Marketing Plan Analysis: Kotex "Xui hay Vui" Campaign Insights | Môn Marketing strategy - Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

lOMoAR cPSD| 58605085 Table of content I. Introduction 1 1. What is a Marketing Plan? 1
2. Briefly define its purpose and role in business. Why is it important to business? 2
II. Successful Marketing Plan Example: “Xui hay Vui” by Kotex 2 1. Brand Analysis 2 2. Promotion campaign 3 3. Result 4
III. Kotex Marketing Plan Analysis 4
1. Strengths of Kotex's “Xui hay Vui” Campaign Marketing Plan 4
2. Weaknesses of Kotex's Marketing Plan 5
IV. Lessons to Marketing Strategy 6 References 10 I. Introduction
1. What is a Marketing Plan?
According to the book "Marketing Management" by Philip Kotler and Kevin Keller, a
marketing plan is a written document that summarizes what the marketer has learned about
the marketplace and indicates how the firm plans to reach its marketing objectives. The
marketing plan should include an executive summary, a situation analysis, marketing
objectives, marketing strategy, action programs, budgets, and controls. The purpose of a
marketing plan is to provide a blueprint for implementing the marketing strategy and to
serve as a reference point for evaluating performance. The marketing plan should be
flexible and adaptable to changing market conditions and should be reviewed and updated regularly. lOMoAR cPSD| 58605085
2. Briefly define its purpose and role in business. Why is it important to business?
The purpose of a marketing plan is to provide a roadmap for achieving the company's
marketing objectives and to guide the implementation of marketing strategies and tactics.
It serves as a comprehensive document that outlines the current market situation, sets
specific marketing objectives, and details the actions to be taken to achieve those objectives.
The marketing plan plays a crucial role in business by providing a structured approach to
marketing activities and ensuring that all efforts are aligned with the overall business
strategy. It helps in coordinating marketing activities across different departments,
allocating resources effectively, and providing a basis for evaluating performance.
Additionally, the marketing plan serves as a communication tool, ensuring that everyone
involved in marketing activities understands their roles and responsibilities. Overall, the
marketing plan is important to business as it helps in driving growth, maximizing
opportunities, and responding to market challenges effectively.
II. Successful Marketing Plan Example: “Xui hay Vui” by Kotex 1. Brand Analysis
Kotex embraces the message of strong, independent and limitless women, creating an impactful
brand image in the mind of the customer. Recent marketing campaigns of Kotex clearly
demonstrate their commitments to their brand message. The company builds marketing
programs throughout the years to improve their brand image through leveraging digital
channels such as social media, influencers, and online advertising to reach its target audience,
which are women from 16-24 years old, who are open to new ideas and products. Kotex aims
to build brand love by creating messages that change social perceptions about the period. The lOMoAR cPSD| 58605085
company’s attempt in marketing has yielded high recognition while gaining customer trust and
attracting potential customers. 2. Promotion campaign
The campaign targets Gen Z who have their own personalities, high and youth energy and have various
needs and demands during their periods. They tend to join social and outdoor activities, hang out with
friends, and so on. Especially at Tet, Gen Z spend most of their time traveling with their families,
hanging out with friends, going on vacation with their lovers and so on… However, these girls and
young ladies feel less confident, negative, uncomfortable, and are influenced by negative statements
such as “Being in periods at Tet is unlucky”, or “Periods at the beginning of year make that year not go well”, and so on.
Figuring out this insight, Kotex launched the campaign collaboration between MONO and
rapper tlinh in order to express the desire to diversify and normalize perspectives about periods
to male and female. The objectives of this campaign include increasing product awareness of
new pads, Kotex Gardenia Deo+, and spreading the message of reducing worry and prejudice
about girl periods especially at Tet. The tag line of this campaign “Xui hay vui là do mình thui”
showed that Gen Z can take control of their perspectives and let’s enjoy Tet without worrying
about being or not being in periods. Also, Kotex would follow and accompany Gen Z dealing
with their problems about periods. According to a Q & Me report, music is one of the main
types of Gen Z’s entertainment, and music videos used to bring marketing success to Kotex.
Hence, in this campaign, a music video is an appropriate means to create an emotional
impression on target audiences, and increase the effect of this new message. MV “Xui hay vui”
was released on 3/1/2023, and its teaser was released that morning in order to ensure the
attraction of the MV when launching. lOMoAR cPSD| 58605085 3. Result
2 weeks since release, “Xui hay Vui” has gained huge realization on both social media and
streaming platforms. After 2 weeks since release, the music video has received 7.2 million
views on Youtube and over 28 million views on TikTok. People were commenting on how
it really showcases the video’s mood and aesthetic, how it delivers the message of
normalizing menstruation and eliminating prejudices. For this reason, the campaign was
awarded with “The Best Innovative Social Media Campaign” for January 2023 by BSI Awards.
III. Kotex Marketing Plan Analysis
1. Strengths of Kotex's “Xui hay Vui” Campaign Marketing Plan
➢ Unique Marketing Strategy
The topic of menstruation during the Lunar New Year is appropriate. Businesses that sell
sanitary napkins are hesitant to run media advertisements around this time of year because
many Vietnamese people believe getting a period during this time will bring bad luck for the
entire year. Nonetheless, Kotex dares to talk about and engage in media on such a sensitive
subject around Tet and Spring. This is an exceptionally unique and ground-breaking invention.
➢ Emphasis on Women's Empowerment
The message “Your actions determine whether you experience pleasure or misfortune"
encourages ladies to embrace the joyous and festive atmosphere and let go of concerns about
getting their period. Kotex's marketing plan focuses on empowering women and promoting a
positive and confident image related to menstrual health; it could resonate well with its target audience.
➢ Brand Recognition and Trust lOMoAR cPSD| 58605085
Kotex is a brand of Kimberly Clark World Wide (KCW), the world's leading corporation in
family health care products. Kotex has been in the Vietnam market for many years and has
strong brand recognition and consumer trust. According to VnExpress, among the 10 most
popular personal care brands in the country, Diana and Kotex hold a whopping 80% of the domestic market share.
➢ Digital Marketing and Social Media Engagement
Leveraging digital platforms and social media can be a strength, especially if Kotex effectively
engages with its audience, shares educational content, and encourages conversations around menstrual health.
➢ Collaborations and Partnerships
Kotex made a wise decision in selecting Tlinh and MONO, to symbolize this campaign. These
artists are extremely well-known in Vietnam's music-loving society, which attracts youthful
followers. Tlinh - the vocalist is affable and evolving, offering a wide range of unique music
goods that fit the brand's pursuit of excitement and innovation. Regarding MONO, the brand
showed its boldness and aim to broaden viewpoints and normalize menstruation for both
genders when it chose to cooperate with a male celebrity to promote a woman's product.
2. Weaknesses of Kotex's Marketing Plan
➢ Intense Competition
The Tet market is highly competitive because numerous companies and brands actively run
their advertising and marketing campaigns during this time of the year. Kotex is facing
challenges from other well-established brands and newer entrants from many market segments.
➢ Environmental Concerns: lOMoAR cPSD| 58605085
Establishing a campaign requires an enormous number of public relations tools and
advertisements. This might release a lot of trash and create a burden on the environment. Kotex
must pay extra attention to environmental aspects to reduce the amount of waste made during their marketing campaign. ➢ Cost of Marketing
Marketing and advertising are expensive, especially for a huge marketing campaign like “Xui
hay Vui" where Kotex had to compete with many other brands. It would be a significant and
expensive mistake to waste marketing resources by utilizing the incorrect media and targeting the wrong demographic.
IV. Lessons to Marketing Strategy
➢ Audience Adaptability: Acknowledge the importance of tailoring marketing strategies
to different life stages, ensuring that campaigns resonate with a diverse audience.
➢ Balanced Channel Mix: Recognize the need for a well-rounded approach by combining
digital and offline campaigns to engage a broader audience effectively.
➢ Trend Integration: Stay current with marketing trends, incorporating personalized
strategies and collaborating with inclusive influencers to maintain relevance and connection.
➢ Innovative Storytelling: Embrace creative and innovative storytelling, like introducing
a period education series, to break taboos, foster open discussions, and provide unique
and memorable brand experiences. lOMoAR cPSD| 58605085
➢ Educational Outreach: Use marketing as a platform for educational initiatives,
addressing challenges and ensuring that innovative solutions are accessible to a wide range of consumers. lOMoAR cPSD| 58605085 References
1. Vietnam, B. (n.d.). Campaign: Kotex - “Xui hay vui” và màn chào sân truyền
thông Tết lần đầu của thương hiệu băng vệ sinh.
https://www.brandsvietnam.com/campaign/809-Kotex-Xui-hay-vui-va-man-chao
-san-truyen-thong-Tet-lan-dau-cua-thuong-hieu-bang-ve-sinh
2. BSI Awards | Case Library | Kotex | Kotex HANA Tết 2023 - “Xui Hay Vui”
MV | The Best Innovative Social Media Campaign. (n.d.).
https://bsiawards.buzzmetrics.com/case-library/kotex-hana-tet-2023-xui-hay-vuimv- inno
3. Ha, T. (2018, July 17). Two foreign brands dominate personal hygiene
market in Vietnam. VnExpress International – Latest News, Business,
Travel and Analysis From Vietnam.
https://e.vnexpress.net/news/business/companies/two-foreign-brands-dominate-p
ersonal-hygiene-market-in-vietnam-3778605.html
4. Nam, T. (2023, January 4). Nhà sản xuất Kotex và Huggies sẵn sàng cho
cuộc đua giành lại thị phần. Forbes Việt Nam.
https://forbes.vn/kimberly-clark-san-sang-cho-cuoc-dua-gianh-lai-thi-phan
5. T. (2020, May 4). Phụ nữ chuyển sang xu hướng mua sắm tối giản. TUOI TRE ONLINE.
https://tuoitre.vn/phu-nu-chuyen-sang-xu-huong-mua-sam-toi-gian-20200504170 8516.htm