资源描述
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. 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 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 Tagline: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% 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 association26.8%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 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 protection 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 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 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 Results: 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 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 idea 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 comes from the new Kotex Pantiliner, It has soft piece, the touch feeling is quite like cotton. It also has body 9.77
2.1
固定资产投资
万元
12012.47
2.1.1
土建工程投资
万元
5555.78
2.1.1.1
土建工程投资占比
万元
37.69%
2.1.2
设备投资
万元
5403.15
2.1.2.1
设备投资占比
36.66%
2.1.3
其它投资
万元
1053.54
2.1.3.1
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
2727.30
2.2.1
流动资金占比
18.50%
3
收入
万元
22958.00
4
总成本
万元
17238.44
5
利润总额
万元
5719.56
6
净利润
万元
4289.67
7
所得税
万元
1.51
8
增值税
万元
788.90
9
税金及附加
万元
266.51
10
纳税总额
万元
2485.30
11
利税总额
万元
6774.97
12
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
4.94
16
设备数量
台（套）
140
17
年用电量
千瓦时
410572.84
18
年用水量
立方米
17122.50
19
总能耗
吨标准煤
51.92
20
节能率
21.45%
21
节能量
吨标准煤
14.64
22
员工数量
人
341
展开阅读全文
相关搜索
资源标签
