Analyzing Digital Marketing Strategies of Market Leaders in the Feminine Hygiene Product Category: Gender Perspectives and Innovations

In the dynamic field of digital marketing, it is critical to comprehend the nuances of customer behavior from a gender perspective, especially in categories like feminine hygiene. Through the lens of gender theories, this study explores the digital marketing strategies of three brands in the Indian sanitary napkin market: Whisper, Stayfree, and Sofy. By examining data from their digital campaigns and engaging in qualitative analysis, this research aims to explore the intricacies of how these brands cater to diverse gender demographics. Drawing from the ideologies of gender-based marketing, this study explores the dynamics that shape consumer responses to digital marketing initiatives. By examining consumer demographics and campaign details, the study provides useful recommendations for marketers looking to improve their strategies, in addition to illuminating the gendered aspects of digital marketing in the feminine hygiene industry. India has a population of 1.366 billion people, with 50.8% of the population being female. The majority of workers in India are informal workers, with women working mostly at the lower rung of the occupational ladder as agricultural laborers, petty traders, manufacturing outworkers, etc. The Indian sanitary napkin market is a highly competitive space, with brands like Whisper, Stayfree, and Sofy vying for a share of the market. According to a report by Your Story, feminine hygiene products need better marketing in India, and retailers are inevitably responsible for presenting the product to the buyer. Digital marketing has emerged as a powerful tool for brands to reach out to their target audience. With the advent of digital platforms, brands can now reach out to their customers in a more targeted and personalized manner. AI intervention in marketing has also enabled brands to create more effective campaigns by analyzing consumer data and providing insights into consumer behavior.