June 1, 2023


Moving Forward

Personalisation at scale and contextualising content form the core pillars of our marketing strategy: Kimberly-Clark’s Saakshi V Menon: Best Media Info

Saakshi V Menon

Feminine cleanliness, an necessary component of women’s health and fitness and perfectly-staying, has been a extended-standing taboo in India for yrs owing to a deficiency of consciousness and access to menstrual hygiene goods. 

However, Saakshi Verma Menon, Promoting Director, Kimberly- Clark India, stated that the feminine hygiene house in India has viewed remarkable expansion in the earlier handful of yrs and expressed the hope that the group will be witnessing an even better future. 

Established in the 1920s throughout wartime – whereby nurses made use of Kimberly-Clark’s cellucotton for their durations, Kotex has been there in the female cleanliness section for about a century now. The brand name is now back again on Indian shelves and has kick-begun its new campaign #ChooseItAll. 

According to a report titled ‘Feminine Cleanliness Products and solutions Market place in India 2020’ the sector was valued at Rs 25.02 billion in 2018 and is envisioned to attain Rs 58.62 billion by 2024, growing at a CAGR of 14.92% in the course of the 2019-2024 period of time. 

In Menon’s viewpoint, women’s entry to menstrual hygiene in India has grown due to improved recognition and the removing of boundaries, however, females are continue to reeling under the pressure of myths, taboos, and compromises on solution top quality when it comes to time period.

“Kotex is a revolutionary and modern manufacturer that champions development and as global leaders in female cleanliness, we persuade girls to challenge misconceptions about periods,” she mentioned.

Also, she also went on to insert that with the relaunch of Kotex, Kimberly-Clark aims to destigmatise period of time discussions and guidance ladies in breaking the glass ceiling due to the fact they genuinely believe that that ‘Period or Not, She Can!’ 

Marketing campaign:


“Through our latest campaign, #ChooseItAll, we are reminding younger ladies not to compromise and pick out healthy period of time protection with our new Kotex ProHealth+ pads,” she reported.

It is also to be pointed out that, Kotex experienced relaunched in India in Might 2022 and this is their very first digital-focussed advertisement marketing campaign, conceptualised by Ogilvy India.

Commenting as to how Kimberly-Clark is likely to leverage its brand messaging to help and inspire young girls to not compromise with menstrual cleanliness, Menon claimed, “We are here to assistance and motivate younger women on their path to create a new world purchase and break the cycle of the old entire world. As their partners-in-alter, we are doing work to give nutritious defense so that periods do not appear in the way of their development.” 

For the duration of the program of the interaction, she also emphasised that apart from the ‘premium’ visually pleasing packaging and hassle-free knowledge, the lately introduced Kotex ProHealth+ sanitary pads supply 5-in-1 advantages, permitting people to make no trade-offs or compromises.  

For this reason, in her viewpoint, the #ChooseItAll marketing campaign is intended for various digital and offline touchpoints or platforms exactly where their target shoppers, younger ladies, spend most of their time on a every day basis and is built-in with the bigger model ethos of ‘no compromise’. 

“Our digital-initially promoting method is personalised at scale, contextualising written content for unique consumer segments, giving an even additional partaking and personalised working experience for our shoppers,” she extra.

Moreover, she also remarked that one particular of the vital conclusions of their customer study was the comprehension that women seek out a sanitary pad that provides comprehensive security with no any compromises, which actually led to the progress of Kotex ProHealth+, which as per the enterprise is a superior sanitary pad intended to supply uncompromised healthier period protection.

Menon mentioned she experienced high hopes for the group and mentioned that with the development of the Indian feminine cleanliness market, there is an opportunity for brands to complete greater.

“At Kotex, we consider satisfaction in giving higher-high quality items that satisfy the desires of Indian girls. We are confident that Kotex ProHealth+ will not only strengthen our industry share but also turn out to be a professional achievement, empowering women to reach their objectives and reside lifetime with no compromise,” she stated.

Talking about the strategising part of their hottest presenting, she said that the company’s marketing and advertising and marketing initiatives will be concentrated on electronic channels, social media, and e-commerce portals, delivering a steady and persuasive brand name message throughout all touchpoints. 

“We have designed personalised messages dependent on the different stages of the consumer lifecycle journey and focused distinct buyer segments,” she added.

On top of that, she also went on to include that their crew aims to further leverage contextualisation and personalisation across platforms to deliver suitable written content that speaks to their consumers’ wants and dreams. 

“Additionally, we will also be partnering with influencers to endorse Kotex ProHealth+ and amplify our messaging. Influencer outreach will assistance to make brand consciousness and generate fascination in Kotex ProHealth+ among the our goal audience who are typically electronic natives,” she mentioned.

What’s more, she also mentioned that with the modern revamp, the feminine hygiene manufacturer has also amplified its funds allocation for electronic internet marketing, influencer marketing, and personalised articles, which have proven to be powerful strategies to achieve and interact with its focus on viewers.

“Our limited-phrase goals include things like boosting model consciousness, driving sales, and building excitement close to the new product. In the extended operate, our intention is to build Kotex as a foremost feminine hygiene model in India although delivering superior interval protection to our consumers. We will repeatedly keep an eye on our development in opposition to these targets and refine our tactics appropriately,” she opined. 

Upon becoming questioned as to what is the rationale at the rear of the company’s target on the certain mediums, Menon replied that younger females right now are electronic natives who favor to investigation and buy goods on the net, consequently, e-commerce channels and social media platforms are essential for brand names to join with and interact their concentrate on audience.

“As a model with over 100 many years of working experience in the female hygiene category, we recognise the importance of keeping effectively-informed of marketplace tendencies and shifting buyer choices. Consequently, we are dedicated to capitalising on these trends by investing in study and improvement to build modern items that meet up with the evolving desires of Indian women,” she explained.

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