Consumer behavior : analysis of U by Kotex

Thèmes abordés

marketing, plan, advertising, social network, facebook, buyer behavior, consumer behavior, theories, media, u by kotex, analysis, virtual world, TV campaign, brand

Résumé du document

U by Kotex is a brand of feminine care products produced by Kimberly-Clark Australia and New Zealand. It targets the 16-24 year-old women notably through television commercials. Most of these women are in schools, colleges or universities and are perceived as outgoing along with active personalities, but are not always self-confident.
The latest campaign promoted U by Kotex feminine care product by using a whole beaver-themed in many TV spots. It shows a woman going to the beach, to the nail salon or shopping with her beaver. Having received feminine care products in present, the beaver uses the product in different and funny ways but always emphasizing the product characteristic features of comfort, protection and hygiene.
This report highlights strengths and weaknesses of Kimberly-Clark approach in relation to buyer behavior theories. Recommendations for U by Kotex are implemented from our overall analysis and through in-depth examination on opportunities of using another channel.

Extraits

[...] Moreover, the behavioral component is the decision to behave in a certain way (Petty 1986). U by Kotex changed the affective component of young girls attitudes Behaviorist theories explain that each external stimulus provoke a response. According to Nevin (1973), classical conditioning refers to the process of associating a reflex near-zero value with a stronger reflex to increase the strength of the first reflex. It can be done as a result of occurrence of that reflex in close temporal contiguity with the stronger one. [...]

[...] For sales increase, consumers must think that U by Kotex provides quality products. For example, the beaver using pad as a towel expresses the hygienic advantage of U by Kotex products but it is not totally clear. Finally, the beaver symbol is now associated with U by Kotex brand and it is a competitive advantage. However, it has to take cultural differences into account when presenting the beaver to the target audience. The beaver campaign: a first step to change attitudes of the target Definitions of attitudes and learning behavior Most of our values, attitudes, tastes, behaviors, symbols, and feelings are acquired by learning (Nevin 1973). [...]

[...] Funky jingle, bright colors, characters such as attractive boys and girls, activities such as manicure or choosing clothes are totally related to girls' values, needs and goals. Furthermore, Couperus (2009) said that commercials which received more attention are those with stimuli that conflict strongly with expectations of viewers. In ads for feminine care products, people expect to see girls promoting the features of these products. In the U by Kotex campaign, advertisers used a beaver as a key character. Moreover, the beaver's uses of pads are really surprising (such as a towel or a sleeping mask) and out of context. [...]

[...] Marketers have also varied length of spots. But, according to Rothschild & Gaidis (1981), three times repetition is enough as individuals become satiated after. U by Kotex advertising has to change even more target's attitudes For changing attitudes, U by Kotex has to modify the behavioral component of women s' attitudes. For Marx (1976), the other behavioral theory, the instrumental conditioning, is essential. Positive or negative outcomes can influence consumer behavior as an individual learns more to act if he is rewarded. [...]

[...] For the third spot, the girl is going to a night club but she spends her time near the toilets. The beaver gives her U by Kotex pads pack. by Kotex pads keep you clean and fresh so enjoy your night!' At the end, there is a pack shot and both characters, who are really happy, tell together the slogan the ultimate care down there, make it U'. All people around them look to them with envy. A one dollar price reduction will also be indicated. [...]