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ADVERTISING AND PROMOTION
MARKETING PLAN : KOTEX- KIMBERLY-CLARK
PROFESSOR: HOANG KIM CHUONG
MIMC 3765
SẮC MÀU QUYẾN RŨKOTEX DELUXE
FLOWER
AND KOTEX DELUXE COMBO
NEW KOTEX
MEMBERS: DIEN, KHOA, PHUONG, QUYEN, TRANG, THUY and TUAN.
EXECUTIVE SUMMARY:Kimberly-Clark is a leading global health and
hygiene companyKimberly-Clark’s global brands are sold in more
than 150 countries.Products line : Kleenex,
Scott,Andrex,Huggies,Pull-Ups, Kotex,…Kotex is one of healthcare products of Kimberly-
Clark. Kotex always create diverse and best products for
customer Developing brand : PR, price, promotion,
advertising…
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MARKET ANALYSIS:
1. Market share:
Kotex
Diana
Whisper
Laurier
Bong Bach Tuyet
Carefree
Others
0% 10% 20% 30% 40% 50%
45%
33%
5%
9%
1%
3%
4%
2. Competition review2011, Kimberly-Clark had a leading position in Vietnam about sanitary napkin(45%)Middle and high income consumersHigh quality and constant advertising and marketing activities
Diversified product portfolioKotex Style for teenagers and youth
Kotex Pro for young working female
Kotex Softina for low and middle income consumers
Kotex Deluxe for high income consumers
Diana - the biggest competitorProduct quality and packaging design
Low pricing and promotion strategies
Age<25 (Users>Buyers)Girls or young ladies(12-22) care about appearance seriously→ selecting napkin for vaginal discharge is important Fashion followers→ try new products and switch till a product►An efficient way to attract more users, build up a stronger brand
23<Age<37 (Buyers=Users)The golden time in lady’s life (23-37) , fashion and beauty-health and a natural life A steady income
- Not so sensitive to the price - “Younger and healthier”►Quality becomes an important criterion
CUSTOMER ANALYSIS
Age>38 (Users>Buyers) Women are main purchasers in familiesThe largest purchasing group
Menstrual cycleNatural vaginal dischargeLight adult incontinence“Keep me feel cleaner” ►Quality
AbsorptionFexibility Materials
ANALYSIS
SWOT
Strengths- Brand name- Market leader- Wide product-line- Nice and creative packaging- Technology- Innovation- Large distribution system- Reputation (high quality/trustworthy)- Eco friendly products
Weaknesses- Advertisements often use teenagers and young model- Not enough information on packaging
Opportunities- R&D- Increasing preference for organic and natural personal care products- Changing customer taste (pure/natural/healthy)- Diversity in customer’s needs
Threats- Strong competitions of Diana- Competitors bring out similar product- Competitors could use aggressive marketing tactics cut prices/increase promotion- Increase costs of raw materials- Economic erosion- Fake products- Rumors
2.Core strategy • Target nonusers & steal competitors’ consumers • Cooperation with a consumer healthcare company
A/Short-term1. Objectives • Increase market share with 9% by acquiring 5% non-users • Acquire 4% of competitors’ consumers (Diana)
MARKETING OBJECTIVES
B/ Long-term1. Objectives • Keep the lead place in Sanitary napkin market • Growth of 10% market share in three years
2.Core strategy• Extend brand values; Fixed price
• Get 7% increasing profits from the new products • Increase 8% brand loyalty from the new liners
The product segmentation: • Dry/Style • Nightly/Daily • Fresh feeling • Absorption •Anti-bacteria • Softness
The product-user segmentation:• 12-22 year (beauty care) • 23-34 year (beauty & body care) • 35-55 year (body care) • 55+ (body care)
I/ MARKETING STRATEGY
The new product • 23-34 year
(beauty & body care)
• Fresh feeling/dry • Lifestyle
A. MARKETING SEGMENTATION
B.TARGET AUDIENCEThe product will be targeted on 23-34 years ladies 23-34 years: begin using trustworthy and quality products instead of only beauty focused products.
This market will focuses on the feeling of the user, by adding scent and an extra value.DemographicsPsychographicsConsumption and use patterns
C.MARKETING MIX
1. PRODUCT STRATEGY
Main product line
Key product attribute
Key product benefit
Package
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2. PRICE STRATEGY
Kotex Deluxe Combo: 24,000VND (6 pieces)
Kotex Deluxe Flower: 24,000VND (6 pieces)
3. DISTRIBUTION STRATEGY
Strategies for distribution
Extensive distribution
supermarket
retailer
store
Store department
shelf
4.Promotion Strategy
a)Free sample By the shops
With existing products of Kotex
b)Distributors’ promotion:When the sale volume is up to a certain amount, distributors get discount for the next purchase of products
c)Television clip
d) Internet
Social network: Facebook, Google+, Twitter, Zing me… Website: http://www.girlspace.com.vn/ E-magazine
.inexpensive and causes repeat exposure to our advertising message .helps to expose as many people as many times as possible to Kotex advertisement
f) Billboard (Outdoor Ads)
e)Print media Cosmopolitan, Phụ nữ, Tuổi trẻ, Thanh niên, Sức
khỏe, Mực Tím, Hoa học trò, Sinh viên 2!, Thời trang trẻ, Tiếp thị và gia đình, etc
g)Radiocost less and reach more
people,
h)Promotiondistributing free samples to create
product awareness
“buy2, get 3”
especially the effectiveness of ads on listeners
i) PUBLIC RELATION AND COMMUNICATION CAMPAIGN “indirect” marketing
Sponsorship for music or sport events, school-girl….
Earth hours, Environment Protection, Companion with school-girl, Sexual education…
Community programs:
Budget First 6
month
Next 6 month 6 month later
Budget (mil $) 400 260 167
Expenses(mil $)
Free sample 4.5 X X
TV ads 43 43 30
Print media 75 50 35
Billboard 40 X X
Internet 33 33 33
Radio 75 50 30
Promotion 9.5 4 2
PR 120 80 40
Expected Sales
(mil $)
480 550 690
1 2 3 4 5 6 7 8 9 100
100
200
300
400
500
600
700
800
Advertis-ing
S-Shaped Curve
“Sắc màu quyến rũ” Creative Concept
Kotex Deluxe
Ad. Samples
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Thank you for your listening