Nature of Campaign: Launch of our new packaging and making a grand entrance as a bold and different brand.

 

Objectives: 

Through this, we want to generate interest about what the brand stands for: boldness and acceptance. One of the issues inherent in building brand loyalty and a sense of community is the association of periods as taboo. Women do not talk about that time of the month, and they see a sanitary pad as merely a hygiene solution. But, the Kotex girl dares to have fun. She is bold and does not hide or lament; she accepts and delights in all experiences. Kotex is for the girl who dares to have fun, the lady who embraces nature and the woman who seizes the day. Thus, we want to usher the new Kotex in with a bang; with a new, bold packaging, a campaign that embodies our vision for girls, and a social media reach to explain this vision.

 

Strategy:

The focus here is to be memorable and attract attention. Consisting of a new packaging designs and new line extensions, these help us to address gaps #3 and #6, as the new bold and revamped packaging across all its products help to deliver consistent brand imagery and differentiate its line names from competitors. Gaps #1 and #2 are also addressed with this strategy as we present Kotex as a brand offering solutions to its customer segments through new line extensions and a brand that brings forth the emotional aspect of a typical usage situation. Lastly, through social media we address gap #8 building an online community.

 

A Fresh Face:

We want to reach the Kotex girl by being as bold and delightful, with an aesthetic design that is unique, memorable, simple and attention grabbing. Lines will be kept to 4, each serving a different need, and expressed by a 2-word name, with a simple description of the needs served. Each line is packaged boldly in a unique color, to facilitate recall of the type needed at repurchase.

 

 

 

 

 

 

 

 

 

 

 

Line Extensions:

We also want to fulfill the wants of the urgent needs segment, by selling pads in small packaging, for them to tide over a day in which their menses have come unexpectedly and they do not have pads in their bag. Our recommended price point is $1 for 2 pads. The normal size packs that Kotex sells are going at $4.35 for 20 pieces. We assume that the convenience and practicality of buying a small pack of pads will give Kotex a significant advantage and attract the urgent needs segment to buy these pads although they are priced higher.We also spot a gap in the market in that the needs of the cycle buyer segment are not fulfilled. Only buying once a month and stocking up when they need them, we recommend that Kotex capture this neglected segment by selling a ‘Monthly Needs Pack’. In this pack, buyers can find 12 regular pad pieces, 6 overnight pad pieces, and 3 pantyliners. The current estimated retail value of this pack is $4.77. We propose a price point of $5.50, and are positively inclined to predict that this price point is reasonable and attractive to cycle buyers as it is an ‘all-in-one’ pack that maximizes convenience.

 

 

 

 

 

 

 

 

 

 

 

Print Ads:

To sustain interest and grab hold of our segment’s attention, we will launch a second wave of the campaign one month later. This print advertisement that will be on women's magazines, Cleo and Cosmopolitan, are targeted at all psychographic segments identified in Assignment 3. This will aid in increasing brand awareness, improve brand imagery, brand credibility and encourage trial of Kotex’s new packaging. The print advertisements will carry our brand’s tagline “Glow with the Flow”, and the focus is to encourage women to ‘Let It Out!’. A main aim of this advertisement is also to showcase Kotex’s new packaging and line extensions, targeted at increasing trial rate and pique interest. We also suggest that Kotex have a QR code that leads the people who are interested in Kotex’s cause to its updated website.

 

 

Youtube Ad:

The third wave of the campaign will be launched 2 months after the launch of Kotex’s new packaging and line extensions. Through Youtube advertisements, we aim to capture and recapture attention of the target segments through advertisements. Sponsored short ads would describe how society regards periods as a dirty topic; depicting people avoiding the word “period” in conversations. Here, we also introduce our new tagline: Glow with the Flow; having a period is not something to be hidden, and girls should be free to speak their minds. A click on the ad would bring the viewer to the next part of the strategy; the Speak Out Campaign Facebook page.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Speak Out Campaign:

Launched concurrently with the Youtube advertisements, interest is garnered through a campaign which allows women to voice their feelings openly on a secondary Kotex facebook page platform. Here, women are encouraged to post rants and confessions anonymously, while other women can respond to them with their facebook profile. Anonymous messages would first be sent to the page's manager, screened, and then posted onto the page. This would attract views and responses from other facebook users who might relate to these feelings or situations.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Link to CBBE & Segments:

Interesting and funny talking points generates warm feelings of bondedness over similar experiences and builds brand resonance amongst females who share about similar feelings and views. This sense of community between all women, Kotex-user or not, translates into a more active engagement in Kotex. The new packaging also tackles the gap identified of a lack of distinct line name across the different brands, and an inconsistent brand imagery. A bolder look also sets the brand apart from the others, going against the convention of a flowery, girly look- contributing to a higher social approval points, as well as making the brand more salient in the mind of a purchaser. With memorable colours and easy-to-recall names, the new Kotex packaging would cut through the retail clutter and make the buying process easier. This is especially so when repeat purchase is encouraged due to users recalling the iconic design. Fuss-free buying and aspirational throughts attract all segments identified: Cycle Buyers, Caregivers, Urgent Needs, and Independent Stockpilers.