Kotex A Challenger’s Campaign

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1、KotexA Challengers Campaign 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 image.At the time J&Js C

2、arefree had just launched.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 or Anle in light days.The Mixed User i

3、s 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.Sole Local brands:C&B,etc.50%Premium brands:Whisper 10%Mixed brands:C&B+Whisper40%Local Br

4、andse.g.C&BPremium Brandse.g.WhisperMixed Brandse.g.Whisper+C&BProduct Upgrade Pattern-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

5、direction of the category development.-Mixed users will become the majority in neat future by attracting low-end-brand users.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

6、 user switch to KotexC&BWhisperWhisper+C&B+KotexSwitch to KotexSwitch to KotexKotexKotex+C&BA.B.C.+Whisper -C&B 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 success.Our pro

7、ductKotex has Prism-the blue transfer layer,it can pull fluid away from the surface quickly and absorb adequately therefore prevent side leakage.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

8、 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 benefitsEmotional benefits:Kotex is about the aspiratio

9、n 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 needed.Functional supports:Innovative protection featuresConsumers InsightI am

10、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,Aggressive,Positive,Active Product-Brand-Consumer ConnectionProduct:Dependable sec

11、urity 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 peopleBrand PrintIn the world of Kotex,women are full of confidence because they have reassurance to continu

12、e 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,outgoing,and have a positive attitude towards life.This attitude is infectious to others arou

13、nd her.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 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 h

14、eavy flow all counts on Kotex Tagline:Try Kotex,it is really secure The Link TestThe 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%Prevent

15、s side leakage52%Good for heavy days49%Has a one-way diffusing layer34%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%Pref

16、erence34.4%53.3%Purchase intention26.2%42.5%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

17、stands in stores.The promotion is very successful with over 4,000 responses in Beijing.By June 1,Nightwing awareness in Beijing reached 37.5%.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 tha

18、t prevents leakage,maximums night protection.-Better than the normal pads or competitive pads.-Transfer layer gives extra absorbencyHost: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!Host:Dont go,sta

19、y 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.Guest:Today is your

20、 second day?Host:Try Kotex.Its really secure!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.The percentage of used most often went up from 4.0%in April to

21、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 consumer drive for liner,and Everyday Freshness is the key claim of a

22、ll brands.The creative idea is to won bathrobe as a symbol for freshness in an unique and impactful way.FVO:Hey,thats me.Im not really wearing a bathrobe,its only feeling.Its the feeling of shower freshness that you bring along with you all the time.This feeling comes from the new Kotex Pantiliner,I

23、t 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 Kotex Pantiliner.Super:Shower freshness you bring along with you Due to corporate investment policies,Kotex had very li

24、mited investment for the resent 2 years Its 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.