Kimberly-Clark SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 7172

SWOT Analysis of Kimberly-Clark with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Kimberly-Clark Corporation


Personal and household products



Tagline/ Slogan

It feels good to feel


Strong brands such as Kleenex, Scott, Huggies among others

Kimberly-Clark STP


Products for daily needs

Target Group

All households


Global hygiene company offering personal care and consumer products

Kimberly-Clark SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Kimberly-Clark :

1. Portfolio consists of strong market leading products such as Kleenex, Scott, Huggies, Kotex and Depend 
2. Continuous investment in innovation and product marketing 
3. Strong performance of personal care products has helped support the top line growth 
4. Has over 40,000 employees, is listed among Fortune 500 companies and has presence in 175 countries

5. Efficient supply chain and strong management team

6. Taken responsibility to provide product donations, corporate contributions and volunteer efforts for variety of disasters which have taken place around the world

7. Heavily invested in sustainability, products with sustainable wood fiber, recycling of packaging etc.

8. Strong advertising and marketing of all its products ensures strong brand recognition


1. Intense competition means limited market share growth
2. Fake products sold under its brand name lead to brand dilution


1. Strong potential in online growth of its products
2. Increasing customer preference for organic and natural care products 
3. Growing importance of emerging markets, and strengthen presence  in China and Russia

4. Acquisitions and alliances should help the company expand its global business portfolio


1. Continued recession condition in Europe will affect its business 
2. Intense competition among FMCG companies to gain market share in consolidated markets
3. Threat from private labels which are cheaper as compared to Kimberly-Clark products

Kimberly-Clark Competition


Below are the 3 main Kimberly-Clark competitors :

1. The Procter & Gamble Company
2. Unilever Plc. 
3. Johnson & Johnson

The brandguide table above concludes the Kimberly-Clark SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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