What do the Customers Buy and Why?
Female customers buy the tangible product, Gynofem, as an alternative source of protection for menstruating women rather than the traditional methods of protection such as tampons or pads. This product is one of the few technological breakthroughs since the invention of tampons 60 years ago. Gynofem is a soft cup, made of an injection-molded rim with a thin reservoir welded to the rim. The rim is pinched together, inserted into the vagina behind the pubic bone. Once in place, its presence cannot be felt. Customers seem to be attracted to this product because of its comfort. From past surveys conducted by RelEVE, they found that customers point out the obvious level of improvement in comfort. Gynofem lasts twice as long as a tampon and studies have demonstrated that the soft-cup does not promote the growth of foreign bacteria. Therefore, customers do not have to worry about the threat of toxic shock syndrome that is affiliated with tampons. Gynofem also does not affect the natural flora of the vagina and since the product is non absorbable, the environment remains moist. In essence, there is neither vaginal dryness nor a sensation of fullness one gets when using tampons. Also, Gynofem is the only product that allows women to have clean, comfortable sex during their period (RelEVE 2001).
