Marketing StrategyBy: Christina Gallanis

• Kleenex is a division of Kimberly-Clark, a paper manufacturer.

• Kleenex was invented in 1924 and marketed towards women only. It was marketed as a product to be used as a disposable substitute for face towels.

• In 1930 Kleenex was now being advertised as a handkerchief substitute.

• Competitors of Kleenex are other brands that sell similar tissue products like Puffs.

• Kleenex has been the Number 1 brand of facial tissues in the world since 1924.

• It is hard to identify a target audience of Kleenex since everyone needs tissues and everyone sneezes.

Marketing Strategy• Since Kleenex is such a successful product a

good marketing strategy would be one that works keep a good relationship with its loyal customers and to continue to gain new customers.

• Using Social media, internet marketing, and digital marketing is a great way to do this.

Facebook

• Kleenex already has a great Facebook page.• Their Facebook page presents a lot of

information about the company, new product information and provides opportunities for interactions with their customers.

Twitter

• A great idea is to start an official Kleenex twitter account.

• Tweeting information about new products, promotions, and cold and flu tips.

• Also re-tweeting and tweeting back at followers to interact with consumers.

Mobile Marketing

• An idea for an app that Kleenex could create would have information and tips for cold and flu season.

• It could give notifications if it is being reported that the cold and flu is gong around your area.

Measure Success

• Measuring success can be done by:– Counting the number of likes on Facebook– Counting the number of followers on twitter – Using Google Analytics to see the progress of your

online sites.

Budget• Kleenex’s total annual revenue is about $1.6

Billion• So an estimated $4.8 million per month

budget for this marketing strategy is needed to work.

• Kleenex’s seasonal peak is allergy season but everyone needs tissues all year round.

Summary

• Using this estimated budget and this marketing strategy I believe that Kleenex’s marketing will reach a large audience.

• It will also help gain new and maintain good relationships with customers.