Essay --

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 â€Å"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... ...groups. In November 3rd 1996, The Otway Ranges Environment Network (OREN) conducted a consumer awareness campaign whose slogan said â€Å"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.