HISTORY & SUMMARY

Start in 1872, by partnership Get popularity during World War I by the product Cellucotton In 1920, introduce disposable Napkin

Disposable cold cream removing towel 1924

In 1978 introduce Huggies in competition of P&G Pampers and get 50 % market share by 1984. In 1990 they expanded business internationally by opening healthcare unit in Brussels, Belgium.

Strengthened its presence in 2000 in professional healthcare products.

CONT.
Name used for variety of products Based on word CLEAN ,cleanliness n hygiene. were given importance. Replace regular handkerchief in Canada. Introduce 1st pop up cartons. Turning point came , consumer prefer Kleenex Tissue as a disposable handkerchief this made to total change in marketing strategy Slogans for the marketing Brand extension True confession campaign Faced competition Kleenex say bless you Decrease in sale

CONT.
The result of the let it out campaign was a big success in the sales and growth of market . Kleenex stood in the 73rd brand in the world top 100 grocery brands.

Many of the advertising company CEO said that kleenex coming out in all direction.(culturally, technologically).
Kleenex was highly criticize by the Environmental protection groups like GREENPEACE and NRDC. GREENPEACE started a campaign KLEERCUT against the destruction of ancient forest used by Kimberly in manufacturing of his product.

CONT.
Kimberly was blamed by Environmental protection group of mispresenting facts and misleading its stakeholders. Kimberly used 19% of plup from recycled sources while other companies use 60% recycled material. Kimberly was pressurized by big customers like Wal-Mart to use recycled plup. Kleenex captured the Olympic mania by extending its successful let it out campaign for documentary it was targeted at Beijing Olympics 2008. Kimberly planned to spend US$ 173 Million for the year 2008 and US$ 168 million for the year 2009 for world wide operating expanses on environmental compliance.

PRODUCT MIX
1. Cellucotton (Disposable sanitary napkins) 2. Kotex 3. Kleenex

4. Huggies

STRENGTHS
Introduce several innovative products. Most soft tissues. 1st mover advantage in many brands.

They advertise heavily usually by campaigns.

WEAKNESSES
Use less recycling material. (19%) & other companies use (60%) chain of lies during greenpeace campaign.

OPPORTUNITIES
As much they spend on their brands and company, they can also come in paper mill business They have very less market share in Asia.

THREATS
Media misrepresented Kimberly and temporary down the sales. P&G is also producing napkins and dippers and strongly working globally.

Wal-Mart and other big customers pressurize them to use recycle plup.

TOWS
Strength Opportunities By successful marketing they can also get big share in Asia. Introduce variants which are difficult to copy or adopt. Weaknesses Kimberly can add their remaining 81% recycle material in the other business of paper mill. Make more variants which can be produced from recycled material.

Threats

CONCLUSION
As many allegations were faced by Kimberly but due to their strategic steps they become more successful in the industry. By let it out campaign (blow it out, blow it loud) they introduces a new strategy of sales, that people should not feel shyness in blowing their nose. In 2007 Kimberly was on 73rd no. in top 100 companies and in top 10 in UK. Good promotional strategies , keep the brand in the no.1 position