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ADVERTISING AND PROMOTION MARKETING PLAN : KOTEX- KIMBERLY-CLARK PROFESSOR: HOANG KIM CHUONG MIMC 3765.

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Presentation on theme: "ADVERTISING AND PROMOTION MARKETING PLAN : KOTEX- KIMBERLY-CLARK PROFESSOR: HOANG KIM CHUONG MIMC 3765."— Presentation transcript:

1 ADVERTISING AND PROMOTION MARKETING PLAN : KOTEX- KIMBERLY-CLARK PROFESSOR: HOANG KIM CHUONG MIMC 3765

2 S C MÀU QUY N RŨ K OTEX DELUXE FLOWER AND K OTEX DELUXE COMBO NEW KOTEX MEMBERS: DIEN, KHOA, PHUONG, QUYEN, TRANG, THUY and TUAN.

3 EXECUTIVE SUMMARY EXECUTIVE SUMMARY : Kimberly-Clark is a leading global health and hygiene company Kimberly-Clarks 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… DE

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5 2. Competition review 2011, Kimberly- Clark had a leading position in Vietnam about sanitary napkin(45%) Middle and high income consumers High quality and constant advertising and marketing activities

6 Diversified product portfolio Kotex 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 competitor Product quality and packaging design Low pricing and promotion strategies

7 Age 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 { "@context": "http://schema.org", "@type": "ImageObject", "contentUrl": "http://images.slideplayer.com/1490804/5/slides/slide_6.jpg", "name": "Age 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

8 Age>38 (Users>Buyers) Women are main purchasers in families The largest purchasing group Menstrual cycle Natural vaginal discharge Light adult incontinence Keep me feel cleaner Quality Absorption Fexibility Materials

9 ANALYSISANALYSIS 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 customers 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

10 MARKETING OBJECTIVES

11 Get 7% increasing prots from the new products Increase 8% brand loyalty from the new liners

12 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

13 B.TARGET AUDIENCE The product will be targeted on 23-34 years ladies 23-34 years: begin using trustworthy and quality products instead of only beauty focused products.

14 This market will focuses on the feeling of the user, by adding scent and an extra value. Demographics Psychographics Consumption and use patterns

15 C.MARKETING MIX 1. PRODUCT STRATEGY Main product line Key product attribute Key product benefit Package DE

16 2. PRICE STRATEGY Kotex Deluxe Combo: 24,000VND (6 pieces) Kotex Deluxe Flower: 24,000VND (6 pieces)

17 Strategies for distribution Extensive distribution

18 super market retailer store Store departme nt shelf

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20 By the shops With existing products of Kotex When the sale volume is up to a certain amount, distributors get discount for the next purchase of products

21 c)Television clip

22 Social network: Facebook, Google+, Twitter, Zing me… Website: http://www.girlspace.com.vn/ E-magazine

23 .inexpensive and causes repeat exposure to our advertising message.helps to expose as many people as many times as possible to Kotex advertisement e)Print media Cosmopolitan, Ph n, Tu i tr, Thanh niên, S c kh e, M c Tím, Hoa h c trò, Sinh viên 2!, Th i trang tr, Ti p th và gia đ ình, etc

24 cost less and reach more people, distributing free samples to create product awareness buy2, get 3 especially the effectiveness of ads on listeners

25 indirect marketing Sponsorship for music or sport events, school-girl…. Earth hours, Environment Protection, Companion with school-girl, Sexual education… Community programs:

26 Budget First 6 monthNext 6 month6 month later Budget (mil $)400260167 Expenses(mil $) Free sample4.5XX TV ads43 30 Print media755035 Billboard40XX Internet33 Radio755030 Promotion9.542 PR1208040 Expected Sales (mil $)480550690

27 S-Shaped Curve

28 S c màu quy n rũ Creative Concept Kotex Deluxe

29 Ad. Samples DE

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31 Thank you for your listening


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