奧美培訓(xùn)奧美kotex a challengers campaign024

1、KotexA Challengers CampaignKotex 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

2、image. At the time J&Js Carefree had just launched.Kotex Strategy OpportunitiesFrom times of consumer U&A 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

3、 as C&B or Anle in light days.The Mixed User is a transition segment in consumers 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.Market Segmentation (1995)Mixed brands: C&

4、B + Whisper 40%Sole Local brands: C&B, etc.50%Premium brands: Whisper 10%Product Upgrade PatternLocal Brandse.g. C&BPremium Brandse.g. WhisperMixed Brandse.g. Whisper+ C&BMarket TrendMixed Brandse.g. Whisper+ C&BLocal Brandse.g. C&BPremium Brandse.g. WhisperCurrentShrinkingExpandingGrowingLocal Bran

5、dse.g. C&BMixed Brandse.g. Whisper+ C&BPremium Brandse.g. WhisperFuture- 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

6、 the category development.- Mixed users will become the majority in neat future by attracting low-end-brand users.Where Are Kotexs OpportunitiesWhisper+ C&BC&BWhisperSwitch to Kotex+ Whisper- C&BSwitch to Kotex+ KotexA. B.C.KotexKotex+ C&BThere are three possible opportunities where Kotex can cut in

7、to this market:A. C&B user upgrade to mixed user Kotex & C&BB. Mixed user of Whisper & C&B switch to KotexC. Whisper sole user switch to KotexKotex Strategy (Contd) Consumer NeedsThey are very critical to the protection performance in the heavy flow days. They are outgoing career women and they wont

8、 let the period be a obstacle to their success. Our productKotex has Prism - the blue transfer layer, it can pull fluid away from the surface quickly and absorb adequately therefore prevent side leakage.Kotex Strategy (Contd) Consumer PromiseKotex with the magic Blue Strip, offers you a new level of

9、 protection, a feeling of security you never experienced. Creative IdeaThe core idea of “2nd Day” emerged in our IPT focus groups. This is an eminent idea that accurately catches our targets concern for security protection in their heavy flow days.“With Kotex I can perform my life perfectly even in

10、the “2nd Day” of my period.”Brand Platform of KotexBrand benefitsEmotional benefits:Kotex is about the aspiration to contemporary Western role models portrayed by Chinese women. Kotex acknowledges womensfreedom to be self- expressive.Kotex helps them to be perfect in their career life.Physical benef

11、its:Dependable security when most needed.Functional supports:Innovative protection featuresBrand Platform of KotexConsumers InsightI am seeking perfect performance at all times.My period should never be an issue in comparison with other challenges in my life. I use the best product so that I wont ha

12、ve any concern to my period.Brand PersonalityCompetent, Aggressive, Positive, ActiveBrand Platform of KotexProduct-Brand-Consumer ConnectionProduct: Dependable security when most neededA confident woman is always the focus of peopleConsumer:I am seeking for the perfect performance. Period cant be a

13、barrier on my way to success.Brand: Active Aggressive ConfidenceBrand Platform of KotexBrand PrintIn the world of Kotex, women are full of confidence because they have reassurance to continue with their daily lives.Womanhood to them is a reward rather than an obstacle for pursuing an active life.Kot

14、ex women are shinning characters, admired, appreciated and followed by their peers. They are active, outgoing, and have a positive attitude towards life.This attitude is infectious to others around her.Kotex Soft-Dri Launch 45sec(Cellist) VO:Even my best friend has not noticed this is my second dayB

15、ecause the new Kotex has added the magic one-way diffusion layerEven for heavy flow of the second day,Kotex can fully absorb and lock fluid deep inside the pad with no side leakageThis is Kotexs secret of safety.The second day with heavy flow all counts on Kotex Tagline:Try Kotex, it is really secur

16、eResults The Link Test The execution succeeded in achieving the advertising objectives of communicating the product benefits of Kotex. The product benefit/message received by target audience:Safety/Security73%Kotex absorbs completely56%Prevents side leakage52%Good for heavy days49%Has a one-way diff

17、using layer34%Results (Contd) Tracking Studies Results(launching campaign in May, 96)Un-aided brand awareness1st (June, 96)11.9%2nd (Sept. 96)44.6%Aided brand awareness47%70.6%Un-aided TVC awareness10.3%21.1%Aided TVC awareness52%70%Brand association26.8%45.8%Preference34.4%53.3%Purchase intention26

18、.2%42.5%Kotex Soft-Dri Night Wing AdCampaign Kotexs TVCfor Night Wing product was first aired in April, 97 Concurrent with the Night Wing launch, a promotion of “Buy Kotex, get pictures” was conducted from Mar to May, with support of print ad and announcement by supers on TVC, consumer leaflets and

19、counter stands in stores . The promotion is very successful with over 4,000 responses in Beijing. By June 1, Nightwing awareness in Beijing reached 37.5%.Continue “2nd Day” as the Creative Core Idea for Nightwing AdvertisingWith the maximum protection of Kotex Nightwing, you can carry on your life p

20、erfectly - the “Second Night” is just like any other night.Support:- The longest pad that prevents leakage, maximums night protection.- Better than the normal pads or competitive pads.- Transfer layer gives extra absorbencyKotex Night Wing Friends 97Host:Come, and have some coffee.Guest: Well, you a

21、re still keeping this photo.Host:To remember the time that I let you win the first. Guest: Woo, its so late!Host:Dont go, stay overnight.Guest: Well, Id love to but I really have to go. Host:Oh.It is the “second night!”Host:Dont worry, we have Kotex!Host:In your second night, this pad is not longer

22、enough.Kotex Night Wing is 2.7cm longer. Its extra-long design prevents back flow, and provides complete security.Guest: Today is your second day? Host:Try Kotex.Its really secure!The “2nd Day” Campaigns achieved Good Results: Up to June 97, brand awareness for Kotex in Beijing was 81%, just below C

23、&B(95.0%), Whisper(97.5%) and higher than other brands (Carefree 37.5%, Laurier 16.5%) which were launched earlier than Kotex. The percentage of used most often went up from 4.0% in April to 7.5% in July 97.Kotex Pantiliner Ad Campaign The success of C&B and Carefrees pantiliner launch showed great

24、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 andBathrobe (Pantiliner)98FVO:Hey, thats me. Im not really wearing a bathrobe, its only feeling. Its the feeling of shower freshness that you bring along with you all the time. This feeling co