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Changes at Tambrands.

In the ongoing Tambrands saga, president Charles Chapman has been demoted to executive vice president and president of Tambrands North America and two other top executives have been forced out, according to a recent article in the Wall Street Journal (7/2/193). "They're looking to [Mr.] Chapman to fix the U.S. situation ... that's his challenge," the article said. Tambrands, manufacturer of "Tampax" tampons, has been losing market share steadily for years; in the last few weeks sweeping changes have been initiated in an attempt to revive sales.

One of the changes has been the launching of a major global advertising campaign, with 50% increased advertising spending, according to another article in the Wall Street Journal (6/22/93). The ad campaign, which could total as much as $20 million according to the article, is aimed directly at the external sanitary protection market, specifically targeting some of the recent feminine hygiene pad innovations such as thinner products and wings.
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Publication:Nonwovens Industry
Date:Aug 1, 1993
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