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1、,KotexA 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 innovative i
2、mage.At the time J&Js Carefree had just launched.,Kotex Strategy,OpportunitiesFrom 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 as C&B
3、 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 Trend,-This upgra
4、ding 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 majority in neat future by att
5、racting 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&BB.Mixed user of Whisper&C&B switch to KotexC.Whisper sole user switch to Kotex,Kotex Strategy(Contd),Consumer NeedsThey ar
6、e 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 productKotex has Prism-the blue transfer layer,it can pull fluid away from the surface quickly and absorb adequately therefore prevent s
7、ide leakage.,Kotex Strategy(Contd),Consumer PromiseKotex with the magic Blue Strip,offers you a new level of protection,a feeling of security you never experienced.Creative IdeaThe core idea of“2nd Day”emerged in our IPT focus groups.This is an eminent idea that accurately catches our targets concer
8、n 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 benefitsEmotional benefits:Kotex is about the aspiration to contemporary Western role models portrayed by Chinese women.Kotex acknowledges w
9、omens 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 InsightI am seeking perfect performance at all times.My period should never be an issue in compa
10、rison with other challenges in my life.I use the best product so that I wont have any concern to my period.Brand PersonalityCompetent,Aggressive,Positive,Active,Brand Platform of Kotex,Product-Brand-Consumer Connection,A confident woman is always the focus of people,Brand Platform of Kotex,Brand Pri
11、ntIn 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 followed by their peers.They are active,
12、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 noticedthis is my second dayBecause the new Kotex has added the magic one-way diffusion layerEven for heavy
13、 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 secure,Results,The Link TestThe execution succeeded in achieving the advertising obj
14、ectives 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),Tracking Studies Results(launching campaign in May
15、,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 Campaign,Kotexs TVCfor Night Wing product was f
16、irst 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 promotion is very successful with over 4,000 responses in Beij
17、ing.By June 1,Nightwing awareness in Beijing reached 37.5%.,Continue“2nd Day”as the Creative Core Idea for Nightwing Advertising,With the maximum protection of Kotex Nightwing,you can carry on your life perfectly-the“Second Night”is just like any other night.Support:-The longest pad that prevents le
18、akage,maximums night protection.-Better than the normal pads or competitive pads.-Transfer layer gives extra absorbency,Kotex Night Wing Friends 97,Host:Come,and have some coffee.Guest:Well,you are still keeping this photo.Host:To remember the time that I let you win the first.Guest:Woo,its so late!
19、Host:Dont go,stay overnight.Guest:Well,Id love to but I really have to go.Host:Oh.It is the“second night!”Host:Dont worry,we have Kotex!Host:In your second night,this pad is not longer enough.Kotex Night Wing is 2.7cm longer.Its extra-long design prevents back flow,and provides complete security.Gue
20、st:Today is your second day?Host:Try Kotex.Its really secure!,The“2nd Day”Campaigns achieved Good Results:,Up to June 97,brand awareness for Kotex in Beijing was 81%,just below C&B(95.0%),Whisper(97.5%)and higher than other brands(Carefree 37.5%,Laurier 16.5%)which were launched earlier than Kotex.T
21、he 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 segment.Kotex intended to launch in mid 98 a superior product and to won leading position among premium brands.Freshness is the key consum
22、er 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 way.,Kotex Pantiliner Ad Campaign,Bathrobe(Pantiliner)98,FVO:Hey,thats me.Im not really wearing a bathrobe,its only feeling.Its the feeli
23、ng of shower freshness that you bring along with you all the time.This feeling comes from the new Kotex Pantiliner,It has soft piece,the touch feeling is quite like cotton.It also has body form curve,Not only fresh,but also comfortable.The feeling is so good!Shower freshness bring along with you Kot
24、ex Pantiliner.Super:Shower freshness you bring along with you,Overall Brand Performance,Due to corporate investment policies,Kotex had very limited investment for the resent 2 yearsIts product features have little improvement since launch.Meanwhile all key competitors have been very active introducing product improvements and new product forms.Kotex,however,has kept a steady market share of 5-6%.Tracking studies show that the communcation has helped in building a solid loyal consumer base for Kotex.,
