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.
Keywords: Consumer behavior, Digital marketing, Gender, Sanitary napkins.
