小尿裤上市计划

知名度Awareness兴趣Interest试用行为TrialBehavior评估Evaluation重复行为RepeatBehavior产品表现ProductPerformance广告Advertising用户促销ConsumerPromotion行业促销TradePromotion包装Packaging价位Pricing场地Place小酷裤上市计划（舒薄棉柔重新上市）LaunchPlanforKuKu(RelaunchofS&C)结构改进,采用RP木浆,芦荟表面等(待定)ImprovedStructure,RPFluff,AloeSurfaceetc.(TBD)不做电视广告,可考虑贴片广告;与杂志合作派送母亲育儿手册NoTVCommercials,CouldconsiderAdstogowithTVseries;PrintAds&MotherHandbook派送,纯棉T恤,柯达GiveawaySamples,CottonT-shirt,Kodak新品推出会—功能演示、派送样品;推广会PromotionSalon-DemonstrationofFeatures,GiveawaySamples;TradeFairs略低于帮宝适SlightlyLowerThanPampers货架位置醒目DistinctShelfPresence突出新名字,增加穿戴参照条件,建议更换时间,可承受尿液量;NewName,MoreWearingReferences(i.e.weight,age,waist),RecommendedChangeFrequency,UrineAbsorbingVolumeCOPYSTRATEGYA.CopyStrategy:TheobjectiveoftheadvertisingistorepositionourimprovedS&Cbabydiaperswithanewname,newpackaging,newfeaturesandnewpricingtocompetewithinternationalbrandssuchasPampers,MamyPokoandFittisoastohoistHengan’sbrandimageandbuildcustomerloyalty.B.CopyPlatforma.Promise:Kukuoffersyouabetterproductatacompetitiveprice.SurveysshowthatKukuhassuperabsorbency,dryness,rewetpreventionandanti-leakagefeaturesthatmeetandexceedtheneedsofbabiesandmothers.b.TargetAudience:Primarytargetisyoungmotherswith0~3yearoldbabyandwithaincomelevelofmediumtohigh.Secondarytargetisgrandparentswithgrandchildrenof0~3yearsofage.c.Psychological:Superabsorbencyandanti-leakageprotectionoffersaddedconveniencetomothers;breatheabilityanddrynessprovidesextracomfortforthebaby.C.ProductSupport:AccordingtoGallup(aidedandblindtest)andDegussa’ssurvey,S&Cistechnicallyagoodproductbutnotperceivedthesamewaybythecustomers.ThereforeHengannotonlyimprovethequalityofS&Candaddmorefeaturessuchasaloe,butalsogiveitanewcoolname,newpackaging,newimageandnewpricetoregaincustomerawarenessandinterests.D.HistoricalSupport:Undoubtedly,Pampersisperceivedtobethedominatingbrandinhigh-enddiapermarketinChina.HenganhasalwaysbeenaChinesecompanywhoknowsmoreabouttheChinesecustomers.HengancouldalsoleverageitsstrongsalesnetworkoftraditionalchannelsinB/CmarketswherePampersisweak.E.Tone:ThenewnameKukusoundscoolandleavesthecustomerswithanimpressionofapremiumbrandthatisofcomparabletointernationalbrands.Thenewpackaginghelpstoestablishahigherimageoftheproduct.TheprimaryclaimisKukuisbrandnewdiaperfromHenganthatkeepsbaby’sbuttockdryandcomfortableandhelpsmothertotakegoodcareofthebaby.广告策略A.广告策略：广告的目标是将改进后的舒薄棉柔重新定位,启用新名字,采用新包装,添加新功能,制定新价位,从而与诸如帮宝适,妈咪宝贝和菲比进行竞争,从而提升恒安的品牌形象,树立消费者的忠诚度.B.广告平台：a.承诺：小酷裤能够以富有竞争性的价格为消费者提供更好的产品调研结果表明，小酷裤在吸收能力、干爽程度、回渗率以及防侧漏等方面都能够达到婴儿和母亲的需要。b.目标消费者：主要目标消费群为中等至高收入水平的、拥有0~2岁婴儿的年轻母亲。次级目标消费群为孙子/女为0~2岁的祖父母。c.心理：超强吸收能力和防侧漏功能为母亲提供了方便,透气性和干爽性使宝宝感觉舒适.C.产品支持：根据盖勒普(明测和盲测)以及德古萨公司的调查,舒薄棉柔从技术上说是一个好产品但是在消费者眼里却不这么认为.因此,恒安公司不仅改进了产品的质量,添加了新的功能,而且启用新名字,采用新包装,添加新功能,制定新价位从而重新获得消费者的认知和兴趣.D.历史支持：不容置疑的,帮宝适是消费者眼中高端纸尿裤的第一品牌.恒安公司是中国本地公司,更熟悉中国的消费者.同时,恒安还可以利用其在B/C级市场传统渠道上的优势与国际品牌竞争,这正是他们的弱点所在.E.风格：小酷裤这个新名字听起来很酷,给消费者的感觉是一个高档品牌,能够与国际品牌媲美.新包装也有助于提升产品的形象.主要强调的是小酷裤是恒安的新产品,在保持宝宝屁股干爽舒适的同时还有助于妈妈更好的照顾宝宝.知名度Awareness兴趣Interest试用行为TrialBehavior评估Evaluation重复行为RepeatBehavior产品表现ProductPerformance广告Advertising用户促销ConsumerPromotion行业促销TradePromotion包装Packaging价位Pricing场地Place安儿乐低价尿片上市计划LaunchPlanforAnerleLow-costDiaperLiner保留吸收尿液等基本功能,强调时时干爽–提高更换尿片的频率ProvideBasicFeaturesSuchasAbsorbency,EmphasizeonFreshnesstoincreasethefrequencyofchangingdiaper/liners.不做没有针对性的电视广告,采用平面广告和贴片广告NoPointlessTVCommercials,UsePrintAdsandAdstogowithTVSeries3片低价尝试包,人民币1.5元;另售尿布套GiveawaySamples;Selldiaperlinercoverseparately新品推出会—功能演示、派送样品;推广会;返利PromotionSalon-DemonstrationofFeatures,GiveawaySamples;TradeFairs;ReturnofProfits人民币0.49元，10片/包RMB0.49/piece,10Pcs/packB/C级市场的传统销售渠道TraditionalChannelsinB/Cmarkets突出低价位,保留基本功能,提高性价比GiveProminencetoLowPriceWithoutSacrificingAnyBasicFeatures;BestBuyfortheMoneyCOPYSTRATEGYA.CopyStrategy:Theprimaryobjectiveoftheadvertisementistoattractpotentialcustomersthatarecurrentlynotusingdiapersfortheirbabiesinordertochangetheirdiaperingbehaviorfromusingclothornothingtousingdiaperlineroratleastcombiningtheuseofthetwo;anotherobjectiveistoencourageexistingdiaper/lineruserstousethislow-costdiaperlinermorefrequentlyincombinationwithexistingAnerlediaper.B.CopyPlatforma.Promise:Anerlelow-pricediaperlinermeetsmothers’basicdiaperingneedsataverycompetitivepriceandfreesmothersfromtheburdenofwashingclothdiapersandensuresthatbabiesaretakengoodcareof.b.TargetAudience:Primarytargetisyoungmotherswith0~2yearoldbaby,withaincomeleveloflowtomediumandarenotusingornotfrequentlyusingdiaper/linerfortheirbabiesc.Psychological:Theuseofdiaper/lineroffersaddedconveniencetomothersandextracomfortforthebaby.C.ProductSupport:Low-pricediaperlinerisredesignedandrestructuredtomeetthebasicdiaperingneedsofmothersataconsiderablylowercost.Theeasystructureandlowpriceallowsittobeusedincombinationwithcloth/diaper/pants.D.HistoricalSupport:Thepenetrationrateofdiaper/linerisonly2~3%inChina,whichleavesahugeblankareaformarketers.Thereasonswhysomanymothersarenotusingdiaper/linerstodayarethatdiapersexpensiveandmothersusingthemareperceivedtobelesscaringaboutthei