Customer-Based Brand Equity
Brand Salience
Brand Performance
Brand Imagery
Brand Personality
Kotex brand personality is 'youthful', 'vibrant', 'stylish', and 'trendy'. Kotex achieves this through a consistent brand concept that has been built over the years. It communicates its brand personality through its endorsers, who are opinion leaders in the internet blogging community amongst Singaporean females today. It also uses colors and designs that are more feminine such as pink, purple, and colorful floral designs.
User Imagery
A Typical Kotex Customer:
Wendy is 24 years old and works at a public relations firm. A typical work day consists of liasing with clients, working on event concepts and activity layout for upcoming events. She is also out of office for significant periods of time as she needs to make site visits and meet clients at their offices. Aside from attending events frequently on weekday nights, she has an active lifestyle on weekends and enjoys a good workout, be it jogging or swimming. Since she is always on her feet, moving from place to place, either for work or , she is conscious of her choice of sanitary pads when her 'time-of-the-month' is here. She is willing to try out new brands to find the sanitary pads that best fits her lifestyle, placing emphasis on slim design, comfortability, and most importantly, leakage prevention.
Primary ingredients and supplementary features:
The ProActive Guards Technology is a revolutionary innovation by Kotex, which can be activated upon contact with fluid, thereby preventing leakage and provides a better fit. This new feature certainly differentiates Kotex from its competitors in terms of its functionality.
Also popular in its range of products is the Tampon, which is slimmer and features a slender tip, which is a definite plus point especially with the fear that women have of tampons in particular.
Reliability:
In general, Kotex products serve their function of providing comfort to consumers.
Service empathy:
Kotex understands the fear of consumers especially for the use of tampons, and more importantly, the lack of knowledge about women’s vaginal health especially in Asia, where such private matters are considered taboo. On its website are some practical and useful information, for example in its “Know the Truth” section, which is a platform for women to know more about their bodies. Kotex also conducts talks in schools to educate young girls.
Style and design:
Kotex attempts to provide a more premium style for its Kotex Luxe series, using black as its packaging, thus cutting through the retail clutter.
Depth
Kotex is a highly recognizable brand in the feminine hygiene category in Singapore, especially with its presence in most retail outlets and supermarkets. The industry, however, is dominated by three other competitor brands, which made it a challenge for Kotex to break through the retail clutter. In recent years, however, Kotex has managed to reconnect with its consumers, thanks to its breakthrough technology, the release of its Kotex Luxe series, as well as school and blogger event. These set Kotex apart from its competitors. More significantly, the launch of its “IKnowMovement” linked Kotex to the knowledge of women and their bodies, thus gaining more recall.
Breadth
Kotex is known not only for its range of sanitary pads for varying levels of usage, the launch of its ProActive Guards Technology has also revolutionalized the way sanitary pads work. This has allowed Kotex to gain a more unique standing in the feminine care industry. The “IKnowMovement” further educates women on the uses of tampon, hence subverting women’s fears and thereby gaining more market share on this segment of the market.
Kotex is likely to be considered for its technology, breathable sanitary pads, as well as its unique packaging.
