奥美Kotex Soft-dri Improvement026.ppt

1,Kotex Soft-dri Improvement,Jump Out in 2003,2,Introduction,In year 1996,we brought to birth of Kotex.Today,when we plan to launch Kotex improvement,we are facing a highly competitive and mature market.Where is our opportunities and how can we make Kotex jump out from the rest.,3,What a market!,The current feminine Care category is very mature and the market is highly competitive.-Various brands with variety of products.-Different consumer promotions.,4,Products vs.Brands,Product line extends widely and deeply.And consumers have quite different like on various products.Slightly tangible difference on product features among various premium brands.Low Brand Loyalty in this category.,5,Products vs.Brands,Brand preference is increased by providing series of products.-The brand tends to be reliable to consumers if types of products satisfy their needs in different time and situation.-“Night vs.day,heavy flow vs.light,thick vs thin,film cover vs cotton,extra long vs longSwitch between 2-3 brands which is comfortable in both quality and price.,6,Findings,When products vary slightly,consumers tend to choose brand on emotion side.When products vary slightly,focusing on a dramatic way to present the product is the way out.,7,Communication of the category,For quite a long time,Whisper dominants the market by its communication of problem-solving and talking-head.Other brands follow Whispers sermonic style.The product demo of blue ink are mis-used among various brands.,8,Consumer gets bored.,Now consumers are insensate on all sermonic TVC and also get bored with the product demo of pouring blue-ink.,9,Sofy become eminent,Sofys celebrity endorsement build up the brand image as modern,energetic and admirable.Continuous celebrity endorsement in TVC wisely jumps out from the talkative style driven by Whisper.-“Why do you choose Sofy?”,we asked.-“I saw Sofys TVC,that film star”Sounds incoherent,but we know it is emotions that sell products.,10,Sofys TVC,FVO:(30”)Hey!The napkin with a layer of matDo you know?The Sofy springy napkin with a layer of matThe innovative springy mat always restores no matter how you twist it.And the supper absorbency enables you free of worry.No distortion and no leakageRemember the Sofy Springy napkin with a layer of mat.,11,Kotex-Opportunities,All brands are product feature focus.The TVC of this category are lack of funny and exciting points,and copies each other.Kotex can be different if we touch the minds and hearts of the consumers because their purchase are driven by the emotions the brand brings about.,12,Kotex accumulation,Very strong memory on“The second day of heavy flow really counts on Kotex”,which we can continue and reinforce by Kotex improvement.The image of elegance,professional,well-education and a bit distant which we can continue to bring out aspiration to consumers.,13,Kotex Limitation,The placid tone of“Cellist”submerges Kotex in numerous TVC when“the second day protection”was copied by competitors.The current image tends to be too quiet and lack of passion and energy,which create impact on target audience.,14,Try something fresh,Creating strong impact and unexpected feeling to consumers is a way out.Use a dramatic way to infuse passion and energy to Kotex to inspire our consumer from this insipid market.So,15,Brand Platform of Kotex,Brand BenefitEmotional Benefit:Kotex is about the aspiration to modern female with strong independence.Kotex helps them to accomplish critical mission in their life.Physical Benefit:Trustful protection when most needed.Functional Support:The improvement of“Blue Safety Zone”with blue strip and channels.,16,Brand Platform of Kotex,Product-Brand-ConsumerProduct:Dependable security when most neededConsumer:I am seeking Brand:Passionate,for perfect performance.Period Aggressivecant be a barrier to accomplish Confidencecritical mission,A confident woman is always the focus of people,17,Brand Platform of Kotex,Brand PrintKotex represents modern female of strong self-confidence and self-consciousness.Kotex women are independent and aggressive,dedicated towards working while passionate towards life.Kotex women embrace elegant temperament.They are well educated and reasonable.Brand personality:aggressive,active,passionate.Brand personification:Kotex is a girl with classical elegance and modern passion.She is charming,fascinated and admired by others.,18,Role of Advertising,Reinforce Kotex as“safety protection even in the second day”Infuse energy and passion to Kotex to create a strong impact.Keep target audiences familiar with KotexPrompt trials.,19,Where are we going?,With Kotex,I am still energetic and passionate towards life.Kotex improvement presents stronger protection that I can trust.,20,Button,With Kotex,Accomplish critical mission even in the second day.,21,Marketing Aims,Achieve 90%brand awareness by 3 months in new markets and sustaining markets.To grow Kotex Soft-dir volume by 130%vs.That of Year 02.,22,Target Audience,Mixed users-The biggest consumer segment-They are substantial in choosing premium brands in heavy flow days but value brands in light flow day.,23,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,