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At the same time, it's difficult to get new users as already 70% of Women in the North America already use Tampons. This indicated a need to expand globally; upon research Tambrands officials viewed the global market as a huge opportunity as only 100 million out of the worlds 1.7 billion women use tampons.
In the process of expansion, Tambrands adopted a strategy of dividing the global market into 3 clusters, these clusters were not formed based on geography, but on how popular the brand is in various global markets. This would help them figure out; in what part of the world the women are most resistant to using this product and in what part of the world our women increasing their use of tampons...
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