Marketing Communication Report: Tsuno Company Super Tampons

This report presents a comprehensive marketing communication analysis of Tsuno Company, focusing on the promotional plan for their Super Tampons. It begins with an executive summary and table of contents, followed by an introduction outlining the report's objectives. The report then provides an overview of Tsuno Company, a social enterprise selling sustainable sanitary products. A detailed situation analysis is conducted, encompassing marketing mix analysis, including product, price, place, and promotion strategies. Internal factors, such as staffing and resource issues, are examined, along with an assessment of external agencies. External factors, including customer, competitor, and environmental analyses, are also addressed. A SWOT analysis is presented to evaluate the company's strengths, weaknesses, opportunities, and threats. The report further explores targeting marketing, including market segmentation, target market, target audience, and positioning statement. Finally, it outlines the marketing, communication, and sales objectives for Tsuno Company's Super Tampons, providing a complete overview of the promotional plan.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in the entire marketing analysis of Tsuno Company and the product
which have been chosen from the company is Super Tampons. The promotional campaign
has been performed with the help of the different kinds of analysis on the situational macron
and micro environment. Furthermore, the different kinds of analysis have been done which
helps in analysis of the sales and communication objectives of Tsuno company effectively.
Lastly, the marketing mix have been conducted which helped in gaining more knowledge on
the different kinds of activities which are essential in nature.

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Table of Contents
Introduction................................................................................................................................2
Overview of Tsuno Company....................................................................................................2
Situation Analysis......................................................................................................................2
Marketing Mix Analysis........................................................................................................2
Internal Factors.......................................................................................................................4
Staffing and Resource Issues.............................................................................................4
Assessment of External Agencies..........................................................................................5
External Factors.....................................................................................................................5
Customer Analysis.............................................................................................................5
Competitor Analysis...........................................................................................................6
Environmental Analysis.....................................................................................................6
SWOT Analysis.....................................................................................................................7
Targeting Marketing...................................................................................................................8
Market Segmentation.............................................................................................................8
Target Market.........................................................................................................................9
Target Audience.....................................................................................................................9
Positioning Statement.............................................................................................................9
Objectives...................................................................................................................................9
Marketing Objectives.............................................................................................................9
Communication Objectives....................................................................................................9
Sales Objectives...................................................................................................................10
References................................................................................................................................11

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Introduction
The report helps in analysis of the promotional plan of a product which is being sold
by the Tsuno Company based in Australia. The situation analysis along with both internal and
external factors are required to be analysed effectively which will help in managing the
different kinds of activities in an appropriate manner.
The product which is being promoted in Tsuno company is Super Tampons and the
duration of the plan of promotional campaign is around twelve months. The geographic scope
of Tsuno Company is Burrawang, New South Wales as this will help the company in
providing the different kinds of education on menstrual processes. This is one of the
promotional opportunity for Tsuno in attracting more customers towards their brand and this
will be effective as well.
Overview of Tsuno Company
Tsuno Company sells different kinds of disposable along with sustainable kind of
bamboo fibre sanitary pads along with organic cotton tampons. Tsuno Company is one of the
social enterprises in which more than 50% profits are being donated to the charities focusing
on empowering the women and providing with support for education and menstrual support
as well.
Situation Analysis
Marketing Mix Analysis
Product is one of the elements of marketing mix of Tsuno Company in which the
products which are being sold by the company are different sanitary napkins along with
tampons which are made of bamboo fibres. New product innovation can be implemented in
which there will be scented tampons which are extra-large and thicker in nature (Baker and
Saren 2016).
Price is the second element of Tsuno Company in which it has been mentioned that in
order to compete with the other competitors in the market, Tsuno tried to expand their range
of products to widest horizon. There can be different combo packs such as one pack of
tampons and pad will be offered to customers at an affordable rate.
Baker and Saren(2017) has commented that there are numerous researches in which
this has been seen that pricing is the effective instrument through which the customers will be
attracted towards the respective product. (Cascio et al. (2018) has commented that developing

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appropriate pricing strategy is complex and there are different factors on which it is
dependent. The Ansoff’s matrix help in analysing the different price skimming and
penetration pricing techniques.
In case of Tsuno Company, the product Super Tampons is required to be sold at a
price skimming technique in which the products will be sold at a higher price to the
customers at first and then the prices will be lowered after a span of time.
Placeis the other element of marketing mix for Tsuno super tampons in which the
products are visible to the different customers in the market. The visible stores can be one of
the targets in which this will help the customers in gaining awareness regarding the brand
effectively. Proper awareness of brand is required and essential in nature for the Tsuno
Company as to promote the product effectively (Lidstone and MacLennan 2017).
Promotion is the last element of the marketing mix in which this has been seen that
promotional activities are required to be created by Tsuno as to promote the super tampons in
the entire competitive market. This has been seen that effective advertisement is one of the
essential techniques which can be adopted by indulging celebrities as this will attract the
target markets (Kavaratzis,Warnabyand Ashworth 2014).
Furthermore, on the other hand, blogging network can be used by Tsuno Company in
which they will post the different advertisements through internet using the official website
and blogs. With the help of this, this will help the customers to be aware about the products
and this will be a huge promotional campaign for the company which will be effective in
nature as well in the market.
Internal Factors
Staffing and Resource Issues
There are different employees and the higher authority members who are responsible
for the promotional campaign of the super tampons in the entire competitive market. The
individuals who were included in the different kinds of activities related to promotional
campaign are:
 Marketing Consultantis the one who will help in consulting with the product
manager in designing the product effectively as this will help the company to gain
more customers (Keller 2017).

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 Product Manageris the one who will be helping in managing the different kinds of
requirements such as usage of bamboo fibres in preparing the tampons and sell it in a
positive manner as well (Kavaratzis 2017). Marketing Communication Manager is the one who will be helping for the different
control of the public relation and advertising roles. The branding of the product Super
Tampons will be done by the communication manager in an effective manner. Marketing Director is the one who will be responsible for the control of all the
activities which are inclusive of the different kinds of communication and the
branding of the products effectively.
Departments Involved in Promotional Campaign of Super Tampons
There are different departments which are involved in the promotional campaign of
the super tampons in the competitive market. The creative and marketing departments are the
major ones who are involved in the advertising of the products in the entire competitive
market effectively (Kotler 2015). However, there are few loopholes and gap in the skills of
the individuals in the respective teams such as the branding team is not being able to perform
effectively as there is lack of workforce and this can affect the promotional campaign of the
super tampons product in a negative manner. In order to reduce the skill gaps in the company,
the external agencies are required as this will help in managing and addressing the issues
effectively.
Assessment of External Agencies
Proper external advertising and creative agencies are required to be utilized
effectively by Tsuno as this will help them in making the entire process in a positive manner.
Furthermore, this has been seen that the company Tsuno needs to hire the different creative
directors along with web designers form external companies as this will help in managing the
differences in an effective manner (Panigyrakisand Veloutsou 2015).
The company Tsuno will include the different kinds of interviews based on the
advertisement and different design tests along with animations which will help in selecting
the candidates in an effective manner (Kavaratzis, Warnabyand Ashworth 2014).
External Factors
Customer Analysis
The main target customer or the group of the customers who will be targeted for the
super tampons product in the entire market will be consisting of the girls from the age group

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of 13-40 in the entire market as they will be the ones who will be requiring the same for their
monthly usage in an efficient manner (Melewarand Skinner 2018).
Competitor Analysis
There are different competitors in the market of the sanitary napkins in which this has
been seen that Kotex and Stayfree are the main competitors of Tsuno and they have huge
market share in the market and this is a huge issue for Tsuno as they require to introduce the
tampons in such a manner which will be effective in comparison to the other competitors.
Environmental Analysis
Political factor is one of the major factors in which there are no such political
influences on the Tsuno company in the market of Australia.
Social factor is the other major factor which it has been seen that there is huge and
growing acceptance of the different private labels by the different consumers or the target
customers in the market (Piperopoulos 2016).
Economic factor is the other factor which can affect the market of Tsuno in which
there is volatility in the movements of the currency and there is strong growth of GDP in
emerging markets.
Environmental factor is the other factor in which wherein there should be initiative in
which proper reduction in the greenhouse gases will be done effectively (Seyed-Javadin et al.
2014).
Technological factor is the factor in which social technologies are required to be
taken into consideration for the collaboration of the customers effectively.
Legal factors are the factor in which this has been seen that there are different strong
compliance standards for the different suppliers and the lawsuit faced over the different false
claims of the product in an effective manner (Tkotz,Munckand Wald 2018).
SWOT Analysis
Strengths
 The brand presence is good and
there is high loyalty of the customers
 Hold a substantial market share in
the entire competitive market
Weaknesses
 There is no such presence of the
company in the rural market and
promotional campaign is required to
be done on the rural areas as well

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(McDonagh and Prothero 2014)
 It is being available in different
physical and online stores as well
 The Tsuno Company has different
and good distribution across the
world
 There is high switching of the brand
as there are too many options
available for the customers
 The advertising team of the
company is not effective
(McDaniel 2014)
Opportunities
 The company can come up with
different innovative products
 Proper tie ups can be done with
different clinics and hospitals
 Exploration of the different rural and
untapped areas in Australia
 The different creative individuals
from the other markets can be
advantageous for the company
Threats
 There are different other competitors
in the market along with aggressive
advertising of the companies are
ineffective in nature
 Other brands in the market are
expanding their presence in rural
areas
Targeting Marketing
Market Segmentation
Demographics Age- 13- 40
Income- All Income Groups
Marital Status- Everyone
Gender- Female
Geographic Location- Both urban and rural
areas
Psychographic Brand preferences-The customers mainly
prefer the higher valued brands in the market as
this is a sensitive issue and this requires the
brand which are of huge quality
Price Sensitivity – There are different price
sensitivity issues which will help them the
customers in selecting accordingly. In rural
areas the individuals can select the different
pads which are less costly yet they are hygienic
in nature

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Behavioural Benefits Sought- There are different benefits
such as providing the customers with different
benefits such as there are different varieties such
as super, night tampons and pads
Type of Store Preferences- The female
customers prefer to purchase the same from
different kinds of clinics or chemist stores
(Tomczak, Reinecke and Kuss 2018)
Target Market
The main target market for the Tsuno Super Tampons are the different individuals
from the age group 13-40 years and this will be targeting the different rural areas along with
urban areas (Scarborough 2016).
Target Audience
The main target audience of the Tsuno Super Tampons are the female customers who
are ranging from 13-40 years of age group.
Positioning Statement
The positioning statement of Tsuno Company is: “Dry Kind of Protection You Can Touch”
Objectives
Marketing Objectives
The main marketing objective for the Tsuno Company along with marketing of Tsuno
Tampons in the Australian market is:
To provide the female customers in the Australian market with the extra comfort
during the night hours and all day along which will attract more customers in the market.
Communication Objectives
There are different communication objectives which are required to be undertaken by
Tsuno Company which will help in managing the different tasks in an effective manner.
 To create awareness among the females in rural areas by imparting knowledge to
them regarding the usage of the pads and the hygiene factor which is involved in it
 To stimulate the want and the desire of buying tampons for the female customers in
the market which will help in making the sales effective

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 To create brand awareness of the Super Tampons among the individuals in rural areas
as this will help the company in gaining competitive advantage
Sales Objectives
The company Tsuno will be planning for the short-term objectives which is essential
in nature in the evaluation. The different short-term sales objectives of the company are as
follows:
 To increase and achieve more than 35% of the net profit in the entire competitive
market
 To increase the sale of the super tampons in the rural areas of Australia which will be
effective in nature as this will help the company in become more competitive in
nature
 To increase the awareness of the brand Tsuno Super Tampons in the market among
the rural areas in Australia which will be effective

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