We wanted to find out more about the lives of women. We aimed to delve into the lifestyles, fears, beliefs and attitude towards going through the time of the month. So we picked out women of different ages, observed them and asked them to pen down their day for 7 days. Click on their pictures below to take a little peek into their lives!
Assignment 2A
Assignment 2A
Assignment 2B
Kotex enjoys relatively high brand salience because of strong depth and breadth of brand awareness when measuring recall and recognition, when compared to its competitors. One key marketing gap could be that Kotex is not the primary brand choice, despite its strong brand recall and recognition. Perhaps more could be done to fill this gap of pushing Kotex from secondary brand choice to the primary brand choice in the sanitary protection category. The flowery prints on the sanitary pads are also not effective in the recognition of Kotex, which leads us to a question if the effort could be channeled elsewhere to strengthen purchase consideration.
Key Findings
Focus Group findings
Survey
findings
Salience
Judging from the brand performance, Kotex scored moderately for all attributes. However, when we take into account the results for brand imagery and brand feelings, we found that Kotex actually stood out on comfort as an attribute. As such, the performance ratings for comfort could be higher, which is a good sign for Kotex since it is one of the most important attributes that people look out for. However, it is important to note that comfort is subjective to the user and not all consumers judge it the same way as seen from the contradictory results from focus group.
Performance, Imagery, Feelings
From our survey results, Kotex performs moderately on all attributes that were garnered from our focus group discussion. Our group thinks that it might account for the reason why Kotex is perceived to have low brand superiority and quality amongst its customers. In light of this finding, our group proposes that Kotex should engage more in the research of product improvement and also differentiate its product through new technology so that customers will perceive Kotex to be a brand that delivers well in both aspects of product and technological advancement.
Performance and Judgement
Resonance
From the Focus Group findings, we found that brand loyalty for the participants are low even though most of them are Kotex users. When tested in survey, similar results were also shown. From the survey, it is found that Kotex has a very low brand resonance. Perhaps due to the products being low involvement products, respondents largely disagree when asked if they are involved in Kotex’s events and social media platforms. The attitude, attachment and loyalty to the brand are also largely low or neutral. Perhaps a differentiating factor and publicity that are relevant to the choice of sanitary protection should be put in place to break out of the low involvement and low emotional attachment nature of the brand.
