Kleenex: The Saga of a Super Brand
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG198
Case Length : 17 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available Organization : Tourism Australia
Industry : Consumer Packaged Goods
Countries : Europe/USA
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts Contd...
Criticism and the Kleercut Campaign
While it enjoyed the market leadership in the tissue products market on the one
hand, Kimberly had to face allegations regarding the destruction of ancient
forests for manufacturing its disposable facial tissues, on the other. These
allegations had been leveled against the company since 2004. Environmental
protection groups like Greenpeace and NRDC accused Kimberly of damaging the
environment and misleading the public about its business practices...
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A Bunch of Lies?
Kimberly was also accused by the Environmental protection
groups of misrepresenting facts and misleading its stakeholders and the public.
Greenpeace accused Kimberly of 'shamelessly' using virgin fiber instead of
recycled fiber. Kimberly retorted by saying that the use of virgin fiber was
necessary to give the consumers the superior softness that was expected from a
superior tissue brand like Kleenex...
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Outlook
Riding on success of the 'Let it Out' campaign, Kimberly said that it
was planning to increase its ad spend further for the year 2008 as it
had done for the year 2007. A significant part of this would go towards
defining the category and protecting the Kleenex brand name, analysts
felt. The company also planned the biggest ever new product roll out
under the Kleenex brand for the year 2008. As part of its advertising strategy, Kimberly planned to promote Kleenex by producing a documentary based on its
'Let It Out' campaign... |
Exhibits
Exhibit I: Logo of Kleenex
Exhibit II: Key Financials of Kimberly
Exhibit III: One of the Earliest Kleenex Ads Featuring Little Lulu
Exhibit IV: Images from the 'Let It Out' Campaign
Exhibit V: Net Sales of Kimberly from 2003-2007 (In US$ billion)
Exhibit VI: Kleenex & the Top Ten Grocery Brands in the UK
Exhibit VII: Images of Greenpeace Ads Criticizing Kimberly
Exhibit VIII: A Screen-shot of the Kleercut Website
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