Abstract
U by Kotex is a brand of feminine care products produced by Kimberly-Clark Australia and New Zealand. It targets the 16-24 year-old women notably through television commercials. Most of these women are in schools, colleges or universities and are perceived as outgoing along with active personalities, but are not always self-confident.
The latest campaign promoted U by Kotex feminine care product by using a whole beaver-themed in many TV spots. It shows a woman going to the beach, to the nail salon or shopping with her beaver. Having received feminine care products in present, the beaver uses the product in different and funny ways but always emphasizing the product characteristic features of comfort, protection and hygiene.
This report highlights strengths and weaknesses of Kimberly-Clark approach in relation to buyer behavior theories. Recommendations for U by Kotex are implemented from our overall analysis and through in-depth examination on opportunities of using another channel.
