rely tampons

8/4/2019 Rely Tampons

1/15

RELY TAMPONSRELY: IT EVEN ABSORBS THE WORRY


2/15

JAYASHREE JAYAPAL

JOSNA SMALLET

NIDHIN RAJ

NOMMANDAKH

SANTOSH PRASAD


3/15

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.


4/15

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.


5/15

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.


6/15

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.


7/15

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.


8/15

PRODUCT


9/15


10/15

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.


11/15

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.


12/15

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


13/15

Strategy

Media strategy increased Tampon sales


14/15

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.


15/15

rely tampons

Documents