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RELY TAMPONSRELY: IT EVEN ABSORBS THE WORRY
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JAYASHREE JAYAPAL
JOSNA SMALLET
NIDHIN RAJ
NOMMANDAKH
SANTOSH PRASAD
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INTRODUCTION Procter & Gamble Co. is a Fortune
500 American multinational corporation. founded in 1837
The company is headquartered in downtown Cincinnati,Ohio..
The company manufactures a wide range of consumergoods.
It is 5th in Fortune's Most Admired Companies 2011 list.
P&G is credited with many business innovationsincluding brand management and the soap opera.
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ABOUT THE BRAND
Tampons are used by up to 70 percent of menstruating women
in the United States, and the average woman may use as many
as 16,800 tampons in her lifetime.
The safety and effectiveness of tampons is a health issue of
vital importance for all women.
Manufacturers, consumers and the federal government each
have played a critical role in creating the law that regulates
tampons in the United States today.
This paper examines the regulation of menstrual tampons in the
United States from their introduction to the market some twenty
five years ago to the standards that govern them in the twentyfirst century.
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Cont After a brief replay of the introduction of the tampon
into the US, this paper discusses the backgroundregulatory scheme for such a medical device.
Next, this paper traces the development of the federal
rules regulating tampons and tampon packaging, as
well as the battles fought in courts of law to
accomplish this goal.
Finally, topics related to tampon regulation are
explored, including the debate over tampon ingredientlabeling and the preemption of state law by the federal
regulation of tampons.
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The Development of Tampons by Manufacturers
While menstrual tampons had been marketed
throughout Western Europe since the late 1930s, they
were not introduced to the United States until decadeslater.
In 1974, o.b. tampons were imported into the UnitedStates and test-marketed in various regions of the
country, and in that same year, Procter & GambleManufacturing Company began test-marketing its ownbrand known as the Rely tampon.
Tampons were well received in the United States, to
say the least. By the end of 1979, Rely tampons weremarketed nationally, and over half a billion Rely
tampons were sold.
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Cont..
As early as 1975, however, anecdotal evidencestarted to come in to manufacturers about thesuspected link between TSS and tampon use.Despite this, manufacturers conducted noresearch for five years.
In subsequent litigation years later, it becameapparent that the manufacturers were aware ofthe connection between unnecessary absorptioncapacity of tampons and increased rates of TSS.]
This fact would come back to haunt the
manufacturers, leaving them liable for millions indamages to women injured by tampon use.
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PRODUCT
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Problems
Almost all the cases were menstruating female
Tampons have been around since the 1930s, and women
have largely taken their safety for granted. But over three
decades there has been a staggering increase in illnesses
that were once thought of as rare, includingEndometriosis,Fibroids (growths in the uterus), Pelvic
Inflammatory Disease, PCOS (Polycystic Ovarian
Syndrome), and Cancer, causing some to take another
look at those ubiquitous products.
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Reasons
Procter & Gamble launched a super-absorbent tampon
called Rely. However, the super-absorbency of the productwas a result of a synthetic substance called carboxymethyl
cellulose, which would sometimes leave a synthetic residue
inside a womans body after the tampon had been
removed. There was an outbreak of Toxic Shock Syndrome (TSS),
caused by Staphylococcus aureus, a bacterium whose
toxins are amplified by several synthetic fibers that were
being used in tampons to increase absorbency.
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Cont.. More than 50 women died and more than a
thousand suffered. Rely tampons contained known cancer-causing
agents and that the product altered the natural
organisms found in the vagina
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Strategy
Media strategy increased Tampon sales
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SOLUTIONS
Co-operate dont aggravate. If Procter & Gamble
had co-operated with the health authorities from the
start it would have been able to limit the negative
media coverage.
Kill the brand, save the company. For companieswith numerous brands it is often better to admit
defeat early on and terminate a brand for the sake
of the overall reputation of the company.
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