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1、,Kotex A Challengers Campaign,Kotex Soft-Dri Launch,Kotex was launched in Beijing in 1996. Whisper had been very active and overwhelming in communication. Consumers in the premium segment had strong preference to Whisper. Whisper is regarded as the standard for the category with premium and innovati
2、ve image. At the time J&Js Carefree had just launched.,Kotex Strategy,Opportunities From times of consumer U&A studies, we found there existing a segment of consumers which we called “Mixed Users” Mixed Users: use premium, high performance product, i.e. Whisper in heavy flow days, and use value bran
3、ds such as C&B or Anle in light days. The Mixed User is a transition segment in consumers upgrading process. This group is expanding rapidly and will become the biggest segment of urban consumers. If we can win this group of women, Kotex has good opportunity to grow.,Market Segmentation (1995),Marke
4、t Trend,- This upgrading movement is driven by consumer needs for better feminine protection as well as by their income improvement. - The base of premium group is now the smallest because of its high price, however it is the direction of the category development. - Mixed users will become the major
5、ity in neat future by attracting low-end-brand users.,Where Are Kotexs Opportunities,There are three possible opportunities where Kotex can cut into this market: A. C&B user upgrade to mixed user Kotex & C&B B. Mixed user of Whisper & C&B switch to Kotex C. Whisper sole user switch to Kotex,Kotex St
6、rategy (Contd),Consumer Needs They are very critical to the protection performance in the heavy flow days. They are outgoing career women and they wont let the period be a obstacle to their success. Our product Kotex has Prism - the blue transfer layer, it can pull fluid away from the surface quickl
7、y and absorb adequately therefore prevent side leakage.,Kotex Strategy (Contd),Consumer Promise Kotex with the magic Blue Strip, offers you a new level of protection, a feeling of security you never experienced. Creative Idea The core idea of “2nd Day” emerged in our IPT focus groups. This is an emi
8、nent idea that accurately catches our targets concern for security protection in their heavy flow days. “With Kotex I can perform my life perfectly even in the “2nd Day” of my period.”,Brand Platform of Kotex,Brand benefits Emotional benefits: Kotex is about the aspiration to contemporary Western ro
9、le models portrayed by Chinese women. Kotex acknowledges womens freedom to be self-expressive. Kotex helps them to be perfect in their career life. Physical benefits: Dependable security when most needed. Functional supports: Innovative protection features,Consumers Insight I am seeking perfect perf
10、ormance at all times. My period should never be an issue in comparison with other challenges in my life. I use the best product so that I wont have any concern to my period. Brand Personality Competent, Aggressive, Positive, Active,Brand Platform of Kotex,Product-Brand-Consumer Connection,A confiden
11、t woman is always the focus of people,Brand Platform of Kotex,Brand Print In the world of Kotex, women are full of confidence because they have reassurance to continue with their daily lives. Womanhood to them is a reward rather than an obstacle for pursuing an active life. Kotex women are shinning
12、characters, admired, appreciated and followed by their peers. They are active, outgoing, and have a positive attitude towards life. This attitude is infectious to others around her.,Brand Platform of Kotex,Kotex Soft-Dri Launch 45sec (Cellist),VO:Even my best friend has not noticed this is my second
13、 day Because the new Kotex has added the magic one-way diffusion layer Even for heavy flow of the second day, Kotex can fully absorb and lock fluid deep inside the pad with no side leakage This is Kotexs secret of safety. The second day with heavy flow all counts on Kotex Tagline:Try Kotex, it is re
14、ally secure,Results,The Link Test The execution succeeded in achieving the advertising objectives of communicating the product benefits of Kotex. The product benefit/message received by target audience: Safety/Security73% Kotex absorbs completely56% Prevents side leakage52% Good for heavy days49% Ha
15、s a one-way diffusing layer34%,Results (Contd),Tracking Studies Results (launching campaign in May, 96) 1st (June, 96)2nd (Sept. 96) Un-aided brand awareness11.9%44.6% Aided brand awareness47%70.6% Un-aided TVC awareness10.3%21.1% Aided TVC awareness52%70% Brand association26.8%45.8% Preference34.4%
16、53.3% Purchase intention26.2%42.5%,Kotex Soft-Dri Night Wing Ad Campaign,Kotexs TVCfor Night Wing product was first aired in April, 97 Concurrent with the Night Wing launch, a promotion of “Buy Kotex, get pictures” was conducted from Mar to May, with support of print ad and announcement by supers on TVC, consumer leaflets and counter stands in stores . The promotion is very successful with over 4,000 responses in Beijing. By June 1, Nightwing awaren
