小尿裤上市计划资料.pptVIP

* 知名度 Awareness 兴趣 Interest 试用行为 Trial Behavior 评估 Evaluation 重复行为 Repeat Behavior 产品表现 Product Performance 广告 Advertising 用户促销 Consumer Promotion 行业促销 Trade Promotion 包装 Packaging 价位 Pricing 场地 Place 小酷裤上市计划（舒薄棉柔重新上市） Launch Plan for KuKu (Relaunch of SC) 结构改进, 采用RP木浆, 芦荟表面等(待定) Improved Structure, RP Fluff, Aloe Surface etc.(TBD) 不做电视广告, 可考虑贴片广告;与杂志合作派送母亲育儿手册 No TV Commercials, Could consider Ads to go with TV series; Print Ads Mother Handbook 派送, 纯棉T恤, 柯达 Giveaway Samples, Cotton T-shirt, Kodak 新品推出会 — 功能演示、派送样品; 推广会Promotion Salon - Demonstration of Features, Giveaway Samples; Trade Fairs 略低于帮宝适 Slightly Lower Than Pampers 货架位置醒目 Distinct Shelf Presence 突出新名字, 增加穿戴参照条件, 建议更换时间, 可承受尿液量; New Name, More Wearing References( i.e. weight, age, waist ), Recommended Change Frequency, Urine Absorbing Volume COPY STRATEGY A. Copy Strategy: The objective of the advertising is to reposition our improved SC baby diapers with a new name, new packaging, new features and new pricing to compete with international brands such as Pampers, Mamy Poko and Fitti so as to hoist Hengan’s brand image and build customer loyalty. B. Copy Platform a. Promise: Kuku offers you a better product at a competitive price. Surveys show that Kuku has super absorbency, dryness, rewet prevention and anti-leakage features that meet and exceed the needs of babies and mothers. b. Target Audience: Primary target is young mothers with 0~3 year old baby and with a income level of medium to high. Secondary target is grandparents with grandchildren of 0~3 years of age. c. Psychological: Super absorbency and anti-leakage protection offers added convenience to mothers; breatheability and dryness provides extra comfort for the baby. C. Product Support: According to Gallup (aided and blind test) and