奥美培训奥美kotex soft-dri improvement026

1、&Kotex Soft-dri ImprovementJump Out in 20031Ogilvy & MatherOgilvy & M&IntroductionIn year 1996, we brought to birth ofKotex. Today, when we plan to launch Kotex improvement, we are facing a highly competitive and mature market. Where is our opportunities and how can we make Kotex jump out from the r

2、est.2atherOgilvy & M&What amarket!The current feminine Care category is verymature and the market is highlycompetitive.- Various brands with variety of products.- Different consumer promotions.3atherOgilvy & M&Products vs.BrandsProduct line extends widely and deeply.And consumers have quite differen

3、t like on various products.Slightly tangible difference on product features among various premium brands.Low Brand Loyalty in this category.4atherOgilvy & M&Products vs.BrandsBrand preference is increased byproviding series of products.- The brand tends to be reliable to consumers iftypesof products

4、 satisfy their needs in different time and situation.- “Night vs. day, heavy flow vs. light, thick vs thin, film cover vs cotton, extra long vs longSwitch between 2-3 brands which is comfortable in both quality and price.5atherOgilvy & M&FindingsWhen products vary slightly, consumerstend to choose b

5、rand on emotion side.When products vary slightly,focusingon a dramatic way to present the productis the way out.6atherOgilvy & M&Communication ofthe categoryFor quite a long time, Whisperdominants the market by its communication of problem-solving and talking-head.Other brands follow Whispers sermon

6、ic style.The product demo of blue ink are mis- used among various brands.7atherOgilvy & M&Consumergets bored.Now consumers are insensate on allsermonic TVC and also get bored with the product demo of pouring blue-ink.8atherOgilvy & M&SofybecomeeminentSofys celebrity endorsement build upthe brand ima

7、ge as modern, energetic and admirable.Continuous celebrity endorsement in TVC wisely jumps out from the talkative style driven by Whisper.- “Why do you choose Sofy?” ,we asked.- “I saw Sofys TVC, that film star”Sounds incoherent, but we know it is emotions that sell products.9atherOgilvy & M&Sofys T

8、VCFVO: (30”)Hey! The napkin with a layer of matDoyouknow?TheSofyspringynapkin layer of matwithaTheinnovativespringymatalwaysrestoresnomatter how you twist it.Andthesupperabsorbencyenablesyoufreeofworry.No distortion and no leakageRemembertheSofySpringynapkinwithalayer of mat.10atherOgilvy & M&Kotex

9、- OpportunitiesAll brands are product feature focus.The TVC of this category are lack of funny and exciting points, and copies each other.Kotex can be different if we touch the minds and hearts of the consumers because their purchase are driven by the emotions the brand brings about.11atherOgilvy &

10、M&KotexaccumulationVery strong memory on “The second dayof heavy flow really counts on Kotex” , which we can continue and reinforce by Kotex improvement.The image of elegance, professional, well-education and a bit distant which we can continue to bring out aspiration to consumers.12atherOgilvy & M&

11、KotexLimitationThe placid tone of “Cellist” submergesKotex innumerous TVC when “thesecond day protection” was copied bycompetitors.The current image tends to be too quiet and lack of passion and energy, which create impact on target audience.13atherOgilvy & M&Trysomething freshCreating strong impact

12、 and unexpectedfeeling to consumers is a way out.Use a dramatic way to infuse passion and energy to Kotex to inspire our consumer from this insipid market.So14atherOgilvy & M&Brand Platformof KotexBrand BenefitEmotional Benefit:Kotex is about the aspiration to modern female with strong independence.

13、 Kotex helps them to accomplish critical mission in their life.Physical Benefit:Trustful protection when most needed.Functional Support:The improvement of “Blue Safety Zone” with blue strip and channels.15atherOgilvy & M&Brand Platformof KotexProduct-Brand -ConsumerProduct: Dependable security when

14、most neededA confident woman is always the focus of peopleConsumer: I am seekingfor perfect performance. Period cant be a barrier to accomplish critical missionBrand:Passionate, Aggressive Confidence16atherOgilvy & M&Brand Platformof KotexBrand PrintKotex represents modern female of strong self- con

15、fidence and self-consciousness.Kotex women are independent and aggressive, dedicated towards working while passionate towards life.Kotex women embrace elegant temperament. They are well educated and reasonable.Brand personality: aggressive, active, passionate.Brand personification: Kotex is a girl w

16、ith classical elegance and modern passion. She is charming, fascinated and admired by others.17atherOgilvy & M&Role of AdvertisingReinforce Kotex as “safety protectioneven in the second day”Infuse energy and passion to Kotex to create a strong impact.Keep target audiences familiar with KotexPrompt t

17、rials.18atherOgilvy & M&Where are wegoing?With Kotex, I am still energetic andpassionate towards life.Kotex improvement presents stronger protection that I can trust.19atherOgilvy & M&ButtonWith Kotex, Accomplish critical missioneven in the second day.20atherOgilvy & M&Marketing AimsAchieve 90% brand awareness by 3months in new markets and sustaining markets.To grow Kotex Soft-dir volume by 130% vs. That of Year 02.21atherOgilvy & M&Target AudienceMixed users- The biggest consumer