The Kimberly-Clark Corporation: Marketing Opportunities
1. 0 Introduction:
The Kimberly-Clark Corporation is an American multi-national corporation that produces mostly paper-based consumer products. The corporation operates in more than 80 countries and sells its products in over 170 countries. It has a wide array of well-known brands, including Kleenex, Scott, Huggies, and Cottonelle.
The company has been in operation since 1872 and was founded by John A. Kimberly, Havilah Babcock, Charles Y. Clark, and Franklyn C. Shattuck in Neenah, Wisconsin, USA.
The company has undergone several changes over the years; in 1995, it spun off its health care business into a separate company called Healthcare Holdings, Inc. In 1999, it sold off most of its North American tissue business to Georgia-Pacific. In 2000, the company merged with Scott Paper Company. In 2002, it sold off its European tissue business. In 2005, the company announced that it would be moving its headquarters from Irving, Texas to Dallas, Texas.
The company has been very successful and has been consistently ranked as one of the top 100 companies to work for by Fortune magazine. In 2017, the company had revenues of $18.4 billion and employed approximately 43,000 people around the world.
The development of new products and services are critical to the sustainable growth of businesses and this aspect creates new marketing opportunities for the company
2. 0 Kimberly Clark Corporation: marketing opportunities
2.1 Product planning and creation: Kimberly Clark’s liner is a product created to help with white discharge or light bleeding between periods which is often accompanied by vaginal dryness or irritation (Source). The target market for this product are women who experience these issues on a regular basis as well as those who want extra protection during their period or while engaging in activities that may cause discharge (i.e., swimming). This product is unique because it not only absorbs wetness but also helps to restore moisture to the Vaginal area (Source).
To develop this product, extensive market research was conducted in order to assess customer needs and wants. This led to the creation of a product that meets customer needs in terms of both function and design. The product was then developed and prototyped before being mass-produced and made available for sale.
2.2 Market analysis and competition potential: The market for feminine hygiene products is estimated to be worth $39 billion globally with North America accounting for approximately 36% of this total (Source). The main competitors for Kimberly Clark’s liner are other companies that sell similar products such as Procter & Gamble’s Always brand and Johnson & Johnson’s Carefree brand.
What sets Kimberly Clark’s liner apart from its competitors is its unique ability to restore moisture to the vaginal area. This makes it an ideal product for women who experience vaginal dryness or irritation on a regular basis.
In terms of marketing, Kimberly Clark will need to focus on promoting the unique benefits of its liner in order to gain market share from its competitors.
2.3 Production details: Kimberly Clark’s liner is made from a combination of paper and plastic. The paper is sourced from managed forests and the plastic is made from recycled materials. The product is assembled at a factory in Mexico and then shipped to customers around the world.
2.4 Marketing strategies: In order to market its liner effectively, Kimberly Clark will need to focus on creating awareness of the product and its benefits among its target audience. This can be done through various channels such as advertising, public relations, and social media.
In terms of advertising, Kimberly Clark could create television commercials that show women using the liner and experiencing the benefits firsthand. The company could also sponsor events that are popular among its target audience such as music festivals or sporting events.
In terms of public relations, Kimberly Clark could work with influencers who are popular among its target audience to promote the product. The company could also host events where women can learn more about the product and its benefits.
3. 0 Conclusion:
The development of new products and services are critical to the sustainable growth of businesses and this aspect creates new marketing opportunities for the company. In the case of Kimberly Clark, the development of its liner has created new marketing opportunities that can be exploited in order to gain market share from competitors.
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