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Kotex Brand Research (Executive Summary) April 2003 Background ? Kotex launched its Soft-Dri pad in Beijing in 1996, followed by liner in 1998. Now Kotex enjoys 10% market share. ? Sofy is very active both in launching products with new features and communication ? Majority of the Kotex users are mixed users of value brands such as C&B, Yiyi and premium brands. ? Kotex is going to launch an improved new product with the features of protection channels and breathable material. ? Together with this new product launch, Kotex plans to have a marketing and communication campaign to drive brand image and sales ? Therefore a qualitative research is needed. Key Research Objectives ? The key objectives are to identify – What are the category issues / insights which Kotex can leverage on? – What are Kotex brand equity/issues which should be address in the future marketing and communication ? To achievement these main objectives via the subobjectives of Research Objectives ? The relationship between Kotex users and brand – The role of products: Why Kotex users keep using Kotex? What do they satisfied about the product? Is there any un-met needs about products? Shall we keep our original brand positioning ie. Security? – The role of brand image: Perceived user image? Emotional feeling with Kotex? What factors drive this image? ? Competition situations – Consumer perceptions: What is the role of Sofy celebrity advertising and product innovation? ? Attitudes towards category – Br

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