11.0 PRODUCT, PROMOTION, PLACEMENT AND PRICE
11.1 The Foundation of Marketing Strategy
Kotex is attributed to analyzer business. It attempts to maintain a stable, limited line product, but carefully follows a selected set of promising new developments. It seldom as a first mover, but often a second or third entrant in product-markets related to its existing market base, which is often associated with a lower-cost or higher-quality product or service offering. Thus, the analyzer strategy is hybrid. Analyzers are concerned with defending via differentiation in quality while at the same time paying attention to new product development to avoid being leapfrogged by competitors with more technologically advanced products.
11.2 Product Mix
Our Kotex’s Herbal Ultra-Thin Sanitary Pads is unique because we incorporated herbs in it. We try to create demands for herbal sanitary pads by creating awareness about how the quality of sanitary pads will affect health. When the awareness is imbued into customers’ mind, the demand is built and the herbal sanitary pads will fill the gap between this newly concerned issue and current market products. As Kotex is …show more content…
Besides, customers are usually willing to pay more for a superior offering. We understand that premium price policy is most appropriate for our current product differentiation business, yet there are some limitations. Thus, in order to make our customers comfortable with our price, the other 3Ps will work together to focus our customers on quality rather than price. Consequently, women with sensitive skin will be willing to pay more for safe and natural healthy
11.1 The Foundation of Marketing Strategy
Kotex is attributed to analyzer business. It attempts to maintain a stable, limited line product, but carefully follows a selected set of promising new developments. It seldom as a first mover, but often a second or third entrant in product-markets related to its existing market base, which is often associated with a lower-cost or higher-quality product or service offering. Thus, the analyzer strategy is hybrid. Analyzers are concerned with defending via differentiation in quality while at the same time paying attention to new product development to avoid being leapfrogged by competitors with more technologically advanced products.
11.2 Product Mix
Our Kotex’s Herbal Ultra-Thin Sanitary Pads is unique because we incorporated herbs in it. We try to create demands for herbal sanitary pads by creating awareness about how the quality of sanitary pads will affect health. When the awareness is imbued into customers’ mind, the demand is built and the herbal sanitary pads will fill the gap between this newly concerned issue and current market products. As Kotex is …show more content…
Besides, customers are usually willing to pay more for a superior offering. We understand that premium price policy is most appropriate for our current product differentiation business, yet there are some limitations. Thus, in order to make our customers comfortable with our price, the other 3Ps will work together to focus our customers on quality rather than price. Consequently, women with sensitive skin will be willing to pay more for safe and natural healthy