Not Your Moms Pantyliners - U by Kotex Plans Book

NOT YOUR

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Executive Summary Objectives & Industry Analysis SWOT Analysis Brand Summary Social Media Analysis Summary of Competition Primary Research Word Association Target Market Campaign Strategy & Tactics Creative Executions Media Strategy Evaluation Appendix

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U By Kotex Barely There Liners are not your mom’s liners, and this is not your mom’s campaign. In order to reach our target demographic of women ages 18-30 and to encourage them to wear panty liners every day, we have created a bold, edgy advertising campaign that aligns with the brand identity of U By Kotex.

Through a survey of 70 college women and a focus group that included nine college women, we developed the big idea for our campaign. Key findings from our research were that women associate panty liners with diapers and that they were not aware of the health benefits of wearing a liner every day. Most importantly, we found that women are often loyal to the feminine hygiene products recommended to them by their mothers, and they are unlikely to change their minds about said products without significant knowledge.

The premise of the “Not Your Mom’s Liners” campaign is to challenge our target demographic to empower themselves to make their own decisions about which liners with fit their lifestyles. To gain greater insights into the lifestyles of our target audience, we divided the group into five subsets—the College Woman, the Career Woman, the Young Mom, the Female Athlete, and the Girl on the Go. Though these women have different lifestyles, they are all educated, tech-savvy, and seek knowledge about their personal health. These characteristics make U By Kotex the ideal brand for them.

The creative elements of this campaign will utilize the same vibrant colors, fonts, and images associated with the U By Kotex brand. Print ads will support the concept “Not Your Mom’s Liners” by emphasizing the concept that while vintage is sometimes fashionable, it doesn’t work for panty liners. This creative concept will also be used in online advertising, social media posts, and guerilla marketing tactics.

To reinforce our creative concept and to promote U By Kotex’s mission to educate women about their personal health, we will orchestrate campus visits with engaging speakers to discuss these issues with college women. If women are educated about the idea of wearing liners on a daily basis, they will be more likely to consider this action.

The total cost of this all-encompassing six-month campaign will be $10 million, but the financial benefits of engaging women with the U By Kotex brand will far outweigh the costs. By investing in the “Not Your Mom’s Liners” campaign, Kimberly-Clark will establish a loyal audience and gain increased revenues from panty liner sales.

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Create a strategy for the U by Kotex® brand that gets women 18-30 to use panty liners every day.

As a segment of the feminine care category, panty liners have an undefined role in American women’s lives. Using a liner daily is the norm in many countries, but in the U.S. using the product for vaginal discharge and wetness is a topic that no one wants to talk about.

As a challenger brand that embraces defying general taboos and “off-limit” topics, we want to normalize product usage for discharge/wetness and frame “daily protection” as a true need for our audience.

To increase awareness of U by Kotex® brand in order to increase sales of U by Kotex® Barely There Liners by 10% over a six month period with a budget of $10 million.

Industry Analysis •

“Intense competition, product innovations and rising health and hygiene awareness among women.

In addition, growing affinity for physically active lifestyles, higher disposable incomes and technological advancements is expected to open up a plethora of opportunities for the market in the long run.” -Global Industry Analysts, Inc.

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“Innovation and new product launches – and their accompanying branding and marketing strategies – play a significant role in stimulating sales. In March 2010, Kimberly-Clark’s U By Kotex brand extension successfully increased K-C’s market share. The launch was backed by a break from the usual marketing campaign that aimed to change the tone of traditional sanitary protection advertising.” -Kristi Bryant, design manager, Kimberly-Clark • “Feminine Care is a very brand-loyal category, with quality and trust being the two most important attributes for choosing a brand,” -Velvet Gogol Bennett, Fem Care external relations for P&G.

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SWOT Analysis Strengths • • • • • •

It’s an educational brand known for changing the conversation about women’s health.

The brand targets younger women.

The product packaging and creative is strong.

The brand’s use of social media is effective.

The product’s technology is advanced.

The U By Kotex brand is innovative in both its products and its marketing.

Weaknesses • • • •

Its products are priced above other comparable products.

The company is financed by debt.

The company’s product produces a significant amount of waste.

The brand is overly dependent on North American markets.

Opportunities • • • •

The Kotex brand enjoys high consumer loyalty in the fast moving consumer goods sector—it needs to find ways to get customers to buy more of its products.

There is an untapped market of potential panty liner wearers.

The company could explore more unique uses for social media.

The company might want to target a slightly younger audience.

Threats • • • • •

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The cost of raw materials used to make feminine hygiene products is rising.

Consumers are becoming increasingly environmentally aware and may convert to more eco-friendly feminine hygiene products.

An aging population may shrink the size of the market for feminine hygiene products.

Other brands may copy U By Kotex’s unique advertising techniques, thus saturating the market and creating intense competition.

The tumultuous economy may decrease expenditures on feminine hygiene products that aren’t perceived as necessities.

Brand Details

Product Details

The U by Kotex brand is designed to reach a younger demographic of women; specifically, the brand targets women ages 14 to 22. U by Kotex seeks to change attitudes about conventional feminine hygiene products, bust myths about women’s health issues, and take a realistic approach to advertising feminine hygiene products.

U by Kotex Barely There liners are the brand’s newest version of panty liners. Light, thin, and breathable, the liners are noticeably different than most products in the category. They’re designed so that product users will not notice that they are wearing the liners, and the brand seeks to encourage women to wear its panty liners every day.

The brand is fresh and edgy. Its products are colorfully packaged and highly portable. U by Kotex’s boxes display clever copy and provide consumers with information about period myths and facts. U by Kotex commercials take a humorous approach to women’s health and poke fun at conventional feminine hygiene advertising. This tone has gained traction with women in the target demographic.

U by Kotex—colorful, edgy, and real.

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Social Media Analysis

Current Statistics (as of 3/15/2014) Facebook:

Twitter:

Instagram:

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always - Always Incredibly Thin Daily Liners Always panty liners come in a variety of shapes, size, and absorbency levels. Like the Carefree brand, Always liners come in scented, unscented, and thong styles. Its brand of liners is marketed as “Incredibly

Thin,” and the liners also come in an “Xtra Protection” variety. The company does not call its products panty liners; rather, they are called “daily liners.”

Carefree - ACTI-FRESH® Thin The Carefree brand exclusively sells panty liners; thus, the company offers a wide variety of liners for women to choose from.

The brand has three product lines— ActiFresh, Thong, and Regular. Carefree liners

come in scented, unscented, long, and extra-long varieties. Carefree’s Acti-Fresh liners are marketed as being “as soft and thin as a panty.” Unlike U by Kotex, the liners are not individually wrapped.

Kotex - Natural Balance Lightdays® Liners Kotex, the parent brand of U by Kotex, markets its liners as Lightdays Liners, clearly tying its liners to the idea that women use the product during the lighter days of their periods. The liners come in

Regular, Long, Extra Long, and Maximum Protection varieties. The company markets U by Kotex liners alongside its other liners on its website.

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WHICH TYPES OF FEMININE HYGIENE PRODUCTS DO YOU USE?

From a sample size of 200 women, we had 70 respondants who responded to an online survey, which consisted of 10 questions.

The ages of the respondents ranged from 18 to 24.

Customer Insights •

• 41.27% of respondents said that they disagreed with the statement, “Women should wear panty liners every day.”

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42.86% of respondents said they neither agreed nor disagreed with this statement

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42.86% of respondents said that they never use panty liners.

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6.35% of respondents said that they use panty liners every day

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20.36% said that they used panty liners at the beginning of their menstrual period,

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while 21.83% said they used panty liners at the end of their menstrual period

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29.51% of respondents said that they use Kotex products; this was the highest percentage of the listed brands

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48.39% of respondents said they used panty liners

Overwhelmingly, tampns are the most popular feminine hygiene product. Mentrual Pads and Pantyliners are have even market shares.

WHICH BRAND OF FEMININE HYGIENE PRODUCTS DO YOU TYPICALLY BUY?

Kotex, Tampx, and Playtex are the major players in the feminine hygiene products market.

Tampons

Mentrual Pads

Panty liners

20%

There is a mostly neutralnegative opinion toward wearing panty liners on a daily basis.

80%

60%

80%

Kotex Stayfree Always Playtex Carefree 40%

Strongly Agree Agree Neutral Disagree Strongly Disagree 20%

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60%

Tampax

20%

SHOULD WOMEN WEAR A PANTY LINER EVERYDAY?

40%

40%

60%

80%

To gauge our target audience’s perception of daily panty liner usage and the U by Kotex brand, we held a focus group. The group consisted of 8 college students ranging from freshmen to seniors.

During the focus group we asked questions regarding who wears panty liners, association with panty liners, brand loyalty and the purpose of pantyliners.

Consumer Insights •

Women seek information from their mothers about feminine hygiene products.

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Most women believe that wearing a panty liner everyday has negative health benefits rather than positive benefits.

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Most women see pantyliners as highly uncomfortable and undesirable.

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Most women only wear pantyliners when they are spotting or immediately prior to or after menstruation.

After being exposed to the product, most women we surprised

by U by Kotex barely there liners flexibility, their thinness, and their low cost.

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Most women are brand loyal when it comes to feminine hygiene products.

After being exposed to the product. most women said they would be willing to wear a U by Kotex barely there liner everyday.

As a part of the focus group, we gave participants a sample of the product to examine. Some went as far as pouring water on the liners to observe their absorbancy.

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Our target market are 18-30 year-old women who…

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Are open to change and could be classified as Early Adopter-Early Majority

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Know what they like, and can be selective when it comes to brand names

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Are actively immersed in technology

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Check their newsfeeds before their first cup of coffee and they drain their iPhone battery updating Twitter

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are up to date on the newest trends and they indulge themselves in Cosmopolitan and Vogue.

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watch Netflix and Hulu to catch up on the episodes they were too busy to watch the first time around

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have Spotify or Pandora playing as they work

Target Market Personalities • The College Woman • The Career Woman • The Young Mom • The Female Athlete • The Girl on the Go

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What

Why

U by Kotex Barely There Liners are not your mother’s panty liners. U

by Kotex has positioned themselves as a brand for young, educated women who are invested in their overall health and wellbeing. These women are driven decision makers who know what they like, and what they don’t. Research showed that most women do not wear panty liners every day because they think liners are not flexible, comfortable, or thin enough for their lifestyle. Research also showed that most women get information about feminine hygiene products from their mom. These findings fueled the idea behind our campaign to set U by Kotex Barely There Liners apart from the competition by showing that product is not like other liners the audience is currently using or has experienced before.

Because the majority of women learn about feminine hygiene products from their mom, brand loyalty is established at a very young age. The rationale behind this campaign is to get women thinking about what products work for their lifestyle now, as opposed to what products worked when they first learned about women’s health. Our target audience, women 18-30, are beginning to finalize their self-identity and what their needs are as a young adult. This campaign gets U by Kotex Barely There Liners in the minds of a target audience as a brand that understands their lifestyle.

How The ensure that U by Kotex is a front runner in the minds of our target audience, it is crucial to understand how they gather and consume information. Since this audience is younger, education through social media channels is key.

Utilization of multiple channels will establish the brand as relatable and reliable. A large part of these education efforts is attempting to break down the stereotypes and negative association with panty liners.

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To educate and engage women on social media educational •

Create a Pinterest with re-pinnable facts about women’s health issues and tips and healthy workout regimens with goal of 1000 new followers within the six month period.

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Partner with Buzzfeed create one sponsored article per month of the six month campagin related to our U by Kotex Barely There Panty Liners including ideas like: myths about panty liners, what our target audience hates about their period, what makes panty liners annoying, and what our target audience wishes your mother told you about your period. and roll out one a month.

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Post #throwbackThursday photos of vintage Kotex panty liner ads once a week throughout the six month campaign.

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Create an educational Youtube “Status Report” video about the difference between our generation and our mother’s panty liners (meant to be humorous).

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Develop health programs for college age students that teaches the benefits of wearing panty liners every day and include with free Kotex panty liners with the program outline.

To increase first time buyers of U By Kotex Barely There Panty Liners - behavioral •

Partner with undergarment company and include product coupon and sample with purchase.

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Including product samples in print ads.

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Set up in store sampling of U by Kotex Barely There Panty Liners for the target audience to see the product and compare to other brands of panty liners.

To Break Down our target audience’s negative stereotype around wearing liners - educational •

Create television ads that help combat negative stereotypes associated with wearing panty liners every day and bust myths about liners.

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Utilize online video/music streaming sites to advertise for u by Kotex Barely There Panty Liners and bust myths about liners.

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Traditional: Print Digital: Mini Series Public Relations: College Campaign Digital: Social Media Digital: Buzzfeed Guerilla: Station Domination Digital: Online Radio 16

Print Advertisements

Retro is in style when it comes to fashion

Vintage is great for cars Your mom may have passed down some great things to you, but panty liners probably weren’t on that list.

U by Kotex Barely There Liners are more flexible, more comfortable and are perfect for everyday use.

Because these aren’t your mom’s panty liners. #notyourmom

Your mom may have passed down some great things to you, but panty liners probably weren’t on that list.

Your mom may have passed down some great things to you, but panty liners probably weren’t on that list.

U by Kotex Barely There Liners are more flexible, more comfortable and are perfect for everyday use.

Because these aren’t your mom’s panty liners. #notyourmom

U by Kotex Barely There Liners are more flexible, more comfortable, and are perfect for everyday use.

Because thes aren’t your mom’s panty liners. #notyourmom

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Digital: Mini Series

A mini YouTube Series called “The Talk” will be a humorous tactic to reach out to our target audience. Typically, mom’s give “the talk” to their daughters, but now the tables are turned. Two young women sit down to have the “the talk” with their mom about why her panty liners don’t work for their lifestyle. This video goes on to explain the downsides of traditional panty liners and the benefits of U by Kotex Barely there liners. The series highlights the style, thinness, comfort, and flexibility of U by Kotex liners. We will create 30 sec clips from the mini series to use as commercials on digital television, such as HULU. 18

Guerrilla: College Campaign The largest educational component of the campaign will consist of visiting several college campuses across the U.S. conducting women’s health programs. Taught by professionals knowledgeable about both women’s health issues and U by Kotex products, these programs will inform young women about general vaginal health and the benefits of wearing a panty liner every day. These college programs can be hosted by either campus health centers or interested groups or organizations.

Program topics include: • General information about vaginal health • Current vaginal health myths • Current misconceptions and myths surrounding panty liners • Discussion of U by Kotex Barely there liners - why are they different?

Not only will women learn about health issues from our professionals, but they will be able to try out the U by Kotex Barely There Liners as well. Program presenters will be equipped with a box of U by Kotex goodies and includes free product samples and comparison samples, educational brochures, and coupons for Barely There U by Kotex liners.

Our target audience knows what they want and what they like. Women in our audience want to be able to try and experience a product before they purchase. This educational component of our campaign will give them this opportunity while informing them on women’s health topics.

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Digital: Social Media Our target audience is between the ages of 18-30, making social media an obvious choice. After performing a social media audit, our group determined which channels would be the most effective. U by Kotex already had an active Facebook page with many followers so we will continue to use Facebook during the campaign.

However, we will add a U by Kotex Twitter, Instagram, and Pinterest accounts. We will use the #tbt hashtag to post old Kotex ads on Facebook, Twitter, and Instagram.

Facebook and Twitter will also be used to post educational facts about women’s health and bust myths surrounding panty liners. Also the hashtag #notyourmom will be used to help tie the campaign together.

The Pinterest page will be used as content marketing. Pins will include women’s health facts, healthy recipes, exercise tips, etc. that are focused on educating women and getting them to look at U by Kotex as a trustworthy brand that cares about their wellbeing.

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Digital: Buzzfeed In addition to being avid social media users, our target audience also hops on digital trends and enjoys websites like Buzfeed to receive humorous, funny bits of information. With the rise of Buzzfeed, our group will create one U by Kotex sponsored Buzzfeed article per month of our six month campaign that focus around the idea that the Barely There Liners are not your mom’s liners.

Other Topis: • Myths About Panty Liners • Why Period’s are the Most Awful Thing Ever • What You Wish Your Mom Had Told You About Your Period • Unrealistic Expectations About Feminine Hygiene Products These articles will all end with U by Kotex Barely There Liner plug or advertisement.

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Guerrilla: Station Dominations

A Station Domination will bring the conversation about feminine hygiene products from behind a computer screen into our target audience’s daily life. U by Kotex has continually pushed the envelope with their advertising and our Station Domination is the next stem.

Floor wraps, indoor billboards, and giant posters will take over transportation stations in major cities and get conversation going.

Consistent with our social media efforts, the message of these ads to that U by Kotex Barely There Liners are not your mom’s liners.

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Digital: Online Radio Placement

After our social media audit, we discovered that our target audience listens to the majority of their music online stations such as Pandora or Spotify. U by Kotex will sponsor and create an “On Your Period” Playlist for Spotify. Additionally, we will create skyscraper and square ads that appear during the playlist. Lastly, there will be U

by Kotex radio commercials that will play during commercial breaks across a variety of stations.

Radio Spot Client: U by Kotex Barely There Liners Title: “Old School” :30 ANCOR: You’ll admit it…your mom was pretty cool back in the day. And you have to hand it to mom—her old school music is pretty cool. Still, there are some things that you and your mom will never agree on. For one thing, her panty liners are like diapers, and it’s about time she sees things your way. That’s why you use U by Kotex Barely There Liners. U by Kotex Barely There Liners are light, breathable and perfect for everyday wear. For a liner that speaks to your generation, use U by Kotex.

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Digital

Television $2.5 million (27.5%) Hulu YouTube

Events $1 million (10%) Interactive/Social

BuzzFeed $500,000 (5%)

Social Networks $750,000 (7.5%)

Google Ads $1.5 million (15%) Out of Home $300,000 (3%) Transit Sales Promotion $200,000 (2%)

Interactive/Social e

Print Ads $1.5 million (15%)

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Digital

Online Radio $500,000 (5%) Pandora Spotify

Out of Hom

Events

Promotions

Budget $10,000,000

Print

April 2014

May 2014

June 2014

July 2014

Aug. 2014

Sept 2014

Months (total)

Total Cost

Online HULU

3

$1,500,000

Youtube

3

$1,000,000

Pandora Ads

3

$250,000

Spotify Ads

3

$250,000

Cosmopolitan

3

$346,800

Seventeen

3

$829,440

People

3

$1,012,200

College Education Campaign

4

$1,000,000

6

$500,000

Facebook Promoted Posts

6

$1,411,560

Pinterest Promoted Posts

6

$400,000

Google Adwords

6

$1,000,000

3

$300,000

6

$200,000

Radio

Print

Events

Interactive Branded Content Social Networks

Out of Home Transit Wrapping Sales Promotion

Coupons

Total

$10,000,000

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MAGAZINES

BUZZFEED

Our campaign will incorporate two types of magazine advertisements: a traditional insert and an interactive advertisement with a product sample. As magazine advertising is one of the most visual aspects of our campaign, we will run these ads for the full six months with a pulsing strategy for each publication. The publications include Seventeen, People, and Cosmopolitan.

BuzzFeed is the social news and entertainment company. BuzzFeed is redefining online advertising with its social, content-driven publishing technology. BuzzFeed provides the most shareable breaking news, original reporting, entertainment, and video across the social web to its global audience of more than 130 million.

YOUTUBE MINI SERIES The Youtube Mini Series will provide an opportunity for our target market to learn more about liners and women’s health in a fun manner. The hope, is that these short videos will go viral. Also, segments of the mini series will be used as commercials before Hulu episodes and Youtube videos.

CAMPUS CAMPAIGN The largest educational component of the campaign will consist of visiting several college campuses across the U.S. conducting women’s health programs. Taught by professionals knowledgeable about both women’s health issues and U by Kotex products, these programs will inform young women about general vaginal health and the benefits of wearing a panty liner every day.

SOCIAL MEDIA Our target audience is between the ages of 18-30, making social media an obvious choice. After performing a social media audit, our group determined which channels would be the most effective. We would revamp Pinterest, Twitter, Facebook, and Instagram.

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STATION DOMINATION Billboards, floor wraps, and other marketing materials will be used in various locations where our target travels and shops. They will be places in airports, train stops, and shopping centers in the states most heavily populated by our target market — specifically New York, California, Texas, Colorado, and Washington DC. For the first three months of the campaign, these billboards will run in all of the locations to generate buzz.

DIGITAL RADIO Approximately 3.9 million member of our target audience visit Pandora each month while over 24 million people visit Spotify monthly. Pandora and Spotify all for a unique, interactive, and engaging experience with advertisers.

SEARCH ENGINE OPTIMIZATION To combat the various competitors, we will be implementing a Google AdWords campaign. We will invest $1.5million of our media budget toward this campaign to generate legitimate Search Engine Optimization results using words such as ‘liner’, ‘period’, ‘tampon’ as well as more implicit words such as ‘women’s health’, ‘happiness’, and ‘healthy habits’.

OBJECTIVE: To increase awareness of U by Kotex® brand in order to increase sales of U by Kotex® Barely There Liners by 10% over a six month period with a budget of $10 million.

Tools of Measurement • Look at metrics regarding sales of U by Kotex barely there liners • Conduct analysis of Social Media, post campaign

STRATEGY 1: To educate and engage women on social media

Tools of Measurement • Measure number of likes, follows, favorites, and repins on Facebook, Twitter, Instagram, and Pinterest.

• Count number of comments and shares on Facebook posts and favorites and retweets on Twitter.

STRATEGY 2: To break down our target audience’s negative stereotype around wearing liners

Tools of Measurement • Hold focus groups post campaign to measure attitudes toward daily use of panty liners.

• Conduct a survey asking about daily pantyliner use and thoughts about panty liners in general.

STRATEGY 3: To increase first time buyers of U By Kotex Barely There Panty Liners

Tools of Measurement • Analyze metrics given from coupon redemption.

• Garner data from frequent buyer cards as to frequent and new purchase.

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Sources https://www.spotify.com/us/about-us/advertisers/ http://www.cosmomediakit.com/r5/showkiosk.asp?listing_id=4785162&category_code=rate&category_id=27809 http://www.seventeenmediakit.com/r5/cob_page.asp?category_code=rate http://www.people.com/people/static/mediakit/media/pdf/ratecard.pdf https://adwords.google.com/ http://advertising.pandora.com https://www.facebook.com/advertising http://instagram.com/UbyKotex/ http://www.pinterest.com/UbyKotex/ https://twitter.com/UbyKotex https://www.facebook.com/UbyKotex http://www.nonwovens-industry.com/issues/2011-11/view_features/the-feminine-hygiene-market/#sthash.1nu24gGu.dpuf http://www.prweb.com/releases/feminine_hygiene_products/sanitary_pads_towels/prweb9233581.htm http://investor.kimberly-clark.com/releasedetail.cfm?ReleaseID=649875 http://www.youtube.com/watch?v=RyyfFaCalyo&list=TLchU2qCI9kGsln-QsppMS8VundFduegL3

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