Kotex A Challenger’s Campaign Kotex Soft-Dri Launch Kotex was launched in Beijing in 1996. Whisper had been very active and overwhelming in communication. Consumers in the premium segment had strong preference to Whisper. Whisper is regarded as the standard for the category with premium and innovative image. At the time J&J’s Carefree had just launched. Kotex Strategy Opportunities From times of consumer U&A studies, we found there existing a segment of consumers which we called “Mixed Users” Mixed Users: use premium, high performance product, i.e. Whisper in heavy flow days, and use value brands such as C&B or Anle in light days. The Mixed User is a transition segment in consumer’s upgrading process. This group is expanding rapidly and will become the biggest segment of urban consumers. If we can win this group of women, Kotex has good opportunity to grow. Market Segmentation (1995) Market Trend - This upgrading movement is driven by consumer needs for better feminine protection as well as by their income improvement. - The base of premium group is now the smallest because of its high price, however it is the direction of the category development. - Mixed users will become the majority in neat future by attracting low-end-brand users. Where Are Kotex’s Opportunities There are three possible opportunities where Kotex can cut into this market: A. C&B user upgrade to mixed user Kotex & C&B B. Mixed user of Whisper & C&B switch to Kotex C. Whisper sole user switch to Kotex Kotex Strategy (Cont‘d) Consumer Needs They are very critical to the protection performance in the heavy flow days. They are outgoing career women and they won’t let the period be a obstacle to their success. Our product Kotex has Prism - the blue transfer layer, it can pull fluid away from the surface quickly and absorb adequately therefore prevent side leakage. Kotex Strategy (Cont‘d) Consumer Promise Kotex with the magic Blue Strip, offers you a new level of protection, a feeling of security you never experienced. Creative Idea The core idea of “2nd Day” emerged in our IPT focus groups. This is an eminent idea that accurately catches our target’s concern for security protection in their heavy flow days. “With Kotex I can perform my life perfectly even in the “2nd Day” of my period.”