SUMMARY
We identified that the overarching gap for Kotex is its strategic positioning of its products. Kotex Luxe was positioned as a premium brand with advanced technology innovations and the proclaimed latest ultrathin sanitary pads. However, we found that many of the “premium” attributes in Kotex Luxe were becoming the POP in the industry, yet Kotex is trying make these POP into POD through the Luxe line. In other words, Luxe positioning is not unique to Kotex but Kotex positioned it as such. In addition, Kotex lose out on its normal sanitary pad lines because of their outdated designs and low functionality amongst comparable product lines of other brands. These competing product lines have already move towards achieving the POP (Luxe’s attributes) in the industry but Kotex normal sanitary pad lines are still below POP standards. While there is a need to improve on Kotex products’ performance, at least to satisfy POP in the industry, there is also a need to focus on developing the emotional aspects of the brand amongst consumers, which Kotex is clearly lacking currently. This lack of emotional appeal for the brand causes Kotex to fall victim to the retail clutter.
From our survey and focus group results, we found that although Kotex has strong brand recognition and recall (the basis for salience), these do not translate to Kotex being the primary brand choice for most customers. Firstly, it could be due to the less prominent product attributes of Kotex; not one product attributes stand out for Kotex sanitary pads as shown in the survey. Secondly, although Kotex tried to emphasize on the good absorbency and ultrathin sanitary pads for their Luxe line, Laurier has already established a strong positioning in these product attributes. In other words, people would go for Laurier if they want slim and absorbent sanitary pads. Hence, consumers would not choose Kotex as their primary brand choice because Kotex has no salient niche product attributes.
It would be advisable for Kotex to move away from emphasizing on slim and absorbent sanitary pads as their niche product attributes and find another niche positioning that are different from competitors’ in order to provide salient and readily accessible reasons for consumers to purchase Kotex products.
This gap applies more to those segments with low RBI; Urgent Needs and Independent Stockpilers. Without clear communication of Kotex sanitary pads niche product attributes, these segments do not have any compelling or prominent heuristics to rely on when they are choosing a sanitary pad brand.
Based on our primary sampling of the Luxe ProActive Guards technology, it was found that the ProActive Guards did not rise to give a more comfortable fit as promised in the advertisements. This tarnishes the credibility and quality of the brand.
GAP 1:
NO SALIENT NICHE PRODUCT ATTRIBUTES
Surprisingly, when asked what word is associated with Kotex as a brand, respondents of our market research answered with words that relate more to Kotex products; the most recorded word being “comfortable” (however, note that comfort is not the niche product attribute as shown in the survey). This shows that Kotex’s brand imagery is closely tied to its product or product attributes and not more abstract emotional attributes such as “vibrant” or “fun” that relates to the brand imagery. When the brand is closely tied with its product or product attributes, Kotex would not stand out among competing brands because of reasons listed in Gap #1.
It would be better for Kotex to differentiate themselves if they focus more on emotional attributes of their brand rather than tie themselves closely to their product.
All consumer segments of Kotex see the brand as a functional entity that merely satisfies their functional needs since the brand imagery is rarely seen as separated from its products.
BRAND IMAGERY IS LOOSELY LINKED TO EMOTIONAL ATTRIBUTES
GAP 2:
Judging from the new Luxe line black packaging design and flowery prints on the sanitary pads, Kotex tries to position themselves as different and bold compared to other brands. On the other hand, their normal sanitary pad line remains typical and boring. This leads to an inconsistent brand imagery conveyed to its consumers. This could be the reason why consumers associate the brand more to its product attributes than other abstract imagery as shown in our survey results.
In order to achieve a clear and striking brand imagery, Kotex should align the overarching strategic positioning of all its product lines. Differing brand imagery would only confuse customers and weaken the brand equity.
Again, all consumer segments are affected when the brand imagery is blurry. Since the brand imagery is not clear, consumes would associate the brand to its products and functional attributes more than the abstract emotional aspects of the brand.
INCONSISTENT BRAND IMAGERY CONVEYED
GAP 3:
According to our survey results, Kotex only fared moderately on attributes that respondents considered important- comfort and absorbency. This shows that Kotex has not yet achieved high category POP in the sanitary pad product category. Hence, there is a gap in the performance dimension as Kotex has not met the basic requirements of delivering comfort and absorbency at the expected product level. Caregivers and Independent
Stockpilers and Cycle Buyers are most affected as they are always on the lookout for brands that provide comfortable and absorbent sanitary pads to fulfill their basic functional feminine needs. If nothing is done to improve the performance of Kotex pads, Kotex runs a high risk in losing its customers to other brands since the cost of brand is relatively low. Hence, it is crucial that Kotex addresses the issue of absorbency and comfort by sourcing for more comfortable and absorbent material for its sanitary pads.
GAP 4:
In terms of technology, Kotex positions its ProActive Guard technology to be a POD, when one of its competitor have long introduced the same technology in a different name. For example, the technology which ensures a more comfortable fit to the body upon fluid contact is also infused in Sofy Side Gathers as Soft Flex Gathers. Moreover, Laurier and Whisper have developed very distinct products and technologies that grant them a first mover advantage, namely Laurier Super SlimGuard and Whisper’s revolutionary Cosmo pad. Hence, the Kotex brand is perceived to have low brand superiority and quality because it does not appear to have established genuine PODs over its competitors through new technologies.
To make matters worse, the names of Kotex product lines are very similar with its competitors. For example, in the thinnest sanitary pad product line, Kotex pads are named Ultrathin, Sofy pads are named Ultraslim, whereas Laurier pads are named Ultraslim. This confuses consumers since they cannot differentiate the brand purely from the names. Hence, Kotex is unable to establish brand superiority over competing brands in terms of the similar naming of product lines.
Caregivers and Cycle buyers are most affected by this gap because of the high role of brand in their purchase decisions. These two segments could perceive Kotex to be overshadowed in terms of the technology and also to be confused with clashing names. Hence, they would chose other brands that are perceived to be more superior such as Laurier and Whisper. In order to improve its brand superiority, Kotex should work towards naming its product lines more distinctively from the other brands and also introduce new technology only when the technology itself is completely new and beneficial to consumers.
GAP 6:
GAP 5:
PRIDE AND SOCIAL
APPROVAL ARE LACKING
GAP 7:
When asked what customers associate Kotex with, most responses would revolve around the rational aspects of the brand such as the comfort of the sanitary pad. The Kotex Team understands this as a result of the relatively larger emphasis on product attributes and features that Kotex portrays in its advertisements, blog reviews and so on. When asked about their feelings toward Kotex though, Kotex fared an average of 2.6 out of a total score of 5. Customers also largely disagree that using Kotex would give them a sense of pride and fulfillment. We thus conclude that there is a major gap not yet addressed by Kotex. Kotex needs to cater to the innate needs of customers, and help them gain pride and social approval of using Kotex instead of feeling embarrassed when being seen with a Kotex pad.
All segments needs to feel a sense of pride and social approval about their bodies, and also for the brand. We believe this would break through the decisional paralysis at retail stores. Caregivers and independent stockpilers who tend to buy in larger quantities would subconsciously make their purchase decisions based on the innate qualities. The urgent needs and cycle buyers who make decisions more frequently for short term needs would largely make their decisions based on the “feel” – which we believe is a subconscious decision criteria.
GAP 8:
UNABLE TO ACHIEVE
HIGH POP DUE TO POOR ABSORBENCY AND LACK IN COMFORT OF PADS IN STANDARD PRODUCT LINES
FAILURE OF TECHNOLOGY TO DELIVER ON PROMISE
Next Strategic Challenge
From the gaps that we identified, we found that Kotex should focus on emotional appeals as other brands are competing on the grounds of product attributes. The challenge is to “Ignite Confidence Openly” by advocating women to “Stop Hiding.”At the same time, we recognize that we should not neglect the importance of satisfying customers’ expectations of the product.
Currently, there is a lack of enthusiasm for the Kotex brand. Users of Kotex purchase the brand out of habit and not out of love or connection with the brand. We feel that this is a gap that has to be addressed in order for Kotex customers to establish attitudinal attachment with the brand. The attitudinal attachment should later translate into a greater sense of community with the brand, with the new launch of a now defunct official Singapore Facebook page catered to the local market.
Caregivers and cycle buyers must first love the brand and have a sense of community with Kotex users because of their high role or brand. Behavioral loyalty would later ensue. Due to the large quantities that independent stockpilers purchase, they are also more likely to want to be more involved during the purchase decision. A Singapore Facebook or other social media page would be a good platform for this segment to search for ongoing promotions, package and general knowledge about womens’ period.
LACK OF EDGE OVER
COMPETITORS IN TECHNOLOGY AND LINE NAMES
MISSING ATTITUDINAL
ATTACHMENT AND SENSE OF COMMUNITY WITH BRAND
