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KotexA Challenger’s CampaignKotex Soft-Dri LaunchKotex 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 StrategyOpportunities 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. Mixed brands: CB + Whisper40%Sole Local brands:CB, etc. 50%Premium brands: Whisper 10% Product Upgrade PatternLocal Brandse.g. CBMixed Brandse.g. Whisper+ CBPremium Brandse.g. WhisperMarket Segmentation (1995)Local Brandse.g. CBMixed Brandse.g. Whisper+ CBPremium Brandse.g. WhisperCurrentFutureExpandingGrowingShrinkingMixed Brandse.g. Whisper+ CBLocal Brandse.g. CBPremium Brandse.g. WhisperMarket 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.CBWhisper+ CBWhisper+ Whisper - CB+ KotexSwitch to KotexSwitch to KotexA. B. C.Kotex+ CBKotexWhere Are Kotex’s OpportunitiesThere are three possible opportunities where Kotex can cut into this market:A. CB user upgrade to mixed user Kotex CBB. Mixed user of Whisper CB switch