The Aspiring
Majority of women in India do not buy sanitary pads because they cannot afford the extra expensive in their monthly budgets. It is clear that the level of income a women receives, or a household income, defines what items she will be able to buy. For the purpose of this paper, Lunapads will be focusing on the upper segment of the bottom of the pyramid; this group is labelled as the Aspiring class (Unitus Seed Fund, 2016). This buyer segment lacks access to the basic necessities as the general public however they have more disposable income and twice the aggregate consumption of the extremely poor (Unitus Seed Fund, 2016). This is a large opportunity for Lunapads to deliver a valuable product to a segment that has an increasing income level and higher consumption rates.
However, Lunapads needs to be wary of the lower income levels in the bottom of the pyramid because these consumers are not willing to take risks on any product they buy. Since they have smaller disposable income than majority of the country, they are diligent in the buying process of researching and finding the best product to suit their needs (Luce, 2016). Consumers in this segment cannot afford to make mistakes with their disposable income and therefore Lunapads will need to overcome this and explicitly state why Lunapads are so valuable and exactly what the consumer benefit is directly.