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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