《Kotex A Challenger’s Campaign》由会员分享，可在线阅读，更多相关《Kotex A Challenger’s Campaign（23页珍藏版）》请在金锄头文库上搜索。
1、 KotexA Challengers CampaignKotex Soft-Dri LaunchKotex 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 innovative
2、image. At the time J&Js Carefree had just launched.Kotex StrategyOpportunitiesFrom 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 brands such
3、 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)Market Segment
4、ation (1995)Sole Local brands:C&B, etc. 50%Premium brands: Whisper 10% Mixed brands: C&B + Whisper40%Local Brandse.g. C&BPremium Brandse.g. WhisperMixed Brandse.g. Whisper+ C&BProduct Upgrade PatternMarket TrendMarket Trend- This upgrading movement is driven by consumer needs for better feminine pro
5、tection 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 majority in neat future by attracting low-end-brand users.CurrentCurrentFutureFutureLocal Br
6、andsLocal Brandse.g. C&Be.g. C&BPremium BrandsPremium Brandse.g. Whispere.g. WhisperMixed BrandsMixed Brandse.g. Whispere.g. Whisper+ C&B+ C&BLocal BrandsLocal Brandse.g. C&Be.g. C&BPremium BrandsPremium Brandse.g. Whispere.g. WhisperMixed BrandsMixed Brandse.g. Whispere.g. Whisper+ C&B+ C&BShrinkin
7、gShrinkingExpandingExpandingGrowingGrowingWhere Are Kotexs OpportunitiesWhere Are Kotexs OpportunitiesThere are three possible opportunities where Kotex can cut into this market:A. C&B user upgrade to mixed user Kotex & C&BB. Mixed user of Whisper & C&B switch to KotexC. Whisper sole user switch to
8、KotexC&BWhisperWhisper+ C&B+ KotexSwitch to KotexSwitch to KotexKotexKotex+ C&BA. B. C.+ Whisper - C&BKotex Strategy (Contd)Consumer NeedsThey 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 su
9、ccess.Our productKotex has Prism - the blue transfer layer, it can pull fluid away from the surface quickly and absorb adequately therefore prevent side leakage. Kotex Strategy (Contd)Consumer PromiseKotex with the magic Blue Strip, offers you a new level of protection, a feeling of security you nev
10、er experienced.Creative IdeaThe core idea of “2nd Day” emerged in our IPT focus groups. This is an eminent 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
11、of KotexBrand benefits Emotional benefits: Kotex is about the aspiration to contemporary Western role 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 neede
12、d.Functional supports:Innovative protection featuresConsumers InsightI am seeking perfect performance 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 PersonalityCompetent, Aggr
13、essive, Positive, Active Brand Platform of KotexProduct-Brand-Consumer Connection Product: Dependable security when most neededBrand: ActiveAggressive ConfidenceConsumer:I am seeking for the perfect performance. Period cant be a barrier on my way to success.A confident woman is always the focus of p
14、eopleBrand Platform of KotexBrand PrintIn 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 characters, admired, appreciated and
15、 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 KotexKotex Soft-Dri Launch 45sec (Cellist)VO:Even my best friend has not noticedthis is my second dayBecause the new Kotex has added the
16、 magic one-way diffusion layerEven for heavy flow of the second day, Kotex can fully absorb and lock fluid deep inside the pad with no side leakageThis is Kotexs secret of safety.The second day with heavy flow all counts on Kotex Tagline:Try Kotex, it is really secureResultsThe Link TestThe executio
17、n 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%Has a one-way diffusing layer34%Results (Contd)Trackin
18、g 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%53.3%Purchase intention26.2%42.5%Kotex Soft-Dri Night Wing Ad
19、 CampaignKotexs TVCfor Night Wing product was first aired in April, 97Concurrent 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 promot
20、ion is very successful with over 4,000 responses in Beijing.By June 1, Nightwing awareness in Beijing reached 37.5%. Continue “2nd Day” as the Creative Core Idea for Nightwing AdvertisingWith the maximum protection of Kotex Nightwing, you can carry on your life perfectly - the “Second Night” is just
21、 like any other night.Support: - The longest pad that prevents leakage, maximums night protection.- Better than the normal pads or competitive pads.- Transfer layer gives extra absorbencyThe “2nd Day” Campaigns achieved Good Results:Up to June 97, brand awareness for Kotex in Beijing was 81%, just b
22、elow C&B(95.0%), Whisper(97.5%) and higher than other brands (Carefree 37.5%, Laurier 16.5%) which were launched earlier than Kotex.The percentage of used most often went up from 4.0% in April to 7.5% in July 97.The success of C&B and Carefrees pantiliner launch showed great opportunity in this segm
23、ent. Kotex intended to launch in mid 98 a superior product and to won leading position among premium brands.Freshness is the key consumer drive for liner, and Everyday Freshness is the key claim of all brands. The creative idea is to won bathrobe as a symbol for freshness in an unique and impactful
24、way. Kotex Pantiliner Ad CampaignOverallBrandPerformanceOverallBrandPerformanceDuetocorporateinvestmentpolicies,KotexhadDuetocorporateinvestmentpolicies,Kotexhadverylimitedinvestmentfortheresent2yearsverylimitedinvestmentfortheresent2yearsItsproductfeatureshavelittleimprovementsinceItsproductfeature
25、shavelittleimprovementsincelaunch.Meanwhileallkeycompetitorshavebeenlaunch.Meanwhileallkeycompetitorshavebeenveryactiveintroducingproductimprovementsandveryactiveintroducingproductimprovementsandnewproductforms.newproductforms.Kotex,however,haskeptasteadymarketshareofKotex,however,haskeptasteadymarketshareof5-6%.5-6%.TrackingstudiesshowthatthecommuncationhasTrackingstudiesshowthatthecommuncationhashelpedinbuildingasolidloyalconsumerbaseforhelpedinbuildingasolidloyalconsumerbaseforKotex.Kotex.
