1

Content
Preface page 1. Introduction 3

2.

Wants and need of products

3.

People desire and ability

4.

Price and distribution strategy

5. Marketing management philosophy

6. Aspects of marketing

7. Media and market coverage

1. What is the product?

Kimberly was the first company to manufacture and market facial tissue products. The Kleenex brand was so successful that it became synonymous with the facial tissue products and was even included in several standard dictionaries as a common noun.

The product - Kleenex Anti-Viral tissue introduce in 1930 which kills 99.9% of cold and viruses before they spread. Kleenex Anti-Viral tissue has a moistureactivated middle layer that is scientifically proven to kill cold and flu viruses. When moisture from a runny nose (cough or sneeze) comes in contact with KleenexAnti-Viral tissue's special middle layer, cold and flu viruses are trapped and killed.

2. What wants/needs are to be satisfied?

The tissues play a major part in controlling the spread of cold/flu viruses. It helps fulfill the basic want/need of every individual of maintaining a clean and flu free environment.

3. What consumers have the desire and ability to buy?

A. This product is mostly required by the people who are very sensitive to cold/flu viruses. It may also be used by individuals for prevention of the cold/flu virus and as well as by the people who are already suffering from the virus.

B. Kleenex Anti-Viral is the only tissue that eliminates 99.9% of flu viruses and colds * present in the tissue. Only tissues KLEENEX Anti-Viral possess a unique middle layer, composed of active ingredients against the secretions, which eliminates the flu and colds * in the tissue. When the secretions of a runny nose, cough or sneeze into contact with the intermediate layer of single Kleenex Anti-Viral, the flu and colds * are imprisoned and killed in the handkerchief.

4. What is the pricing and the distribution strategy?

A. The price of the product ranges from $3 - $100 in most parts of the world. The price could be termed as MODERATE as compared to other competitive products and brands. Whereas the distribution is concerned, the brand uses the MANUFACTURER - WHOLESALER - RETAILER channel mostly.

B. The kleenex anti-viral are available in three sizes and there prices are pocket pack 3-4$ medium pack 15-30$ upright 50-80$

Pocket Pack

Medium Count

Upright

5. What marketing management philosophy is influencing the organizations marketing process?

A. There are mainly five marketing management philosophies used by various companies:

1. Production Concept - useful when demand for a product exceeds its supply. It involves increasing the quantity produced of the product.

2. Product Concept - This philosophy involves improving the quality of the product.

3. Selling Concept - This philosophy states that the company should undertake aggressive promotion and advertising techniques to increase the sale of the product.

4. Marketing Concept - This philosophy is almost the same as the selling concept. The basic difference between them is that the former focuses only on Inside-out perspectives (focuses on existing products and uses heavy promotion and selling efforts) whereas the marketing concept focuses only on Outsidein perspective (focuses on customer needs, values and satisfactions)

5. Societal Marketing Concept - This one involves making products that are environment friendly. 7

So in accordance to our perspective, the company uses the marketing concept as its major marketing management philosophy. 6 What other aspects of marketing are being used?

A. The other aspects used by the company are as Advertising, Promotional Events, Discount on Sales, Gifts along with the purchase and so on. For example - the company held a campaign called Let It Out to increase its sales some years back. Kleenex marketing manager - UK and Ireland, Marc Zander, comments: The idea behind the Let It Out campaign is to try and create an emotional affinity between the consumer and Kleenex tissues. By establishing this emotional bond we hope to make the tissue much more than just a product but rather an indispensable aid to help people let their emotions out.

The above example shows that the company tends to increase its sales by every possible and appropriate marketing technique. A. Reputation

B. Relevance

C. Relationships

D. Research

E. Returns and rewards

F. Responsiveness

Q7. Locate (and use) the companys website in addition to media and market coverage.

A. The company uses the media extensively as a medium for communication with its customers around the world. In March 2011, Kleenex launched a widely discussed campaign with great reach. The campaign was called by the name - "Softness worth sharing". The campaign allowed the people to send free Kleenex samples to those who have fallen ill via the 900 retailers who took part in the campaign. Basically, the campaign's aim was to introduce an even softer tissue. The campaign was advertised via TV, print, display and social media.

Kleenex is the world's leading brand for cosmetic tissues and handkerchiefs, hence its enormous market coverage around the globe. The company provides its products to all countries in Europe (Austria, Belgium, Germany, France), Americas (United States, Canada, Argentina) and in the Pacific (Australia, New Zealand)