Procter & Gamble is considering entering the menstrual cup market with a new eco-friendly silicone product. The case explores market sizing, consumer willingness to switch, pricing strategy, and marketing approach. Key steps include assessing the US market size for menstrual cups, analyzing survey data on consumer preferences, calculating the break-even price to offset cannibalization of existing product sales, and evaluating product launch feasibility based on pricing data. The case also covers marketing strategies to promote sustainability. Quantitative analysis involves market sizing calculations, revenue projections, and break-even pricing determination. The recommendation should consider profitability, risks, and next steps for a potential product launch.