Pestel - Paper
Table of Contents
I. Introduction II. Company Background III. Kleenex Marketing strategy, sales and other company information IV. Competitors’ marketing strategies, & sales V. SWOT Analysis VI.
Introduction & Company Background There are few, if any, trade names in the world today more associated with its generic product than Kleenex and facial tissue. Unquestionably, there are parts of the country that refer to all sodas as a “Coke”, and most people call a personal watercraft a “Jet-Ski”, but facial tissues are used by everyone, and the majority of people call them Kleenex. The Kleenex brand is a registered trademark of Kimberly-Clark Worldwide, Inc. Of all their brands, Kleenex is the most well-known. Kimberly-Clark was founded in 1872 in Neenah, Wisconsin as Kimberly, Clark, and Co. by John A. Kimberly, Havilah Babcock, Charles B. Clark, and Franklyn C. Shattuck. The company, as much of its business is in today, started in the paper industry operating paper mills. Kimberly-Clark developed a special cotton substitute that was used by military surgeons during WWI that helped Kimberly-Clark become a major player in the paper industry. Army nurses also found this cotton substitute, called cellu-cotton, to be very effective for use as disposable sanitary napkins. Because of this, Kimberly-Clark released its first brand that is known today, Kotex in 1919, to sell the world’s first disposable sanitary napkins. Kotex’s success was more than just a great product, but the result of a clever marketing program as well. At the time, most drug stores carried every item behind the counter, and these drug stores were virtually 100% staffed by men. Most women of the time found it very embarrassing to ask for feminine hygiene products from the men behind the counter. Kimberly-Clark urged these stores to move the items from behind the counter to in front of the counter, so that women could simply pick the products
I. Introduction II. Company Background III. Kleenex Marketing strategy, sales and other company information IV. Competitors’ marketing strategies, & sales V. SWOT Analysis VI.
Introduction & Company Background There are few, if any, trade names in the world today more associated with its generic product than Kleenex and facial tissue. Unquestionably, there are parts of the country that refer to all sodas as a “Coke”, and most people call a personal watercraft a “Jet-Ski”, but facial tissues are used by everyone, and the majority of people call them Kleenex. The Kleenex brand is a registered trademark of Kimberly-Clark Worldwide, Inc. Of all their brands, Kleenex is the most well-known. Kimberly-Clark was founded in 1872 in Neenah, Wisconsin as Kimberly, Clark, and Co. by John A. Kimberly, Havilah Babcock, Charles B. Clark, and Franklyn C. Shattuck. The company, as much of its business is in today, started in the paper industry operating paper mills. Kimberly-Clark developed a special cotton substitute that was used by military surgeons during WWI that helped Kimberly-Clark become a major player in the paper industry. Army nurses also found this cotton substitute, called cellu-cotton, to be very effective for use as disposable sanitary napkins. Because of this, Kimberly-Clark released its first brand that is known today, Kotex in 1919, to sell the world’s first disposable sanitary napkins. Kotex’s success was more than just a great product, but the result of a clever marketing program as well. At the time, most drug stores carried every item behind the counter, and these drug stores were virtually 100% staffed by men. Most women of the time found it very embarrassing to ask for feminine hygiene products from the men behind the counter. Kimberly-Clark urged these stores to move the items from behind the counter to in front of the counter, so that women could simply pick the products
Cited: Kimberly Clark, P&G Engage in Tissue Warfare." Media Buyer. 22 Sep. 2008. 8 Nov. 2010. . Dillon, Wynne . "Kleenex Tissues From Kimberly Clark." Sooper Articles.2010. 8 Nov. 2010. . "Tips and Facts." Kleenex. 2010. 3 Nov. 2010. . "Scotties." Scotties. 2009. 30 Oct. 2010. . Products." Kleenex. 2010. 7 Oct. 2010. . Puffs ." Puffs . 2010.. Frequently Asked Questions." Kleenex. 2010. 9 Sep. 2010. . Kalil, Brad . "Tissue Market Continues to Grow." RISI. 2008.. (2010, Month. Day ). In Proctor and Gamble Annual Report 2010. (chap. 2010Annual Report) Retrieved Nov. 26, 2010, from http://www.pg.com/en_US/downloads/investors/annual_reports/2010/PG_2010_AnnualReport.pdf (2010, September 30)