Kleenex Facial Tissue (Brand Analysis)
...aturity stage and most products that compete with Kleenex are in the maturity stage of the life cycle. After so many years in the market industries, Kleenex Facial Tissues is still going strong even though many aggressive competitors have entered the race for profits. (Kotler, Adam, Brown & Armstrong, 2003) Figure 4.1 will clearly illustrate Kleenex product life cycle stage. A good marketing strategy for the company during this maturity stage is the persuasive promotion, by doing this; the company can prolong their product life cycle. For example, the company can promote new benefits and uses for their products, by positioning Kleenex facial tissues as an acne removal or pimple prevention. 5. Target Market Target Marketing for Kleenex facial tissues applies to all market segments from demographical to the characteristic lifecycle, from Baby-Boomers to Generation-Y, men and women as well as family care. Kimberly-Clark Australia & New Zealand Company also offer different products for consumer’s personal liking or lifecycle groups such as Aloe Vera, Eucalyptus and Tea Tree facial tissues. Each of the products has different natural ingredients for a different purpose, for example Aloe Vera facial tissues maybe come in handy for people who have the sorest red nose, Eucalyptus facial tissues help stuffy heads and nose and Tea Tree facial tissues to help comfort and refresh people during their cold or flu. (www.kca.com.au) 6. Positioning Kimberly-Clark Australia & New Zealand Company position Kleenex facial tissues well into market by using few positioning strategies, they are Usage occasions, Users, Benefits offered, Product attributes and Product class. All of these strategies that used by the company shows how important Kleenex facial tissues goes into the market, from hygiene, softness, daily usage, quality to durable packaging. The strategies that are used set and occupy the consumers mind in relation to any other competing products. For positional direction, the graph in figure 6.1 is obtained by asking product users to make judgments about different brands, including their ideal brand and summaries the ratings and plot the result. The details of positional direction is called “perceptual mapping”, in figure 6.1 shows different result using two positioning dimensions based on what consumers think most matters, for example; product users prefer to use the cleanest and softness tissues products relatively to any others. (www.kca.com.au) Great value for money and quality are close together, implying that consumers think of them as similar on characteristics, while durable packaging is viewed as different and located the lowest. 7. Pricing Kleenex facial tissues is facing what called competition-based pricing, meaning that the prices is set and decided not on how high or low the market demand are, but by the prices charged by competitors. In many today big supermarkets such as Coles, Safeway and any others; there are huge range of toiletries and facial tissues beside Kleenex. The late entrants competitors have bypass the early life cycle stages to compete with Kleenex, such as Sorbent and Quilton tissues brand. The company should consider few factors in setting prices, Profit maximization is one factor that many companies used these days; it seeks to achieve as much profit as possible or it can be said as a desire to earn as high return as possible from the investment. (Kotler, Adam, Brown & Armstrong, 2003) Market-share leadership is another factor should be consider, it is a good way to set the product price in the market by obtaining most of the leading market share, this will sustain in low production cost and highest long run profit for the product. (Kotler, Adam, Brown & Armstrong, 2003) The last factor the company should consider is by setting the lowest price in the market to prevent any other competitors entering the market or set price at competitor’s levels to stabilize the market. (Kotler, Adam, Brown & Armstrong, 2003) 8. Placement Kleenex facial tissues go through 2 channels of level before the products reach to the end users, which mean that before the products reach the end user it have to go through one middle man, Manufacturer to Retailers and to Consumers. In figure 8.2 Kimberly-Clark Australia & New Zealand Company sit as the manufacturer while the middle man such as Coles, Safeway and Big W sit at retailer position. The best way for...