Kleenex: The Saga of a Super Brand
|
|
ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG198
Case Length : 17 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Tourism Australia
Industry : Consumer Packaged Goods
Countries : Europe/USA
To download Kleenex: The Saga of a Super Brand case study
(Case Code: MKTG198) 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
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
Background Note
Kimberly was founded in 1872 in Neenah, Wisconsin, USA as a partnership among John A. Kimberly (John Kimberly), Charles B. Clark, Frank C. Shattuck, and Havilah Babcook, a cousin of John Kimberly...
The Kleenex Brand
Kleenex was the brand name used for a variety of products manufactured by
Kimberly like facial tissues, bathroom tissues and paper towels. Kleenex was a
word invented by Kimberly and was registered by it as a trademark. It was based
on the word 'clean' and the first letter 'K' and the last letters 'ex' were
taken from its 'Kotex' brand introduced earlier. Cleanliness and hygiene were
given importance in the brand name. Kimberly introduced the Kleenex brand in
1924 after the successful launch of its first disposable product made of Cellucotton, Kotex, in 1920...
|
|
'Let it Out' Campaign
Kimberly started an advertising campaign called 'Let It Out'
as part of its brand strategy in 2006. The new sales campaign was started to
deal with the falling sales of the tissue products since 2001. The unit sales of
Kleenex branded tissue products fell by 9.7 percent in 2006 while the overall
sales of tissue products of the industry fell by 6.1 percent during the same
period...
|
|
The Results of the Campaign
Kleenex derived good results from the 'Let It Out' campaign. The new
campaign helped Kimberly in reaching customers who had been hard to
reach earlier.
Industry analysts said that the 'Let It Out' campaign was
a big success and that it led to a significant growth of the Kleenex
brand in the year 2007. The sales from the consumer tissue business
segment of Kimberly grew from US$ 5,982 million in 2005 to US$ 6,474.5
million in the year 2007 after the 'Let It Out' campaign was launched... |
Excerpts
Contd...>>
|
|
