Kimberly-Clark
Complete Situation Analysis & Marketing Plan
In a group simulation class, we completed a situational analysis and full marketing plan for parent company, Kimberly-Clark. This document includes industry research and analyses that led to a structured and mapped out marketing strategy.
Project Objective
As a group project, we were assigned to complete a Situation Analysis followed by a Marketing Plan for parent company, Kimberly-Clark.
The purpose was to introduce a new product in the Kimberly-Clark portfolio in order to fulfill the needs of an underserved market and to further diversify the company’s line of products that will, optimistically, increase the company’s share of the market.
Overview
Who is Kimberly-Clark?
Fourtune 500 Company
Fourtune 500 Company
House of Various Famous Brands in Global Market
House of Various Famous Brands in Global Market
42,000 Employees Worldwide
42,000 Employees Worldwide
$18.3 Billion – 2017 Net Sales
$18.3 Billion – 2017 Net Sales
216 Locations across 63 Countries
216 Locations across 63 Countries
Brand Portfolio
Kimberly-Clark’s portfolio is centered around personal care for in-home and professional settings
VISION
COMPANY GOALS
Lead the World in Essentials for a Better Life
Costs
- Save Over $1.5 Billion by 2021 From its Ongoing FORCE (Focused On Reducing Costs Everywhere) Program.
Sustainability
- 50% Reduction in Natural Forest Footprint
- 20% Reduction in Greenhouse Gases
Community
- Uphold Commitment to Human Rights, Worker Safety, Anti-Corruption & Environmental Protection
- Improve the Well-Being of 25 Million People in Need
VISION
Lead the World in Essentials for a Better Life
COMPANY GOALS
Costs
- Save Over $1.5 Billion by 2021 From its Ongoing FORCE (Focused On Reducing Costs Everywhere) Program.
Sustainability
- 50% Reduction in Natural Forest Footprint
- 20% Reduction in Greenhouse Gases
Community
- Uphold Commitment to Human Rights, Worker Safety, Anti-Corruption & Environmental Protection
- Improve the Well-Being of 25 Million People in Need
SWOT Analysis
Kimberly-Clark
Proctor & Gamble
Georgia-Pacific
Market Gaps
Market Trends
Dissatisfied Consumer Wants
Luxury Personal Care Items
Environmentally-Friendly Personal Care Products
Underserved Market
Those who suffer from Hyperhydrosis, or excessive sweating
Approximately 15.3 Million People in the U.S
Conscious about Concealing Sweat Marks and Odors
Sustainability
In our current culture, sustainability and environmental preservation are of great importance to businesses and consumers
The Environmental Protection Agency (EPA) currently sets the standards for the equipment and paper product manufacturing machinery
Technology
Technology is constantly changing the way people live, shop, and function. Businesses must be the ones to adapt to these behaviors
In the Converted Paper Products industry, technology is currently being used to improve the efficiency of production
Market Gaps
Dissatisfied Consumer Wants
Luxury Personal Care Items
Environmentally-Friendly Personal Care Products
Underserved Market
Those who suffer from Hyperhydrosis, or excessive sweating
Approximately 15.3 Million People in the U.S
Conscious about Concealing Sweat Marks and Odors
Market Trends
Sustainability
In our current culture, sustainability and environmental preservation are of great importance to businesses and consumers
The Environmental Protection Agency (EPA) currently sets the standards for the equipment and paper product manufacturing machinery
Technology
Technology is constantly changing the way people live, shop, and function. Businesses must be the ones to adapt to these behaviors
In the Converted Paper Products industry, technology is currently being used to improve the efficiency of production
Market Segments
Millenials
Gen X
Baby Boomers
Based on this research, we ideated a new product to fit with the company’s current portfolio and built a full marketing plan with the
5 P’s; Product, Price, Place, Promotion, and Position.
Product
Target
- Those w/ Hyperhydrosis
- Who Prefer Natural Products over Deodorant
- Business Professionals
Problem
- Excessive Sweating
- Affects over 16 Million Americans
- Sustainability
Solution
Hydroguard
An Underarm Pad that Absorbs Perspiration and Conceals Odor
Prevents
- Visible Sweat on Shirt Fabric
- Underarm Odor
Details
- Scented and Unscented
- 100% Organic Cotton
Prevents
- Visible Sweat on Shirt Fabric
- Underarm Odor
Details
- Scented and Unscented
- 100% Organic Cotton
Price
Penretration Pricing
Setting Low Initial Price on a New Product to Make it Appeal More to Consumers in the Market
Odd-Even Pricing
Keeps Price Under an Even Number for More Appeal
Quantity
5-Pack
15-Pack
25-Pack
Price
$4.99
$9.99
$14.99
Place
Big Chain Retailers
Walmart & Target
Reasoning
- Distribution to Make Product Widely Available and Low-Priced
- 91% of Millenials Shop at Discount Reailors 1+ Times/Month
Convenience Shopping
Corner Stores & Gas Stations
Reasoning
- Positioning w/ Other Tissue Pad and Feminine Care Products
- Convenience Purchases. Consumers on-the-go, but concerned with appearance
Convenience Shopping
Suit & Tuxedo Rental and
Purchase Stores
Reasoning
- Targeted to Men in Business Attire and Need to Maintain Clean Appearance Despite Several Layers of Clothing
Promotion
Research
Millenials
Brand Perception Influences
- Television 70%
- Magazines 60%
- Online Ads 42%
- Kiosks 31%
Gen X
Internet Usage
- Use Internet Regularly 91%
- Spend 11+ Hours Per Week on Internet 41%
*Not Including Social Media
Millenials and Gen X
Trusted Channels
- Website 73%
- Television Ads 64%
- Magazines 62%
- Social Media 49%
Tactics
Advertising
Channel
Website
Kiosks
Social Media
TV Commercials
The Orchestra Conductor
Benefit
Consumer Reseach and Appeal
Product Education and Free Samples
Direct Communication to Consumers
Targeted to Business Professionals
Sales Promotion
Coupon #1
Free Pack of HydroGuard
*Valid for up to $4.99
Channels: Direct Mail Magazines
Coupon #2
$1 off HydroGuard
Channels: Social Media Website
Positioning
Underarm Odor Market
