An integrated marketing communications campaign for Modess ultrathin

• Main Authors: De Leos, Kara Kristal A., Flordeliza, Jennifer Carla C., Ong, Queenie B., Santos, Marie Patricia P., Tiu, Jeush Wensh A.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Sanitary napkins > Philippines > Marketing; Modess ultrathin; Advertising; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18551
• Institution: De La Salle University

In terms of sanitary protection, Johnson & Johnsons Modess is considered the top-choice of women.10 The company has created different varieties of sanitary pads to cater to the growing needs of women. One of the more revolutionary sanitary napkin variant that Modess created is called Ultra Thin. Modess Ultra Thin is a 3mm napkin packed with Micro-Protect crystals that can absorb 100-times its weight. From all the research the group has conducted, it was discovered that most teenage girls are more inclined to using maxi pads. Maxi pads make them think that they are protected because they associate the thickness of the pad with protection. Since teens nowadays live a very active lifestyle, having the challenges of school plus extra-curricular activities like sports and other hobbies, it is okay for them to have a bulky pad that can sometimes be uncomfortable because of the fear of leakage. With that, how will Modess Ultra thin get teens to switch from a maxi pad to a thin pad? With that problem, the objectives of the integrated marketing communications campaign for Modess Ultra Thin are: 1) to induce trial for Modess Ultra- Thin among non-users 2) To strengthen awareness and loyalty among the current users brand target market, the youth 3) To increase market share by 3% over a period of 6 months through an Integrated Marketing Communications (IMC) Campaign 4) To win back the teenage market who have switched to Whisper. This will be accomplished through communicating that the technological breakthrough has come to sanitary pads. The target market of Modess Ultra Thin is 15-19 year old teenage girls, who belong to the socio-economic class A, B and Upper C. These are teenagers who belong to Generation Z. They are very technological given that they were born in that the era. Psychographics of the target market reveal that they do not want to take chances especially when they might get embarrassed during their red days. They feel as if thick pads are more effective in terms of protection from leakage. The creative materials will aim to communicate the big idea of the whole campaign- thin works. The message of the campaign will be communicated through various media like TV (crawlers), Print (Magazine spine & footer), OOH (Billboard, transit ads, trains, train stations, bus stations/ waiting shed), Malls (Women's comfort room for cinemas and malls), Supermarkets, Digital (Facebook, YouTube and banner ads) and through an activation (Modess Ultra Thin Boracay Beach Clean-Up) At the end of the campaign, it is expected that all the objectives have been met. Trial for Modess Ultra Thin will increase by 3%.