Segmenting the Market for Women's Hygiene Products

Background: Female hygiene products often do not full meet the individual needs of market segments that command smaller buying power.  Rural, young females are often forced to improvise solutions if there is limited availability, burdensome prices, or social uncomfortable purchase points.  Identifying and adjusting to this market can have its challenges though, and strong market information and adaptation are critical to an informed product launch.

Scope: Busara was engaged by a private enterprise developing a series of women's hygiene products.  Busara was tasked with understanding, segmenting, and appropriately targeting the ideal consumer market to inform their market launch.  Busara was further commissioned to develop a series of add-on products and services that leverage behavioral economics to increase consumer awareness, engagement, and valuation of the product line.