Marketing Strategy 4p on Kotex

3911 words 16 pages
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Headquartered in Dallas, Texas, with operations in 35 countries, Kimberly-Clark’s global brands are sold in more than 150 countries. Every day, 1.3 billion people trust Kimberly-Clark products and the solutions they provide to make their lives better.

Kotex’s success was more than just a great product, but the result of a clever marketing program as well. At the time, most drug stores carried every item behind the counter, and these drug stores were virtually 100% staffed by men. Most women of the time found it very embarrassing to ask for feminine hygiene products from the men behind the counter. Kimberly-Clark urged these stores to move the items from behind the counter to in front of the counter, so that women could simply pick the products up and surreptitiously buy them from the cashier. Following Kotex, Kimberly-Clark launched Kleenex in 1924 as the world’s first disposable handkerchief using the same cellu-cotton material. Together, the Kotex and Kleenex brands provided the company with a solid financial foundation to see it through the great depression, when many competitors of the time failed. (“Kimberly-Clark,” n.d., History section; Heinrich, 2004, pp. 1-2)

Early History

Kimberly, Clark & Company was founded in Neenah, Wisconsin, in 1872 as a partnership of four men: John A. Kimberly, Charles B.


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