奥美Kotex Soft-dri Improvement026.pptVIP

Kotex Soft-dri Improvement Jump Out in 2003 Introduction In year 1996, we brought to birth of Kotex. 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 rest... What a market! The current feminine Care category is very mature and the market is highly competitive. - Various brands with variety of products. - Different consumer promotions. Products vs.Brands Product line extends widely and deeply. And consumers have quite different like on various products. Slightly tangible difference on product features among various premium brands. Low Brand Loyalty in this category. Products vs.Brands Brand preference is increased by providing series of products. - The brand tends to be reliable to consumers if types of products 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 long… Switch between 2-3 brands which is comfortable in both quality and price. Findings When products vary slightly, consumers tend to choose brand on emotion side. When products vary slightly, focusing on a dramatic way to present the product is the way out. Communication of the category For quite a long time, Whisper dominants the market by it’s communication of problem-solving and talking-head. Other brands follow Whisper’s sermonic style. The product demo of blue ink are mis-used among various brands. Consumer gets bored... Now consumers are insensate on all sermonic TVC and also get bored with the product demo of pouring blue-ink. Sofy become eminent Sofy’s celebrity endorsement build up the brand image 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 Sofy’s TVC, that film star…” Sounds incoherent, but we know it is em