Case Study

Young Australian of the Year 2021, Isobel Marshall, is credited for putting the issue of period poverty on the government agenda. The 22-year-old had made it her mission to provide sanitary products to girls living in poor conditions overseas, as well as partnering with local Australian organisations to provide free access to pads and tampons for girls living in crisis centres and remote Indigenous communities. However, state governments themselves had begun to realise how the lack of access to sanitary products could impact the mental wellbeing of girls as well as their schooling. As an outcome, the tampon tax in Australia was removed in 2019, which meant that sanitary products were finally recognised as an essential product. Nonetheless, a recent survey of over 4,000 teenagers highlighted how more than one-third of them missed at least one class in the past three months due to their menstrual symptoms. And over 60 per cent would find it hard to speak to a teacher about their periods. The issue is worse for girls living in remote Indigenous communities. Women and girls w ere sometimes using toilet paper, socks and rags instead of sanitary products, because of how expensive they were to buy, with apacket costing around $10. Some Australian states, as Victoria, have started to offer free sanitary products in public schools, which isagood starting measure. The state of Victoriapartnered with Asaleo Care1 - which produces the Libra brand of pads and tampons - to manufacture and distribute the products. Asaleo Care conducted research in 2019, revealing that 3 in 4 women in Australia believe there is still a stigma attached to periods with 80% of women admitting to hiding their period - at home, at work and at school. For young girls, their shame of menstruation is so bad that almost 70% per cent would rather fail a subject at class than have their peers know they are on their period, with almost 20% saying they would rather be bullied than have their peers know.

Company background and marketing mix

Libra is the only Australian brand of sanitary pads and tampons, being manufactured in Springvale, Melbourne, for over 30 years. Under Asaleo Care, the brand employs over 200 workers in Australia and New Zealand across all areas: Product Development, Manufacturing, Safety, Marketing, Sales, Customer Service, and Supply Chain. Libra offers pads, tampons and liners that are said to be designed by women, for women. Their target segments are women (19 to menopause) and girls (10-18) who menstruate. Libra pads and liners come with and without wings, as well as pants, regular 'invisible' and ultra-thin options, for daytime, night-time and sport. Libra also offers the Cotton range, made with 100% organic cotton lining. Its tampons range includes Libra Girl, Body Fit and Slim, which offer regular and super absorbency. Libra also offers a monthly package subscription that allows consumers to pick from any three pre-packaged kits and get it delivered with free shipping. These products are priced between $2.69 (Libra liners dry 28) to $25 (monthly box under subscription), with prices varying depending on the product and promotional agreements with retailers. Libra is sold across major supermarket chains and chemists in Australia and New Zealand, as well as direct to consumers on its website. Libra has focused its IMC efforts on tackling the issue of period stigma. As Caitlin Patterson, Executive General Manager, Retail said: "Libra has challenged the taboo around periods for many decades, with our latest blood Normalcampaign addressing the issue head-on." The brand makes use of social and traditional media and offers an online community for girls (Libra Girl) on its website.

Current marketing challenges

Considering the context of consumer concerns with sustainability and period poverty; the increased normalization of menstruation as a conversation topic; and the fragmentation of the period care market by the introduction of several alternatives to pads and tampons, Libra is facing multiple marketing challenges.

Question (Distribution Challenges)

Libra products can be found on most major Australian retailers, online and offline. The brand also sells direct to consumers and offers a monthly package subscription that allows consumers to pick from any three pre-packaged kits and get it delivered with free shipping. When direct sales and subscriptions were introduced, by the end of 2019, Libra's key retailer partners in Australia (Woolsworth, Coles, Chemist Warehouse) manifested their discontent. Melanie Kleipp, manager of the distribution company that connected Libra with retailers said: " Our extensive network of stores across all Australian states and territories ensures that Libra products are available to consumers at all times, with the convenience of simply adding another item to their grocery bag or online shopping cart.I don't think women will go through the hassle of setting up a subscription or going to another website only to buy tampons". Although Libra has set up this direct channel as another way to support girls and women in acquiring period care products without being exposed to stigma, the channel has not been massively adopted, and as such, it became costly to maintain. Moreover, the direct channel can negatively impact customer experience, as many deliveries have been delayed due to COVID-19 disruptions.

What adjustments should Libra make to its distribution channels to create more value for consumers, channel partners, and the brand?