PiNG! Connecting with Your Consumer - Flipbook - Page 136
PiNG!
CHAPTER 5
PiNG!
CHAPTER 5
Feminine Care and Security, Comfort
Loyalty, Familiarity
and Discretion
Understand how far loyalty can take you.
Women
choose feminine care products in their teens and tend to stick
with one brand their whole lives. Loyalty, therefore, is an undeniable force in the category. Feminine care brands sell security and
comfort: security through efficacy and comfort through physical
feel. Different brands take different approaches to these benefits.
For instance, Carefree approaches security and comfort from a
youthful, extremely feminine standpoint, while Always takes a
technological, efficacious approach. The key is to provide distinct
visual and language cues to set the brand apart so that the consumer can always and easily find her favorite product. She is loyal
to her brand, but she still wants the shopping process to be as
easy and discrete as possible. Every brand in any category wants
to become the consumer’s product of choice, so much can be
learned from the feminine care category in how it achieves these
high levels of loyalty.
How do you balance
loyalty and familiarity
against innovation?
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