文档介绍：Kotex
A Challenger’s Campaign
Kotex Soft-Dri Launch
Kotex was launched in Beijing in 1996. Whisper had been very active and overwhelming munication. 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 J&J’s Carefree had just launched.
Kotex Strategy
Opportunities
From 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, . Whisper in heavy flow days, and use value brands such as C&B or Anle in light days.
The Mixed User is a transition segment in consumer’s upgrading process. This group is expanding rapidly and will e the biggest segment of urban consumers.
If we can win this group of women, Kotex has good opportunity to grow.
Market Segmentation (1995)
Sole Local brands:
C&B, etc. 50%
Premium brands: Whisper 10%
Mixed brands:
C&B + Whisper
40%
Local Brands
. C&B
Premium Brands
. Whisper
Mixed Brands
. Whisper
+ C&B
Product Upgrade Pattern
Market Trend
- This upgrading movement is driven by consumer needs for better feminine protection as well as by their e improvement.
- The base of premium group is now the smallest because of its high price, however it is the direction of the category development.
- Mixed users will e the majority in neat future by attracting low-end-brand users.
Current
Future
Local Brands
. C&B
Premium Brands
. Whisper
Mixed Brands
. Whisper
+ C&B
Local Brands
. C&B
Premium Brands
. Whisper
Mixed Brands
. Whisper
+ C&B
Shrinking
Expanding
Growing
Where Are Kotex’s Opportunities
There are three possible opportunities where Kotex can cut into this market:
A. C&B user upgrade to mixed user Kotex & C&B
B. Mixed user of Whisper & C&B switch to Kotex
C. Whisper sole user switch to Kotex
C&B
Whisper
Whisper
+ C&B
+ Kotex
Switch to Kotex
Switch to Kotex
Kotex
Kotex
+