ORG findings for January to April 1999 show P&G's share at 33.4 per cent in terms of volumes and 45.9 per cent in value. The brand's share has fallen from 38 per cent in terms of volumes and 46 per cent in terms of value, for the previous quarter, ending December 1998. The drop is also evident in comparison to Whisper's share of 44 per cent in terms of volume and 49.9 per cent in terms of value, a year and a half ago. Despite repeated attempts, company officials refused to comment.

The other players in the market, Johnson & Johnson and Kimberly-Clarke Lever have gained at the cost of P&G with their san pro brands. J&J's market share for January-April 1999 stands at 52.2 per cent in volumes and 43.0 percent in terms of value while the market share of KCL's Kotex is 8.6 per cent in volumes and 6.1 per cent invalue, respectively.

In comparison, in the quarter ending December 1998, the marketshare of J&J was 51 per cent in volumes and 43 per cent in value. While Kotex's share has risen from 6.5 per cent in volume terms and 6 per cent in value terms, during the same period. The comparative market figures for J&J during November 1997 stood at 48.6 per cent in volumes and 44.2 per cent in value terms.

A one time market leader in the Indian san pro market, J&J had lost its leadership position to P&G after the launch of Whisper in 1986. However, due to its value-based offerings and smart line extensions, J&J has managed to get back on top.

The value-conscious Indian consumer has buoyed sales at the lower end of the market over the last two years. J&J managed to pip P&G by introducing Stayfree Secure in 1998, at half the price of Whisper, viz Rs 20 for a pack of 10 napkins. Today Stayfree Secure accounts for close to 23 per cent share of J&J's volumes. ``With Stayfree Secure we have been able to give the customersatisfactory product performance at the most reasonable prices,'' says J&J Limited's general manager marketing, Elkana Ezekiel. The growth in Stayfree Secure sales have come not only at the cost of Whisper but the other upper-end products under the Stayfree umbrella as well, say analysts.

Kimberly-Clarke Lever a relative new comer to the san pro market too has witnessed a spurt in market share on account of its low priced offering. J&J has been keen on descending the price ladder further by offering innovative products at lower price points, like the J&J Washable Cover which is being test marketed currently.

Recently Kimberly-Clarke slashed the price of Kotex by Rs 5 to Rs 17 for a pack of 10 to push volumes. P&G however has abstained from deserting its premium image in the market so far. On the contrary, the company has been hiking its prices to make up for the loss of volumes, say analysts. P&G had increased the price of Whisper by Rs 4 around March this year. P&G has been on the offensive in more waysthan one. Early this year, the company launched a campaign hitting out at the lower priced san pro products in the market. With a tag line that said `cloth is for curtains' the ad cocked a snook at J&J's Stayfree Washable Cover.

In March 1999, P&G unveiled a social marketing campaign, `Project Drishti' in association with the National Association for the Blind-the campaign was linked to Whisper sales. On every pack of sale of Whisper, Re 1 will go to a fund which will facilitate corneal transplants for adolescent blind girls.

In the first phase of the campaign the company launched a commercial featuring Pallavi Joshi explaining the cause. In the second phase which began early this month, P&G has released yet another ad which shares with the consumer the fact that the corneal transplants have begun. However, there is no feedback as yet, on how Project Drishti might have impacted on Whisper sales.