Marketing Audit – Kleenex
How a Simple Product Became a Global Brand
By: Matin Alijani
Instructor: Prof. David Tsiklauri
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What Is a Marketing Audit?
- A review of how a company does marketing
- We look at strengths, weaknesses, and competition
- Helps us understand what works and what doesn't
Why I Chose Kleenex
- Simple product, but very strong brand
- Created the first disposable tissue in 1924
- Interesting story about listening to customers
- The name became the product itself
Company History & Brand Development
- 1924: Launched as makeup remover for women
- 1926: People used it for colds instead - company changed everything
- 1930s-40s: Became a household item
- 1950s-now: Went global, added many product types
- Today: In 175+ countries, part of Kimberly-Clark
Internal Analysis: Resources & Capabilities
Key Resources
- • Global manufacturing facilities
- • Dedicated R&D teams for product innovation
- • Extensive distribution and retail partnerships
- • Strong brand equity (Kleenex as a household name)
Core Capabilities
- • Consistent product quality & reliability
- • Effective brand management and positioning
- • Deep customer insight & market responsiveness
External Analysis: Market & Competition
The Market:
- • Tissue market worth over $70 billion globally
- • Growing fast in developing countries
- • People care more about hygiene now (after COVID)
Competitors:
- • Store brands - biggest problem
- • Other brands like Puffs
- • Local brands in different countries
External Analysis: Consumer Trends
What Customers Care About Now:
Environment: Want recyclable packaging
Health: Want antibacterial or gentle tissues
Price: Many people looking for cheaper options
Convenience: Want small packs to carry around
Marketing Mix: Product
Product Options:
- Many types: Regular, with lotion, ultra-soft, anti-viral
- Different sizes: Box, pocket pack, travel pack
- Always adding new features
- 2-ply or 3-ply for different needs
Marketing Mix: Price, Place, Promotion
Price:
• More expensive than competitors
• People pay more because they trust the brand
Place:
• Available everywhere: stores, pharmacies, online
Promotion:
• Emotional ads about caring and comfort
• Social media campaigns
• Coupons and special displays in stores
SWOT Analysis
Strengths:
- • Everyone knows the brand
- • Sold everywhere globally
- • Good quality and innovation
Weaknesses:
- • High price turns some people away
- • Need stores to give them shelf space
- • Some people think all tissues are same
Opportunities:
- • Make eco-friendly products
- • Grow more in Asia and Africa
- • Sell directly online to customers
Threats:
- • Cheap store brands taking customers
- • Economic problems = buy cheaper
- • Raw materials getting expensive
Strategic Recommendations (Part 1)
1. Make a Sustainable Product Line
- • Use recycled packaging
- • Call it something like "Kleenex Green"
- • Attract customers who care about environment
2. Create a Cheaper Version
- • Mid-price option to compete with store brands
- • Still good quality but simpler packaging
- • Keep customers who might leave
Strategic Recommendations (Part 2)
3. Get Better Online
- • Improve website and online shopping
- • Offer subscription delivery service
- • Do more on social media
4. Focus on Health Benefits
- • Work with doctors or health organizations
- • Promote anti-viral and hypoallergenic features
- • Show it's about health, not just convenience
Conclusion
Main Points:
- Kleenex succeeded by building trust and listening to customers
- Brand name is their biggest strength
- Need to balance quality with price
- Future depends on sustainability and staying relevant
Thank You! Questions?