Kotex is a brand of feminine hygiene products that is owned and managed by an American consumer products company, Kimberly-Clark Corporation, since the 1920s. The Kotex® trademark comes from the words "cotton texture", and it came about due to the shortage of cotton during World War I. Kimberly-Clark's cellulose wadding was often used in place of cotton then, and was later adapted for menstrual purposes. Kotex' product line includes panty liners, sanitary pads, and tampons. In August 2009, Kotex launched a premium subbrand named Kotex Luxe in Singapore. Also, Kotex introduced its latest revolutionary innovation called the ProActive Guards Technology, which prevents leakage and ensures a more comfortable fit even during heavy flow days.
history
business strategy in Singapore
SWOT analysis
Kotex aims to be the number one choice of sanitary pads amongst females in Singapore. Largely targeting teenagers and young working adults, it has established itself as a young and vibrant brand in the market. Kotex practises active customer engagement through social media platforms and its membership club. Its latest line, the Kotex Luxe series, has introduced a sophisticated and stylish side to its brand image. The Kotex Luxe comes with a striking black packaging and unique floral patterns on each sanitary pad.
marketing campaigns
Kotex has launched several marketing campaigns to increase its brand profile.
In 2009, it launched the iKnowMovement, a social movement motivated by the company's desire to educate Asian women about their bodies. Based on a BodyLife IQ Study Kotex conducted in 2009, its findings revealed that many young women in Asia were not equipped with the right information about their bodies, due to the many body myths that are deeply entrenched in Asian cultures. Through the iKnowMovement, Kotex has reached over 1 million women across Asia with their school programmes, web initiatives, outdoor events and social media platforms such as Facebook and Twitter.
in 2011, Kotex Asia implemented a campaign called the V-zone revolution, which aims to increase awareness on feminine health, particularly about the V-zone. It also launched its new-and-improved range of Fresh Plus Liners concurrently and promoted it as a revolution to the way women care for their V-zones.
