1、ay to success. A confident woman is always the focus of people Brand Platform of Kotex Brand Print In the world of Kotex, women are full of confidence because they have reassurance to continue with their daily lives. Womanhood to them is a reward rather than an obstacle for pursuing an active life.
2、Kotex women are shinning characters, admired, appreciated and followed by their peers. They are active, outgoing, and have a positive attitude towards life. This attitude is infectious to others around her. Brand Platform of Kotex Kotex Soft-Dri Launch 45sec (Cellist) VO:Even my best friend has not
3、noticed this is my second day Because the new Kotex has added the magic one-way diffusion layer Even for heavy flow of the second day, Kotex can fully absorb and lock fluid deep inside the pad with no side leakage This is Kotexs secret of safety. The second day with heavy flow all counts on Kotex Ta
4、gline:Try Kotex, it is really secure Results The Link Test The execution succeeded in achieving the advertising objectives of communicating the product benefits of Kotex. The product benefit/message received by target audience: Safety/Security73% Kotex absorbs completely56% Prevents side leakage52%
5、Good for heavy days49% Has a one-way diffusing layer34% Results (Contd) Tracking Studies Results (launching campaign in May, 96) 1st (June, 96)2nd (Sept. 96) Un-aided brand awareness11.9%44.6% Aided brand awareness47%70.6% Un-aided TVC awareness10.3%21.1% Aided TVC awareness52%70% Brand association2
6、6.8%45.8% Preference34.4%53.3% Purchase intention26.2%42.5% Kotex Soft-Dri Night Wing Ad Campaign Kotexs TVCfor Night Wing product was first aired in April, 97 Concurrent with the Night Wing launch, a promotion of “Buy Kotex, get pictures” was conducted from Mar to May, with support of print ad and
7、announcement by supers on TVC, consumer leaflets and counter stands in stores . The promotion is very successful with over 4,000 responses in Beijing. By June 1, Nightwing awareness in Beijing reached 37.5%. Continue “2nd Day” as the Creative Core Idea for Nightwing Advertising With the maximum prot
8、ection of Kotex Nightwing, you can carry on your life perfectly - the “Second Night” is just like any other night. Support: - The longest pad that prevents leakage, maximums night protection. - Better than the normal pads or competitive pads. - Transfer layer gives extra absorbency Kotex Night Wing
9、Friends 97 Host: Come, and have some coffee. Guest: Well, you are still keeping this photo. Host: To remember the time that I let you win the first. Guest: Woo, its so late! Host: Dont go, stay overnight. Guest: Well, Id love to but I really have to go. Host: Oh. It is the “second night!” Host: Dont
10、 worry, we have Kotex! Host: In your second night, this pad is not longer enough.Kotex Night Wing is 2.7cm longer. Its extra-long design prevents back flow, and provides complete security. Guest: Today is your second day? Host: Try Kotex. Its really secure! The “2nd Day” Campaigns achieved Good Resu
11、lts: Up to June 97, brand awareness for Kotex in Beijing was 81%, just below C&B(95.0%), Whisper(97.5%) and higher than other brands (Carefree 37.5%, Laurier 16.5%) which were launched earlier than Kotex. The percentage of used most often went up from 4.0% in April to 7.5% in July 97. The success of
12、 C&B and Carefrees pantiliner launch showed great opportunity in this segment. Kotex intended to launch in mid 98 a superior product and to won leading position among premium brands. Freshness is the key consumer drive for liner, and Everyday Freshness is the key claim of all brands. The creative id
13、ea is to won bathrobe as a symbol for freshness in an unique and impactful way. Kotex Pantiliner Ad Campaign Bathrobe (Pantiliner) 98 FVO: Hey, thats me. Im not really wearing a bathrobe, its only feeling. Its the feeling of shower freshness that you bring along with you all the time. This feeling c
14、omes from the new Kotex Pantiliner, It has soft piece, the touch feeling is quite like cotton. It also has body 9.772.1固定资产投资万元12012.472.1.1土建工程投资万元5555.782.1.1.1土建工程投资占比万元37.69%2.1.2设备投资万元5403.152.1.2.1设备投资占比36.66%2.1.3其它投资万元1053.542.1.3.1其它投资占比7.15%2.1.4固定资产投资占比81.50%2.2流动资金万元2727.302.2.1流动资金占比18.50%3收入万元22958.004总成本万元17238.445利润总额万元5719.566净利润万元4289.677所得税万元1.518增值税万元788.909税金及附加万元266.5110纳税总额万元2485.3011利税总额万元6774.9712投资利润率38.80%13投资利税率45.96%14投资回报率29.10%15回收期年4.9416设备数量台（套）14017年用电量千瓦时410572.8418年用水量立方米17122.5019总能耗吨标准煤51.9220节能率21.45%21节能量吨标准煤14.6422员工数量人341
