Whisper V/S Stayfree

Well known brand Stay free Sanitary Napkin which has covered good market share against rival brand Whisper. Almost more than 90% sanitary napkin (Menstrual period) market is covered by Whisper and Stay free brands, whereas Sofy brand is following its. Yes, Sofy brand has not made strong image in Indian market.

Whisper & Stay free both brands having wide range of sanitary napkin as well as offering customized products too as per target group market (Including teen age girl, working/corporate or married women).

Recently, few months back, Stay free has released new television commercial for different target market which has conveying message on “Aab Waqt Hai Badalne ka”(Now, Time has to change)”, this punch line is good which is influencing in mind of consumers (Women/girls).

Stayfree Tagline: - “Aab waqt hai badalne ka” (Now time has to change)

Whisper Tagline: - Have a Happy period

Advertisement Link of Stayfree brand: -

http://www.youtube.com/watch?v=2D37T-4fpd4 (Latest TVC)

(Latest “Morcha” campaign):- http://www.youtube.com/watch?v=xjH4aEP4QKo&feature=related

http://www.youtube.com/watch?v=adiLRA5kUTg

Stay free Campaigning Strategy: - The latest TVC of Stayfree where two corporate women are talking in car and worrying about an accident, they are looking on road but no one has found to help those aged couple. Then quickly one woman is coming out from car & going to help them. And, then suddenly other woman talking with her friend whereas her friend is replying “ Yahi toh soch badalni hai ( This thinking has to change)” and at the end voice over saying “Aab waqt hai badalne ka”. Now time has to change.

And another campaign “Morcha” which is trying to connect with country and focus on same message “Now Time has to change”. That lady is picking up dust paper from road and put it into dustbin, then explains to her friend about “Desh ki soch badalni hai, yahi toh soch badalni hai”.

Conclusion: - Overall, it shows “Thinking power of women/girls” in order to remove fear and feel protect from menstrual Period. But, in “Morcha” campaign when it connect with country, suddenly it gives reminisces of “Tata Tea” brand campaign “Jaagore (Awaken)”.  

Stayfree campaign is not giving that much effect compared to Whisper brand. Whisper is also came with new TVC recently on “Possible” i.e. “Whisper hai toh Possible hai”.

As well, recently, Stayfree has come up with new TVC which is on offering tips that how many time it require to use in a single day. Such differentiation gives good effect where consumers get information who does not know in detail.

Finally, if we talk about Whisper and Stayfree, then both brands do not require to much focus on brand awareness because majority consumers are already aware as well as using both brands.  But, if both brands will focus on other various U.S.P features, it will give more influence and building up image. Ultimately, Whisper, Stayfree or Sofy brands are focusing awareness in order to remove fear, inconvenience & feel protect during period. So, it needs strategy on tips, guidance, information, experience etc which will be giving much influence.

As well, Whisper & Stayfree brands are being used by Lower middle class, middle class, upper-middle class and Upper class despite of showing different target market in TVC.

Therefore, such brands need to consider lower-middle class and non-educated too who don’t have much knowledge. But still they are using by getting information from colleagues.

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