Exploring consumer perceptions of the positioning strategies of Menstrual Hygiene Management brand: a comparison between Palesa Pads and Lil-Lets.

Abstract

The study explores the consumer perceptions of the positioning strategies of the established menstrual hygiene management brand Lil-lets compared to the emerging brand Palesa Pads. Given the rise and development of the menstrual hygiene management market, understanding the key approach to take in terms of the positioning strategy when entering a market based can influence the trajectory of the brands’ success.There was a gap in understanding consumer perception of how menstrual hygiene management brands position their brands, a research problem this study addressed. This study was conducted from a comparative perspective on how consumers perceive the positioning strategies between the emerging brand Palesa Pads and the established brand Lil-Lets. A total of 10 menstruators participated in the study. The research approach adopted for this study was the Qualitative research approach. The current study finds that consumers hold very distinct views between the positioning strategy of an established brand compared to an emerging brand. This study contributes to the developing menstrual hygiene market literature by demonstrating what perception consumers hold about the positioning strategies of an established brand compared to an emerging brand. This research sheds light on consumers’ highest priorities related to perceived positioning. It captures consumers’ awareness towards the recent shift in the depiction of menstrual hygiene management within media onset by feminism which demonstrates how established brands use brand associations that depict what they stand for. And, it depicts the use of product advantages as a positioning strategy, by an emerging brand, although the product attributes are more favourable to the consumer than those of the established brand. In conclusion, by understanding consumer perceptions of the positioning strategies of menstrual hygiene management brands, brands can develop their brands by effectively implementing brand-building techniques such as positioning strategies that resonate with their consumers, communicate their competitive advantage, and ensures success within the market.