In the late 70s of the 20th century, Hong Kong's economy had taken off for nearly a decade, with an increase in personal income and an increase in the female working population. This phenomenon provides important information for marketers on how to solve the inconvenience and distress caused by the monthly menstrual cycle for these working women, which is a market with great potential. The manufacturer of Piaoran sanitary napkins discovered this huge potential market in time and decided to launch high-quality sanitary napkin products to gain market share.

Piaoran first made a lot of efforts in product quality, so that it is small in size and convenient for women to use and carry; Strong water absorption, reducing the number of replacements, and making the surface of the sanitary napkin soft and smooth, emphasizing "close enjoyment", and then launched the "self-adhesive" package, which can be glued to the clothing, which is very safe and reliable. All kinds of improvements are in line with the needs of professional women in the new era, and Piao Ran has positioned the target market as professional women, who have been shaped into the pets of women of the times.

After the quality improvement, publicity and promotion have become the key to the market. Contrary to tradition, he decided to promote this commodity, which was considered taboo by traditional beliefs at the time. In the casting of the advertisement of the sanitary napkin, after some deep thought, the winner of the first Miss Hong Kong beauty pageant held by Hong Kong TVB was finally selected, Sun Yongen, who is active in the business world and has participated in hosting real estate exhibitions many times and left people with the image of women and strong women of the times.

In the prime time of the evening, an episode of the TV film had just been broadcast, and a very familiar face of Hong Kong people appeared on the fluorescent screen - Sun Yongen, the champion of the first Miss Hong Kong, she was walking quickly across the zebra crossing, and suddenly a car came from the side, Miss Sun dashingly stretched out her left index finger, just like Lu Xiaofeng in Gu Long's novel used his life's stunt to point to the approaching car, the car stopped abruptly beside Miss Sun, and this beautiful and charming young lady walked across the zebra crossing. Then there was a narration on the TV about a new product that can make women still active and energetic on "inconvenient" days, and this new product is a feminine sanitary napkin.

This advertisement was launched in Hong Kong at that time, making Piaoran sanitary napkins and the first Miss Hong Kong champion become the topics of conversation after tea and dinner of the public at the same time. Piaoran dared to play a banner in the Hong Kong society, which was still influenced by the traditional Chinese secular culture at that time, and grandly launched a new product of sanitary napkins, coupled with the observability and artistry of the advertising film, so that all Hong Kong citizens knew about the new product of Piaoran sanitary napkins, and Piaoran became synonymous with sanitary napkins overnight. Although the broadcast of the Piaoran sanitary napkin advertisement makes the family sitting in front of the TV feel embarrassed, and some women may be embarrassed by their children or younger siblings who ask "what is the Piaoran sanitary napkin for", but the most important thing is that the advantages of Piaoran sanitary napkins stated in the advertisement, especially Sun Yongen's fluttering ease in the film, are deeply imprinted in their minds, and when buying personal sanitary napkins, it becomes an irresistible impulse to try Piaoran.

After successfully occupying the market of professional women, Piaoran strengthened its propaganda offensive and entered the entire female market, with a market share of 30%, leading the market for more than ten years, and has always stood tall in the face of the challenges of many competitors. It wasn't until Procter & Gamble of the United States launched Hushubao in Hong Kong that the status of the big sister was really threatened.

Procter & Gamble is a highly successful consumer goods manufacturing company in the United States, ranking among the top 500 largest companies in the United States. Initially, P&G focused on the U.S. domestic market, but as the U.S. economy slowed, the world market became increasingly important to it. Procter & Gamble, which started by producing personal hygiene products, wants to have a foothold in Hong Kong. According to rough estimates, there are about 1.5 million women of school age who want to buy sanitary napkins in Hong Kong, and the total business turnover of this market is 360 million yuan based on the monthly consumption of 20 yuan per person, and if it can seize 25% of the market share, the turnover will be 90 million yuan. With a net profit of 5%, the annual profit can reach 4 million yuan. As soon as the wishful thinking started, Procter & Gamble began to plan to launch an ace Hushu Bao in his hand to compete with Piaoran.

In order to successfully launch Hushubao, P&G needs to solve two major problems. First, consumers' psychological resistance to new products, especially food and personal hygiene products, sanitary napkins are the most intimate personal hygiene products, how to attract consumers to try new products is a big problem; Second, it is easier to enter a market with an evenly dispersed brand than to enter a market with an overwhelming advantage brand, and Procter & Gamble is facing a market with an overwhelming advantage brand.

In response to these two problems, P&G has implemented three major strategies: First, quality reform. The most important part of Hushubao is the bottom absorbent pad, which has a strong water absorption function. Two layers of dry mesh are added on top, and the thickness of these three layers of material is reduced to a minimum, so as to achieve strong water absorption, less replacement, dry and soft outside, small size, easy to use and carry, etc. The second is to distribute gifts on a large scale to attract trials. The third is celebrity recommendation and publicity.

Hushubao is the first choice for professional women, so the identity and image of celebrities must meet the standards of professional women. Hu Shubao's first commercial film is played by Zhang Aijia, she is the actress, with outstanding acting skills, a sense of the times, and a career-oriented, which has a great impact on the target market. The theme of the advertisement sets off the dynamism of modern life with a brisk tone, and Zhang Aijia brings out the superior performance of the product in a relaxed and free rhythm. The ad had already caused a lot of repercussions as soon as it was broadcast, and many women were eager to try it.

After Zhang Aijia, Procter & Gamble invited another superstar, Zhang Tianai, whose father is an overseas Chinese in Suriname, who is active in the Hong Kong business community and has served as a member of the Hong Kong Municipal Council** and the Legislative Council. Zhang Tianai became famous for performing ballet in the Miss Hong Kong contest a few years ago, and then entered the film and television industry to become familiar to Hong Kong people, and then withdrew for some reason, but is still active in social occasions in high society. This comeback, in the form of a monologue, is recommended for Hushubao, and his identity as a celebrity is even more sincere, and Hushubao's excellent quality can be trusted.

The promotion of the two celebrities has made Hushubao an impressive and amazing achievement, and in just two years, the market share has risen to 22%, which is close to the status of the eldest sister. Piaoran made a fortune with the help of Sun Yongen, and the achievements of ten years of operation have been shaken by the Hushubao promoted by Procter & Gamble with the help of Zhang Aijia and Zhang Tianai.