1. Marketing Plan
for
Carefree
Anne Hilario
08June13

2. Daily Freshness for the Women andTeens...

3. Carefree’s primary target market are women who
wants to have that everyday panty fresh feeling.
• 13 - 50 yo Class AB and C
• Teens / Women (students, working, professionals, moms, sisters)
• Teens / Women who loves outdoor activities, who are active, who
spend most of their time outside their homes.
• Teens / Women who prefer to use a super thin pad on the light
flow of their period.

4. Needs,Wants & Demand
• Women need to feel clean, fresh, and dry to be
confident in every activity that they do.
• Women prefer to use carefree due to its dry &
odor control capability, trusted brand, packaging,
color, and promise of Fresh feeling everyday.
• Women demand comfort and dry feeling everyday.

5. Competitors

6. Product benefit positioning
“Only Carefree, the #1 liner, gives you that everyday
fresh panty feeling”
• Carefree® Breathable gives you daily breathable comfort in a thicker liner.
• Carefree® Healthy Fresh has tea tree extracts for unbeatable 8-hour odor control.
• Carefree® Barely There™ is made of a cloth-like cover that you'll think it's part of your
underwear.
• Carefree® Super Dry gives you extra protection from wetness on heavy discharge days.
• Carefree® Super Dry Longs has 20% extra coverage for maximum confidence.
• Acti-Fresh™ liners provide 2x more breathability and quickly absorbs 3x more fluid than
regular ultra thin liners

7. CarefreeVariants

8. Differentiation from competitor
• Carefree is the only liner with Odor Control that gives
Instant Freshness for up to 6 hours

9. Addressable market
Despite the competitor's strategy on recruitment by
addressing price barrier, penetration still holds low
percentage at 66% and there is still room to further
grow the Category.

10. Carefree Market size
Carefree remains to be the dominant market leader
in the growing Liner Category at 46% Market share.
5%
6%
27%
16%
46%
LinersMarketShare

11. BTL efforts
Total Women’s Health Category Management

12. BTL Efforts

13. Campaigns & Events
http://www.youtube.com/watch?v=KT99FQxChsY

14. Competitor efforts top 2 only
• Lower Pricing
• Aggressive TVC’s

15. Carefree Distribution Channels
• Supermarket
• Groceries
• Drugstores
• Sari-sari Stores
• Department Stores

16. Challenges for carefree moving forward
• Liner usage still holds low penetration rate at 66%,
moreso, a lower percentage of everyday usage since
women especially teens still use liners only on their
pre/post menstrual period. Awareness and relevance of
everyday usage still holds a big opportunity.
• Carefree being the market leader, can address these
barriers via effective TVC and in store merchanidisng.

17. Reference
• http://www.corinthian.co.id/products/detail/2010-07.pdf
• http://www.carefreeliners.com/faqs
• https://www.facebook.com/CarefreePH