The sanitary protection market in Philippines can be segmented by age and by their product attributes.

Almost of the female hygiene products market is predominated by sanitary pads, as local consumers are uncomfortable with the insertion method of a tampon. Different age groups amongst the women have different preferences when it comes to the type of sanitary protection they use monthly. The age groups, which have distinctive preference towards sanitary products, are 15-34 and 45-54 respectively. In line with our vision, we will be targeting females aged between 1534 years old as we feel that they are increasingly having higher disposable income, more active, prone to switching brands when a product can better fulfill their needs, and they emphasize on values, such as environmentally-friendly, beyond a mere consumer product. We also have to consider the following factors when evaluating our target market, since brand loyalty is an important factor in influencing buying behavior; females seldom deflect from purchasing their current brands of sanitary products, and will not explore other brands. We understand that consumer awareness is very important in the initial stage of the product introduction to the market. Advertising efforts will be more intense during the first months after the launch of our sanitary napkin spanning through for the whole year subsequently with lesser broadcast advertisements and media coverage.

Television and Radio advertisement broadcasts

ABSCBN (Channel 2/8) Primetime shows (Ina, Anak, Kapatid/Kailangan koy ikaw and Apoy sa Dagat) 8:00 pm 10:00 pm We will air our commercial for 15-30 seconds with the primetime actors, which is Kim Chui, Maja Salvador, Angelica Panganiban, Anne Curtis, Kris Aquino etc. We will make a script based on their show but this time promoting our sanitary napkin. We chose primetime shows because a lot of people are at home watching those shows and most of the market is them. GMA 7 With GMA we are doing the same concept but the shows would be Indio and Pahiram ng Sandali

 Magic 89.9, Wave 89.1, Rx 93.1, 94.70 FM since it has higher penetration rate to our target market during Mornings (6am 11am) and Evenings (5pm 9pm) With Radio stations we decided to advertise our sanitary napkins every morning and evening because every morning thats where a lot of people are inside any vehicle and most of them are listening to the radio whether AM or FM. We are also going to radio station booth to give the DJs samples so that they would advertise our product better because they would be able to experience our product.

For a 15-30 commercial (3-5 times)

Full-page printed ads in Magazines and halfpage printed ads on Newspapers

- Manila Bulletin/Star/Inquirer/Candy Magazine/Preview/Metro/Cosmopolitan/ FHM For newspaper we are going to advertise every Sundays because a lot of people read newspapers every Sunday especially married couples and most of the one who does grocery is the moms and if they see our product in the newspaper taking the whole page then theres a big possibility that she would buy especially with a good advertising/marketing team and an influential person.

For Magazines we are going to take one whole page and put a napkin inside which is a trial pad, well everyone loves free stuff so theres a big chance that women will try it.

Outdoor poster ads on public transportation vehicles and poster stands

Buses

Its a great idea to advertise our napkin on a bus because a lot of people ride the bus also and the good thing is that everyone on the road could see it because it will be posted on the interior of the bus.

 We understand that prolonged marketing campaign would not be practical due to our limited funds available. Hence, we suggest that the intensive campaign will be done during the first 3 months. After that period, marketing activities would appear on print ads only.