MOLPED – COMPASSION FOR EVERY PERIOD

Molped is a women’s sanitary brand originally from Turkey, entering the Vietnam market.
Brand objectives:

• Build brand awareness by highlighting product USP, newness and differentiation with excitement to end consumers
• Build up strong brand positioning differentiated from competitors from the launching phase.

• Young women (20–35 years old)
• Modern working women who need physical & emotional support to feel better during their menstruation
• They love the journey of being a woman by following their own preferences
• Prefer using skin-friendly products

Vietnam’s sanitary napkin market is young, fast-growing, and full of potential, with 30% of the female population in menstruation age (12–49) and a stable 10-year growth trajectory — even through Covid-19.
Valued at USD 204 million, the market sees over 2.6 million product units used annually, with hygienic pads making up 67% of the total value.

Despite its scale, the category is heavily dominated by just two players — Diana (52%) and Kotex (28%) — leaving plenty of room for disruption.

Yet, these incumbents are still far from meeting young women’s expectations, revealing significant product gaps that remain undominated in the market.

Vietnamese young women still have high expectations for an ideal sanitary pad, whether being uneasy with current market offerings or seeking more.

Key pain points:

• Heavy flow
• Wet top sheet
• Heat around vulva area
• Unpleasant odor
• Rash, irritation, itch

Molped is distinguishably innovated to better accommodate diverse pain points, including:

Key pain points:

• A 10% wider pad (75mm vs. 60–65mm competitors)
• Wider safeguard at night (160mm vs. 155mm)
• Higher absorption capacity (48.91 vs. 30.19 / 37.63)
• Improved performance through 3D barriers
• Significantly higher in organic and natural attributes
• 99% of trialists liking the softness of the wings
• Free of rash, irritation, and itch
• Certified tested and gentle on skin

Molped makes organic and naturalness accessible to protect skins from getting harmed during this period, hence, making young women feel good.

Competitor’s analysis:

• In the current category landscape, Kotex describes a goal-oriented young woman who would challenge any norms against her will. She faces menstruation obstacles frustrated with it standing in her way that delays her goals. What she needs is a product that tears away her distraction to keep her bold and forward throughout.
• Diana describes a charming young woman ready to vibe her out to the crowd. She faces menstruation obstacles worried with seeing herself losing charm. What she needs is a product that untangles her worries and encourages her to confidently vibe out her charm.

• Molped describes a modern young woman who upholds distinct preferences and is savvy with her self-care demand. They bear a refined personal caring mindset and demand support both emotionally and physically.
  When she faces menstruation obstacles, she is concerned with seeing her pampering demand unfulfilled. What she needs is a product that deeply satisfies her care choices and shows ultimate understanding of her pampering demand which Molped’s innovation is built to answer.

The category convention shows competitors establishing flashy, colorful images of young women during menstruation: pushing limits, enjoying life to the max, doing extraordinary things.
However, this is unrealistic, because even the strongest and most independent young women could become vulnerable during such days.

What she wants during those days is to be easy and embrace herself.

GET:
Vietnamese young women with refined product preferences and savvy about self-care during periods

TO:
Choose Molped naturally, with breakthrough innovations distinguished from any current market offerings

BY:
Positioning Molped as a product that shows compassion to young women by wrapping them up with the softness of organic cotton to make them feel good