Harvard Case - Eco Femme Cloth Pads: Reaching Rural Women
"Eco Femme Cloth Pads: Reaching Rural Women" Harvard business case study is written by Sreeram Sivaramakrishnan, Subhasis Ray, Paromita Goswami. It deals with the challenges in the field of Marketing. The case study is 13 page(s) long and it was first published on : Nov 23, 2020
At Fern Fort University, we recommend Eco Femme adopt a multi-pronged strategy to reach rural women in India, focusing on building brand awareness, establishing trust, and creating a sustainable distribution network. This strategy will involve leveraging social media, community engagement, and strategic partnerships to address the unique needs and challenges of this target market.
2. Background
Eco Femme is a social enterprise based in India that manufactures and sells reusable cloth sanitary pads. The company aims to provide a safe, affordable, and eco-friendly alternative to disposable sanitary pads, particularly for women in rural areas who often lack access to proper hygiene products. The case study highlights the challenges Eco Femme faces in reaching these women, including limited awareness, cultural barriers, and a lack of established distribution channels.
The main protagonists are:
- Anuradha, Founder of Eco Femme: Driven by a social mission to improve menstrual hygiene for women in India.
- Rural women in India: The target market facing challenges with access to affordable and hygienic sanitary products.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Social mission: Strong focus on empowering women and promoting environmental sustainability.
- High-quality product: Eco-friendly, reusable, and affordable compared to disposable pads.
- Existing customer base: Demonstrated success in urban areas, providing a foundation for expansion.
Weaknesses:
- Limited brand awareness: Low recognition in rural areas, hindering market penetration.
- Distribution challenges: Lack of established channels in rural India, making product access difficult.
- Cultural barriers: Traditional beliefs and practices might impede acceptance of cloth pads.
Opportunities:
- Growing awareness of menstrual hygiene: Increasing focus on women's health and sanitation in India.
- Government initiatives: Programs supporting women's empowerment and access to hygiene products.
- Digital penetration: Increasing internet and mobile phone usage in rural areas, enabling digital marketing.
Threats:
- Competition from established brands: Large companies offering disposable pads may pose a challenge.
- Economic factors: Fluctuating prices of raw materials and potential economic instability.
- Lack of infrastructure: Limited access to electricity and transportation in some rural areas.
Market Segmentation:
- Target Market: Rural women in India, particularly those with low income and limited access to hygiene products.
- Segmentation: Based on age, income, education level, and geographical location.
Brand Positioning:
- Value Proposition: Eco-friendly, affordable, and comfortable reusable sanitary pads that promote health and hygiene.
- Brand Identity: Emphasize social responsibility, empowerment, and sustainability.
Consumer Behavior Analysis:
- Awareness: Limited knowledge about reusable sanitary pads and their benefits.
- Trust: Hesitation to adopt a new product due to cultural norms and lack of familiarity.
- Accessibility: Limited access to information and purchasing options in rural areas.
Competitive Analysis:
- Direct Competitors: Local manufacturers of disposable pads, traditional cloth pads.
- Indirect Competitors: Other menstrual hygiene products like menstrual cups and tampons.
- Competitive Advantage: Eco Femme's focus on social impact, affordability, and product quality.
4. Recommendations
1. Build Brand Awareness and Trust:
- Social Media Campaign: Develop targeted social media campaigns using local languages and influencers to reach rural women.
- Community Outreach: Partner with NGOs and local organizations to conduct awareness workshops and demonstrations in villages.
- Partnerships: Collaborate with healthcare providers and government agencies to promote Eco Femme products.
2. Establish a Sustainable Distribution Network:
- Direct Sales: Train local women as distributors to sell products in their communities.
- Retail Partnerships: Partner with existing rural retailers and pharmacies to stock Eco Femme products.
- Online Sales: Develop a user-friendly website and mobile app for online ordering and delivery.
3. Adapt Product and Pricing Strategy:
- Product Variety: Offer different sizes and designs to cater to diverse needs and preferences.
- Affordable Pricing: Maintain competitive pricing while ensuring profitability and social impact.
- Flexible Payment Options: Explore microfinance schemes and mobile payment options for rural women.
4. Leverage Technology and Analytics:
- Data Collection: Track sales data and customer feedback to understand market trends and preferences.
- Targeted Marketing: Utilize data analytics to personalize marketing messages and promotions.
- Digital Marketing Tools: Employ search engine optimization (SEO), social media advertising, and email marketing.
5. Strengthen Corporate Social Responsibility:
- Empowerment Programs: Provide training and employment opportunities for women in rural areas.
- Environmental Sustainability: Continue to promote eco-friendly practices throughout the supply chain.
- Community Engagement: Invest in local infrastructure and support community initiatives.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Eco Femme's strengths, weaknesses, opportunities, and threats. They consider the unique needs and challenges of the rural market, leveraging existing resources and exploring new avenues for growth. The recommendations are consistent with Eco Femme's social mission, emphasizing affordability, accessibility, and sustainable practices.
Quantitative Measures:
- Increased brand awareness: Measured through social media engagement, website traffic, and customer surveys.
- Expanded distribution network: Measured by the number of distribution points and sales volume.
- Improved customer retention: Measured by repeat purchase rates and customer satisfaction.
Assumptions:
- Government support: Continued government initiatives supporting women's health and hygiene.
- Technology adoption: Increased internet and mobile phone usage in rural areas.
- Community engagement: Positive response from local communities and NGOs.
6. Conclusion
Eco Femme has a strong social mission and a high-quality product. By implementing the recommended strategy, the company can effectively reach rural women in India, creating a positive impact on their health, hygiene, and empowerment. The focus on building brand awareness, establishing a sustainable distribution network, and leveraging technology will enable Eco Femme to achieve its social goals and achieve sustainable business growth.
7. Discussion
Alternatives:
- Focusing solely on urban markets: This would be less challenging but would miss the opportunity to impact a larger population.
- Partnering with large multinational corporations: This might provide access to resources but could compromise Eco Femme's social mission.
Risks:
- Cultural resistance: Traditional beliefs and practices might hinder product adoption.
- Economic instability: Fluctuating prices of raw materials and economic downturns could affect profitability.
- Competition: Large companies offering disposable pads might pose a significant challenge.
Key Assumptions:
- Government support: Continued government initiatives supporting women's health and hygiene.
- Technology adoption: Increased internet and mobile phone usage in rural areas.
- Community engagement: Positive response from local communities and NGOs.
8. Next Steps
Timeline:
- Month 1-3: Develop social media campaign, identify potential partners, and train local distributors.
- Month 4-6: Launch social media campaign, establish partnerships, and begin direct sales in pilot villages.
- Month 7-9: Evaluate pilot program, expand distribution network, and develop online sales platform.
- Month 10-12: Continue to monitor progress, refine strategy, and expand operations across target regions.
By implementing these recommendations and monitoring progress closely, Eco Femme can achieve its social goals and establish a sustainable business model that empowers women and promotes environmental sustainability.
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Case Description
Eco Femme (EF) was a social enterprise founded in 2010. It developed re-usable cloth sanitary napkins and marketed towards those looking for sustainable products to manage their menstrual hygiene. The enterprise faced several challenges in reaching their target market of poor women in rural India. There was a taboo attached to menstruation and it was thus a difficult topic to discuss. Also, there were popular, commonly used, and easily available substitutes in the market, which were heavily marketed and distributed. EF had narrowed its options down to three broad distribution options-community groups, small convenience stores, and apparel retailers; the team needed to choose and develop a plan.
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