奥美培训与提案ogilvy kotex soft-dri improvement

1、1Kotex Soft-dri ImprovementJump Out in 20032IntroductionIn 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. 3What a market!The c

2、urrent feminine Care category is very mature and the market is highly competitive. - Various brands with variety of products.- Different consumer promotions.4Products vs.BrandsProduct line extends widely and deeply. And consumers have quite different like on various products.Slightly tangible differ

3、ence on product features among various premium brands.Low Brand Loyalty in this category. 5Products vs.BrandsBrand 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

4、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.6FindingsWhen products vary slightly, consumers tend to choose brand on emotion side.When products vary slightly, focusing on a dramatic way

5、to present the product is the way out.7Communication of the categoryFor 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. 8Consumer gets

6、 bored.Now consumers are insensate on all sermonic TVC and also get bored with the product demo of pouring blue-ink. 9Sofy e eminentSofys celebrity endorsement build up the brand image as modern, energetic and admirable.Continuous celebrity endorsement in TVC wisely jumps out from the talkative styl

7、e 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.10Sofys TVCFVO: (30”)Hey! The napkin with a layer of matDo you know? The Sofy springy napkin with a layer of matThe innovative springy mat

8、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.11Kotex - OpportunitiesAll brands are product feature focus.The TVC of this category are lack of funny and exciting points,

9、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. 12Kotex accumulationVery strong memory on “The second day of heavy flow really counts on Kotex” , which we can continue and reinfo

10、rce by Kotex improvement.The image of elegance, professional, well-education and a bit distant which we can continue to bring out aspiration to consumers.13Kotex Limitation The placid tone of “Cellist” submerges Kotex in numerous TVC when “the second day protection” was copied by competitors.The cur

11、rent image tends to be too quiet and lack of passion and energy, which create impact on target audience.14Try something freshCreating 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 mar

12、ket.So15Brand Platform of KotexBrand BenefitEmotional Benefit: Kotex is about the aspiration to modern female with strong independence. Kotex helps them to plish critical mission in their life.Physical Benefit: Trustful protection when most needed.Functional Support: The improvement of “Blue Safety

13、Zone” with blue strip and channels.16Brand Platform of KotexProduct-Brand -ConsumerProduct: Dependable security when most neededConsumer: I am seeking Brand: Passionate,for perfect performance. Period Aggressivecant be a barrier to plish Confidencecritical mission A confident woman is always the foc

14、us of people17Brand Platform of KotexBrand 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 reas

15、onable.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.18Role of AdvertisingReinforce Kotex as “safety protection even in the second day”Infuse energy and passion to

16、 Kotex to create a strong impact.Keep target audiences familiar with KotexPrompt trials.19Where are we going?With Kotex, I am still energetic and passionate towards life. Kotex improvement presents stronger protection that I can trust.20Button With Kotex, plish critical mission even in the second day.21Marketing AimsAchieve 90% brand awareness by 3 months in new markets and sustaining markets.To grow Kotex Soft-dir volume by 130%