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ADVERTISING AND PROMOTION

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Presentation on theme: "ADVERTISING AND PROMOTION"— Presentation transcript:

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

2 MEMBERS: DIEN, KHOA, PHUONG, QUYEN, TRANG, THUY and TUAN.
SẮC MÀU QUYẾN RŨ KOTEX DELUXE FLOWER AND KOTEX DELUXE COMBO NEW KOTEX MEMBERS: DIEN, KHOA, PHUONG, QUYEN, TRANG, THUY and TUAN.

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

4 MARKET ANALYSIS: 1. Market share:

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 CUSTOMER ANALYSIS 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

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 ANALYSIS SWOT Opportunities Threats Strengths Weaknesses - R&D
- Increasing preference for organic and natural personal care products - Changing customer taste (pure/ natural/healthy) - Diversity in customer’s needs Weaknesses - Advertisements often use teenagers and young model - Not enough information on packaging 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 Strengths - Brand name - Market leader - Wide product-line - Nice and creative packaging - Technology - Innovation - Large distribution system - Reputation (high quality/trustworthy) - Eco friendly products

10 MARKETING OBJECTIVES A/Short-term 1. Objectives
• Increase market share with 9% by acquiring 5% non-users • Acquire 4% of competitors’ consumers (Diana) 2.Core strategy • Target nonusers & steal competitors’ consumers • Cooperation with a consumer healthcare company

11 • Keep the lead place in Sanitary napkin market
B/ Long-term 1. Objectives • Keep the lead place in Sanitary napkin market • Growth of 10% market share in three years • Get 7% increasing profits from the new products • Increase 8% brand loyalty from the new liners 2.Core strategy • Extend brand values; Fixed price

12 I/ MARKETING STRATEGY A. MARKETING SEGMENTATION
The product-user segmentation: • year (beauty care) • year (beauty & body care) • year (body care) • 55+ (body care) The product segmentation: • Dry/Style • Nightly/Daily • Fresh feeling • Absorption •Anti-bacteria • Softness The new product • year (beauty & body care) • Fresh feeling/dry • Lifestyle

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 DE DE Key product benefit Package

16 Kotex Deluxe Flower: 24,000VND (6 pieces)
2. Price strategy Kotex Deluxe Combo: 24,000VND (6 pieces) Kotex Deluxe Flower: 24,000VND (6 pieces) DE

17 3. Distribution Strategy
Strategies for distribution Extensive distribution

18 supermarket retailer store Store department shelf

19 4.Promotion Strategy

20 a)Free sample b)Distributors’ promotion: 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

21 c)Television clip

22 d) Internet Social network: Facebook, Google+, Twitter, Zing me…
Website: E-magazine

23 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 f) Billboard (Outdoor Ads) .inexpensive and causes repeat exposure to our advertising message .helps to expose as many people as many times as possible to Kotex advertisement

24 g)Radio h)Promotion cost less and reach more people,
especially the effectiveness of ads on listeners h)Promotion “buy2, get 3” distributing free samples to create product awareness

25 i) PUBLIC RELATION AND COMMUNICATION CAMPAIGN
“indirect” marketing Sponsorship for music or sport events, school-girl…. Community programs: Earth hours, Environment Protection, Companion with school-girl, Sexual education…

26 Budget First 6 month Next 6 month 6 month later Budget (mil $) 400 260
First 6 month Next 6 month 6 month later Budget (mil $) 400 260 167 Expenses(mil $) Free sample 4.5 X TV ads 43 30 Print media 75 50 35 Billboard 40 Internet 33 Radio Promotion 9.5 4 2 PR 120 80 Expected Sales (mil $) 480 550 690

27 S-Shaped Curve

28 Creative Concept “Sắc màu quyến rũ” Kotex Deluxe

29 Ad. Samples DE DE

30

31 Thank you for your listening


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