INTERNATIONAL WOMEN'S DAY | 2010 the Libresse secure fit platform was launched in Malaysia. This is unique in many ways, not only because it is the first Asian market entry for The Libresse secure fit but also because it was decided to launch with a price line, which is completely new in the feminine category in Malaysia.
It means that all products have the same price. A pack of ten thick towels has the same price tag as a pack with eight thin towels. However price is not the main differentiator. It is the performance and properties of the product that are differentiating Libresse secure fit from its competitors.
It was the market leadership position in the baby diaper segment that got the Malaysian SCA team wondering whether a launch of the Secure Fit products could be a possibility. An evaluation process was initiated.
Consumer tests
They looked into market size, penetration levels, competitors and also did consumer-use tests in order to understand if the Secure Fit concept could be appealing for Malaysian consumers. The results proved to be very positive and a decision to launch was made.
Targets
The targets set ahead of the launch were reached which shows, once more, that innovation generates growth. Brand awareness levels shot up in October 2010 and market share was in line with targets for the introduction phase.