Tactical Marketing Programs for Kleenex Brand, Research Paper Example

Introduction

In the past year, Kleenex has managed to team up its public relations, social responsibility campaigns and marketing, to create a strong brand, positive approaches to tactical promotion, as well as a campaign that uses multiple channels to communicate with potential customers. In the below study, the authors would like to review the strengths and development areas of the campaign, taking into consideration the five P model: product, price, place, promotion and people.

Product

The products of Kleenex are developed to be suitable for all ages; they are hypoallergenic and well positioned on the competitive tissue market. Kleenex has been the leader of the facial tissue industry for over a decade, and the popularity of the brand, the appreciation of the quality does create an added value to the product. The product groups include everyday tissues, ultra-soft, lotion and anti-viral solutions, and the product development to provide more than an ordinary tissue would do target various groups of people.

Price

Although the price of Kleenex products is higher than the average market price for tissues, the difference is justified by the noticeable extra softness, caring agents, anti-viral, soothing and other comfort options. Unlike ordinary tissues, the Kleenex brand adds value, promotes social responsibility by taking care of the environment, through the manufacturer’s (Kimberley Clark) social responsibility campaigns, including sustainable forestry. However, some of the green organizations, such as Greenpeace have criticized the company for being only committed for preserving forests on the surface. (Greenpeace)

Place

The company is present in North America, Europe and Australia. Although the major supermarket chains feature the product very often, and there are multiple promotions organized every year, it is worth to mention the importance of online campaigns making the brand selection and the list of retailers available online. The social media campaigns including promotional offers and coupons have become successful, as well.

Promotion

Promotion through different channels is built around the good feeling and the different types of products. The variety of available Kleenex tissues varies based on the country, however, the social media, newspaper advertisement, TV ads, featured commercials before feel-good movies are still the main channels. It is important to note that the combination of social responsibility public relation campaigns and advertisements featuring positive emotions, relationships and also the variety of products.

People

People Kimberley Clark targets with the Kleenex brand are individuals with high expectations, who like quality, do not mind paying extra for more comfort, and generally those who care about their families’ and their own well-being. Kleenex is also building its promotion campaigns around the future, targeting families with children, to get them involved in the social responsibility initiatives of the company. The brand-awareness and preference among the population is high, and this is one of the major factors of Kleenex’s successful marketing strategy.

Conclusion

The five P model has revealed the strengths of the company’s marketing strategy, and it has also revealed some important improvement areas. Increasing visibility of campaigns and allowing the public to participate in different campaigns would allow the company to respond to criticism and further strengthen the relationship between marketing and public relations. (Heath et al. 2006)

References

Greenpeace’s Response to Kimberly-Clark’s Propaganda. Online. http://kleercut.net/en/ResponsetoKC

Heath, R., Brandt, D., Nairn, A. (2006) Brand Relationships: Strengthened by Emotion, Weakened by Attention