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Kotex Marketing Strategy

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13.0 MARKETING MIX

13.1 The Foundation of Marketing Strategy

Kotex is attributed to analyzer business. It attempts to maintain a stable, limited line product, but carefully follows a selected set of promising new developments. It seldom as a first mover, but often a second or third entrant in product-markets related to its existing market base, which is often associated with a lower-cost or higher-quality product or service offering. Thus, the analyzer strategy is hybrid. Analyzers are concerned with defending via differentiation in quality while at the same time paying attention to new product development to avoid being leapfrogged by competitors with more technologically advanced products.

13.2 Product Mix

Our Kotex’s Herbal Ultra-Thin …show more content…

In term of advertising, we stick to traditional media which is television and also new media which is social networks. Our product needs television to convey our important message to all women audiences. To deal with today’s communication technology, we are also adopting new media such as Facebook and LINE. Instead of keep giving free gifts, we make use of Facebook by sharing hygiene and health awareness video to awake the conscious of using quality products for women’s own health. LINE is a type of personal reach tool which can be used to achieve desired reach and frequency rate. Campaign is easily carried out, for example, customers stand chances to win the free samples of our new product by sending text of “Kotex’s Herbal Sanitary Pad Benefits …show more content…

Accompanied by periodic discounting such as during Mother’s day or Valentine’s day, this pricing policy delivers a message to customers that this premium product has rarely discounted and thus they should buy more during promotional period. Skimming will be the best strategy as our product involves proprietary strategy and it leads to rapid recoup of development cost.

14.0 MARKETING BUDGET

We plan to launch our product in March during International Women’s Day. A budget of RM30,000 will be allocated in the first two months for advertising on television and Youtube. A RM5,000 of ten months fixed store allowances will be given to our retailers as a token for them to display our product at strategic shelves in their store. Moreover, the budget allocated for logistic will be increased every three months due to estimated expands of distribution reach.

During festive season such as International Women’s Day and Mother’s Day, the budget will be allocated more to push the sales. However, there will be less money being budgeted for promotional activities in non-peak season such as June, August and October because big promotional activities such as contests and campaigns will be launched in the following

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