Kotex A Challenger’s Campaign资料.pptVIP

15 52 21 53 23 54 25 55 19 16 17 18 19 20 21 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. Market Segmentation (1995) Sole Local brands: CB, etc. 50% Premium brands: Whisper 10% Mixed brands: CB + Whisper 40% Local Brands e.g. CB Premium Brands e.g. Whisper Mixed Brands e.g. Whisper + CB Product Upgrade Pattern Market Trend - 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 direction of the category development. - Mixed users will become the majority in neat future by attracting low-end-brand users. Current Future Local Brands e.g. CB Premium Brands e.g. Whisper Mixed Brands e.g. Whisper + CB Local Brands e.g. CB Premium Brands e.g. Whisper Mixed Brands e.g. Whisper + CB Shrinking Expanding Growing Where Are Kotex’s Opportunities There are three possible opportunities where Kotex can cut into this market: A. CB user upgrade to mixed user Kotex CB B. Mixed user of Whisper CB switch to Kotex C. Whisper sole user switch to Kotex CB Whisper Whisper + CB + Kotex Switch to Kotex