Kotex A Challenger’s Campaign

1、 kotex a 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

2、j&js carefree had just launched. 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 brands such as c&b or anle in light days.

3、 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. sole local brands: c&b, etc. 50% premium brands: whisper 10% mixed br

4、ands: c&b + whisper 40% local brands e.g. c&b premium brands e.g. whisper mixed brands e.g. whisper + c&b product 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 smalle

5、st 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. there are three possible opportunities where kotex can cut into this market: a. c&b user upgrade to mixed user kotex & c&b b

6、. mixed user of whisper & c&b switch to kotex c. whisper sole user switch to kotex c&bwhisper whisper + c&b + kotexswitch to kotexswitch to kotex kotex kotex + c&b a. b. c. + whisper - c&b consumer needs they are very critical to the protection performance in the heavy flow days. they are outgoing c

7、areer 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 quickly and absorb adequately therefore prevent side leakage. consumer promise kotex with the magic blue strip, offers you a new lev

8、el 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 eminent idea that accurately catches our targets concern for security protection in their heavy flow days. “with kotex i can perform my life perfectly e

9、ven in the “2nd day” of my period.” brand 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: depend

10、able security when most needed. functional supports: innovative protection features consumers insight i 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.

11、 brand personality competent, aggressive, positive, active product-brand-consumer connection product: dependable security when most needed brand: active aggressive confidence consumer: i am seeking for the perfect performance. period cant be a barrier on my way to success. a confident woman is alway

12、s the focus of people 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 characters, admired, appreciated and fol

13、lowed by their peers. they are active, outgoing, and have a positive attitude towards life. this attitude is infectious to others around her. vo:even my best friend has not noticed this is my second day because the new kotex has added the magic one-way diffusion layer even for heavy flow of the seco

14、nd 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 really secure the link test the execution succeeded in achieving the advertising objectives of communica

15、ting 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% tracking studies results (launching campaign in may, 96) 1st (june, 96) 2nd (se

16、pt. 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% kotexs tvcfor night wing product was first aired in april, 97 concurrent with the night wi

17、ng 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 awareness in bei

18、jing 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 that prevents leakage, maximums night protection. - better than the normal pads or competitive pads. - transfer layer

19、 gives extra absorbency 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! host: dont go, stay overnight. guest: well, id love to but i really have to go. host: oh. it is the “second night

20、!” 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 second day? host: try kotex. its really secure! up to june 97, brand awarenes

21、s 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 7.5% in july 97. the success of c&b and carefrees pantiliner laun

22、ch 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 all 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