Marketing Principles Kotex Research

1. Consumer intro

2. Company history
Kimberly Clark Corporation
Founded in Wisconsin, USA as a
papermill operator
1872
TN VINATHAI CO. Ltd.
Introduced Kotex Softina, quickly became #1
brand in Vietnam
1991
TN VINATHAI CO. LTD
Kotex Tulip and Kotex Freedom was introduced
with outstanding success
1992 - 1999
Kimberly-Clark Vietnam Ltd.
Became 100% FDI Company, owned by
Kimberly Clark Worldwide Inc.
2000
Kimberly-Clark Vietnam Ltd.
Introduced Kotex Xì Tin
2003
Kimberly-Clark Vietnam Ltd.
Introduced Kotex Pro, Kotex White, Kotex
Natural Care
2004 - 2010
Kimberly-Clark Vietnam Ltd.
Celebrates 25 years of positive contribution in
Vietnam
2016
Source: https://www.kimberly-clark.com.vn/en/our-company/history/

3. Business core values
Kimberly-Clark core values:
 Authentic - Honesty, integrity and courageously doing what's right.
 Accountable - Ownership for the business and its future.
 Innovative - Constantly looking to add value to our customers and consumers'
lives.
 Caring - Encourages respect and care, for each other and for the communities.
 These principles drives business vision of Kotex: NORMALIZE PERIOD.
“NOTHING should get in the way of a woman’s progress, especially not her period or
the negative perceptions around periods.”
Mission to remove period stigmas and commitment to eliminate period
poverty for women in need.
Source: https://www.kimberly-clark.com.vn/en/our-company/values/
https://www.brandsvietnam.com/campaign/775-Kotex-Mau-lua-Generation-thang-than-binh-thuong-hoa-chu-de-kinh-nguyet
https://www.ubykotex.com/en-us/about-us

4. Key products and target markets
1. Accessible sanitary napkins:
Features: Kotex Freedom
Low-cost product line aims at freeing women
from worries to pursue daily activities.
Segmentation:
Demographic:
 Gender: Female
 Age: 13-50
 Income: Low to Middle (Below $430/month)
Psychological:
 Personality: Price-sensitive and try to save money.
 Social status: Low to Middle
Behavioral:
 Purchasing behavior: Prefers to purchase bulk packs for lower price. Purchases through channels
with mass sales and price discounts, such as discount stores or online channels.
 Benefits sought: Normal pad covers offering cost value.
 Loyalty: Loyal customers.
Source: https://www.sciencedirect.com/science/article/pii/S2352550919300090
https://sci-hub.se/https://doi.org/10.1108/978-1-78635-746-520161006
https://archive.cm.mahidol.ac.th/bitstream/123456789/4182/1/TP%20MM.020%202021.pdf

5. Key products and target markets
2. Value-added sanitary napkins:
Features: Kotex gardenia, Kotex Pro, Kotex Super night, Kotex Maxcool, and Kotex Herbal Cool
Offers value-adding features for consumers
with higher living standards
Demographic:
 Gender: Female
 Age: 18-50
 Income: Middle to high (Above $430/month)
Geographic:
 Urban and sub-urban areas
Psychological:
 Lifestyle: Green living and healthy lifestyle.
 Personality: High health-awareness. Concerns about skin sensitivity and body odor.
 Social status: Middle to High
Behavioral:
 Purchasing behavior: Purchase products when needed through convenience store and traditional channels.
Prefers medium-sized packages and avoid buying large quantities at once.
 Benefits sought: Seek value-adding features, including cooling, freshening and antibacterial properties, natural
scent, superior absorption levels and comfortable design.
 Loyalty: Loyal customers.
Source: Sanitary Protection in Vietnam- COUNTRY REPORT |
MAR 2023 – Passport
https://www.sciencedirect.com/science/article/pii/S235255
0919300090
https://sci-hub.se/https://doi.org/10.1108/978-1-78635-
746-520161006
https://archive.cm.mahidol.ac.th/bitstream/123456789/41
82/1/TP%20MM.020%202021.pdf

6. Key products and target markets
2. Compact sanitary napkins:
Features: Kotex Mini Meow
Adorable design with compact size for young
consumers who are anxious about menstrual
periods.
Demographic:
 Gender: Female
 Age: 16-24
 Income: Middle to high (Above $360/month)
 Occupation: Students and office workers
Geographic:
 Major urban cities
Psychological:
 Lifestyle: Outgoing lifestyle and highly active on social media.
 Personality: Anxious about menstrual period. Hides sanitary napkins for privacy.
 Social status: Middle to High
Behavioral:
 Purchasing behavior: Through online channels or convenience stores.
 Benefits sought: Compactly sized products that can be fit in small space. Adorable design to reduce anxiety.
 Loyalty: Loyal customers.
Source: Sanitary Protection in Vietnam- COUNTRY REPORT | MAR 2023 – Passport
https://www.sciencedirect.com/science/article/pii/S2352550919300090
https://www.brandsvietnam.com/campaign/775-Kotex-Mau-lua-Generation-thang-than-binh-thuong-hoa-chu-de-kinh-nguyet
https://www.brandsvietnam.com/campaign/739-Kotex-Mini-Meow-Dai-tiec-sac-mau-giup-Kotex-nang-diem-thi-phan

7. Market competition
Features two key players dominating the market: Diana & Kotex
Market share: 38.9% Market share: 41.1%
Consumer reach points (urban): 3.0 Consumer reach points (urban): 10.0
Consumer reach points (rural): 13.0 Consumer reach points (rural): 26.0
Penetration rate (urban): 34.4%
Penetration rate (rural): 20.5%
Penetration rate (urban): 67.1%
Penetration rate (rural): 38.3%
> Kimberly-Clark has intensified its advertising efforts as it attempts to regain its leading position.
Source: Sanitary Protection in Vietnam- COUNTRY REPORT | MAR 2023 – Passport
https://www.kantarworldpanel.com/vn/news/vietnam-brand-footprint-2023

8. Evaluation for recommendation
Unsuccessful attempt in cognitive component usage to target rural demographic segment
- List out the problem in the past marketing plan, did the program reach TA?
- Evidence can be YouTube clips & Educational tab on home page with low reach (highlight low reach)
=> Highlight unsuccessful effort in targeting rural demographic

9. Evaluation for recommendation
However, this segment is still full of potential
1. Percentage of female lacking period health education: 22.6% urban vs 48.0% rural
2. Potential for market growth in rural area
- Population: 37.3% urban vs 62.7% rural
- Income: Vnd 41.7M/year in 2020 > Vnd 46.3M/year in 2022
- Rural poverty rate: 7.1% in 2020 > 5.4% in 2022
- Rising frequency of early puberty among 12-year-old children
Rising needs for sex education and demand for sanitary protection products
Strong growth potential for Kotex
Source: https://hanoitimes.vn/unfpa-unesco-work-for-long-term-sexual-education-in-vietnam-321312.html
https://www.statista.com/statistics/1305278/vietnam-areas-lacking-in-female-health-and-wellness-knowledge/
https://en.baochinhphu.vn/viet-nams-population-increases-by-nearly-1-million-in-2022-111230104160334712.htm#:~:text=The%20number%20of%20people%20living,million%20females%20in%20the%20country.
https://link.gov.vn/PtnzzGpd
Sanitary Protection in Vietnam- COUNTRY REPORT | MAR 2023 – Passport

10. Strategic direction
Collaboration with Government and Media to strengthen cognitive component – Lifebuoy case study
Source: https://www.mmaglobal.com/case-study-hub/case_studies/view/64071
In 2019, amidst the global pandemic, information was limited, and demand for sanitary products was rising
=> Lifebuoy launched the Covid-19 prevention campaign
Context:
• Social distancing was
implemented strictly
• Essential services and many
industries were open
• People take a risk to support
their family
Campaign objective: Provide
Vietnam support to ensure
victory against Covid-19
Target Audience:
Communication plan to raise
awareness and change hygiene
behavior among new and
existing users.
Creative strategy:
Utilize online media to drive
consumer awareness around
usage occations
Campaign execution
• Handwash commercial with
Ministry of Health
• Promote campaign through
FaceBook, YouTube and Google
• Partner with TikTok for mass
penetration through
Handwashing Dance Challenge
• Full-year sponsorship with Grab
• Handwash booths in high-risk
public locations.

11. Strategic direction
Collaboration with Government and Media to strengthen cognitive component – Lifebuoy case study
Source: https://www.mmaglobal.com/case-study-hub/case_studies/view/64071
https://www.brandsvietnam.com/21211-Chien-dich-phong-ngua-dich-benh-cua-
Lifebuoy-dat-2-giai-Vang-tai-MMA-SMARTIES-toan-cau-2020
Campaign remarks:
The six steps of proper handwash – Collaboration w/ Google
• 11M views monthly for 9 months
Handwashing Dance Challenge on TikTok:
• Over 170M views (11x higher than average)
• 70,000 consumer-generate videos
• 46,000 video creators joined
• 1.7x higher engagement rate than benchmark
113 handwash booths in high-risk areas reached 11M people
Sponsorships reached over 5M Vietnamese during lockdown
=> Kết luận về reach và brand awareness

12. Strategic recommendation
Collaboration with Government and NGOs to strengthen cognitive component – Application for Kotex
Illustrate how similar application can benefit Kotex – Linking 4 slides together & design 1 example execution
Key content should include:
- Potential business growth? – By how many %?
- Potential improvements in marketing KPI? (Refer to slides Market competition)
- Potential advantage against Diana?
- Design 1 picture for demo campaign (Should copy from online sources and redesign to save time)
Source: https://www.mmaglobal.com/case-study-hub/case_studies/view/64071
https://www.brandsvietnam.com/21211-Chien-dich-phong-ngua-dich-benh-cua-
Lifebuoy-dat-2-giai-Vang-tai-MMA-SMARTIES-toan-cau-2020