1. Introduction
Thinx is not a familiar brand in Singapore, however it is known in United States (US). Ladies have started to adopt this new innovation, period panties, during their menstrual period. Menstrual period has been an issue to many ladies, such as leakage, frequent change of tampon or pad, and discomfort. The Co-founder and CEO, Miki Agrawal and Radha, had go through 3.5 years of research and development together with their friend, Antonia Dunbar. Thinx period panties is a replacement for tampon or pad, which cost from USD$24 to USD$38. Thinx consists of four bits of technologies that gives the antibacterial, moisture wicking, absorbent and leak resistant functions. This makes the top layer bacteria free and liquid is absorbed …show more content…
SWOT Analysis 2.1 SWOT table
Strength
● Provide convenience and comfort in consumer lifestyle.
● Wide category of products to support heavy and light flow days
● Durable as it can be reused after washed Weakness
● Selling price is high
● New …show more content…
To grow 20% of the market share by the end of Dec 2017.
4. Target market As Thinx is for ladies who are undergoing menstrual cycle, it aims to target women that is age 21 to 40 years old. Usually, this age of women are working and have the purchasing power to buy Thinx. As this is a new innovation in Singapore, Thinx targets to market it to innovators and experiencers. Usually, innovators are confident to try new product, high finance capability and willing to spend on high cost product. While experiencers wants to be the first to try new things, following the latest trend and sociable. (Strategic Business Insights, 2016)
Thinx does not adopt the geographical segmentation as Singapore residents tend to move house. It does not want to be available at certain areas of Singapore only as moving house is quite common in Singapore. Furthermore, Singapore is quite accessible even from one end to another.
5. Marketing Mix
5.1
Thinx is not a familiar brand in Singapore, however it is known in United States (US). Ladies have started to adopt this new innovation, period panties, during their menstrual period. Menstrual period has been an issue to many ladies, such as leakage, frequent change of tampon or pad, and discomfort. The Co-founder and CEO, Miki Agrawal and Radha, had go through 3.5 years of research and development together with their friend, Antonia Dunbar. Thinx period panties is a replacement for tampon or pad, which cost from USD$24 to USD$38. Thinx consists of four bits of technologies that gives the antibacterial, moisture wicking, absorbent and leak resistant functions. This makes the top layer bacteria free and liquid is absorbed …show more content…
SWOT Analysis 2.1 SWOT table
Strength
● Provide convenience and comfort in consumer lifestyle.
● Wide category of products to support heavy and light flow days
● Durable as it can be reused after washed Weakness
● Selling price is high
● New …show more content…
To grow 20% of the market share by the end of Dec 2017.
4. Target market As Thinx is for ladies who are undergoing menstrual cycle, it aims to target women that is age 21 to 40 years old. Usually, this age of women are working and have the purchasing power to buy Thinx. As this is a new innovation in Singapore, Thinx targets to market it to innovators and experiencers. Usually, innovators are confident to try new product, high finance capability and willing to spend on high cost product. While experiencers wants to be the first to try new things, following the latest trend and sociable. (Strategic Business Insights, 2016)
Thinx does not adopt the geographical segmentation as Singapore residents tend to move house. It does not want to be available at certain areas of Singapore only as moving house is quite common in Singapore. Furthermore, Singapore is quite accessible even from one end to another.
5. Marketing Mix
5.1