India's menstural man has a vision case study

He changed the market by bringing in the big industries in urban areas to rural small-scale manufacturing. Muruganantham created a new corporate model of doing business. Through social enterprise, he spread prosperity to the local people who can use traditional methods to make sanitary napkins produced at a tenth of the cost of commercial brands. Since cotton is locally grown women could buy low cot napkin machines using loans given by non-profits and banks (Venugopal, 2013 pg. Muruganantham used culture to determine his market. The success effects of Jayashree Industries can be measured by the changes he made to the female hygiene products industry in India. He solved the needs of his customers. His consumers needed low-cost sanitary napkins. However, most of them lacked awareness of the use and benefits of the towels.

He educated them on the interests of the napkins brushing away the negative misconceptions on sanitary items. Muruganantham’s machines improved the product and product effectiveness. The tools are energy- efficient, low canst and are useful when knitting sanitary napkins. It is a new product to the market hence will bring positive changes to the market (Sahoo, 2016, pg. Question 2 The market size grows at an average of 12% annually (Asher, 2017, pg. It will be coupled with an increase in domestic manufactures offering economical brands, long-lasting competitive pressure on leading international markets will continue to increase. With the current effort to increase awareness of girls and women, the market size could double in the next three years. The Whisper by Procter & Gamble will be the biggest brand in the future.

P & G is already one of the largest company with its consumer goods as one of the most popular in the country. The company produces trusted brands of household products — their clarity, continuity, and consistency. Due to their high degree of flexibility in top quality service and performance, their presence in the consumer market will always be stronger. To reach them, he had to employ a different approach. There were cultural barriers, and beliefs that surrounded the use of sanitary pads. Menstruating women were considered dirty and were not allowed to do chores such as cooking and fetching water. Also, some taboos surrounded the use of pads (Kotabe & Murray, 2018, pg. The markets of the machines are rural women who do not have access to sanitary pads.

Through education on menstrual hygiene, the women will create the demand for the products in that they will then understand the importance of menstrual hygiene. Large MNCs are not interested in educating rural based women on the importance of hygiene. • Business to business marketing The women themselves market the end product, the sanitary pad. The women can localize the product, straight from branding to packing to meet toe local taste and preferences. The women are in charge of marketing the product to fellow women. They do not understand the market dynamics, which is evident in their adverts. They seem to focus on adolescent sand working-class women. They seem to neglect women who live in rural areas, who work in their farms.

They also bound by culture. As such, these MNCs should look at how to approach these markets where menstrual hygiene is not only a challenge but also subject to customs that does not seem to know the importance of menstrual health (Awan et al. As such they should adopt a strategy where they show the women the importance of menstrual health. The women can also contribute immensely to the marketing of the product if it is something they can relate with or have a sense of ownership. • Consider socio-economic factors As he tried to sell the machines, Arunachalam Muruganantham encountered challenges such as cultural where the women did not openly discuss menstrual hygiene. This was not only a barrier but also the fact that they were not economically well off.