Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG226
Case Length : 13 Pages
Period : 2006-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Kimberly-Clark Corporation
Industry : Consumer Packaged Goods
Countries : USA; UK

To download Kleenex 'Let It Out' Campaign: Increasing Consumer Involvement with a Low-involvement Product case study (Case Code: MKTG226) click on the button below, and select the case from the list of available cases:

Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Please leave your feedback

<< Previous

Excerpts Contd...

Results

Kleenex derived good results from the LIO campaign. The new campaign helped K-C in reaching customers who had been hard to reach earlier. Industry observers said that the LIO campaign was a big success and that it had led to a significant growth of the Kleenex brand in the year 2007...

The Other View

But the new ad campaign was not without its share of critics. Some experts criticized the way the campaign was conducted. Some opined that it had missed the core goal of product advertising, which was to increase the acceptability of the product by the customer...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Looking Ahead

As of 2009, K-C was looking forward to launching a number of Kleenex products and expected the emotional connection it had created with the LIO campaign to result in the success of these new products...

Exhibits

Exhibit I: Key Financials of Kimberly-Clark
Exhibit II: Kimberley-Clark: A Timeline
Exhibit III: Kleenex: A Timeline
Exhibit IV: Consolidated Net Sales of K-C by Business Segment: 2005-2008
Exhibit V: Kleenex & the Top Ten Grocery Brands in the UK

Custom Search


Fundamentals of Marketing Management Workbook Workbooks Collection	Case Studies in Marketing - Vol. II Case Study Volumes Collection	Fundamentals of Marketing Management ICMR Textbooks Collection