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BRAND TALK
KOTEX
Presented by Group 7
Huynh Ngoc Thien Ly
Tran Thi Thu Nguyet
Le Hoang Trinh
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Table of Contents
1 About Kotex

2 Brand Equity

3 Marketing Campaigns

4 Brand Story

5 Lesson Learned
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ABOUT
KOTEX
Kimberly-Clark Corporation 04

Kimberly-Clark Corporation, founded in 1872, is a multinational personal care products company

based in the United States. It is responsible for creating and establishing the Kotex brand.
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The birth of sanitary napkins

World War One in 1914 -> supply shortage

Kimberly-Clark Company sent cellucotton

samples to the U.S. War Department

Kimberly-Clark became the main contractor

to supply filter papers for military
respirators, as well as hemostatic bandages.

Before becoming popular, the "precursor" of sanitary napkins was used as a respirator
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The birth of sanitary napkins

By the end of 1918, the war was over -> there are
more than 5 thousand tons of cellucotton in the
army.

Some female nurses or female soldiers also used

cellucotton bandages to replace tampons made
from felt cloth

In the early 1920s, Kimberly-Clark began

marketing the first disposable tampons under the
name Cell Cellaps.

Before becoming popular, the "precursor" of sanitary napkins was used as a respirator
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Vision Mission

To develop and offer a range of

To empower women, promote
high-quality, comfortable, and
menstrual health and well-being by
effective feminine hygiene products
providing innovative and reliable
feminine hygiene products. that meet the diverse needs of

women.

They strive to create a world where They aim to provide products that
women feel confident, informed, and
are reliable, innovative, and backed
supported during their menstrual cycles.
by scientific research.
1984 The brand expanded internationally and entered the global market,
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including Vietnam

2000s
Kotex continued to innovate and introduced various product enhancements, such as pads
with wings, ultra-thin pads, and tampons, catering to different preferences and needs

2013 Brand Platform with manifesto "Tự tin khoe cá tính".

2016 Kotex introduced the "Kotex Designer Series" in collaboration with fashion
designers

2017 Brand Platform with manifesto “Dám làm điều phi thường”.

2020 Kotex emphasized its commitment to sustainability by introducing eco-

friendly products and transitioning to more sustainable packaging
materials.

2022 Brand Platform with manifesto "Tôi không giới hạn"

 CORE VALUE
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Empowerment Innovation Education

Inclusivity Sustainability
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Brand
Equity
KOTEX AWARENESS
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Brand Name Meaning
The name Kotex came from one
employee's observation that the
product had a “cotton-like
texture.”

“Cot-tex” became the easier-

to-say “Kotex” creating a name
that–like another Kimberly-Clark
product.
 Logo History
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2001 - 2014 2011 - 2016

2014 - 2018 2018 - now

 Logo Meaning
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To be simple, modern, and easily

recognizable.
Symbolize the company's commitment to
providing comprehensive feminine care
solutions.
The stylized "K" within the logo signifies the
brand name "Kotex," allowing consumers to
associate the logo with the company.
2018 - now
The "OT" is in pink or red and is similar to the
female gender symbol representing women.
Packaging
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Packaging
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permeability, thinness,
softness, and size

colorfully designed, with

Toning down the cute cat hand motifs
embarrassment factor
as the package sits in
the shopping cart, in a
purse, or at home.

Kotex Mini-Meow
Tagline/ Slogan
17

“Tôi tự tin. Tôi hiểu.

Tôi chia sẻ.”

“Tự tin khoe cá tính”

“Tự tin là chính mình”
 KOTEX IMAGE
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confidence diversified products

super absorbent super anti-overflow

groove
 KOTEX ASSOCIATION
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Social
Responsibility

Kotex has engaged in social responsibility

initiatives related to women's health and
hygiene. These activities have helped create
a brand association with social
consciousness and a commitment to making
a positive impact on communities.
"Teen Confidence" (2013)
More than 1,650 secondary school
28 provinces and cities of the country
A team of 14 prestigious
Psychophysiological changes: more than
400,000 girls
 KOTEX ASSOCIATION
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Social
Responsibility

Kotex has engaged in social responsibility

initiatives related to women's health and
hygiene. These activities have helped create
a brand association with social
consciousness and a commitment to making
a positive impact on communities.
Scholarship Fund for Vietnamese Girls
Nearly 6,000 scholarships awarded
300 female students with excellent achievements
were nominated to receive scholarships
Each scholarship includes 1.5 million VND in cash
 KOTEX MANTRA
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Emotional Modifier Descriptive Modifier Brand Function

Confident Sanitary Napkin

Personality Teenage Girls Tampons
Break the stereotype

 PERCEIVED QUALITY
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Absorption Safety and Materials Value for

Comfort
Performance Non-Irritation and Surface Money

An important Kotex products Customers Kotex products Customers may

factor in are designed to may perceive are made from assess the
feminine hygiene provide a the quality of soft materials quality of Kotex
of Kotex is their comfortable Kotex based with breathable based on the
ability to experience for on its ability to surfaces, value they
effectively users be gentle and providing a receive in
absorb fluids. throughout their non-irritating, smooth and relation to the
usage. ensuring their breathable price they pay.
health and sensation.
well-being.
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Competitive Environment
With the experience of penetrating many
markets around the world, Kotex quickly
gained market share, helping its revenue
over the years continuously increase.
Besides, in the market, Kotex still has
competitors: Diana, Laurier, Whisper
Diana Unicharm's Women's
Care products are proud to be
selected and accompanied in
the process of health care
and quality improvement life
for Vietnamese girls and
women.
Always maintained the motto of
creating the best products for the
benefit and health of Vietnamese
women.
Whisper is a brand of sanitary
napkins belonging to the famous
US consumer goods group P&G
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Why KOTEX is different?

Products:
Innovation and Technology:
Rapid absorption
Moisture-wicking features
The unique selling points of Kotex
is the Rapid-Dry technology
Kotex emphasizes the absorption
and ingredients included in their
sanitary pads
 Why KOTEX is different?
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Image: Social and Educational Initiatives

Female-Centric Approach
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MARKETING
CAMPAIGNS
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PRODUCT

ex

Have a diverse product portfolio to meet the different needs of target customers
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KOTEX MINI MEOW
Situation Insight
Kotex did not have a breakthrough and Gen Z female consumers look for ways to
trendy product portfolio to directly hide pieces of product so that they can fit in
"confront" Diana. the palm of their hand to ensure privacy.

Miss a huge group of potential customers Always look for products that can be easily
- Gen Z. folded or used quite bulky bags.

USPs

compactness and trendy, youthful product packaging

Creative Idea
“Đại tiệc sắc màu - Nhỏ gọn, trọn thế giới riêng”
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PROMOTION
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CAMPAIGNS

Bye Bye Lable Together - 2013

Strives to empower young people to speak
out for themselves, get rid of stereotypes,
and always stay true to themselves.

"Be confident in your own color individuality. Be confident in saying No to petitions and
stay true to your true individuality"
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CAMPAIGNS

To honor women's path of self-

discovery and empower them
confidently express their greatest
abilities, even on days of
menstrual cycle

Dám Làm Điều Phi Thường - 2017

"She can... Dare to do the incredible?"

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CAMPAIGNS

The Kotex girls of version 2022 are

encouraged to enjoy the self-path of
discovering their own unlimited
potential, step through the prejudices,
boldly show full potential, enjoy and be
confident in the journey of adulthood
rather than the destination.

With the key message “Đến từ máu lửa

generation, GenZ máu lửa ngại gì máu
me”, Kotex encourages girls to be willing
to open and share their menstrual stories
frankly.
Tôi Không Giới Hạn - 2022

"Menstruation is a normal matter, there is no need to euphemism or hide"

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CAMPAIGNS
Kotex offers a new perspective that considers
menstruation as "unlucky" or "happy"
depending on each person's perspective.

The message "Xui hay vui là do mình thui” is an

encouragement for girls to master their
perspective and enjoy themselves on Tet.

MV "Xui hay Vui" - 2023

"Xui hay vui là do mình thui"

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BRAND
STORY
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With Kotex, girls can do everything,
even incredible one.

Most people believe that a man has a

much better understanding than a
woman.

When a Vietnamese girl achieves

something, her family, friends and
society will say “For a girl, that’s ok
already. You don’t need to do more.”

DARE TO GO BEYOND THE STEREOTYPE

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With Kotex, the menstruation is normal,
why do we have to be quiet and hide?

According to the survey, girls still ask

to put sanitary pads in black plastic
bags and girls in the first "months"
still feel embarrassed when
unfortunately encountering
"accidents" about costumes these
days.
Menstruation has not been addressed
directly, stemming from prejudices
and thoughts that it is a delicate,
sensitive, and "unclean" topic.

TRY TO NORMALIZE THE MENSTRUATION

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Together with Kotex share openly about your menstruation cycle!

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LESSON LEARNED
 Lesson Learned
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Story Listening: Listening to the target group to find stories

"Stereotype Pose to Women"

"Menstruation is embarrassing and sensitive"

 Lesson Learned
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Various advertising methods content associated with "girls and individuality"

 Lesson Learned
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Innovation drives success

Demonstrated the importance of
continuous innovation in the feminine
hygiene industry.
Introducing new products, improving
existing ones, and adopting innovative Empowering women
features.
Focus on empowering women and
Meet evolving customer needs and stay
competitive in the market. providing resources for menstrual
health education.

Emphasis on supporting women's well-being

and fostering a sense of confidence and self-
care has helped build a loyal customer base.
 References 43
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giao-duc-gioi-tinh-tu-tin-tuoi-teen-2013-712989.ldo
Brands Vietnam. (2022, April 8). Kotex-mini-meow – “Đại tiệc sắc màu” giúp Kotex nâng điểm thị phần. Brands Vietnam - Cộng đồng Marketing và Xây
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trước khi thống lĩnh thị trường. CafeBiz - Thông tin kinh doanh - Doanh nhân. https://cafebiz.vn/lich-su-cua-kotex-tien-than-la-mat-na-phong-
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Ngoc Bich, N. (2012, August 20). 'Điểm Danh' những bất ngờ của Bye Bye Label. Ngoisao. https://ngoisao.vnexpress.net/diem-danh-nhung-bat-ngo-
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xanh-ca-tinh-giua-rung-san-pham-dieu-da/?fbclid=IwAR02h_wy4iXDpBtWU3DYGeUnFuJyoCxCgBOwaFFizpP4Wk_Sxbn1rBnjMMo
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VnExpress. (2015, January 22). Hành trình 12 năm của Quỹ học bổng cho nữ sinh Việt Nam. vnexpress.net. https://vnexpress.net/hanh-trinh-12-nam-
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THANK
YOU