Advertising & PR - Midterm report

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International University - VNU HCMC

School of Business

MIDTERM MREPORT IDTERM REPORT

IMC IAUDIT MC AUDIT

Group member

Ngo Minh Tuyet Ngoc BABAIU19066

Tran Ngoc Thai Hoa BABAIU19191

Tran Ngoc Xuan Mai BABAIU19055

Le Phuoc Loc BABAIU19405

Ngo Ngoc Tam Phuc BABAIU19075

Le Quang Hung BABAIU19196

Nguyen Minh Phuc BABAIU19288

MISSION

To remove period stigmas and our commitment to eliminate period poverty for women in need.

PURPOSE

We exist to ensure a period never gets in the way of any woman's progress.

80 1bil 10 20

Countries worldwide Customers Product lines Awards

1.1. BRAND OVERVIEW

Launched in 1920, Kotex is owned by multinational corporation Kimberly - Clark Corporation (USA) with the advantage of over 140 years of experience in the field of manufacturing and trading women's health care products. Becoming an integral part of people's lives in more than 175 countries, Kimberly-Clark has risen to become one of the most valuable brands of our time. With such an available advantage, there is no reason why Kotex's marketing strategy can fail in the Vietnamese market. However, with the appearance of many new faces with many outstanding features, Kotex must always develop constantly in terms of technology and brand to be able to maintain its existing position, or even reach out further in the future.

Becoming a trusted companion of Vietnamese women, Kotex rose to become one of the leading manufacturers of sanitary napkins in the country. With major breakthroughs in products such as spill-proof technology or dry mesh, Kotex and Diana lead the market with 80% of product users.

With modern and optimal production technology lines, along with strict inspection by Kimberly Clark Group, Kotex sanitary napkin products are often appreciated and trusted by customers. The quality of Kotex's products also ensures safety and is friendly to users' health. Furthermore, Kotex focuses on research and development activities. This brand offers a wide range of products in a variety of sizes, to suit the different needs of women. Currently, Kotex has launched many types of products, such as:

Herbal Kotex Kotex Daily Antibacterial Super soft Kotex Kotex Pro

Target Market Personalities

The Girl on the go

The College woman

The Career woman

The Young mom

The Female athelete

Kotex's target market are women who

Are open to change and could be classified as early adopter - early majority Know what they like, and can be selective when it comes to brand names Are up to date on the newest trends and they include themselves in Cosmopolitan and Vogue

Geographic Demographic

Psychographic Behavioral

1.2. MARKET SEGMENTATION

Geographic

Customers of Kotex include:

Pre-teensandteens

Highschool/Collegestudents

Young ladies

Older women

They come from all regions of the nation that are having monthly menstrual cycles, from busy urban areas to rural areas, with a high density of approximately 32+ million people.

PRE-TEENS & TEENS HIGHSCHOOL/ COLLEGE STUDENTS

Demographic

Generation Gen Z Gen Z

Income

No income, depend on parental allowance

No or low income, possibly a part-time or freelance work

YOUNG LADIES MATURE WOMEN

Family

Early gen Z or Millennials Early millennials or Gen X

Middle income, full-time employment, & a burgeoning career

Middle or high income, with a steady full-time work (except for housewives)

Married with 1 child or more

Occupation

Secondary or late elementary student

High school student or undergraduated student

Graduated student, full-time employees or employers, housewife

Full-time employee or professional employer, housewife

Lifestyle

Psychographic

PRE-TEENS & TEENS HIGHSCHOOL/ COLLEGE STUDENTS

YOUNG LADIES MATURE WOMEN

Personality

Trait

Spending the majority of time at school or home.

- Interacting primarily with their classmates, having plenty of free time for hobbies.

- Being dependent on parents while under compulsory schooling

Mostly independent, enrolled in mandatory or optional education.

- Spending almost of their time at school or outside.

Well socialized, and possessing cutting-edge information and technology

- Occupied with work, spending the majority of time at the office or traveling, mingling with coworkers and customers.

Worrying specially about furthering their education, finances, networking, and selfimprovement

Spending time at both home and work. Making decisions

- Having more free time, and being worried about their own and their family's health

Dynamic

- Intrigued by many new experiences, and always evolving

- Active, gregarious, and self-aware with a focus on education.

- Self-improvement, and self image

Focusing on meeting psychological needs. Being ambitious, outgoing, self-aware. Concerned with maintaining a healthy lifestyle and good cleanliness

- Family-centered, steadfast and composed. resolute, caring, and watchful of the family's hygiene practices

PRE-TEENS & TEENS HIGHSCHOOL/ COLLEGE STUDENTS

YOUNG LADIES MATURE WOMEN

Use once a menstruation

Occasion

Depending on parental decision making. Purchasing for immediate necessities.

Either cycle buying or self-stockpiling .

Cycle buying & self stockpilling without dependence.

Storing for themselves and for their relatives.

Great absorbency and leakproof

For use in tight spaces and during prolonged sitting - Odorless functionality

High absorbency & leakproof.

Odorless and antibacterial function for better wash quality. User status &

24 hours in a day of target audience

Based on the above 24 hours circle, brands need to be flexible in implementing Advertising and Promotion campaigns. The "golden time frames” needed to promote campaigns and advertising videos on all mass media, social networks: Fb, Tiktok, youtub am, 12 pm - 1 pm and from 20 pm- 22 pm. The t and young girls. Therefore, it is advisable to choo product line for young audiences to achieve th Kotex sport, Kotex cherry blossom, Kotex Min genZ)

For example: From 20 pm to 22 pm, young people have the habit of surfing the Internet and onli Tiktok, listening to music, film, MV on Youtu listening to Podcasts. Brands can spend more t advertisement impressions on these social plat Advertising content focuses on introducing products and new campaigns.

24 hours in a day of target audience

On the other hand, the promotion of products and brands is indispensable with the appearance of offline marketing activities. It is necessary to strengthen the promotion of appropriate product lines at Supermarkets, Convenience stores, or Billboards. The target audience is all ages. However, because there is a division with the form of advertising on the Internet, this form should be devoted to popular products: such as Herbal Kotex, Super Night Kotex, Ultra-Thin Kotex.

Based on the above 24 hours circle, brands need to be flexible in implementing Advertising and Promotion campaigns. The "golden time frames” needed to promote campaigns and advertising videos on all mass media, social networks: Fb, Tiktok, youtube, Podcast are 7 am - 9 am, 12 pm - 1 pm and from 20 pm- 22 pm. The target audience is Genz and young girls. Therefore, it is advisable to choose to promote the right product line for young audiences to achieve the best effect, such as: Kotex sport, Kotex cherry blossom, Kotex Mini meow (products for genZ)

With the slogan "confidently showing off your personality" and being a companion to Vietnamese women during the past years, Kotex always follows customers' needs and brings product lines with unique designs which are suitable for each type of activity so that their customers can confidently be themselves without any hesitations or obstacles. Typical Kotex product lines include:

Kotex Dry: the most basic product line of the brand that helps customers start a new day confidently and actively. In addition, Kotex also launched more improved product lines for daily activities to meet each customer's individual needs, which can be mentioned as: Kotex Pro with ultra-thin, super-safe design , Kotex Ultra Soft with a design that reduces skin contact by up to 70% to help bring a feeling of dryness and comfort, etc.

Kotex Sport: A product specially designed with Flex Fit technology that is kept fixed and fixed. closely follow the movement of the body which helps help women confidently participate in sports activities on menstrual days

24 hours in a day of target audience

Kotex Herbal ( Ultra Soft – Cool ): Using breakthrough technology from a combination of 9 precious herbs, very good for health and preventing 99.9% of bacteria causing inflammation and gynecological diseases which helps women to be more confident in the work they come into contact with lots of dirt like cleaning the house, even for outdoor activities

Kotex Ultra Night ( 28cm, 32cm, 35cm, 41cm and pants form): The 28cm and 32cm types have a rear compartment with a fan body structure and a multiwidth and deep compartment to effectively prevent spills. The 35cm and 41cm types have a rear overflow compartment with a reed, a wider and longer body capable of preventing liquid secretions on the bed or bed all night long. All of these components help customers feel secure and sleep better.

Kotex Tampon: Slim shape, a small tapered head, easy to place so it feels extremely comfortable on cycle days.

1.2. Challenge

Competitors

As for the challenge that Kotex needs to face, the biggest challenge is overcoming many competitors in the market. A strong competitor of Kotex is Diana with effective marketing and business strategies. Kotex needs to assert its brand position further in the market. In addition, there are many other sanitary napkin brands that are gradually gaining market share in the market: Doctor Care, Sofy, Whisper,...etc.

In terms of technology, Diana and Kotex are currently competing very closely, if Kotex launches any new technology applications, Diana is not inferior, for example, Kotex has Kotex White Pro, Kotex Softina, Kotex Style, Kotex Freedom; Diana is also holding Diana M, Diana super absorbent, Diana Soft, Diana 4Teen, Diana Libera struggling each segment one by one.

It's still a small piece of competition to capture the market, if Kotex is the most frequently used brand with 82.8% then Diana is not far behind with a usage of 79.5%.

Recently, Diana, a close competitor to Kotex in the Vietnamese market, succeeded in promoting a new product, Diana Sensi Cool Fresh, with a viral clip that attracted 1.5 million views and countless interactions on the Youtube platform.

This success shows that through online marketing, businesses can more easily connect with customers at a lower cost, from which it can be seen that traditional marketing methods have not been as effective as before in the digital age. This requires Marketing departments to acquire more knowledge about Digital Marketing and continuously create and innovate to survive in the 4.0 era.

It can be said that Kotex and Diana are both competitors and companions of each other. And it is very normal to compete in business because there is competition to be more complete and developed. Moreover, every development is directed towards one goal, which is to conquer the "hearts" of the girls and help them use the most advanced technology products.

TỰ

1.2. Challenge

COMPETITIVE PRODUCTS

DIANA - Holding 30% of the market share with a wide distribution system in 61 provinces across the country, Diana is one of the leading sanitary napkin brands in Vietnam. As a member of Unicharm Corporation Japan, Diana sanitary napkin products manufactured and distributed by Diana Unicharm company apply the strict quality management standards of Unicharm group.

F F

DOCTOR CARE - Produced on a Japanese technology line that produces SAP laminates, Smart Chip Doctor Care pads are 5 times more absorbent than conventional ones, providing optimal performance and ensuring maximum user comfort. Especially, as the first brand to apply the production technology of tin-coated packaging, Doctor Care's sanitary napkins during the day help preserve products, prevent bacteria, and mold when not in use.

SOFY - Japan's leading brand of feminine hygiene products. The tape has a softer microfiber surface that feels gentle on the skin, ensuring no sensitization or irritation with the antispill groove that helps prevent liquid from spilling on both sides and back.

F F

WHISPER - Made from high-quality materials, safe for sensitive skin: non-woven fabric, cotton, glue, non-stick paper, tested with strict criteria. The heat-reducing, detoxifying, antibacterial formula keeps you feeling cool and comfortable all day long. Besides, with a cool scent creates a more comfortable feeling of ventilation.

1.2. Challenge

Markets & Customers

Since the beginning of 2020, the emergence and boom of the menstrual cup has dramatically changed consumer behavior. In Vietnam, sanitary napkins are probably a traditional and familiar product for women. However, recently, the use of tampons or menstrual cups to replace sanitary napkins is a trend that many women respond to because of the convenience it brings, especially menstrual cups. A menstrual cup is actually a soft, flexible bell-shaped cup designed to be placed in the vagina to collect menstruation. Menstrual cups are known for their ability to prevent menstrual overflow, helping women feel comfortable and confident, especially without causing discomfort. At the same time, menstrual cups can be reused many times, saving costs compared to regular tampons and reducing waste to the environment.. Moreover, a menstrual cup can hold twice as much menstrual blood. compared to super absorbent tampons.

The challenge for Kotex in particular and the sanitary napkin brands in general is that today, there are quite a few menstrual cup brands on the market that are chosen by the majority of consumers such as: Lincup, Ovacup, Liberty Cup, etc. Sibell, Ladycup, Beucup,...etc.

Kotex's latest Campaign in October will target Gen-Z, a community that is gradually growing in strength.This group of customers has characteristics such as being exposed to and using technology from a young age. According to a research article by Dong An Polytechnic, in Vietnam alone, Gen-Z accounts for 25% of the national workforce, equivalent to about 15 million people. Realizing that this is a very potential customer group, Kotex Vietnam launched a marketing campaign called "Mau len nao", starting with a partnership with Tlinh, an influential KOL in the Gen-Z community, and is also a Gen- Z female artist with a strong and talented personality, with the aim of:

Affirming the brand's own personality, can mention the typical colors in the campaign: Pink represents women; Red represents menstruation; Black represents uniqueness and strength.

Gaining awareness in the Gen-z community, thereby, conveying a message of confidence, bringing insight in a brand's own way and removing stereotypes about menstruation.

1.5 IMC OBJECTIVE

OF THE OIMC F THE OIMC F THE IMC

2.1. MARKETING COMMUNICATION TOOLS

The brand selected a rap song featuring a vibrant girl - Tlinh as the main character for their music Music Video. This is regarded as a great "bridge" to connect with the younger target audience group, as the words are what make the MV stand out.

Menstruation is a regular occurrence, thus there is no need to diminish, avoid, or conceal it, as stated in the rap verses. A string of powerful verbs and the wordplay "Máu lửa Generation ngại gì máu me'' helped convey the message, but it wasn't entirely raw and rude.

Besides, Brand Team and Agency continue to distribute songs on significant digital music platforms in Vietnam, such as Apple Music, iTunes Store, deezer, Nhaccuatui, ZingMP3, and Spotify, in order to increase the group's exposure and reach. Nowadays, young people were in favor of the digital music version as well.

MÁU MLỬA ÁU LỬA

GENERATION GENERATION

2.2. ABOUT CAMPAIGN

CAMPAIGN CNAME AMPAIGN NAME

Following a string of successful campaigns that exuded self-assurance and limitlessness, Kotex once again wowed the audience with its explosive “Máu lên nào – Kotex ft. Tlinh” campaign.

Due to its innovative use of color and personality to deliver a message, the music video has garnered a lot of attention from young people.

In an effort to re-energize females, Kotex encourages girls to reject outdated notions about the menstrual period and adopt a positive outlook that is always willing to express themselves and enjoy a comfortable lifestyle.

Mentioning a woman's period or using the word "blood'' explicitly can be seen as a risky move on the general level of the market. With that said, the brand has chosen to "experiment" with a Social Activation campaign that lasts for 1 month (1/8/2022 - 31/8/2022) with the approach of "hit quick, win fast'' because it is daring and fairly risky.

CAMPAIGN COBJECTIVE AMPAIGN OBJECTIVE

The brand is aware that despite the girls' progressive "normalization'' of their menstrual cycle, however, the outdated stereotypes and attitudes of others around them unintentionally act as a "wall'' that prevents them from feeling truly confident.

Kotex made the decision to use the intrinsic term rather than the original name to refer to the menstrual topic directly in order to support the communication for the Brand Platform "Tôi Không Giới Hạn'' and to confirm the break, move beyond the prejudice of the brand and say no with minimization and avoidance.

It might be argued that with this campaign, directly employing the word "BLOOD'' is an attempt to "BREAK THE BOUNDARIES'' of the brand in order to gain attention and leave a lasting impression on the market and target audience.

IINSIGHT NSIGHT

The campaign is aimed at Gen Z female consumers, aged 16-24, with a dynamic, youthful personality, ahead of trends, and open to positive changes.

Girl and female consumers when buying sanitary napkins still ask to put them in black nylon bags. This action has become a habit, influenced by feelings of shame and viewing menstruation as something that needs to be hidden.

There are still stereotypes about menstruation that exist in the mind. This is also an issue that has not been addressed directly, originally from prejudices and thoughts that women's menstruation is a delicate, sensitive, and "unclean" topic.

These somewhat negative thoughts will be one of the "barriers'' that limit the potential of young girls, making them lose confidence and timidity when they have to go through both physiological and psychological fatigue.

MESSAGE MESSAGE

With the message conveyed throughout the campaign “Đến từ máu lửa generation, GenZ máu lửa ngại gì máu me”- “Coming from the fire generation, Generation Z is not frightened of blood.", Kotex encourages all of girl to be willing to open up and their period stories in a frank and normal way.

BIG BIDEA IG IDEA

Despite the fact that it is a difficult subject, thanks to the great advancements in society and technology, the discussion of products for women has gradually been viewed from a more open perspective. According to Collider Lab's Culture Code research, young Vietnamese consumers have been shown a tendency to comprehend their own cycles and find ways to integrate them into daily life. Modern females did not hesitate to refer to them by other funny names like "falling strawberry'', "coming month'' or "aunt visiting'' instead of avoiding the phrase "red light”.

The interesting MV by key visual Tlinh served as the inspiration for Kotex's "Blood Up Gen Z!'' campaign, which was launched after the revolutionary "I'm not limited" theme.

Greetings from the visual cue “Máu Lửa Generation!”- a combination of "blood'' (the physiological phenomenon girls meet every month) and "fire'' (unlimited spirit) to overturn all negative perceptions about menstruation with Kotex and spirit, and inspire and motivate Generation Z to confidently handle any monthly issues. Because there is nothing to hide once the blood has been spilled.

COMMUNICATION COMMUNICATION

PR:

Young online newspapers like ZingNews, Saostar, Yannews, Welax, Thanhnien, etc,... were interested in Kotex's audacious "playable" this time. The news's emphasis was on capitalizing on attempts to normalize physiological occurrences in women and promote confidence in introducing woman's best buddies.

SOCIAL MEDIA:

According to Buzzmetrics – Buzzmetrics Social Index Top10 August 2022, the campaign also gained fervent support from KOLs and Community Pages through promotional posts. At the same time, users are also actively responding to the campaign by sharing their feelings about menstruation in a more open way on social networking platforms.

In addition, the campaign's total Buzz Volume was measured at 162.6K, with a 95% Share of Voice. The outcome is higher than the industry average for sanitary napkins and is two times higher than the “Kotex MiniMeow” campaign in 2021.

More specifically, on their personal Facebook profiles or fan pages, popular male influencers among young people also express their support for the "Máu lên nào'' message.

TOOLS TOOLS

(Source: BSI Top10: Social media rankings for August 2022)

Kotex's official fanpage became the campaign's official online communication channel with teaser posts, MV cuts and sex education videos that convey the message "stop discrimination when coming menstruation". Kotex also published the campaign on Instagram by posting teasers, images of articles with the same content as facebook's fanpage.

I A C H A N N E L S Owned Media

Similarly, on Google showed that 134.000 search result in average 0,36 second with the key word “kotex maulennao” when searching this

H A N N E L

Paid Media

The brand has chosen the form on Youtube is music MV and Rap genre with the main character is a new young queen rapper - Tlinh who is known as a dynamic girl and daring girl to be different. The standard combination of Kotex - a brand with a positive, optimistic "personality" and a cool, rapper T Linh representing the dynamic Gen Z has created the campaign "maulennao". - Kotex collabed with Tlinh becomes a "new universe" - where freedom was celebrated, where all worries gave way to breakthrough and creativity in its own way. “Say hello” menstruation in a “chill” way. In addition, keyword search “Kotex Tlinh, Kotex mau len nao, maulennao,...” on bar search ranked the top 1 search on youtube with 7 million viewers.

A

Another way to approach customers in paid media regarding the Kotex product line this time, Kotex has taken advantage of the form of collecting customer data both online and offline (registering to receive Free sanitary napkins on gg form, registering to receive gifts in supermarkets, marketing free sanitary napkins in the neighborhood,...) From there they collect basic information such as name, phone number, gmail, facebook link, etc. to form a white list of customers for Kotex which is convenient in running ads in the channels of youtube ads or facebook ads. When the group of customers that kotex targets regularly see ads for Kotex sanitary products, they will be curious and interested to click to see all Kotex products.

Earned Media

On Tiktok platform, Kotex created a TikTok Challenge with the hashtag #maulennao, which was enthusiastically responded to by millions of hot TikTokers (Su Dau To, Dao Le Phuong Hoa, Le Bong). Not only female TikTokers, the campaign's message also received support from male TikTokers such as Bong Tim, Nhat Minh, Hai Dang...

In addition to the Dance Challenge videos, content that explains the normality of the period cycle and the obsolescence of idioms is also widely spread on the TikTok platform through the hashtag #maulennao.

A series of fanpages, community groups on Facebook about music (Rap Việt Underground; 1998; Đì Va Quanh Ta…) and lifestyle (Why So Serious; Tuyết Bitch Collection; Hóng hớt showbiz, Gen j Z chòi; Én; Dalin Vlog...) shared strongly with a series of clips cut from the official MV, challenge dance clips, memes, short video, etc.

Besides that, some hot Tiktokers also re-up their viral video (Pit Ham An, Bong Tim, Emma Nhat Khanh) on other platforms like Youtube shorts and Personal Facebook,... During the campaign period, hundreds of thousands of interactions and enthusiastic comments about the normalization of menstruation, and the rap song with the message of breaking stereotypes about period stigma generated a lot of interest.

M E D I A C H A N N E L S

TIME FRAME

PHASES TEASING ENGAGEMENT AMPLIFYING Task

Bringing attention to the brand and campaign "Mau Len Nao"

Convert need into motivation and buy trial

Social Activity

Celebrity

Influencers, Tiktoker. KOLs and facebook groups

Key hookChannels

Post a post on fanpage, promoting products in combination with TLinh. Content: "Câu nói nào đã khiến tlinh chính thức tuyên bố cho “bốc hơi" tình bạn? Điều gì đã xảy ra với gái độc thân? Người bạn ấy là ai?"

On air MV "Máu lên nào - TLinh'' with message: [Bật mode Máu Lửa, chị dấn thân làm điều mình muốn] x [Gen Z máu lửa, sợ gì máu me!] [Turn on “Fire and Blood” mode, I do what I want] x [Gen Z dynamic, not afraid of gore!

Minigame at TLinh fanpage: "Mời hội MAU LUA-GENERATION chọn ảnh xinh, rinh quà xịn''.

Create content video clips using the music of the song "Mau Len Nao''.

Create meme post about "menstruation'' story.

All posts with hashtags #MauLenNao #tlinh #Kotex

“Máu lên nào” MV received 7 million views after 3 weeks of release, 12M views on youtube after 1 month. Kotex channel gained 200.000 of subscribers.

Based on Tlinh’s youtube channel we can see that the music video has reached over 7 Million views (Youtube,2022) while her channel gained 10 thousand subscribers in less than a month after the camping start (Hyber Auditor,2022). On a high note, there are over 12 thousand people who like this video and that excludes hundreds of likes from positive comments about the Kotex campaign.

Relatively speaking, the campaign message has reached at least more than 12 thousands individuals. Additionally, Kotex channel also gained 200 thousand views and an impressive amount of subscribers.

From personal surveys, all the comments are mostly positive, indicating that the M/V have expressed the right atmosphere to the target audience which are young ladies all over the globe who are having monthly menstrual cycles that there nothing to be a shame of when having period and they need to embrace they inner women power.

Results

TLinh have on average over 752.000 followers on Facebook and most of her post gained a few thousands likes and hundreds of comment.

Google search engines also generate positive results since we can see that all the top searches are articles from famous media agencies like: Yan News, Zings News, and Mar Group. On the other hand, social media like facebook, Instagram which should be getting the most attention only come out with average results since all the posts related to the campaign or the video only reach a thousands likes and a few dozen shares.

Thus, by comparison we can see that the campaign has not effectively influenced the target audience.

27 million views for hashtag #maulennao on TikTok platform

In addition to the Dance Challenge videos, the content that explains the normality of the menstrual cycle and the obsolescence of the sayings is also widely spread on the TikTok platform through the hashtag #maulennao. This is considered a positive signal, showing the openness to receive and discuss menstrual issues among young people. It can be seen that the influencers have performed quite well the "mission" of spreading the message and encouraging the TA team to respond and receive the message of the campaign.

c c o r d i n g t o B u z z m e t r i c s s o u r c e

Total Buzz Volume of the campaign measured in August 2022 reached 162.6K, Share of Voice reached 95%. The results are 2 times higher than the Kotex MiniMeow campaign in 2021 and higher than the general level of the tampon industry.

Watch Time Average hits 80%.

Number 1 discussion in August in the women's care industry (164K discussions in 1 month), Virality Score reached 119%. The CTA is higher than the brand's other campaigns.

Results

It can be seen that Kotex's revenue in the period of August 2022 (Along with the promotion of the "Mau Len Nao") campaign, the revenue increased more than in the previous months. However, there has not been a revenue boom because the increase is not significant. Kotex's revenue seems to be stable compared to before. The campaign mainly focuses on customer awareness, removes prejudices, and enhances the brand's awareness of the development style.

a

(Source: Kimberly-Clark_KMB_Investing.com)

RECOMMENDATION

The very first thing popped up into my mind when mentioning this campaign is removing the shame and stigma from menstruation. Kotex is the first brand to spread the message of "normalizing" menstruation. Thanks to the “Mau len nao” campaign, the brand has become more and more close to Vietnamese women, becoming a friend who understands girls' problems and embarrassments when struggling with menstruation.

With many layers of meaning of the messages in the song, the campaign solved the typical insights of girls during menstruation and called for action to break down all barriers of prejudice from society.

It is successful to eliminate the limitation on menstruation, inspire and motivate GenZ to confidently express themselves.

Moreover, one of the unique and key successes is choosing Tlinh as a key visual of the campaign. Tlinh is a singer familiar to the audience in particular and Gen Z in general. Besides the many songs with catchy tunes, she is known by outstanding personality that asserts her own quality and raising voice for gender stereotypes.

NEXT PLANNING IMC

With Kotex's marketing strategy, positioning throughout and consistent brand image, this product is increasingly consolidating its strong position in the hearts of Vietnamese consumers. The field of women's sanitary napkins has witnessed a lot of entry from famous brands in the industry, but this brand still affirms its brand value after nearly 30 years of entering our country's market by strategic Kotex's marketing is right.

Here’s some changes that Kotex can do differently. First of all they need to come up with advertising strategies that help increase their target audience awareness. For Example, they can add special promotion of their product so that they follower and those who they share the post can win a chance to get special prices.

Next, it’s recommended that they should extend the campaign period at least 3 months to have a better scope of how effective the campaign really is based on criterias like: youtube views, social media's attention, and market sales of Kotex.

In addition, Kotex should flexibly link campaigns with special holidays (including women's holidays or other holidays) to reinforce and reinforce the message "Breaking gender stereotypes" and honoring women's rights. .

REFERENCE

Kimberly-Clark (KMB) Tóm Tắt Tài Chính. Investing.com Việt Nam. (n.d.). Retrieved November 10, 2022, from https://vn.investing.com/equities/kimberly-clark-financial-summary

BSI TOP10: Bảng xếp hạng social media tháng 08/2022: Bài Viết BSI. Buzzmetrics. (n.d.). Retrieved November 10, 2022, from https://www.buzzmetrics.com/bai-viet-bsi/bsi-top10-08-2022

Trà, M. (2022, August 4). Cùng Tlinh Phá vỡ định Kiến Chuyện 'Rụng Dâu'. ZingNews.vn. Retrieved November 10, 2022, from https://zingnews.vn/cungtlinh-pha-vo-dinh-kien-chuyen-rung-dau-post1342304.html

Ngân, T. (2022, August 2). Phá vỡ Rào Cản VỀ Kinh nguyệt với "Máu Lên NàoKotex ft. tlinh". YAN. Retrieved November 10, 2022, from https://www.yan.vn/pha-vo-rao-can-ve-kinh-nguyet-voi-mau-len-naokotex-ft-tlinh-308710.html

VnExpress. (2018, July 15). Hai “ông trùm” băng vệ sinh thu hàng nghìn tỷ đồng ở Việt Nam. vnexpress.net. https://vnexpress.net/hai-ong-trumbang-ve-sinh-thu-hang-nghin-ty-dong-o-viet-nam-3776930.html

Diana Vietnam. (2022, August 18). CHUYỆN HAI THÚY - DIANA SENSI COOL FRESH MÁT LẠNH & MÁT DỊU. YouTube. https://www.youtube.com/watch? v=okNQsBYmWkU

SỰ NỔI LÊN CỦA GEN Z VÀ MỨC ĐỘ TÁC ĐỘNG ĐẾN QUẢNG CÁO. (n.d.-b). https://goldenadgroup.vn/communication-life/su-noi-len-cua-gen-z-vamuc-do-tac-dong-den-quang-cao

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