CHANGE IN EXPECTED SALES CONTRIBUTION
We expect the expected sale contribution from all segments to increase for all segments. However, the younger segments, Independent Stockpilers, Urgent Needs and Cycle Buyers, are predicted to have higher sale contribution percentages. This is because the younger segments are more self-conscious about speaking out about their periods. By implementing the proposed campaign that encourages women to “let it out”, these three segments would be directly impacted by the campaign, compared to the caregiver segment.
CHANGE IN EXPECTED ANNUAL GROWTH
All of the segments except caregivers are expected to have an increase in annual growth rate due to the relevance and meaningfulness of the campaign to the younger segments. This is because there has been a sharp increase in independent women in the three segments who are becoming less dependent on their mothers to purchase the pads on their behalf. The Independent Stockpilers segment is expected to grow by 3%, which is higher than the urgent needs and cycle buyers segments, since the Independent Stockpilers segment constitutes of independent women only, whereas the other segments have a mix of independent and dependent females.
CHANGE IN ROLE OF BRAND
By focusing on raising the confidence of women to “let it out”, all segments are expected to be more influenced by the Kotex brand in terms of customer demand at point of purchase. Because the younger segments, Independent Stockpilers, Urgent Needs and Cycle Buyers, are expected be more impacted by the campaign, they are likely to experience a much higher change in role of brand compared to the Caregiver segment.
CHANGE IN BRAND STRENGTH
The overall brand strength is estimated to have increased by 13, with most positive changes in the external aspect of brand strength. The discount rate has been revised down to 7.02% from 8.49%.
NEW BRAND VALUE
RETURN ON MARKETING INVESTMENT
By the end of December, we will review the effectiveness of our marketing campaign. This will be done through the various evaluation measurements as shown above. The numbers are obtained by approximation from various sources such as Kotex’s current Facebook page.
With the implementation of our new campaign, Kotex’s brand valuation will increase by 30.90%. Based on the cost of our proposed marketing campaign, we expect to experience a $5.75 increase in brand value per marketing dollar, with a return on marketing investment of 575%.