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Medium Product Launch Profitability Pricing Market Sizing

Cups

#Consumer Goods

Practice this intermediate product launch case interview question in the Consumer Goods sector. Includes detailed problem prompt, clarifying questions, structured framework, and expert recommendation. Part of ProHub's 835+ consulting case library.

ProHub Comment

This is a comprehensive product launch case that integrates market sizing, customer willingness-to-pay analysis, cannibalization risk quantification, and pricing strategy. The case requires candidates to work through multiple interconnected analyses (top-down market sizing, survey interpretation, breakeven pricing, and feasibility assessment) while considering P&G's portfolio cannibalization concerns and competitive positioning in the sustainability-focused menstrual products market.

Estimated Time 26 minutes
Difficulty Medium
Source NYU
41 / 100
Your client is Proctor & Gamble, which owns Tampax and Always, leading menstrual product brands in the US. With the rise in sustainability focused products, P&G’s in-house R&D team has developed a hypoallergenic and eco-friendly high-grade silicone material for use in upcoming products launches. They are interested in using the material to make menstrual cups to add to their line of consumer care products. Should they sell the silicone menstrual cups?

Clarifying Information

  1. P&G will manufacture and sell the product if at least 10% of customers willing to purchase menstrual cups are willing to pay for it, and the inherent cannibalization doesn’t negatively impact sales
  2. Stand alone brands such as Diva Cup, Softcup, Blossom, Saalt, and Lena are competitors
  3. Environmentally friendly with an average 5 year lifespan before recycling
  4. R&D investment costs of $12M
  5. Compound discount rate for a 5 year period is 10%
  6. P&G is a large CPG company that owns other menstrual product brands like Tampax (tampons) and Always (pads)
Mock Interview
Interviewer

Your client is Proctor & Gamble, which owns Tampax and Always, leading menstrual product brands in the US. With the rise in sustainability focused products, P&G's in-house R&D team has developed a hypoallergenic and eco-friendly high-grade silicone material for use in upcoming products launches. They are interested in using the material to make menstrual cups to add to their line of consumer care products. Should they sell the silicone menstrual cups?

You

Thanks. Before analyzing, I'd like to clarify a few key questions...

Interviewer

Good question. Let me provide some background information...

You

Based on this, I suggest analyzing from these dimensions...

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P&G must decide whether to launch a hypoallergenic, eco-friendly silicone menstrual cup by calculating market size, evaluating customer demand, determining breakeven pricing that accounts for cannibalization of existing tampon/pad sales, and assessing launch feasibility against customer willingness-to-pay.

Key Insights:

  1. Market sizing requires a top-down approach: US population → female population → menstruating age range → willingness to adopt → addressable market at comparable price point
  2. Survey data showing 40% uncertain demand presents an opportunity to capture additional market share through marketing, requiring adjustment of initial market size estimates
  3. Cannibalization analysis is critical: must quantify revenue loss from existing tampon/pad sales against complementary product sales (wash, wipes, discs) to determine breakeven cup price (~$25-30)
  4. Pricing strategy must balance customer willingness-to-pay against cannibalization risk; complementary products can offset some losses from substitution
  5. Launch feasibility depends on validating that sufficient customers are willing to pay the calculated breakeven price, with P&G confident they can convert 25% of undecided survey respondents

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