奥美Kotex A Challenger’s Campaign024.pptVIP

Kotex A Challenger’s 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 image. At the time JJ’s Carefree had just launched. Kotex Strategy Opportunities From times of consumer UA 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 CB or Anle in light days. The Mixed User is a transition segment in consumer’s 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. Kotex Strategy (Cont‘d) Consumer Needs They are very critical to the protection performance in the heavy flow days. They are outgoing career women and they won’t 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. Kotex Strategy (Cont‘d) Consumer Promise Kotex with the magic Blue Strip, offers you a new level 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 target’s 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 of Kotex Brand benefits Emotional benefits: Kotex is about the aspiration to contemporary Western role models portrayed by Chinese women. Kotex acknowledges women‘s freedom to be self-expressive. Kotex helps them to be perfect in their career life. Physical benefits: Dependable security when