ADM216 Project
Product: Kotex
By: Roy Farah
28/1/2014
The content and research used in this report was conducted by Roy Farah in Lebanese retail outlets.
Market study:
Females ranging from 12-50 years old buy pads, panty liners and tampons regularly (once a month mostly) where they pass through their menstruation cycle for a period of 4-7 days monthly. Therefore this type of product is demanded once a month most of the time in regular quantities such as 1 pack of pads that might last for 1 and a half week with most females unless they have bought a promotion pack or a family pack for more than 1 family member.
Most shoppers in Lebanon, specifically at the supermarket that the research was conducted in, use Always or Nana and rare are the people who use the brand Kotex unless it had offers with it as interviewed customers said. Females claimed the use of a certain type of pad was because it was used before and advised by their family members or sometimes due to hygienic reasons such as allergies and itchiness caused by other products tried. Shoppers state that they usually buy it from supermarkets because it is usually on their way while buying grocery or other needs/products. However, Kotex and pads in general are found in most of the pharmacies of Lebanon and in several retail shops.
Competitors of Kotex in the Lebanese market for pads are mostly Freshdays, Nana, Private, Carefree and Always. These competitors compete with each other mostly on basis of costumers who they have acquired already and work to maintain them and insure repeated sales. In addition, teens that are starting to use the product for the first time are the favourable targets for such product because they would be easier to attract than the users of...
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...t contain Kotex pads in multiple public places where a female might need to use it urgently for example, public bathrooms.
Furthermore, promotions such as price deals or a premium where for example, including a small purse –which is already being done now in the market by Kotex- and should be enforced and advertised to keep on attracting the potential customers and encourage them to buy and try Kotex especially that none of the competitors have promotions.
Therefore, I strongly recommend that Kotex should start advertising to try and break its generic name and remind all potential buyers that it still exists in the market as Kotex barely advertises in Lebanon and in the arab world and probably most customers do not include Kotex on their choice list.
References:
• Kotex.com
• Moriarty, S., Mitchell, N., & Wells, W. Advertising and MIC (ninth ed.). Pearson.
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