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Marketing Strategy for an Organization

Introduction to Marketing Company

Kimberly Clark is an American multinational personal care company that produce paper supported consumer products. The company was founded by Neenah, Wisconsin in the year 1872. Currently 43000 employees are working in the company. The company is listed among the Fortune 500. The company has a relationship with the Midwest airlines and also traded in NYSE. The company having headquarter in Irving, US and Texas (Babin and Zikmund,2015). In 2013, company generate the revenue of $21.152 billion and net income of $2.142 billion. The personal care product line is selected which includes goodnites, huggies, kleenex, kotex, poise and pull ups as these products generate higher revenue in order to capture greater number of market share that is 42.85% in 2016.

Product Analysis Of Kimberly Clark

BCG matrix has planned to help the organisation for long term planning in order to consider the growth opportunities by analysing the portfolio of products to decide whether to continue, incest or discontinue the developed products. The matrix is divided into four quadrants and strategies are adopted to maintain the products of the company, these are as follows:

  • Stars: These products have high growth market and high market share. In 2009 Kimberly Clark have generated 44% of revenue from personal care products. These are goodnites, huggies, kleenex, kotex, poise and pull ups. The company adopt market development strategy where they target new market for maximising their sales and profit.
  • Cash cow: The products has low growth markets but having high markets share. Kimberly Clark products that generate high revenue from low market are consumer tissue and professional products, these are Kleenex and Scoot, Wypall and Kimetch, Kleenguard and Jackson Safety, Air Filetration, Cottonelle and wiping Substrates used in medical, industrial. They generate 33% of revenue from consumer tissue and 16% from professional products.
  • Question marks: These products having high growth market but low market share, they are at moderate state. They are analysing that whether that products will move towards star or dogs. These products are health care which generate only 7% of revenue in 2009, these are Kotex, kotex white, anydays, goodfeel, litimus and camelia.
  • Dogs: These products having low growth and low market share, that is not preferred by the consumer and generate no sales for the company. Corporate products yield 0% revenue in 2009. These includes depend, poise and plenitud. The company should stop manufacturing these products.

Kimberly adopt BCG matrix to identify the star products which have higher growth and higher market share. The category under star is personal care which includes goodnites, huggies, kleenex, kotex, poise and pull ups. In 2009 they have generated 44% of revenue form personal care products and having 35.8% of market share. The company adopt market development strategy where they had expanded their business in UK, USA and India which leads to increase in their market share that is 42.85

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