Published by MBA Skool Team, Last Updated: December 23, 2017
Marketing Strategy of Kleenex analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Kleenex marketing mix, help the brand succeed.
Kleenex marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Kleenex Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Kleenex Product Strategy:
The product strategy and mix in Kleenex marketing strategy can be explained as follows:
Kleenex is a leading FMCG brand, which is a leader in manufacturing tissues & towels. The brand has a wide portfolio in its marketing mix product offering. The main products under the Kleenex brand name are hand towels, dinner napkins, moist wipes, face tissues, tampons, paper towels, skincare sanitizers, air fresheners and bathroom tissue. Since products such as tissues create a lot of wastage, the brand has developed a recyclable and eco-friendly product line. The company strictly follows their motto ‘reduce today, respect tomorrow’. The Kleenex company uses fewer resources while manufacturing, packing and transporting. The company also does B2B selling of its products to hospitals, resorts, food processing industry and metal manufacturing industry.
Image: company website
Kleenex Price/Pricing Strategy:
Below is the pricing strategy in Kleenex marketing strategy:
The peak time when the sales shoots over the roofs are the flu season, during the month of February.
This is the time when the company prices its products moderately higher. This leads to a higher margin of profits. Kleenex faces competition from store tissues, puffs, Scotties and up and up. Kleenex keeps the prices of its products on the lower end and provides a lot of variety of products to fit the needs of various customers. Prices of various packs of tissues differ according to the sizes of the packets.
Kleenex Place & Distribution Strategy:
Following is the distribution strategy in the Kleenex marketing mix:
Kleenex products are manufactured in 30 countries and sold in more than 170 countries. It is sold via a wide network of retail outlets, supermarkets spread across various cities in the United States. The Kleenex factories are located close to the raw material source to cut transportation costs. After production, the products are transported to shops via air, ships and transport trucks.
The company also has a website from where customers can buy the products directly from the company
Kleenex Promotion & Advertising Strategy:
The promotional and advertising strategy in the Kleenex marketing strategy is as follows:
The first Kleenex tissue ad came up in a magazine, with the tagline ‘the new secret of keeping a pretty skin as used by famous movie stars’. By 1930, the company innovated and came up with tissues for cold and hay. The aim of the company was to use it as a substitute for a handkerchief. It was marketed with the tagline ‘Don’t Carry a Cold in Your Pocket’. These campaigns turned out to be very successful. Kleenex is very active in social media and engages its customers over recent trivia, campaigns. It drives successful and innovative digital campaigns that aim to create a bond between the customers and the brand. The brand wanted the perception of the product to change from just another wiping tool to something more meaningful and profound; like a gesture for care. This results in creating more and more loyal customers. Kleenex has a Facebook page. It engages with its customers and provided information about its existing and new products on the page. Kleenex uses its Twitter account to provide daily doses of tips and facts about the common cold, flu. It promotes its new products and responds to grievances of customers using the digital platforms. The brand promotes itself using the tagline ‘dedicated to helping with a variety of life’s little messes wherever they may happen’. Kleenex aims to position itself in the market as a wiping tool to a statement of style. Its main target customers are women between the ages of 24-45. Women with children are more preferred. It highlighted Kleenex as a gesture of care in its ‘Timely care’ campaign. The brands another campaign ‘caring is contagious’ aims to position the brand as not just a necessity but a product one should be proud to own. This gives an insight in the marketing mix of Kleenex.
Kleenex is a tissue manufacturing company founded by Kimberley Clark, in the year 1924. The company is based in the United States.
Kleenex introduced the first tissue paper on the western side of the globe. It was used for removing cold cream and makeup.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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