From an Oriented Program to a Social-Enterprise Brand, a Transformation Strategy for Perfect Fit through Period Care Products
The conscious lifestyle trend became an opportunity for Perfect Fit to tap into the woman care industry as a brand that strives to provide the best menstrual experience.
Perfect Fit was originally a program initiated by Kopernik, a non-profit organization based in Bali. It created reusable menstrual pads, used as a medium to discuss Sexual and Reproductive Health and Rights (SRHR), especially menstruation which is still considered taboo. This product was originally designed as an entry point to support educational programs about SRHR in rural areas, precisely in Ruteng City, Flores Island. However, to enter the business world, Perfect Fit needs to develop a strategy. We see Perfect Fit's potential to become a for-profit social-enterprise brand while prioritizing literacy and advocacy values.
CASE
"To survive in the long-run, Perfect Fit requires a strategy beyond a program to reach the wider market."Starting from a women's empowerment program in Ruteng City, Perfect Fit was a facilitator in the field of SRHR literacy and advocacy for rural areas. However, along the way, the need to enter the business sector became more urgent to facilitate common interests. When we Basicludo first heard about this case, we strived to match business with social values.
We started the first step by conducting a series of assessments. As a result, we concluded that Perfect Fit can emerge as a social-enterprise brand with a strong purpose to empower the community. However, we see that there is one big obstacle. The reusable menstrual pad, which is the main product of Perfect Fit, has not reach the market widely because it can only be obtained after participating in the program.
In reality, to survive in the industry, Perfect Fit needs to encourage continuous transactions with or without the program. From here, we see the need for Perfect Fit to start shifting its core value from a product-driven brand to a purpose-driven brand.
INSIGHT
"Perfect Fit can become a social-enterprise brand that continues to prioritize literacy and advocacy values, especially in the SRHR field."After having an intensive communication session, we immediately realized the business potential of Perfect Fit. Perfect Fit can become a brand that distinguishes itself in the woman care industry by shifting from being a program facilitator to a social-enterprise business.
To make it happen, we saw three things to be arranged immediately. First is in terms of brand strategy, to widen Perfect Fit's exploration and innovation with a strong positioning, as Perfect Fit also provides period care services apart from selling products. Second, from a narrative perspective, Perfect Fit is presented as a brand that provides education through its products and services. Thus, the values of education and advocacy built through the program will be maintained. Third, Perfect Fit needs an empowering campaign strategy which has been successfully demonstrated through the body positivity campaign.
With the new brand core, Perfect Fit's business full potential can be unleashed. This is because the focus is on period care products and services that target audiences to be aware that they have the right to have access to better sexual and reproductive health.
RESULT
"With the new positioning and values, Perfect Fit has succeeded in showing itself as a people over profit social brand."With the recent brand strategy and activation, Perfect Fit has now succeeded in appearing as a social-enterprise brand. No longer is Perfect Fit a program facilitator but a brand that strives to provide the best menstrual experience through environmentally friendly and gender-friendly products and services. The new Perfect Fit positioning and values also make the range of innovations wider. Perfect Fit even started selling other products besides reusable menstrual pads, namely period underwear or menstrual underwear.
More importantly, Perfect Fit remains active in the field of menstrual literacy for Indonesian women. Perfect Fit has not only succeeded in becoming a social-enterprise brand from profitable unique products and services, but also empowers consumers and communities.
The appearance of the founder and important figures in the communication touchpoints also strengthened the public's perception of Perfect Fit's identity as a brand. Starting as a program facilitator, Perfect Fit has now grown into a brand with strong values, empowering its consumers through period care products and services through exciting communication.