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1、KotexAChallenger’sCampaignKotexSoft-DriLaunchKotexwaslaunchedinBeijingin1996.Whisperhadbeenveryactiveandoverwhelmingincommunication.ConsumersinthepremiumsegmenthadstrongpreferencetoWhisper.Whisperisregardedasthestandardforthecategorywithpremiumandinnovativeimage.AtthetimeJ&J’sCarefreeh
2、adjustlaunched.KotexStrategyOpportunitiesFromtimesofconsumerU&Astudies,wefoundthereexistingasegmentofconsumerswhichwecalled“MixedUsers”MixedUsers:usepremium,highperformanceproduct,i.e.Whisperinheavyflowdays,andusevaluebrandssuchasC&BorAnleinlightdays.TheMixedUserisatransitionsegmentinc
3、onsumer’supgradingprocess.Thisgroupisexpandingrapidlyandwillbecomethebiggestsegmentofurbanconsumers.Ifwecanwinthisgroupofwomen,Kotexhasgoodopportunitytogrow.MarketSegmentation(1995)SoleLocalbrands:C&B,etc.50%Premiumbrands:Whisper10%Mixedbrands:C&B+Whisper40%LocalBrandse.g.C&BPremiumBra
4、ndse.g.WhisperMixedBrandse.g.Whisper+C&BProductUpgradePatternMarketTrend-Thisupgradingmovementisdrivenbyconsumerneedsforbetterfeminineprotectionaswellasbytheirincomeimprovement.-Thebaseofpremiumgroupisnowthesmallestbecauseofitshighprice,howeveritisthedirectionofthecategorydevelopment.-
5、Mixeduserswillbecomethemajorityinneatfuturebyattractinglow-end-brandusers.CurrentFutureLocalBrandse.g.C&BPremiumBrandse.g.WhisperMixedBrandse.g.Whisper+C&BLocalBrandse.g.C&BPremiumBrandse.g.WhisperMixedBrandse.g.Whisper+C&BShrinkingExpandingGrowingWhereAreKotex’sOpportunitiesThereareth
6、reepossibleopportunitieswhereKotexcancutintothismarket:A.C&BuserupgradetomixeduserKotex&C&BB.MixeduserofWhisper&C&BswitchtoKotexC.WhispersoleuserswitchtoKotexC&BWhisperWhisper+C&B+KotexSwitchtoKotexSwitchtoKotexKotexKotex+C&BA.B.C.+Whisper-C&BKotexStrategy(Cont‘d)ConsumerNeedsTheyareve
7、rycriticaltotheprotectionperformanceintheheavyflowdays.Theyareoutgoingcareerwomenandtheywon’tlettheperiodbeaobstacletotheirsuccess.OurproductKotexhasPrism-thebluetransferlayer,itcanpullfluidawayfromthesurfacequicklyandabsorbadequatelythereforepreventsideleakage.KotexStrategy(Cont‘d)C
