Kleenex: The Saga of a Super Brand

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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

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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.

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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...

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

'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...

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