黑底整套PPT模板.pptVIP

The success of CB and Carefrees pantiliner launch showed great opportunity in this segment. Kotex intended to launch in mid 98 a superior product and to won leading position among premium brands. Freshness is the key consumer drive for liner, and Everyday Freshness is the key claim of all brands. The creative idea is to won bathrobe as a symbol for freshness in an unique and impactful way. Kotex Pantiliner Ad Campaign Bathrobe (Pantiliner) 98 FVO: Hey, that’s me. I’m not really wearing a bathrobe, it’s only feeling. It’s the feeling of shower freshness that you bring along with you all the time. This feeling comes from the new Kotex Pantiliner, It has soft piece, the touch feeling is quite like cotton. It also has body form curve, Not only fresh, but also comfortable. The feeling is so good! Shower freshness bring along with you Kotex Pantiliner. Super: Shower freshness you bring along with you Overall Brand Performance Due to corporate investment policies, Kotex had very limited investment for the resent 2 years Its product features have little improvement since launch. Meanwhile all key competitors have been very active introducing product improvements and new product forms. Kotex, however, has kept a steady market share of 5-6%. Tracking studies show that the communcation has helped in building a solid loyal consumer base for Kotex. 11 13 1 1 1 1 1 1 14 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 wh