Product Loyalty Of Tampax Tampons: Why I Remain Loyal Discusses History Of, Product Development, And Development Of Loyalty

1763 words - 7 pages

IntroductionIn order for a product to be successful, companies depend on consumer loyalty. A loyal customer will come back again and again, providing a steady income for the company. In order to gain this loyalty the company needs to develop marketing strategies, and a product that will keep consumers they already have while still attracting new ones. After all consumers do not live forever, but a products maturity stage of the life cycle might. They must have a product that gains attention and satisfies a need or want of a consumer (Armstrong & Kotler, 2007).In the following paragraphs I will discuss Tampax Tampons, a product that I have been loyal to for years. I will explain the reasons for my loyalty, talk about the history and strategies they have used over the years to attract customers, and conclude with a summary of why the research I did helped me to better understand my loyalty.My LoyaltyI am loyal to Tampax Tampons for various reasons. The first reason is that this product actually works. I have tried other products over the years and found some that have leaked, and some that worked just as well, but did not offer the convenience of Tampax.The second reason I like these tampons is the biodegradable applicators. I like having the convenience of being able to just flush the applicator. In certain public restrooms they do not have waste receptacles in the stalls. This means you have to carry your tampon out of the stall to put it in a trash can. Being able to flush allows me to keep my privacy and saves me the hassle. The fact that they are biodegradable means that it will eventually disintegrate back into the earth. Allowing me to be environmentally responsible, while staying comfortable and confident at the same timeThe third reason would be the price. Tampax are reasonably priced compared to some of the other choices, allowing me to stay within my budget. The fact that they have been around for a long time in contrast to some of the other brands has made Tampax a brand equity, meaning it is the main brand people know. People often call even other brands tampax. It is the household name for a tampon.History and Marketing OfWhen a physician by the name of Earl Haas came up with the idea in 1932 he got the name applied for a trademark for the name Tampax, and a patent for a two tube menstrual device. By 1933 he had both and began the introduction phase of his product by peddling his new device to different department and drug stores (Museum of Menstruation and Women's Health, 2006).While still in the introduction stage, Haas sold his trademark and patent to a group of investors led by Gertrude Tendrich, and Tampax Sales Corporation was formed in 1934. Their launch strategy was to advertise with ads in newspapers. Because the product was developed by a doctor, these ads played on the trust of people. They called it the invisible sanitary napkin so women could relate to it. And in there ads stressed the comfort, freedom and sanitation...

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