Tampax has introduced a £2.99 pricemarked pack (PMP) for its Compak range to help convenience retailers grow their health and beauty category sales.
Available from October, the range is expected to be a huge success with female convenience shoppers because of the attractive price point as well as the product’s smooth plastic applicator, which is half the length of a usual Tampax Cardboard applicator and therefore much more discreet to carry. The launch will benefit from a national marketing campaign to raise consumer awareness and drive sales. Media spend behind Tampax between October and July and October 2015 is 30% higher than this time last year.
Christina Turner, Tampax & Always brand manager at P&G, said: “We know that 44% of shoppers would be more likely to make an impulse-purchase if a product was pricemarked, and as many as 37% of retailers say that PMPs are the most effective promotional tool. P&G is committed to supporting convenience and independent retailers, so adding a pricemarked pack to the Tampax range was the next logical step for the tampon segment’s signpost brand.
“We also know that compared to shoppers who buy cardboard applicator tampons, the average Tampax Compak shopper spends more per trip when visiting her local convenience store and demonstrates higher levels of loyalty. This presents a real opportunity to grow sales in-store by encouraging repeat purchases through PMP. For this reason, we recommend retailers stock up on Tampax Compak PMP and ensure that their shelves are kept full to meet demand.”