小尿裤上市计划

知名度Awareness兴趣Interest试用行为Trial Behavior评估Evaluation重复行为Repeat Behavior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）小酷裤上市计划（舒薄棉柔重新上市）Launch Plan for KuKu(Relaunch of S&C)结构改进,采用RP木浆,芦荟表面等(待定)Improved Structure,RP Fluff,Aloe Surface etc.(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 No TV Commercials,Could consider Ads to go with TV series;Print Ads&Mother Handbook派送,纯棉T恤,柯达 Giveaway Samples,Cotton T-shirt,Kodak新品推出会 功能演示、派送样品;推广会Promotion Salon-Demonstration of Features,Giveaway Samples;Trade Fairs略低于帮宝适 Slightly Lower Than Pampers货架位置醒目 Distinct Shelf Presence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;New Name,More Wearing References(i.e.weight,age,waist),Recommended Change Frequency,Urine Absorbing VolumeCOPY STRATEGY A.Copy Strategy:The objective of the advertising is to reposition our improved S&C baby diapers with a new name,new packaging,new features and new pricing to compete with international brands such as Pampers,Mamy Poko and Fitti so as to hoist Hengans brand image and build customer loyalty.B.Copy Platform a.Promise:Kuku offers you a better product at a competitive price.Surveys show that Kuku has super absorbency,dryness,rewet prevention and anti-leakage features that meet and exceed the needs of babies and mothers.b.Target Audience:Primary target is young mothers with 03 year old baby and with a income level of medium to high.Secondary target is grandparents with grandchildren of 03 years of age.c.Psychological:Super absorbency and anti-leakage protection offers added convenience to mothers;breatheability and dryness provides extra comfort for the baby.C.Product Support:According to Gallup(aided and blind test)and Degussas survey,S&C is technically a good product but not perceived the same way by the customers.Therefore Hengan not only improve the quality of S&C and add more features such as aloe,but also give it a new cool name,new packaging,new image and new price to regain customer awareness and interests.D.Historical Support:Undoubtedly,Pampers is perceived to be the dominating brand in high-end diaper market in China.Hengan has always been a Chinese company who knows more about the Chinese customers.Hengan could also leverage its strong sales network of traditional channels in B/C markets where Pampers is weak.E.Tone:The new name Kuku sounds cool and leaves the customers with an impression of a premium brand that is of comparable to international brands.The new packaging helps to establish a higher image of the product.The primary claim is Kuku is brand new diaper from Hengan that keeps babys buttock dry and comfortable and helps mother to take good care of the baby.广告策略广告策略 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02岁婴儿的年轻母亲。次级目标消费群为孙子/女为02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Trial Behavior评估Evaluation重复行为Repeat Behavior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安儿乐低价尿片上市计划 Launch Plan for Anerle Low-cost Diaper Liner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 Provide Basic Features Such as Absorbency,Emphasize on Freshness to increase the frequency of changing diaper/liners.不做没有针对性的电视广告,采用平面广告和贴片广告 No Pointless TV Commercials,Use Print Ads and Ads to go with TV Series3片低价尝试包,人民币1.5元;另售尿布套Giveaway Samples;Sell diaper liner cover separately新品推出会 功能演示、派送样品;推广会;返利 Promotion Salon-Demonstration of Features,Giveaway Samples;Trade Fairs;Return of Profits人民币0.49元，10片/包 RMB 0.49/piece,10 Pcs/pack B/C级市场的传统销售渠道 Traditional Channels in B/C markets突出低价位,保留基本功能,提高性价比 Give Prominence to Low Price Without Sacrificing Any Basic Features;Best Buy for the Money COPY STRATEGY A.Copy Strategy:The primary objective of the advertisement is to attract potential customers that are currently not using diapers for their babies in order to change their diapering behavior from using cloth or nothing to using diaper liner or at least combining the use of the two;another objective is to encourage existing diaper/liner users to use this low-cost diaper liner more frequently in combination with existing Anerle diaper.B.Copy Platform a.Promise:Anerle low-price diaper liner meets mothers basic diapering needs at a very competitive price and frees mothers from the burden of washing cloth diapers and ensures that babies are taken good care of.b.Target Audience:Primary target is young mothers with 02 year old baby,with a income level of low to medium and are not using or not frequently using diaper/liner for their babies c.Psychological:The use of diaper/liner offers added convenience to mothers and extra comfort for the baby.C.Product Support:Low-price diaper liner is redesigned and restructured to meet the basic diapering needs of mothers at a considerably lower cost.The easy structure and low price allows it to be used in combination with cloth/diaper/pants.D.Historical Support:The penetration rate of diaper/liner is only 2 3%in China,which leaves a huge blank area for marketers.The reasons why so many mothers are not using diaper/liners today are that diapers expensive and mothers using them are perceived to be less caring about their babies.The concept of low-price Anerle diaper liner is affordable in BCD markets and can be used in combination with cloth or pants,thus could receiving higher acceptance among the audience.E.Tone:The primary claim is low-price Anerle diaper liner is a best buy for the money.It meets all basic diapering needs of mothers with low to medium level income.广告策略广告策略 A.广告策略：广告的主要目标是吸引目前尚未使用纸尿裤/片产品的潜在的消费者,从而引导其消费习性从使用尿布或者什么都不用到使用纸尿裤/片,或者将二者结合起来使用.另一个目标是鼓励现有给婴儿使用纸尿裤/片的母亲将纸尿裤和低价的纸尿片使用结合起来,提高其使用纸尿裤/片产品的频率.B.广告平台：a.承诺：安儿乐低价纸尿片能够在极富竞争力的价格水平上满足婴儿母亲在纸尿裤/片方面的基本需求,让妈妈可经常更换尿片又使婴儿得到了很好的照顾.b.目标消费者：主要目标消费群为中低等收入水平的、拥有02岁婴儿的目前尚未使用或不经常使用纸尿裤/片产品的年轻母亲.c.心理：使用纸尿裤/片为母亲提供了方便,同时使宝宝感觉干爽舒适.C.产品支持：新推出的低价安尔乐纸尿垫经过重新设计,能够以较低的成本满足母亲在照顾婴儿排泄时的基本需要.简易的结构和较低的价位使得婴儿母亲能够将其与尿布/纸尿裤/婴儿内裤根据需要结合起来使用.D.历史支持：中国纸尿裤/尿片的市场渗透率只有2%3%,还有很大的市场有待开发.当前,许多母亲之所以不用纸尿裤/片产品的原因主要是因为价格太高。低价安尔乐纸尿垫概念的提出使得尿片能够为大多数BCD级城市的母亲所接受,同时还可与尿布一起使用从而提高纸尿片产品的接受程度.E.风格：低价安尔乐产品物有所值.它能够满足中低收入母亲照顾婴儿排泄是的基本需要.