Product Analysis
Submitted by:
Group 7 Shema Kanak Lakra PGP10110
Shini Jain
PGP10111
Shivangi
PGP10112
Shubham Jalan
PGP10113
Somya Agarwal
PGP10114
Soumya Hayaran
PGP10115
Sourabh Tondale
PGP10116
Sudipa Majumdar PGP10117
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Organization/Product
Kimberly Clarks, an American
multinational is it’s parent company
with brands like Huggies, Andrex,
Viva, Kottonelle etc under its umbrella
Present in more than 80 countries,
with manufacturing facilities in 36
countries
Market share is less than 5% in India,
dominated by P&G and J&J (70.4%)
KotexU, Kotex Maxi, Kotex Platinum,
tampoons, pantyliners
“Break the Cycle”
100 years ago, World War I nurses started using cotton
bandages for their periods. It inspired KLC to launch
the world’s first ever widely available sanitary pads
under the brand name, Kotex.
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Market Overview
Urban Indian women looks for
product which are good
absorbent, with healthy material
comfort and size
48.2 % of Indians are women i.e.
487 million in absolute numbers.
The average age for menstrual
cycle begins by 12 years and
continues till 47 years of age in
Indian women
23% of the girls in rural
areas of India, having
their period is one of
the reasons to quit
school and majority use
reusable clothe
87% of the women and girls are
completely unaware about
menstruation
With more than a lakh
publications and 167 million tv
sets in regular usage, ATL is an
effective way of advertising
Indians spend an average of 3
hours and 30 minutes each day
surfing the Internet i.e. 70% of
their daily media time.
3
STP Analysis
Kotex is a product for daily
needs of consumers. It used
demographic,
psychographic
segmentation to break
down its audience such as
age, gender which is female,
income and personality.
Kotex products used to improve the lives
of consumers. They are available in
different subsections eg. Kotex Ultra,
Maxi and Platinum. Kotex Platinum is its
premium brand which is more expensive
than the others and has superior
technology. Kotex Ultra is the value-formoney product which is cheaper than
the Platinum range and Kotex Maxi, the
economy product which is the cheapest
line available for women.
Its target audience is every
household, women between the
ages of 11- 46 experiencing
menstruation. Kotex’s primary
target audience are girls who
are Stepping In, preteens 11-17
year olds its POME (point of
market entry) ages of 11 to
establish a long term
relationship with them and
ensure that Kotex is their
preferred Feminine Care brand
as of the moment they enter
womanhood and Secondary
target: Stepping Out (Women
18-52).
4
Distribution Network
Producer
Urban
Channel
Actual Kotex
distribution
network
Rural
Channel
Super
Distributor
Super
Distributor
Super
Distributor
Super
Distributor
Retailer
Distributor
Distributor
Personal Seller
Consumer
Retailer(include
exclusive
stores)
Retailer(Small
rural shops and
medical stores)
Consumer
Consumer
Recommended
distribution
network for Rural
India
5
Marketing
Communication
Marketing Mix
Element
Communication objective
Description
Advertising
Target and link the intended target audience for
each of it’s line through more specific
advertising campaigns
• Emotional appeals
• Executional frameworks uses
dramatization
Public Relation
Promote mutual understanding between
organization and various stakeholder groups,
develop positive image & fend off negative
news
• Setup event both indoor and
outdoor
• Sponsorship targeting younger
age consumer
Digital Marketing
Website and social media channel provide ways
to encourage target customers to be actively
interacted through internet
• Website
• Social Media channel including
Facebook, Instagram and
Youtube
6
Competitor
Analysis & Price
• Product - Simple,
environment friendly
and package is
recyclable. Colors and
flowery patterns used
• USP - Providing
protection and
absorbency for
customer’s use at
minimum price
• Target – Young
Women
• Price- Rs 26
• Product - Plain and
simple. Colors used in
packaging different for
scented and normal
pads
• USP- Highest
absorbency rate in the
current market
• Target- Mature
Women
• Price- Rs 36
• Product – Safe and
comfortable for
feminine hygiene
• USP - Sanitary napkin
that gives 24hrs
protection
• Target - Girls aged
between 13-40
• Price - Rs 28
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SWOT Analysis
EXTERNAL
INTERNAL
POSITIVE
NEGATIVE
STRENGTH
WEAKNESS
› A 90 year old brand with many product lines to
satisfy need sets of different consumers
› Not much innovation has been introduced in the
product if compared to competitors who offer a
much wider range
› Enjoys the brand trust associated with Kimberley
Clark
› Poor marketing communication plan to sell its brand
in India for both urban and rural areas
OPPORTUNITY
THREAT
› Can increase awareness and encourage trials by
associating with schools, colleges and conduct
menstrual hygiene workshops extensively
› The market is quite cluttered with two strong global
players in the market- P&G and Johnsons and
Johnsons.
› Advertise through online medium and sales
promotion through multi-channels
› It is not freely discussed topic in Indian society which
makes targeting and promotion difficult
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Challenges
No usage of influencers/celebrity endorsement:
Even though we have celebrity endorsements,
the public is not well aware of it. In addition to
this, celebrity endorsements are also very
expensive
Many Different Product Lines That Cater To
Different Needs
Kotex has a variety of products from different lines.
Each line serves a different purpose for consumers.
However, Kotex does not define clearly what is the
purpose of each line. Therefore, customers do not
easily identify the USP.
Unappealing Packaging
The packaging of Kotex pads are also not
very appealing. Since it is not appealing,
customers would not have a good
impression about it.
Staying Competitive
There are several other brands,
which are selling similar
products, therefore it is difficult
staying competitive in the
market
Ineffective Tagline
Kotex has a tagline called “Think Kotex. Think
Confidence.” However, this tagline is not very
memorable and it doesn’t have the expected impact
on the target audience. Also, the tagline is not
placed on the packaging itself.
Disconnected With Consumers
Lastly, to improve marketing Kotex, it is necessary to
stay connected with consumers. Kotex has a personal
Facebook page. However, they are not very active
with the updates on Facebook, or even on social
media, which makes it difficult to get customer’s
feedback and opinions on our product.
Recommendations
PRODUCT
PLACE
Developing innovative
Kotex should focus on
solutions: Kotex could
enhancing field
impoverish on the pouches efficiencies in villages
personal selling is more
used to store pads by
effective, and focus
making them more compact
on modern trade, Eand increasing their
commerce and other
aesthetic appeal.
alternate channels
PRICE
PROMOTIONS:
Advertisements &
Packaging
As for now Kotex is priced
Organizing campaigns
at industry’s average.
like ‘Project Buniyaad’ in
Promoting Kotex through
Keeping in mind the USP
rural areas and
celebrity/ influencer
of the company, Kotex
leveraging government
endorsements, we
should continue with the
schemes to incentivize
recommend changes in
value based pricing it
the construction of toilets
packaging
offers
and to improve sanitation
Thank You
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