当前位置:首页 >> 生物学 >>

Kotex Brand Research_图文

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 – Brand loyalty: Is there any brand loyalty in feminine care category? In what way? How do they view new products? – The differences of product under different brands among the same segment – Category communications Methodology ? Three groups have been conducted in Beijing – Two groups are Kotex users defined by using Kotex most often, with one group started using Kotex early than 1998, and another group start using Kotex after 1998. They are likely to be mixed users of Kotex and other premium brands. – One group is Sofy users defined by using Sofy most often. They are likely to be premium brands and value brand users ? The fieldwork time is April 28th Key Findings: Category Issues/Insights New Products ? Facing to a category with a lot of brands, large variety of “new” products and different sale promotions, women’s behaviors and attitudes are: – Choose one brand as the major brand, but not reject trying new products with appealing product news such as “弹性贴身”“立体护围” “扇形 尾翼“ – Keep c

相关文章:
Automotive research_图文.pdf
and Car Clinics Strategic Brand Management Analysis of car purchasing motives (make/ models) Mystery Shopping / Mystery Calling Customer Care Research Research...
Chinese Market research_图文.ppt
Chinese Market research_调查/报告_表格/模板_实用文档。国内服装品牌市场调查 ...Hermè International backs Chinese brand s 12.22.09 Luxury firm Hermè ...
do research_图文.pdf
do research_英语学习_外语学习_教育专区。How to do research March 6, 2013...Figure 4: Nurture your research brand. ? Please don’t report to me, ...
RESEARCH REPORT_图文.ppt
RESEARCH REPORT Chloe China Expo Show 2011 By: Tracy. Jiang ID: 006FM409 DATE: 2011/4/27 Introduction ? On February 25, the French luxury brand ...
Nike Stock Pitch - Gordon Investment Research_图文.pdf
Nike Stock Pitch - Gordon Investment Research_电子/电路_工程科技_专业资料。...building a considerable moat around it’s brand S&P500 Consumer Discretionary...
Research and Planning_图文.ppt
Traditional Advertising and Brand Promotion Research Any research that helps in the development, execution or evaluation of advertising and promotion ? A ...
Brand_图文.ppt
?What does a brand mean to a company or to the company’s consumers? Foreign Language Teaching and Research Press Brand ? Brand: origin ? a mark ...
QYResearch回顾:2017年加巴喷丁的全球收入接近1431百万....doc
QYResearch 回顾: 2017 年加巴喷丁的全球收入接近 1431 百万美元,实际销售额约...Gabapentin was originally marketed under the brand name Neurontin and since ...
市场调研-Research Design_图文.pdf
Research Design 14 Cohort Analysis: Consumption of Soft Drinks by Various Age Cohorts Research Design 15 Cross-Sectional Data May Not Show Change Brand ...
Research Problem and Objective (Research Method)_图文.ppt
Research Problem and Objective (Research Method)_管理学_高等教育_教育专区。...of the brand Question: Do you recall seeing an advertisement for Brand A?...
2012版著名广告公司内部培训资料_图文.pdf
Kotex A Challenger’s Campaign.ppt Kotex Brand Research.ppt Kotex Soft-dri...(图文).doc SWOT 应用.doc 一位营销总监辞职信.doc 与案绉理培讦.doc...
品牌建设原则Brand-Building_Principles_(Brown-Forman....pdf
cant challenge or barrier to growth the brand must address. Source: Brown-Forman Corporation; Marketing Leadership Council research. MLC1ADUZ7N ? 2008 ...
Marketing Research-B市场研究中英文专业词汇对照表_图文.xls
research segment market competitive brand brand diagnosis brand planning 研究步骤 目标受众 指标体系 市场占有率 销售业绩 抽样 报告提交 竞争分析 发展趋势 驱动...
Brand communication by brand experience design of A....pdf
Brand communication by brand experience design of APP for hotel_互联网_IT/计算机_专业资料。Intemational English Education Research ~~ m 甜 一一 一精~ ...
...Differences_in_Brand_Extension_Evaluation_图文.pdf
The vast majority of research has been conducted with U.S. consumers, although many brands operate in a global environment and launch brand extensions ...
...访金佰利_中国_有限公司企业发展部总监佟梅_图文.pdf
金佰利的历史有多长,其“关 China Brand & Anti-counterfeiting 27 品牌视点 VIEWPOINT 爱”的理念便已有多久。时至今日,高洁丝品 牌仍然在不间断地通过自己的努力...
企业管理类Brand-Strategy-Research毕业论文外文文献原文.doc
企业管理类Brand-Strategy-Research毕业论文外文文献原文_高等教育_教育专区。毕业设计(论文) 外文文献翻译 文献、资料中文题目: 文献、资料英文题目:Brand Strategy ...
《度品牌营销》PPT课件_图文.ppt
Described the Brand’s DNA Discovered the Challenge facing the brand in a ...Philippines Sanyuan Milk in China SpeedPost in Hong Kong Kotex White in ...
毕业论文外文文献翻译Brand-Strategy-Research企业品牌....doc
毕业设计(论文) 外文文献翻译 文献、资料中文题目:企业品牌战略研究 文献、资料英文题目:Brand Strategy Research 文献、资料来源: 文献、资料发表(出版)日期: 院 (...
第四章营销调研Marketing Research(1-4)_图文.ppt
第四章营销调研Marketing Research(1-4)_理学_高等教育_教育专区。第一节:营销...C:Product ( Concept development and testing, Brand name generation and ...
更多相关标签: