Abstract:

This paper describes the strategic marketing issues facing SCA- Molnlycke's feminine hygiene business in Europe during the first years of the 1990s, a period which meant dramatic changes to the category. The aim was to create one strong Eurobrand, a very popular word in the early nineties. The work started in 1990 by building one common brand platform for two of SCA-Molnlycke's brands, Libresse and Nana. The paper describes the challenges facing the company, the analysis made, the process to develop a brand platform, examples of the end product - advertising, pack design - and finally, some of the key learning.