agency planned to laanch includes countries such as France, Isracl, and South Africa, about new Tampax ads in 26 foreign countries and the United States 50 percent of women use tampons. Some concerns about virginHowever, being a single-product company, it is a risky proposition ity remain, and tampons are often considered unnatural products or Tambrands to engage in a global campaign and to build a global that block the flow. Tambrands enlists gynecologists endorsements distribution network all at the same time. Tambrands concluded to stress scientific research on tampons. Potentially the most lucrathe company could not continue to be profitable if is major tive group-but infinitely more challenging-is Cluster 3, which market was the United States and that to launch aglobal marketing indudes countries like Bral, China, and Russia. There, akong with program was too risky to do alone. tackling the virginity issue. Tambrands must also tell women how to use a tampon without making them feel uneasy While the ars PROCTER &GAMBLE ACQUIRES ing messages differ widely from country to country, Tambrands is pons. The ads in each standing outside declaring the tampon message, some clutchingt a blue box of Tampax. They end with the same tagline, Tampax. Women Know While marketing consultants say Tambrands egy is a step in the right direction, some caution that tampons are from toxic shock syndrome. Procter&Gamble plans to sell Tampax one of the most difficult products to market worldwide country show consecutive shots of woen The company approached Procter & Gamble about a buyout, and the two announced a $1.85 billion deal The move puts P&G back in the tampon basiness for the first time since its Rely brand was pulled in 1980 after two dozen women who used tampons died strat- as a complement to its existing feminine-hygiene products particu- arly in Asia and Latin America. Known for its innovation in such mundane daily goods as disposable diapers and detergent, P&G has grown in recent years by acquiring products and marketing them GLOBAL EXPANSION The greatest challenge in the global expansion of tampons is to internationally. "Becoming part of P&G-a world-dass company address the religious and cultural mores that saggest that insertion with global marketing and distribution capabilities will accelerate is fundamentally prohibited by culture, says the managing direc he global growth of Tampax and enable the brand to achieve its tor of a consulting company "The third market [Cluster 3] looks l potential. This will allow us to take the expertise we've gained like the great frontier of tampons, but it could be the sedutive in the feminine protection business and apply it to a new market noose of the global expansion objective with Tampax. Market analysts applauded the deal "P&G has the The company's new global campaign for Tambrands is abig worlkdwide distribution that Tampax so desperately needs, said a shift from most feminine protection product ads, which often show stock market analyst. Tambrands didnt have the infrastructure to frhky women dressed in white pants biking or turning cartwheeb, tap into growth in the developing countries and P&G does of comfort. The new campaign features local women talking frankly about what had been a taboo P&G CREATES A GLOBAL MODEL subject in many countries. A recent Brazilian ad shows a close-up of a tampon while the narrator chirps, "I's sleek, smooth, andre Despite the early promise that Brazil seemed to offer with its ally comfortable to use beach culture and mostly urban population, P&G abandoned For years Tambrands has faced a delkcate hurdle selling TasTambrandss marketing efforts there as too expensive and slow pax tampons in Brazil because many young women fear they'll lose growing. Instead, it set out to build a marketing model that it could