Sanitary products brand set to take on the big guys: Puts account in review

Steve’s breakdown: The question with review is Who Is It? Launch Engineering consulting has the answer.

SOMEPLACE, Australia: The marketing battle in the feminine sanitary protection category is set to heat up as a new market entrant prepares for an advertising blitz.

An undisclosed company has called a pitch for advertising activity worth at least $3.2m, which will be used to challenge market leaders Tampax and Johnson & Johnson.

Marketing consultancy firm Launch Engineering, which was briefed to write the marketing plan for the company’s launch into the sanitary products market in Australia, has revealed that the advertising account is now up for grabs.

Leigh Cowan, CEO of Launch Engineering told B&T: “The initial draft marketing plan allows for a budget of $3.2m for above-the-line promotion, with a sales target of 10% market share within 18 months. We need to support the brand with mass market activity and we need a good creative agency to do that. ”

The advertiser has been operating the $300m market for over 8 years, only using niche channels, and is now ready to launch a mainstream advertising assault.

But Cowan refused to elaborate on his client or the brand, claiming those details were strategically sensitive.

“We will be inviting agencies with appropriately skilled creative and account service skills to pitch for our account over the 2011/12 holiday period”.

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