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The learning outcomes of this study are as follows:▪ to explain the marketing of products that fall under “stigmatised” products;▪ to develop a multi-segmentation strategy and identify variables used in segmentation;▪ to identify the target segments;▪ to draw a value proposition canvas;▪ to construct positioning statements; and▪ to decide the product portfolio based on segmentation, targeting and positioning (STP).

This case considers the dilemma faced by Deep Bajaj, CEO of Sirona Hygiene Pvt. Ltd., a company in the female menstrual and intimate hygiene products space, in May 2021. During an investor meeting, an investor questions Sirona’s focus on menstrual cups (MCs) and advises Deep to expand instead the sanitary pads category. While the company has been growing at more than 100% year-on-year and has also been profitable for the last three years, the case considers how Deep can better participate in the bull run in the Indian menstrual hygiene market. Should he discard menstrual cups from Sirona’s product portfolio and concentrate on sanitary pads – India’s most highly accepted menstrual hygiene product? Alternatively, should he discard sanitary pads from his product portfolio and focus on MCs – his flagship product? Or, could he tap the large and growing menstrual hygiene market to “have his cup and pad too”?

This case is suitable for a class of 90 min in an undergraduate course or an extended session of two 90-min classes in a graduate MBA course. It can be studied as part of the STP module in a Marketing Management course. It may also be used in a strategic management course within a graduate MBA program to provide an understanding of the value proposition canvas as part of the module on business model canvas.

Teaching notes are available for educators only.

CSS 8: Marketing.

Menstruation poses psycho-physiological challenges globally due to a lack of awareness, unhygienic practices and social stigma. This paper aims to assess the existing body of research on menstrual health and hygiene (MHH) worldwide.

This study focuses on seminal works published in the Scopus Database from 1946 to 2023 for extensive bibliometric analysis, involving 756 bibliographic records analyzed through Biblioshiny and VOSviewer software. The authors use thematic analysis to identify core research themes and sub-themes, coupled with a critical review of the most highly cited articles within each thematic category.

The research into MHH has consistently grown since 2010, with a notable surge in the past five years. Among all countries, the USA emerges as the most active contributor, boasting the highest number of publications and citations. In terms of organizations, The London School of Hygiene and Tropical Medicine takes the lead with 54 articles. Further, PLOS ONE and Waterlines were the most productive and influential journals, respectively. The thematic analysis identifies key research foci, including tampons, menstrual health, sanitation, hygiene and bleeding.

Further research could be initiated in areas of menstrual education and awareness, menstrual product safety and effectiveness and menstrual disorders and treatments to address the concerns especially encountered by women from developing countries.

This research provides a comprehensive analysis of 77 years of MHH research, offering valuable insights into key areas of concern and guiding future research directions, ultimately addressing critical global health challenges.

Effective menstrual management is essential for the mental and physical well being of women. However, many women in low-income countries lack access to the materials and facilities required. They are thus restricted in their activities whilst menstruating thus compromising their education, income and domestic responsibilities. The paper aims to discuss these issues.

This study describes the menstrual management challenges faced by women in an emergency situation in Uganda. Totally, 50 interviews and focus group discussions were conducted with women from villages, internally displaced person (IDP) camps and schools so that the menstrual management of the host population could be compared with the IDPs.

This study showed that in IDP camps there was a significant lack of materials including soap, underpants and absorbing cloth, and facilities like latrines and bathing shelters. As a consequence women in IDP camps suffer with poor health and diminished dignity. There is also a lack of education about menstruation and reproductive health and practices are strongly influenced by cultural taboos.

This is the first time that the menstrual management of women in IDP or refugee camps has been studied.

Menstruation is a part of the female reproductive cycle that begins with adolescence. Menstruation is a natural change; it relates to several malpractices and misconceptions that may contribute to adverse health outcomes.

The authors have searched relevant papers using Google Scholar and PubMed to write this mini review.

During menstruation, poor hygiene maintenance can cause serious illness, which includes the urinary tract and reproductive tract infection. Menstruation management is a hygienic system, and it is essential for females because poor hygiene maintenance during menstruation can cause some infections and numerous sexually transmitted diseases. There are a few nanotechnology-based products that have come into the market to offer some relief to females during their periods.

This mini review will help researchers to design innovative female hygiene products that can relieve the discomfort caused to women during their reproductive age.

This all-inclusive bibliometric study aims to highlight the importance and shift of the researchers and the society towards the sustainable menstrual products (SMPs). This study also provides insights for this taboo topic which needs to be addressed for improving the menstrual hygiene of women.

This study adopts a trio of systematic literature review, bibliometric analysis and content analysis of the research articles taken from the SCOPUS database. The influential journals, authors and countries were established with the bibliometric analysis. Most prestigious research articles were identified based on the page-rank analysis. The intellectual structure was established with bibliographic coupling through which various themes were identified. For the content analysis, thematic mapping and author keyword analysis was performed to gain deeper understanding of themes.

It was established that the taboo yet novel research domain of SMPs is a necessary step towards the improvement of hygiene of women as well as the economy. The products are here to stay making them a Classic; hence, more research normalizing their usage is necessary. From this analysis, research gaps providing directions to the researchers were identified.

To the best knowledge of the authors, this is the first study that provides a comprehensive review of the SMPs. The research methodology applied in this review involves the triad of systematic literature review, bibliometric and content analyses study that establishes an intellectual structure and provides an all-inclusive overview of this taboo research area.

The purpose of this study is to examine the socio-economic inequalities that exist in the use of unhygienic menstrual practices in India and its states, as well as to identify the contribution of various socio-economic factors that leads to these inequalities.

Data from the National Family Health Survey-5 (2019–21) for 240,285 menstruating women aged 15–24 years is used to examine the above objectives. The concentration index for unhygienic menstrual practices is calculated to measure the socio-economic inequalities, which are then decomposed into their determining factors.

The state of Punjab experiencing the highest level of economic inequality, followed by Telangana and Haryana. The results from decomposition analysis suggest that rural residence (13%), illiteracy (7%), poor economic status (53%), not reading newspaper (12%) and not watching TV (14%) contribute 99% to the total socio-economic inequality in using unhygienic menstrual practices in India. The contribution of economic status to total inequalities is more in all the states except for Kerala and Mizoram, where caste and residence play an important role.

This paper signifies the role of economic inequality in the use of unhygienic menstrual practices in India as well as the contribution of various socio-economic factors contributing towards these inequalities. The results from decomposition analysis suggest the need for unique health intervention strategies for different states following the evidence of major contributions to total inequalities in the use of unhygienic menstrual practices.

This study aims to explore whether socio-economic factors determine the level of menstrual knowledge and perceptions of schoolgirls in Bangladesh. The aim of this study is to understand how knowledge and perceptions vary with variations in the different socio-economic factors in a schoolgirl’s life such as place of residence, religion, age, grade, parents’ education, parents’ occupation, family income and even family size.

Data were collected from four schools (two in urban areas and two in rural areas). A total of 450 schoolgirls from grades V–X were interviewed to examine how knowledge and perceptions varied with different socio-economic aspects. Multiple logistic regression models were used to measure the associations between various socio-economic variables and perceptions of and knowledge about menstruation.

Respondents from urban areas were 4.75 times more likely and those 14–16 years old were two times more likely to report higher levels of knowledge about menstruation compared to their counterparts. Based on the father’s occupation, respondents whose father was engaged in a professional occupation were 1.983 times more likely to have a higher level of knowledge on menstruation compared to those whose fathers were in an unskilled profession. Similarly, the odds of positive perceptions on menstruation were 1.456 and 1.987 times higher, respectively, among respondents living in urban areas and those 14–16 years old, compared to their counterparts.

This study provides evidence that different socio-economic and even demographic factors are important in the development of menstrual knowledge and perceptions. Policy formulation and development actions related to adolescent girls’ physical and reproductive health development need to consider these factors in Bangladesh and in other developing countries, where poor knowledge and perception related to menstruation are hindering girls’ mental and physical development. This is expected that better knowledge and perception will facilitate girls’ right to have better health and social lives.

In Bangladesh, as elsewhere, menstruation is surrounded by stigma, silence, and shame. Despite being a critical part of women’s and girls’ sexual and reproductive health and rights (SRHR), it remains significantly under-researched and addressed. However, the focus on menstrual health (MH) programming is growing globally, with increased awareness of the importance of holistic and rights-based approaches. This case study aims to examine and reflect upon the MH landscape and programming in Bangladesh, assessing the progress, challenges, and potential ways forward.

This case study is based on a non-systematic review of recent global and national literature, eight semi-structured interviews, a review of national television adverts and the authors’ experiences of MH research and programming in Bangladesh.

Hygiene-based education delivered through schools is a common entry point for MH programming in Bangladesh, with limited activities conducted in communities (including with men and boys) and through media. The focus of MH programming has tended to be narrow, with insufficient recognition of the wider gender equality and health implications of menstruation. There are growing efforts to coordinate MH work by different agencies and to collectively advocate for increased government engagement. While significant progress has been made, this case study identifies several gaps and tensions that reflect the complexity of addressing MH.

This case study presents an overview of recent MH experiences and programming in Bangladesh. It recognises the different sectors, sites and stakeholders involved, and includes experiences and perspectives of practitioners, academics, and programme participants.

The menstrual health and menstrual hygiene management (MHM) of incarcerated women remains relatively low on the agenda of public health interventions globally, widening the inequitable access of incarcerated women to safe and readily available menstrual health products (MHP). The COVID-19 pandemic has adversely impacted on the MHM gains made in various development sectors in the global North and South, through its amplification of vulnerability for already at-risk populations. This is especially significant to developing countries such as South Africa where the incarcerated female population are an often-forgotten minority.

This viewpoint highlights the ignominious silence of research and policy attention within the South African carceral context in addressing MHM. The ethical and political implications of such silences are unpacked by reviewing international and local literature that confront issues of inequality and equitable access to MHP and MHM resources within incarcerated contexts.

Structural inequalities in various contexts around the world have exacerbated COVID-19 and MHM. Within the prison context in South Africa, women face multiple layers of discrimination and punishment that draw attention to the historical discourses of correctional facilities as a site of surveillance and discipline.

This study acknowledges that while this viewpoint is essential in rising awareness about gaps in literature, it is not empirical in nature.

The authors believe that this viewpoint is essential in raising critical awareness on MHM in carceral facilities in South Africa. The authors hope to use this publication as the theoretical argument to pursue empirical research on MHM within carceral facilities in South Africa. The authors hope that this publication would provide the context for international and local funders, to assist in the empirical research, which aims to roll out sustainable MHP to incarcerated women in South Africa.

The authors believe that this viewpoint is the starting point in accelerating the roll out of sustainable MHP to incarcerated females in South Africa. These are females who are on the periphery of society that are in need of practical interventions. Publishing this viewpoint would provide the team with the credibility to apply for international and national funding to roll out sustainable solutions.

It is hoped that the gaps in literature and nodes for social and human rights activism highlighted within this viewpoint establish the need for further participatory research, human rights advocacy and informed civic engagement to ensure the voices of these women and their basic human rights are upheld.

About half of the 16% adolescents in the world experience menstruation. Menstrual hygiene management (MHM) is a health concern and challenge especially in humanitarian situations as experienced by Myanmar Rohingya refugees living in Cox’s Bazar, Bangladesh. This study aims to assess knowledge, practice and influencing factors for MHM among Rohingya refugee adolescent girls of 14–18 years.

The study used both quantitative (a cross-sectional survey with 340 adolescent girls through a structured questionnaire) and qualitative (7 in-depth interviews with adolescent girls and 2 focus group discussions with the mothers) approaches. Quantitative data, analyzed using STATA version 13.0, were supported by qualitative data, grouped into themes and presented as matrix.

Around 51% adolescent girls learned about menstruation after menarche, at the mean age of 12 years, from their mothers and older sisters. About 75% used sanitary pads as absorbents which they got mostly as relief material or bought from local stores (83%); the rest used cloths and other materials (25%). About 57% of the respondents disposed of their absorbent by burying. Those who used reusable absorbents washed them with soap and water (40%) and mostly dried them indoors (17%). Factors influencing healthy MHM practice included the use of absorbent, privacy, disposal, washing and drying of clothes, physical activities, hygiene and pain management. Adolescents with secondary or higher education were four times more likely to have better MHM practice (odds ratio = 4.27; confidence interval = 1.19–15.31) than those with no formal schooling.

This paper is based on a research undertaken as part of academic requirement.