文档介绍：Sofy petitive Analysis Jan 2007 Overview 2 trends From “absorbency” to “comfortable skin feeling” From “functional” to “emotional” Implications to Sofy Key local brands review Brand portfolio Trend 1: from “absorbency” to “comfortable skin feeling” “Skin feeling” remains the high importance in regular & light days Not e stuffy/ sweaty Not slip out of position Feels soft to the skin Remains feeling dry after absorption Fits my body shape well Not cause skin problems Stay in its original shape Absorbs quickly Not break the surface layer of the napkin Not leak from the sides Not feel as if I'm using it Not restrict my movements Absorbed flow does e back Absorbed flow does not spread Not leak even if you move around Absorbs even thick flow Not noticeable from outside Not have to worry about the smell Very absorbent Compact (Convenient to carry around) Easy to change and dispose Good design of individual package Not leak from the back Not leak even if used a long time Thin Pleasant smell Source: 06 UA Attributes Importance in Regular & Light Daytime - 05 Vs 06 - The importance of “absorbency” has declined much more significantly than “skin feeling” in heavy daytime. Not slip out of position Not leak from the sides Absorbs quickly Not e stuffy/ sweaty Feels soft to the skin Absorbs large volume Remains feeling dry after absorption Fits my body shape well Not cause skin problems Not leak even if I move around Absorbed flow doesn'e back Absorbed flow doesn't spread Stay in its original shape The surface layer does not rip Absorbs even thick flow Not restrict my movements Not leak from the back Not leak even if used a long time Not feel as if I'm using it Not visible through clothes Easy to change and pact(convenient to carry around) Not have to worry about the smell Good design of individual package Source: 06 UA Attributes Importance in Heavy Daytime - 05 Vs 06 - Implication The key need in heavy days is transitioning from “absorbency” to “sk