小尿褲上市計劃

1、知名度Awareness興趣Interest試用行為Trial Behavior評估Evaluation重復(fù)行為Repeat Behavior產(chǎn)品表現(xiàn)ProductPerformanceAdvertising用戶促銷ConsumerPromotion行業(yè)促銷TradePromotionPackaging價位Pricing場地Place小酷褲上市計劃（舒薄棉柔重新上市） Launch Plan for KuKu (Relaunch of S&C)結(jié)構(gòu)改進(jìn), 采用RP, 蘆薈表面等(待定) Improved Structure, RP Fluff, Aloe Surface etc.(TBD)不做

2、電視廣告, 可考慮貼片廣告;與雜志合作派送母親育兒手冊 No TV Commercials, Could consider Ads to go with TV series; Print Ads & Mother Handbook派送, 純棉T恤, Giveaway Samples, Cotton T-shirt, Kodak新品推出會 功能演示、派送樣品; 推廣會Promotion Salon - Demonstration of Features, Giveaway Samples; Trade Fairs略低于幫寶適 Slightly Lower Than Pampers貨架位置醒目 D

3、istinct Shelf Presence突出新名字, 增加穿戴參照條件, 建議更換時間, 可承受尿液量; New Name, More Wearing References( i.e. weight, age, waist ), Recommended Change Frequency, Urine Absorbing Volume1COPY STRATEGYA.Copy Strategy: The objective of the advertising is to reposition our improved S&C baby diapers with a new name, new

4、 packaging, new features and new pricing to compete with international brands such as Pampers, Mamy Poko and Fitti so as to hoist Hengans brand image and build customer loyalty.B.Copy Platforma.Promise: Kuku offers you a better product at a competitive price. Surveys show that Kuku has super absorbe

5、ncy, 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 03 year old baby and with a income level of medium to high. Secondary target is grandparents with grandchildren of 03 years of age.c.P

6、sychological: 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 Degussas survey, S&C is technically a good product but not perceived the s

7、ame way by the customers. Therefore Hengan not only improve the quality of S&C and add more features such as aloe, but also give it a new cool name, new packaging, new image and new price to regain customer awareness and interests.D.Historical Support: Undoubtedly, Pampers is perceived to be the dom

8、inating brand in high-end diaper market in China. Hengan has always been a Chinese company who knows more about the Chinese customers. Hengan could also leverage its strong sales network of traditional channels in B/C markets where Pampers is weak. E.Tone: The new name Kuku sounds cool and leaves th

9、e customers with an impression of a premium brand that is of comparable to international brands. The new packaging helps to establish a higher image of the product. The primary claim is Kuku is brand new diaper from Hengan that keeps babys buttock dry and comfortable and helps mother to take good ca

10、re of the baby. 廣告策略A.廣告策略：廣告的目標(biāo)是將改進(jìn)后的舒薄棉柔重新定位, 啟用新名字, 采用新包裝, 添加新功能, 制定新價位,從而與諸如幫寶適, 媽咪寶貝和菲比進(jìn)行競爭, 從而提升恒安的品牌形象, 樹立消費(fèi)者的忠誠度.B.廣告平臺：a.承諾：小酷褲能夠以富有競爭性的價格為消費(fèi)者提供更好的產(chǎn)品調(diào)研結(jié)果表明，小酷褲在吸收能力、干爽程度、回滲率以及防側(cè)漏等方面都能夠達(dá)到嬰兒和母親的需要。b.目標(biāo)消費(fèi)者：主要目標(biāo)消費(fèi)群為中等至高收入水平的、擁有02歲嬰兒的年輕母親。次級目標(biāo)消費(fèi)群為孫子/女為02歲的祖父母。c.心理： 超強(qiáng)吸收能力和防側(cè)漏功能為母親提供了方便, 透氣性和干爽性使

11、寶寶感覺舒適. C.產(chǎn)品支持：根據(jù)蓋勒普(明測和盲測)以及德古薩公司的調(diào)查, 舒薄棉柔從技術(shù)上說是一個好產(chǎn)品但是在消費(fèi)者眼里卻不這么認(rèn)為. 因此, 恒安公司不僅改進(jìn)了產(chǎn)品的質(zhì)量, 添加了新的功能, 而且啟用新名字, 采用新包裝, 添加新功能, 制定新價位從而重新獲得消費(fèi)者的認(rèn)知和興趣.D.歷史支持：不容置疑的, 幫寶適是消費(fèi)者眼中高端紙尿褲的第一品牌. 恒安公司是中國本地公司, 更熟悉中國的消費(fèi)者. 同時, 恒安還可以利用其在B/C級市場傳統(tǒng)渠道上的優(yōu)勢與國際品牌競爭, 這正是他們的弱點(diǎn)所在. E.風(fēng)格：小酷褲這個新名字聽起來很酷, 給消費(fèi)者的感覺是一個高檔品牌, 能夠與國際品牌媲美. 新包裝

12、也有助于提升產(chǎn)品的形象. 主要強(qiáng)調(diào)的是小酷褲是恒安的新產(chǎn)品, 在保持寶寶屁股干爽舒適的同時還有助于媽媽更好的照顧寶寶.2知名度Awareness興趣Interest試用行為Trial Behavior評估Evaluation重復(fù)行為Repeat Behavior產(chǎn)品表現(xiàn)ProductPerformance廣告Advertising用戶促銷ConsumerPromotion行業(yè)促銷TradePromotion包裝Packaging價位Pricing場地Place安兒樂低價尿片上市計劃 Launch Plan for Anerle Low-cost Diaper Liner保留吸收尿液等基本功能,

13、 強(qiáng)調(diào)時時干爽 提高更換尿片的頻率 Provide Basic Features Such as Absorbency, Emphasize on Freshness to increase the frequency of changing diaper/liners.不做沒有針對性的電視廣告, 采用平面廣告和貼片廣告 No Pointless TV Commercials, Use Print Ads and Ads to go with TV Series3片低價嘗試包, 人民幣1.5元; 另售尿布套Giveaway Samples; Sell diaper liner cover se

14、parately新品推出會 功能演示、派送樣品; 推廣會; 返利 Promotion Salon - Demonstration of Features, Giveaway Samples; Trade Fairs; Return of Profits人民幣0.49元，10片/包 RMB 0.49/piece, 10 Pcs/pack B/C級市場的傳統(tǒng)銷售渠道 Traditional Channels in B/C markets突出低價位, 保留基本功能, 提高性價比 Give Prominence to Low Price Without Sacrificing Any Basic Fe

15、atures; Best Buy for the Money3COPY STRATEGYA.Copy Strategy: The primary objective of the advertisement is to attract potential customers that are currently not using diapers for their babies in order to change their diapering behavior from using cloth or nothing to using diaper liner or at least co

16、mbining the use of the two; another objective is to encourage existing diaper/liner users to use this low-cost diaper liner more frequently in combination with existing Anerle diaper. B.Copy Platforma.Promise: Anerle low-price diaper liner meets mothers basic diapering needs at a very competitive pr

17、ice and frees mothers from the burden of washing cloth diapers and ensures that babies are taken good care of.b.Target Audience: Primary target is young mothers with 02 year old baby, with a income level of low to medium and are not using or not frequently using diaper/liner for their babies c.Psych

18、ological: The use of diaper/liner offers added convenience to mothers and extra comfort for the baby. C.Product Support: Low-price diaper liner is redesigned and restructured to meet the basic diapering needs of mothers at a considerably lower cost. The easy structure and low price allows it to be u

19、sed in combination with cloth/diaper/pants. D.Historical Support: The penetration rate of diaper/liner is only 2 3% in China, which leaves a huge blank area for marketers. The reasons why so many mothers are not using diaper/liners today are that diapers expensive and mothers using them are perceive

20、d to be less caring about their babies. The concept of low-price Anerle diaper liner is affordable in BCD markets and can be used in combination with cloth or pants, thus could receiving higher acceptance among the audience.E.Tone: The primary claim is low-price Anerle diaper liner is a best buy for the money. It mee