黑底整套ppt模板ppt課件-wenkub.com
2025-05-04 12:13 本頁面
【正文】 B(%), Whisper(%) and higher than other brands (Carefree %, Laurier %) which were launched earlier than Kotex. ? The percentage of ‘used most often’ went up from % in April to % in July 97. ? The success of Camp。B A. B. C. + Whisper Camp。 Camp。B Shrinking Expanding Growing Where Are Kotex’s Opportunities There are three possible opportunities where Kotex can cut into this market: A. Camp。B Product Upgrade Pattern Market Trend This upgrading movement is driven by consumer needs for better feminine protection as well as by their ine 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 bee the majority in neat future by attracting lowendbrand users. Current Future Local Brands . Camp。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 bee the biggest segment of urban consumers. If we can win this group of women, Kotex has good opportunity to grow. Market Segmentation (1995) Sole Local brands: Camp。 Kotex A Challenger’s Campaign Kotex SoftDri Launch ? Kotex was launched in Beijing in 1996. Whisper had been very active and overwhelming in munication. Consumers in the premium segment had strong preference to Whisper. Whisper is regarded as the standard for the category with premium and inn
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