说明06奥美培训2kotex brand research025.pptxVIP

Kotex Brand Research(Executive Summary) April 2003BackgroundKotex 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 communicationMajority 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 salesTher