Description
SWOT ANALYSIS OF KOTEX
‘Kotex’
Parent Company
Kimberly-Clark
Category
FMCG
Sector
Healthcare
Tagline/ Slogan
‘Break the cycle’
An age old brand with a wide range of products and always at the USP forefront of innovation
STP
Segment
Sanitary Pads, tampons and liners
Target Group
Young women
Change the conversation surrounding feminine care from one of Positioning shame and embarrassment to one of open, honest dialogue.
SWOT Analysis
1. A 90 year old brand with many product lines to satisfy need sets of different consumers 2. Creative and attractive packaging Strength 3. It enjoys the brand trust associated with Kimberley Clark
1. Company just relies on TV and print media for promotion, not much online presence 2. Not much innovation has been introduced in the product if Weakness compared to competitors who offer a much wider range
1. Can increase awareness and encourage trials by associating with Opportunity schools, colleges and women related seminars and forums
2. Advertise through online medium
1. The market is quite cluttered with very strong global players as well as local companies 2. It is not a freely discussed topic in Indian society which makes Threats targeting and promotion difficult
Competition
1. Whisper 2. Stayfree Competitors 3. Carefree
doc_927334366.docx
SWOT ANALYSIS OF KOTEX
‘Kotex’
Parent Company
Kimberly-Clark
Category
FMCG
Sector
Healthcare
Tagline/ Slogan
‘Break the cycle’
An age old brand with a wide range of products and always at the USP forefront of innovation
STP
Segment
Sanitary Pads, tampons and liners
Target Group
Young women
Change the conversation surrounding feminine care from one of Positioning shame and embarrassment to one of open, honest dialogue.
SWOT Analysis
1. A 90 year old brand with many product lines to satisfy need sets of different consumers 2. Creative and attractive packaging Strength 3. It enjoys the brand trust associated with Kimberley Clark
1. Company just relies on TV and print media for promotion, not much online presence 2. Not much innovation has been introduced in the product if Weakness compared to competitors who offer a much wider range
1. Can increase awareness and encourage trials by associating with Opportunity schools, colleges and women related seminars and forums
2. Advertise through online medium
1. The market is quite cluttered with very strong global players as well as local companies 2. It is not a freely discussed topic in Indian society which makes Threats targeting and promotion difficult
Competition
1. Whisper 2. Stayfree Competitors 3. Carefree
doc_927334366.docx