Kotex Brand Research资料.pptVIP

Kotex Brand Research(Executive Summary) April 2003 Background Kotex launched its Soft-Dri pad in Beijing in 1996, followed by liner in 1998. Now Kotex enjoys 10% market share. Sofy is very active both in launching products with new features and communication Majority of the Kotex users are mixed users of value brands such as CB, Yiyi and premium brands. Kotex is going to launch an improved new product with the features of protection channels and breathable material. Together with this new product launch, Kotex plans to have a marketing and communication campaign to drive brand image and sales Therefore a qualitative research is needed. Key Research Objectives The key objectives are to identify What are the category issues / insights which Kotex can leverage on? What are Kotex brand equity/issues which should be address in the future marketing and communication To achievement these main objectives via the sub-objectives of Research Objectives The relationship between Kotex users and brand The role of products: Why Kotex users keep using Kotex? What do they satisfied about the product? Is there any un-met needs about products? Shall we keep our original brand positioning ie. Security? The role of brand image: Perceived user image? Emotional feeling with Kotex? What factors drive this image? Competition situations Consumer perceptions: What is the role of Sofy celebrity advertising and product innovation? Attitudes towards category Brand loyalty: Is there any brand loyalty in feminine care category? In what way? How do they view new products? The differences of product under different brands among the same segment Category communications Methodology Three groups have been conducted in Beijing Two groups are Kotex users defined by using Kotex most often, with one group started using Kotex early than 1998, and another group start using Kotex after 1998. They are likely to be mixed users of Kotex and other premium brands. One group is Sofy users defined