Kleenex is a tissue brand manufactured by Kimberly-Clark Corporation. The company knows how to build a high consumer loyalty and also how to make consumers recognize their brands. In addition, Kleenex is well-known for family care and personal care brands.
2.1 Market Summary
Kimberly-Clark make Kleenex tissues from ancient forest in North America, and the consumption of facial tissue is very high in North American, Japan, Oceania and Western-Europe. All group of people can use Kleenex, and we can find Kleenex tissues in government buildings schools, airports, hotels and hospitals. In addition, Kleenex products are likely to be found in every shelf, in most of the stores. The company makes sure to improve its products by adding nice scent to the tissues, and also by creating a tool called Achoo to predict cold and flu in their living areas. The idea is to get consumers stock up on Kleenex before they get sick, rather than buy supplies when they are already felt bad (Neff, 2013). At this point, the consumers’ behavior can be influenced when they see great improvements on the product.
2.2 SWOT Analysis
Strengths & Weaknesses
The first strength I would mention is that the company wants consumers to see their brand as “Everyday use product”. Kimberly-Clark Corporation does not only manufacture Kleenex tissues, but it also make Kleenex indispensable for us. Women use Kleenex tissues the most because they are more emotional and they do a lot of make-up. Aldo, Kleenex, the world’s first facial tissue brand, generates more than $1 billion business (Datamonitor, 2011). Another strength would be the fact that the corporation makes sure to innovate the brand and develops new strategies. In 2010, Kimberly-Clark increased its strategic mar...
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...groups. In November 3rd 1996, The Otway Ranges Environment Network (OREN) conducted a consumer awareness campaign whose slogan said “Refuse to use Kleenex issues. Do not wipe your burn on Otways native forest” (Otway Ranges Environment Network, n.d.). The campaign was an issue for the corporation because the environmental groups launched campaigns to save Otway native forest and also encourage consumers to buy alternative products, rather than Kleenex tissues. In 1998/1999 Kimberly-Clark Corporation quits using wood from Otway’s native forest despite its valid licensed until June 2001 (Otway Ranges Environment Network, n.d.). Also, competition can be an issue for Kimberly-Clark Corporation because other corporations want to be better than Kimberly-Clark; therefore, they make sure their products still on top, or the price is acceptable inn order to retain consumers.
KRYLON is a Sherwin-Williams product its ads on the television back in the 70's With no runs, no drips, no errors is famous and is now making its way back into the market. Sherwin-Williams is also responsible for Dutch Boy, which is sold at all Sears stores. Minwax and Thompson's Water Seal were recently acquired by Sherwin-Williams in 1996. All these products are made by Sherwin Williams and are brand recognizable with their name only.
its humble beginnings to its current status as a leading pharmacy innovation company. Did you know that the acronym "CVS" in "CVS Pharmacy" stands for "Convenience, Value, and Service"? The company's purpose is clear: to help everyone on their road to better health. Through its retail, pharmacy benefit management, and retail clinic roots, CVS Health has reinvented pharmacy and grown significantly over the years. Despite this growth, the company remains committed to its customers, clients, and communities.
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
Nike's marketing strategy is in many ways the reason for the company success. Nike is now positioned as a premium-brand. Nike advertising is one of the most effective emotional branding examples in the advertising marketing in today’s world. Their customer loyalty is off the charts. All credit goes to the Nike brand strategy and masterful application of the emotional branding. That's exactly the kind of shrewd marketing attitude that drove Nike's past success. After perfecting in the art of big branding, Nike has now moved into a world in which its consumers want to be told less and just do more. Which is in a way, is such a big change after all.
The Clorox Company purchased Kingsford in 1973. Kingsford became one of the largest product groups within Clorox’s portfolio by 2000. Charcoal also represented a large percentage of Clorox’s revenues and net income. Therefore, a change in growth of the charcoal market would have a significant direct impact on Clorox’s annual sales and net earnings. Since the 1980’s Kingsford enjoyed growth in revenues ranging from a 1-3% increase each year. The charcoal industry had also experienced a steady growth as a whole. However, during the summer of 2000 charcoal sales declined and Kingsford’s summer results were projected to be below target. Clorox must now rely on Kingsford’s improvements in sales and profits to re-establish the company’s growth objectives. The two brand managers Marcilie Smith Boyle and Allison Warren will be challenged with determining the causes of decline, the impact of altering Kingsford’s current pricing, advertising, promotion, and production methods, and developing recommendations to increase profits.
Strengths: low price, strong brand name, excellent merchandise, exceptional employees, huge membership base, economies of scale, efficient distribution and operation.
One case study that we looked at was conducted by the Clorox brand. Clorox looked at the different types of products they sell and why some categories sell better than others. Clorox struggles to sell products that are meant for purposes where bleach as an ingredient would be harmful and would cause damage to the surface that the product is being used. Some examples of these types of products where bleach would be damaging would include laundry detergent, carpet cleaner, or oven cleaner. Clorox discovered that they were struggling to sell these kinds of items because people tend to associate the brand Clorox with bleach, regardless of whether the product has bleach in it or not. Since people associate the Clorox brand with bleach, Clorox decided that they needed to be careful with how they extend their
Brand Name: Our strong brand name is a major strength of Kaiser Permanente. Although we have do not have many established markets throughout the Southeast, customers, consumers, providers, regulators, and insurers would still recognize the value of Kaiser Permanente. The value associated with our brand name is an easily defendable qualitative factor, so competing organization would have a difficult time overcoming it.
Although their branding message was changing slightly during the time, they kept core values and traditions untouched. Comfort, uniqueness, quality and emotional impact – these were always the main associations with the brand. However, other features were being emphasized as time was going by.
13. Attitude towards the brand: Attitude towards the brand strength is positivity/negativity (valence) of an attitude which is weighted by certainty or confidence in the product (i.e, extent with which a brand is considered valid, (Briñol and Richard, 2009).
[5] Woon Bong Na, Roger Marshall, and Keller, K.L. (2000) Measuring Brand Power: Validating A Model For Optimizing Brand Equity.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
[6] Newman, K. A. (2009) Packaging is critical to brand identity, Packaging. (pp. 30 – 34)
GM- focused differentiation, medium pricing, breadth of product line is high. A strength is market share, and a weakness is styling and reliability and perceived quality.
& Uncles, M.D. (2008),”Characteristics of successful employer brands”, Brand Management, Vol. 16, No. 3,pp. 160-175.