These valueshave helped establish Kimberly-Clark as a leading-edge global company that producessuperior health and hygiene products used by families and professionals from allwalks of li
Overview of Company
Introduction
Company: KIMBERLY-CLARK VIETNAM LTD
Vietnam Head Office: Level 18, Etown Central Building, 11 Doan Van Bo Street, Ward 12, District 4, HCMC.
Outstanding brands: Kimberly-Clark, Kleenex, Huggies, Kotex, Depend, Scott, Viva, Cottonelle, Andrex, Pull-Ups, GoodNites, Little Swimmers
Website: https://www.kimberly-clark.com.vn/en/our-company/
Founded in 1872 and based in the US, Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Kimberly-Clark has invented 5 out of the 8 categories it competes in, including Feminine Sanitary Pads in the year 1920 With well-known and trusted brands, Kimberly-Clark holds the No 1 or No 2 share position in more than 80 countries It has five billion-dollar brands: Huggies, Kotex, Kleenex, Scott and Cottonelle.
In Vietnam, Kimberly-Clark has been present since 1991: Huggies, a mom- trusted diapering brand and Kotex, a feminine care brand that has been providing superior comfortable protection to women It brings its best to the Vietnamese consumers with the help of 650 Kimberly-Clark Vietnam associates, drawing upon consumer insights across the World and R&E facilities in the US, Korea and Singapore.[ CITATION Kim \l 1033 ] your phone? Save to read later on your computer
Vision, mission
“Lead the World in Essentials for a Better Life”
We are more than a maker of products
Since 1872, the company has had the foresight to find new ways to make lives better From creating new categories to starting new conversations, it is constantly innovating its products and its practices to serve and care for the ever-changing needs of the people it touches at all stages.
Each day, around the globe, it is dedicated to inspiring each other and helping individuals experience more of what’s important to them.
It’s why Kimberly-Clark brings together people who think differently to lead the world in the essentials for a better life.[ CITATION Kim1 \l 1033 ]
Kimberly-Clark's values of quality, service, and fair dealing form the cornerstone of its unwavering commitment to excellence These principles guide the actions of its leadership and employees, ensuring the delivery of exceptional products that meet the health and hygiene needs of families and professionals worldwide Adherence to these values has been instrumental in establishing Kimberly-Clark as a global leader in its industry, renowned for its unwavering focus on providing superior products that enhance the well-being of individuals and communities around the globe.
History of formation and development
Kimberly-Clark Vietnam’s story starts in 1991 The initial operations were carried under the name of TN VINATHAI CO LTD In 1991/92, company introduced Kotex Softina to the Vietnamese consumer and it quickly became the #1 brand in Vietnam market Production lines were located both in Hanoi and HCMC.
Between 1992 and 2000, it also launched Kotex Tulip and Kotex Freedom with lots of success In 2000, it became a 100% FDI company: Kimberly-Clark Vietnam Ltd (KCV), wholly owned by Kimberly Clark World Wide Inc.
In 2003, construction started at the Binh Duong Mill at the Vietnam-SingaporeIndustrial Park (VSIP) and all manufacturing was quickly consolidated at one location.
In 2003, KCV introduced the well-known KOTEX XÌ TIN brand.
Between 2004 and 2010, together with Kotex XìTin brand, KCV has introduced a number of famous brands: Kotex White, Kotex White Pro, Kotex Natural Care and imported Kleenex and Huggiesbrands In May, 2011, the first Diaper machine was installed at the Binh Duong Mill The Huggiesrange of Nappies, Tape Diapers (HuggiesDry) and Diaper Pants (HuggiesDry Pants) grew rapidly to become one of the leading brands in Vietnam.
In 2016, KCV celebrates 25 years in Vietnam For the past 25 years Kimberly-Clark have been providing the essentials for a better life for Vietnam consumers and it promises to continue to do so in the future.[ CITATION Kim2 \l 1033 ]
Marketing environment analysis
Microenvironment
Its marketing department is responsible for developing and executing marketing strategies that promote the company's brands and products, reach target audiences, increase brand awareness, and drive sales.
Kimberly-Clark's marketing department is structured into specialized teams that handle distinct product categories and brands These teams encompass product development, advertising, public relations, market research, digital marketing, social media, and promotions Each team is dedicated to developing and executing marketing strategies tailored to their respective products or brands, ensuring a comprehensive and targeted approach to reaching their target audience.
Effective marketing strategies require collaboration Kimberly-Clark's marketing department aligns its efforts with other departments, such as sales, finance, and supply chain, to ensure alignment with the company's overarching goals and objectives This collaborative approach fosters a cohesive and integrated approach to marketing, ensuring that strategies are effectively implemented and contribute to the company's overall success.
Overall, the marketing department of Kimberly-Clark plays a critical role in driving the company's growth and success by developing and executing effective marketing strategies that engage customers and build brand loyalty.
The finance department of Kimberly Clark is responsible for managing the company's financial operations and ensuring that its financial goals are met This department oversees various areas, including accounting, budgeting, treasury, tax, and financial analysis.
Accounting: They record and report all financial information accurately and ensure that the books are balanced This information is used to prepare financial statements that provide insights into the company's performance.
Budgeting: They work with other departments to set financial targets and allocate resources accordingly This helps the company plan for the future and make informed decisions about investments and expenditures.
Treasury: They ensure that there is enough money available to meet the company's obligations, such as paying suppliers and employees They also manage the company's investments, making sure that they are safe and profitable.
Tax: They file tax returns and manage tax payments They also provide advice on tax-related matters and help the company minimize its tax liability.
Financial Analysis: They analyze data to identify trends and patterns, and they prepare reports that help decision-makers understand the financial implications of their choices This information is used to guide strategic planning and inform business decisions.
The sales department of Kimberly Clark is responsible for selling the company's products to customers across the world They work with other departments in the company to identify customer needs, develop strategies to meet those needs, and close deals Their goal is to build strong relationships with customers, increase revenue, and ensure customer satisfaction by providing high-quality products and services.
Kimberly-Clark collaborates with global suppliers to procure raw materials and components for manufacturing To ensure product quality and sustainability, the company meticulously evaluates suppliers based on financial stability, environmental stewardship, and commitment to social responsibility.
To ensure a reliable supply chain and promote innovation, Kimberly Clark often builds long-term relationships with its suppliers By working closely with suppliers, the company is able to make sure that it has access to the latest technologies and materials, and can produce high-quality products while maintaining responsible business practices Overall, Kimberly Clark values its suppliers as important partners in its business success.
Marketing intermediaries, such as third-party companies, play a pivotal role in the distribution of products by bridging the gap between manufacturers and customers In the case of Kimberly Clark, various types of intermediaries are employed to facilitate the seamless delivery of their products to consumers globally These intermediaries serve as valuable channels for the distribution of Kimberly Clark's products, ensuring their widespread availability across diverse markets and customer segments.
Here are a few examples of marketing intermediaries that Kimberly Clark works with:
- Retailers: Kimberly Clark sells many of its products through retailers, such as supermarkets, drugstores, and convenience stores
- Wholesalers: Kimberly Clark works with wholesalers to distribute its products to smaller retailers who may not have the resources to buy directly from the company.
- Distributors: Kimberly Clark works with distributors to help streamline the distribution process and make sure that its products are available in a wide range of locations.
- Online Marketplaces: Kimberly Clark also works with various online marketplaces, such as Amazon and Walmart, to sell its products directly to consumers
Overall, by working with a variety of marketing intermediaries, KimberlyClark is able to ensure that its products are widely available to consumers around the world It allows the company to focus on product development and production while leaving the distribution and sales aspects to these intermediaries.
P&G targets young and easy-going consumers, which represent 45% of Vietnam's population under the age of 25 Once they use P&G products, they will be introduced to more products that will follow them throughout their lives.
On June 1, 2012, a kindergarten was opened in Minh Phuong village, which is about 50 miles from Hanoi At first glance, this kindergarten was no different from many others.
However, inside the classroom, everything is completely different Each class has a silver sign near the entrance with rare words that seldom appear in textbooks:
"Gillette is the best"; "Pampers brings peaceful sleep" or "Pantene shines smoothly".
All of the signs bear the brand of products that the Procter & Gamble conglomerate is selling in Vietnam The company's employees have contributed about 80% of the total cost of building the school at a cost of $100,000 The world's largest consumer goods manufacturer is using all means, from fundraising to advertising on television or banners calling for clean hand washing to gain Vietnamese customers.
Winning with all customer segments
Macroenvironment
The factors that can affect Kimberly-Clark Corporation's long-term profitability in a particular country or market are heavily influenced by political factors Kimberly- Clark Corporation is operating in Personal Products in more than dozen countries and exposes itself to different types of political environment and political system risks. Before entering or making an investment in a particular market, Kimberly-Clark Corporation can carefully consider the following factors.
A stable and welcoming business climate with predictable market growth tendencies is provided by high political stability Political turmoil, however, scares away investors and undermines stakeholders' trust in the economy, which has a negative impact on organizational performance Currently, Kimberly-Clark has operations in a number of nations, each of which is experiencing political unrest. Growing political tensions and instability on a worldwide scale may have an impact on the growth of the gold industry and reduce Kimberly-Clark's prospects for expansion.
Sanitary napkins are approved for circulation in Vietnam by the Vietnam Socialist Association They are classified under tax code 4518402000, with an import duty rate of 22% and a VAT rate of 10% However, sanitary napkins must undergo testing and certification to ensure their safety before being distributed Kolex pad products can enter the Vietnamese market without significant legal barriers.
Frequent changes in government policy exacerbate uncertainty and are detrimental to business growth Studying current political trends in the nation is crucial for Kimberly-Clark since shifting political power could affect the government's priorities for the growth of various industries.
2.1.3 Protests/pressure groups and governance system
Kimberly-Clark should closely examine protests by pressure organizations, social/environmental activists, and labor unions, as such protests have a significant effect in policymaking Close collaboration with such groups may enhance the Kimberly-Clark.’s ability to collaborate with the community and achieve long-term corporate goals Furthermore, a well-developed governance system with a democratic political atmosphere improves the business environment for international corporations like Kimberly-Clark.
Bureaucracy and corruption negatively influence the business environment.Operating in countries with high corruption levels and weak law enforcement makes the business environment increasingly unpredictable for Kimberly-Clark Due to compromised public trust on business entities and broader political and economic framework A number of corporate procedures, such as contracting, licensing,engaging in dishonest business practices, and filing many lawsuits, can be affected by corruption If Kimberly-Clark decides to join markets with a corrupt economic and political system, it would risk the organization's long-term development by destabilizing society, undermining the justice system, and jeopardizing the rule of law. 2.2 Economic
Growing economies present Kimberly-Clark with ample growth opportunities Understanding the industry life cycle stage is also crucial Additionally, the company's performance is heavily influenced by the level of infrastructure investments made by host country governments.
In Viet Nam, it is estimated that GDP in 2022 will increase by 8.02% (in the first quarter, by 5.05%; in the second quarter by 7.83%; in the third quarter by 13.71%; in the fourth quarter by 5.92%) over the previous year due to the economy. The economy recovered and experienced the highest growth rate between 2011 and 2022.
The service sector recovered and expanded rapidly, with the 2022 growth rate reaching 9.99%, the highest in the period 2011-2022 A variety of market service businesses expanded rapidly, significantly contributing to the overall economy's total added value growth rate, as seen below: Wholesale and retail climbed by 10.15% year on year, accounting for 0.97 percent of the total score.
The GDP scale in 2022 is expected to be VND 9,513 billion, or USD 409 billion, at current values At current rates, GDP per capita in 2022 is anticipated to be 95.6 million VND/person, or $4,110 USD, a rise of 393 USD from 2021.[ CITATION Tổn \l 1033 ]
2.2.2 Inflation/employment/interest/exchange rates
The rate of GDP growth will impact Kimberly-Clark's ability to pursue long- term growth strategy A high GDP also suggests that consumers are more prepared to pay more for the goods and services available High unemployment may indicate that cheaper labor is available in excess Operating in such a market can lower the production cost of Kimberly-Clark The firm should also carefully evaluate interest rates and their impact on borrowing ability and investment attitude The high interest rate will promote an attitude of investment and expand Kimberly-Clark's chances for growth Finally, currency rate fluctuations can have an impact on profitability and international trade The high fluctuation on local currency can be a cause of serious concern for Kimberly-Clark.
Vietnam's labor force population over 15 years old reached 52.1 million in Q4 2022, a 0.3 million increase over the previous quarter and 1.4 million year-over-year Throughout 2022, the labor force expanded by 1.1 million, reaching 51.7 million people, a significant increase compared to the previous year These figures indicate steady growth in Vietnam's labor market.
In the fourth quarter of 2022, the unemployment rate among working-age individuals in Vietnam stood at 2.32%, slightly higher in urban areas (2.79%) compared to rural areas (2.03%) The unemployment rate for youth (15-24 years old) was significantly higher at 7.7%, with a notable gap between urban (9.7%) and rural areas (6.68%) Underemployment remains a challenge, with the overall rate at 2.21%, affecting 1.7% of urban workers and 2.51% of rural workers in the first quarter of 2022.
Wage rates and the availability of skilled workers are determined by labor demand and supply Kimberly-Clark must research and forecast labor market dynamics in order to understand how to attract outstanding employees and harness their abilities to boost business success When labor markets are flexible, Kimberly- Clark can take advantage of higher labor productivity On the other side, operating in constrained labor markets may result in labor wage and other issues raised by strong labor unions.
The global expansion strategies of the Kimberly-Clark are influenced by financial market efficiency since operating in highly efficient financial markets leads to enhanced liquidity and increased ability to penetrate new markets Kimberly-Clark's capacity to raise money at reasonable prices will be determined by the health and efficiency of financial markets.
SWOT
Portfolio includes strong market leading products: Kleenex, Scott, Huggies, Kotex and Depend
Continuous improvement in innovation and product marketing
Strong quality of personal care products has helped support the top line growth.
An efficient supply chain and a great team of management.
Volunteered for a number of calamities that occurred throughout the world and took responsibility for providing product donations, business contributions, and volunteer efforts.
Investment in sustainability, products with sustainable wood fiber, recycling of packaging, etc.
Advertising product in mass marketing to increase the target customers. High customer satisfaction - the business, with its devoted customer relationship management department, has been able to attain a high degree of customer satisfaction among actual customers and good brand equity among potential customers.
Great dealer community – has built a culture among distributors and dealers The dealers promote the company’s products and invest in training the sales team to explain to the customer how he/she can extract the optimized benefits out of the products.
Strong distribution network: Kimberly–Clark has focused on distributing Kotex products at grocery stores and supermarkets. Specifically, in Vietnam, supermarkets are still a popular place where customers frequent and buy sanitary napkins, followed by grocery stores or convenience stores In addition to physical channels, customers can also order products through famous online shopping channels and e- commerce products such as Shopee, Tiki, Lazada, etc.
Intense competition means narrowed market share growth.
Fake products sold under the brand name of the company.
Rising input commodity costs impacting margins.
Lack of diversity compared to key competitors
The structure of the organization is only compatible with the actual business model, therefore limiting expansion in adjacent product segments.
The company hasn’t been capable of tackling the threats presented by the new entrants in the segment and has lost a small market share in the market niche Kimberly-Clark has to build internal response mechanisms directly from the sales team on the ground to counter these challenges.
Need more investment in new technologies.
The younger generation has a new awareness and a more open mind on issues of sexuality and personal hygiene
Strong potential for its products’s online growth
More consumers are selecting organic and natural cosmetics
Expanding the role of emerging markets and expanding in China and Russia
The company should be able to increase its global business portfolio through alliances and acquisitions.
New customers from the online channel The business can take advantage of this opportunity in the coming years by getting to know its clients better and meeting their needs with the help of big data analytics.
High social media usage rate-58 million Vietnamese people use at least one social network, with an average of 2 hours a day online Traditional Social networks, digital marketing will be highly effective, reaching a large number of target customers.
Competition from global and regional players (Diana)
Private labels that are less expensive than Kimberly-Clark products pose a threat
Lack of skilled workers in several international markets threatens Kimberly-Clark's ability to maintain continuous earnings growth in those markets.
In the medium to long term, emerging technologies created by competitors or market disruptors could pose a serious threat to the industry.
Kimberly-Clark's products are also at risk from imitation of subpar,counterfeit goods, particularly in developing and low-income markets.
Customer-oriented marketing strategy
Target market selection strategy
The customer group portrait that Kotex targets is women Specifically, the 15-
30 age group tends to like to experience new products, especially the new Kotex Mini- Meow product line aimed at Gen Z consumers.
Kotex Mini-Meow is still based on the personality of teenage customers with a dynamic personality who wants to express themselves, strong and active They are young people who have the hobby of hanging out with friends, walking the streets, checking-in coffee in virtual life and sharing "artistic", "quality", "cool" pictures with friends, swinging TikTok trends with friends short video.
Kotex consumer behavior includes the selection and purchase of products such as sanitary napkins, tampons or products related to the menstrual cycle They can use the product to maintain personal hygiene and comfort during menstruation Factors such as absorbency, thickness, and scent have already led brands to develop countless product lines to meet these needs However, there is another small requirement that is being neglected – size Because consumers often have to try to find a way to hide pieces of products so that they can fit in the palm of their hand to ensure privacy They are always looking for products that can be easily folded or used a rather bulky carrying bag, and that is also the new improvement of Kotex Mini-Meow with the size only by hand.
With the marketing campaign "Colorful Party", Kotex has developed and launched the Kotex Mini-Meow product line that fully meets the criteria of permeability, thinness, softness and especially size for consumers to comfortably and confidently use the product in daily activities Not only the size, the product packaging is also colorfully designed, with cute cat hand motifs that can captivate women Kotex Mini-Meow has raided the stairs and corridor area of apartment 42 Nguyen Hue, turning the hottest apartment complex in Saigon into a Mini-Meow-style studio This spontaneous studio has hit the youth's mentality and created curiosity about the product In addition, Kotex has landed on TikTok with the #nhogonchatchoi challenge The brand creates cute effects sets and beauty filters exclusively for Mini- Meow products Consumers can freely create their own dances on the catchy music of this hashtag challenge.
In short, Kotex relied on demographics, lifestyle and age factors to develop this campaign To show the spirit of daring, creativity and willingness to try new approaches of an "old" brand like Kotex.
Even though many girls like to share their life experiences, they often feel uncomfortable talking about their period and using period products To solve this problem, Kotex created the Kotex Mini-Meow, a product that is thin, soft, absorbs well and comes in a size that is comfortable to use during daily activities The product package is also cute and colorful with cat patterns that girls will love.
Because girls often feel shy talking about periods, it's hard for brands to reach them through traditional advertising To get girls interested in their new product, Kotex needs to use fun and exciting marketing activities that appeal to the Gen Z age group.
Kotex MiniMeow is using a strategy where they offer more features and benefits for a less expensive price This approach allows them to position themselves as a brand that provides high-quality and affordable period protection that appeals to modern women The cute design and great features give customers more, while the affordable price means customers get less expense The brand is targeting a price- sensitive audience while positioning itself as a perfect choice for high-value and cost- effective period protection.
Brand positioning strategy
2.1 Select properties of value axes
The chart was constructed based on two main purchasing attributes: price and product quality.
Kotex's sanitary pad products are highly regarded in the market thanks to their modern and advanced production technology, which is rigorously tested by the KimberlyClark Corporation This US-based corporation has over 100 years of experience in manufacturing and selling women's health care products Furthermore, Kotex is constantly innovating and launching new lines of sanitary pads to meet the diverse needs of consumers Alongside this, quality and safety for health are always a top priority, helping Kotex maintain its position as the most reputable sanitary pad brand globally.
2.2 Differentiating points, competitive advantages of products, brands
Machinery and equipment: According to the standards and technology of Kimberly-Clark Global Corporation, products meet the highest quality standards and are completely safe when circulated in the market.
Kotex prioritizes product quality management by implementing strict raw material inspections Comprehensive quality control and microbiological testing ensure adherence to high standards In Vietnam, products undergo rigorous testing by the Technical Center for Standardization and Quality Measurement 3 Skilled professionals operate advanced production lines, adhering to safety, hygiene, and technical specifications Regular machine maintenance and troubleshooting ensure consistent product quality.
Kotex is known as a large and reputable women's health care brand worldwide and constantly introduces the best and most diverse products to consumers, ensuring health and safety.
Recently, Kimberly-Clark officially introduced the new and improved KotexPro product with breakthrough ProActive Guards leak prevention technology TheProActive Guards leak prevention technology is the result of nearly four years of research and development by Kimberly-Clark's team of experts After many rounds of testing and feedback from consumers, the napkin product with ProActive Guards leak prevention technology provides women with an optimal leak prevention solution. 2.2.3 Marketing:
- Kotex collects consumer opinions during the sales process through its marketing and distribution staff, from which Kotex always receives feedback to improve its products and produce new products.
Kotex initially set prices based on competitor Diana's, disregarding production costs After establishing brand credibility and customer loyalty, Kotex increased prices beyond its rival, leveraging its superior quality and customer service to justify the premium pricing.
Advertising and community relations: Kotex also focuses on advertising its image through tangible activities such as:
- The Kotex Scholarship Fund for Talented Female Students - supporting talented individuals to shine.
- Community activities: the 270gram campaign - the journey to conquer half of modern girls.
- The campaign to accompany the origami girl - I am confident, I understand.
Kotex - Boldly normalizing menstruation for the "Fireblood Generation"
The campaign targets the Gen Z female consumer group, aged 16-24,characterized by their dynamic, youthful, trendsetting, and open-minded nature, and their willingness to embrace positive changes.
According to the brand's observations, female consumers have become more open to the topic of menstruation This is reflected in the culture code surrounding menstruation, which has shifted from passive and painful expressions such as "being on", "red light" to more gentle and cute phrases such as "Aunt Flo", "that time of the month", "Ms Red" However, ultimately, this physiological phenomenon still evokes feelings of shyness, awkwardness, and the need to use a multitude of euphemisms.
From the above insight, the brand realizes that although women have become more normalized with their menstrual cycle, the old prejudices and mindsets of those around them inadvertently become a "wall" that prevents them from being truly confident and liberated.
To strengthen the communication for the "I am unlimited" brand platform and reaffirm the brand's innovation and ability to overcome prejudices, Kotex has decided to directly address the topic of menstruation with its original name instead of using euphemisms or avoiding it.
It can be said that the use of the direct term "blood" is a "breaking the limit" move for the brand in this campaign, aimed at creating a strong impression and standing out with the target audience and the market.
Kotex targets young women with innovative, functional products designed to enhance comfort and confidence during their menstrual cycle By specializing in feminine hygiene solutions like sanitary pads and overnight protection, Kotex prioritizes women's healthcare needs Moreover, the brand fosters a strong connection with its customers through impactful advertising and active social media engagement, aiming to increase brand recognition and nurture lasting relationships.
Marketing mix
Product
1.1 Three levels of Kotex Mini Meow:
Educational and psychological promotion: The Mini Meow Kotex product is also promoted as an educational and psychological means to help young girls become more confident in managing their personal hygiene.
+ The compact folding design makes it easy for girlfriends to "turn" the product into a "small", small, fit to put in a pocket, carry it with you anytime, anywhere
+ Owning more than 1000 anti-spill funnels to help absorb liquid quickly, minimizing ice spills so that female friends can always confidently express their personalities on period.
+ The thinness of the surface of the tape is only 0.07cm, helping women feel comfortable and have no secret feelings during use.
+ The soft cotton surface protects the skin in the intimate area of women optimally on sensitive days in the menstrual cycle
+ Safety and protection technology: Mini Meow Kotex products are made of soft and safe materials that do not irritate the skin and ensure maximum prevention of bacterial infection.
+ High Quality: Mini Meow Kotex products are manufactured and tested to the highest quality standards, ensuring product quality is always of the highest standard
+ The best experience: The product is designed with many convenient features, helping to bring the best experience to the user, keeping the body dry and comfortable. 1.2 Product Decisions:
In period, because of the very thin and light design, the 3D product is super absorbent Attaches to the body with specially designed adhesives This will help keep the tape firmly in place.
The vibrant packaging of these products captivates girls with its eye-catching designs, featuring a cheerful palette of blue, yellow, and pink The adorable cat hand print adorning the surface adds a touch of cuteness that instantly draws attention and creates an irresistible appeal.
Kimberly-Clark's product line filling strategy focuses on expanding its existing product range to increase profitability, enhance dealer satisfaction, and establish itself as an industry leader with a comprehensive product portfolio By adding more items to current lines, the company aims to meet diverse customer needs and gain a competitive edge in the market.
Price
Kotex needs to conduct thorough market research to determine the appropriate price for its product when it is launched on the market After making a pricing decision, the company needs to monitor and adapt to ensure that the price is appropriate for the competitive market and meets the needs of their target customers. With the selling price on e-commerce platforms being 19,000 VND for a pack of 8, it is easy to see that Kotex offers a product with similar quality but at a slightly lower price than its competitors such as Diana.
The price of Kotex Mini Meow on Shopee:
The selling price of Diana's product with a similar size of 23cm is slightly higher than Kotex's.
To meet the needs of the market and target customers, which are teenage girls and Gen Z, Kotex has launched a product line called Kotex Mini Meow that ensures quality and fully meets the needs of customers, including:
Thin Length (24) Compact and convenient for daily use.
Kotex has researched the market and competitors' prices to ensure a profit for the company, while also offering a price that is suitable for the target customers that Kotex aims to reach, which are teenage girls who can comfortably purchase the company's products.
Place
Kimberly-Clark has focused on distributing MiniMeow, a Kotex product, through grocery stores and supermarkets Specifically, in Vietnam, supermarkets are still a popular location where customers frequently visit to purchase sanitary napkins, followed by grocery stores or convenience stores.
The product can be distributed through the following channels:
Supermarkets: Kotex can be purchased at supermarkets such as Lotte Mart, BigC, CoopMart, AEON, Metro, Emart, VinMart, and other supermarkets.
Pharmacies: Kotex can be purchased at traditional medicine pharmacies and retail pharmacies.
Online: Kotex can be purchased online through online shopping websites such as Lazada, Tiki, Sendo, Shopee, Adayroi, and other online shopping websites.
Distributors: Kotex can also be purchased through the company's distributors, including retail and wholesale distributors.
In convenience stores: Kotex can also be sold at convenience stores such as Circle K, Family Mart, MiniStop, and 7-Eleven.
Kotex sanitary napkins have become a very familiar brand to women The product is distributed nationwide and is being expanded as much as possible to reach as many consumers as possible.
Currently, most supermarkets, grocery stores, and agents nationwide are already distributing Kotex's product lines.
Promotion
Kotex is an indispensable product in the menstrual days of women To reach closer to women, this brand has come up with many attractive and appropriate marketing strategies Kotex's 2 recent successful campaigns are Kotex Mini Meow -
"Colorful Party" and Kotex - Generation's Blood and Fire which frankly normalizes the menstrual theme.
4.1 Kotex - Mini-Meow – “Colorful Party”[ CITATION Bra \l 1033 ]
Diana remains the formidable competitor of Kotex, holding a competitive edge in market share and brand recognition Diana's recent advancements in product quality and strategic communication efforts have contributed to their prominence in the industry This strategic approach has propelled Diana to surpass Kotex in both market share and brand strength.
Kotex is slowly falling behind because it does not have a breakthrough and trendy product portfolio to directly "confront" Diana Not only that, Kotex's media campaigns only focus on traditional channels, causing the brand to miss a huge potential customer group - Gen Z.
Faced with that context, the brand decided to launch a product line specifically for a young audience This campaign of Kotex can be seen as a way to rebalance the market share in the female personal hygiene industry.
Increase brand relevance to Gen Z consumer groups, create a cool and trendy attribute for the brand.
The campaign's target audience is Gen Z female consumers They are young people who enjoy hanging out with friends, walking the streets, virtual check-in coffee and sharing art photos, quality, cool with friends, trending TikTok with short videos.
For female consumers, they always focus on absorbency, thickness and scent, which brands have developed countless product lines to meet the above needs. However, there is another small requirement that is being neglected – size Consumers often have to try to find a way to hide pieces of product so that they can fit in the palm of their hand to ensure privacy They are always looking for products that can be easily folded or used in quite bulky bags.
“Colorful party - Compact, full of its own world”
- Opened the most famous entertainment venue of Saigon youth - apartment
- TikTok hashtag challenge to emphasize the product's palm-sized USPs. 4.1.5 Media
Brand Team has invested in 2 product introduction videos that are cool, trendy and youthful The 30s and 15s long videos have fully emphasized the USPs of the 0.7cm thin product, which can be easily folded while ensuring absorption and breathability thanks to the safe length of 24cm.
Kotex has landed on TikTok with the #nhogonchatchoi challenge The brand creates cute effects sets and beauty filters exclusively for Mini-Meow products. Consumers can freely create their own dances on the catchy music of this hashtag challenge.
Facebook remains a popular platform for younger audiences Kotex's official page leverages this demographic by actively posting promotional content for its new product To align with the energetic and vibrant nature of the target market, the majority of posts showcase the product in 6-second videos featuring dynamic effects, bold colors, and edgy neon aesthetics.
The event of landing, coloring 8 floors of apartment 42 Nguyen Hue has been popularized by young people's news, entertainment and social channels - Kenh14 detailed review with instructions for "virtual living" for young people with Unique, cool pose.
24,000 impressions on social networks in the first 2 months of campaign implementation – 20 times higher than other Kotex launch campaigns in Vietnam.
After 3 months of implementing SOV campaigns for brands on social networks, the average increase from 15% to 79%.
109,800 users participated in the #nhogonchatchoi challenge, earning
163 million views (40% higher than similar campaigns) and 11.2 million interactions from the challenge (60% higher than similar campaigns) industry).
Kotex Mini-Meow product increased 1.1 points in market share in the first 3 months of launch.
Boldly "Gen - Zization" to directly approach the group of potential users has helped Kotex somewhat balance the balance of market share with its biggest competitor The campaign showcases Kotex's spirit of risk-taking, creativity and willingness to try new approaches
4.2 Kotex - Blood and Fire Generation frankly normalizes the topic of menstruation[ CITATION Bra1 \l 1033 ]
Kotex has deployed many campaigns to focus on building a brand personality as a young, dynamic, personality girl who is always confident to overcome barriers, prejudices and even menstrual days to confidently do what she does want.
Following the success of previous strategies, the brand continues to launch a new Brand Platform with the manifesto "I am unlimited" to encourage girls to love and be confident with the journey to discover unlimited potentials own The highlight of the Kotex girl in 2022 is to enjoy and be confident in the journey of adulthood, not just the destination; Stepping through everyday prejudices, boldly expressing feminist messages, inspiring similar to each other sprouting like mushrooms, Kotex will need activities with bloody and more impressive messages to make a mark for the Brand Platform "I am not limited".
- Increase Brand Love and achieve TOM in the category
- Increase connection, relevance (relevancy) with young consumers (16-24 years old)
The campaign is aimed at Gen Z female consumers, aged 16-24 with dynamic, youthful personalities, ahead of trends, and open to positive changes.
Kotex's "Coming from the generation of blood and fire, GenZ is afraid of blood and blood" campaign aims to empower young girls to openly discuss their menstrual experiences Recognizing the stigma surrounding menstruation, the campaign encourages girls to share their stories without shame or fear By promoting openness and frank dialogue, Kotex hopes to foster a supportive and understanding environment for GenZ, breaking down the barriers that prevent them from fully embracing their bodily experiences.
In addition, the brand also uses Visual Cue "Blood of Fire" - a combination of
"blood" (the physiological phenomenon girls meet every month) and "fire" (unlimited spirit) to convey information The message is about a "bloody" generation that is not afraid of prejudices and is always active, burning with all its might on the journey of self-discovery.
Summary
The following experiences were gained from the group project:
Clearly specify each team member's role in the project.
Monitoring each task's development is necessary
Determine how marketing campaigns are structured.
Understand the procedures for analyzing a marketing plan
Evaluation of the subject in relation to the goals:
- Knowing that marketing is more than just advertising
- Understanding customer insights as well as the business itself
- Knowing what STP is? And how important is it?
- To create a marketing strategy, it is necessary to define the business goals and marketing objectives
- Knowing what the 4Ps are and how they affect each other
- Although we know all the steps, I still don't understand it thoroughly.
- Do not be able to apply the theories in practice in detail.