Kotex U A case study in revitalising a brand using packaging

1
Kotex U A case study in revitalising a brand
using packaging

• Christine Walker
• February 2004

2
The problem
3
Breaking new ground
4
What approach was used

• Extensive customer research
• Trendy packs from other categories used in
  development work with consumers. We knew
  packaging was important, and wanted it to stand
  out.
• Workshop was held with all parties to bring the
  research findings to life and have everyone
  understand the emotional elements required
• Promotional, Packaging, advertising and name
  briefed at once synergy
• What did we want to stand for critical
  consideration in all marketing aspects, but very
  much a part of the pack redesign
• All SKUs are the same colour pack, so brand
  blocks very well
• Tested box qualitatively
• Trade was involved in the development early which
  increased their commitment

5
Results

• Trade worked with them along the way. Went back
  and forth not a surprise when launched.
• Share figures With range deletions and
  delisting from Woolworths the brand is now .2
  ahead (but now only in Coles). Ultrathins from 5
  share to 8-10. A unheard of increase for this
  brand.
• Tampons were launched and done best of the SKUs
• Rationalized range and lunched new over view of
  market sold to trade. Woolworths delisted
  because of stock issues and political issues
  around other KCC brands.
• Massaged the market took a category captain
  stance
• Competitive response they took notice went into
  deep discount
• Promotional discounts were used for Kotex U at
  launch

6
Results

• The position now
• On same playing field as Libra
• Seen as a modern brand and a real contender
• Still Brand of second choice though, but not out
  of the game as previously
• Different from competition not just copying