Segmentation, Targeting and Positioning:

Segmentation:

Whisper Sanitary Napkins caters to a specific age group ranging between 15 yrs to 30 yrs. Whisper being a premium product targets the urban class of the society and gratifies to their respective needs. The aspirational young female segment is also another section of the demographic that Whisper product range caters to. Whisper’s teen marketing has successfully been able to cultivate consumer loyalty simply because the youth keep on using the product into their adult lives.

Targeting:

Whisper Sanitary Napkins cannot expect to grow by offering the same products as its competitors especially when its competitors are launching almost similar range of products in the market targeting Whisper’s consumers that too at a lower price. Whisper must offer a point of difference that will make consumers want to re-purchase Whisper Sanitary Napkins rather than its competitor’s products. The “point of difference” that makes Whisper distinctive as compared to competitors falls into four important categories:

Brand Experience:	Whisper does not only think of promoting its products but it impacts the audiences with a social cause, which creates a high recall value in the mind of the consumers. The high product sale is the secondary advantage attained by the social marketing. Whisper has been successful in satisfying its consumers physically as well as mentally.
Brand Quality:	Whisper has been recognized for exceeding expectations of its consumers by constantly delivering the quality of their products. This is what will build the loyalty among its consumers.
Perceived Health:	Since the penetration of sanitary napkins across India is below 20%, women often end up using other means during their menstruation cycle, which in turn leads to many hygiene related issues. Whisper offers a completely safe to use hygienic method for menstrual aid, which makes it more perceivable by the masses.
Convenient Access:	Whisper is almost available everywhere in the country and more over it has now started selling its products online, which makes it even more easily available than before.

Positioning:

Whisper since the very beginning has been perceived as a premium product. With its high quality sanitary napkins, huge range of variety of sanitary napkins and ease of availability consumers are willing to pay a premium price for their favorite product.

As Whisper extends its product line with its new products Whisper Ultra Clean and New Whisper Ultra Soft, it also faces competitors like Stayfree. Therefore, in order to retain its position as a leading brand in the minds of its consumers Whisper needs to connect at a more personal level with its consumers. Whisper aims to attain this connection with the help of the social campaigns, which run on television, internet and appear as an outdoor hording as well.